Abstract

The case “Online Grocery Delivery Strategy in India: Amazon Prime Now’s Transition to Amazon Fresh” outlines the attempts of multinational technology company Amazon.com, Inc. (Amazon)’s Indian subsidiary Amazon India to establish itself in the fast-growing online grocery delivery space. The case starts out by providing details about Amazon India’s foray into the space with the Amazon Prime Now app. It then details the hardships that Amazon India faced with the Prime Now app that led to discontinuation of the app. Later, it takes a look at the company’s decision to transition to the Amazon Fresh service – which was offered as part of the main shopping app/website – to remain relevant in the online grocery delivery space. The case then gives a glimpse into the Amazon Fresh service. Can Amazon India make a dent in the online grocery delivery space this time around with Amazon Fresh?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the new service development process of an e-commerce company
• Understand customer expectations of and attitudes toward services
• Examine the differentiation strategy in services marketing
• Explore the competitive environment of services
• Discuss the service delivery strategy during an emergency situation like a pandemic

Keywords

Service operations management; Services Positioning; Services differentiation; New service development process; Customer defined service standards; Delivering services; Role of employees and Customers in service delivery; Customer expectations of service; Service delivery strategy; E-commerce; Online Grocery; Competition; Positioning; Re-positioning; COVID-19