assessments of concept of marketing

Assignment 1 (Chapter 2)

Read Amazon’s description of Amazon Go here, first. Then, read this Fast Company article. Finally, please answer the following questions. You are not required to use complete sentences, but please write enough that I can understand your answer. Type your answers directly into this document and submit it on D2L. Submit either a Word document or a PDF; please do not submit Pages documents.

1. What type of marketing management philosophy do you think Amazon has? Why do you think so?

2. Describe Amazon Go’s target market. (Your answer should refer to specifically Amazon Go, not Amazon in general.)

3. When Amazon developed Amazon Go, which option were they pursuing from Ansoff’s opportunity matrix? How do you know?

4. Now, consider the Boston Consulting Group’s Portfolio Matrix. In Amazon’s portfolio of strategic business units, is Amazon Go a star, question mark, cash cow, or dog? How do you know?

5. How would you describe Amazon Go’s competitive advantage? What type of competitive advantage do you think it is, and why?

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