AMAZON CASE-KEY I. Issues A. Amazon needs to replicate its online retail success in the offline retail category B. Amazon's diversification into Amazon Go and Amazon Elements was risky given Amazon's resources and capabilities C. Amazon, as a "first mover" in 'checkout-free' grocery, needs to maintain that competitive advantage over the long run D. Amazon must differentiate its Amazon Element brand from other competitors who also sell those same type products on amazon.com E. Amazon needs a plan/strategy to expand its Amazon GO retail concept globally F. Jeff Bezos' knowledge of diversification sufficient to lead Amazon's diversification strategy II. Recommendations A. Amazon must be strategically organized to take advantage of its 'first mover' in retail. -Need to develop expertise in technology of food distribution -Develop knowledge of traditional retail -Partner with offline retailer to learn the business -Target different market than WM online grocery delivery-so don't compete on PRI -Leverage Amazon's R