MKT271 case study – Amazon’s Bet on Unmanned Vehicle Delivery

Help me study for my Business class. I’m stuck and don’t understand.

You should assume that you have been hired by the leadership at Amazon as a marketing consultant and you have been selected to answer several questions related to their marketing efforts. You must advise the company and Jeff Bezos on what to do.

In a December 1, 2013, interview on American television program 60 Minutes, Amazon CEO Jeff Bezos announced that Amazon would soon change the future of online shopping by enabling customers to receive items within thirty minutes of ordering. This delivery service, Bezos said, would be powered by unmanned autonomous drones and could be offered as soon as 2015. The market reaction was instantaneous and positive. Still, Amazon needed some answers before it could launch autonomous delivery services: Were customers ready to embrace and pay for this type of delivery service? Would regulators allow it? How would this delivery method impact it current channels? Would it be too risky for Amazon to wait to launch this service? If it decided to go ahead, how should it launch, and to whom?

You must read the HBS/Kellogg case and prepare a response.

Read the scenario carefully and develop your position using supporting arguments from the text reading material and any supporting videos. You must outline your position clearly. Any questions at the end of the case are suggestions to prompt your thinking and do not need to be answered in sequence.


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