Background information This individual assignment builds on the case of Amazon.com, 2021, which is also discussed in the context of Topic 2. For the assignment, you are required to review and analyse the case. More specifically, in the Week 3 tutorial, you will discuss the factors that drove Amazon\'s early success and the advantages and disadvantages of platform organisations. Platform organisations like Amazon disrupt industries and pose a significant threat to their competitors. This threat requires competitors to strategically adapt. Assessment task Assume that you work for a regional retail chain, Bendigo Coop Store (BCS)1 which operates over 50 stores across Australia and has been in business for over 100 years. It offers a variety of goods, ranging from household goods and clothing to decorative and board games for different age groups to satisfy the daily needs of their customer with good quality products. While the retail chain has a strong customer base, in particular, in the regional areas, the company has noticed a decline in sales due to Amazons market entry in 2017 and the impact of the COVID-19 pandemic and cost-of-living pressures on in-store shopping. The retail chains business model relies on brick-and-mortar stores and in-person sales, whereby BCS prides itself on its friendly service. Customers come to the stores to browse and purchase products. Your task is to provide a critical and creative response to the following question: How should BCS as a traditional retailer enhance its customer experience to respond to the threat posed by Amazon? Identify, at a minimum, three key issues related to customer experience that BCS faces and propose how these issues could be managed. Be creative in your ideas and ensure that your suggestions offer a coherent solution that relates specifically to BCS. Importantly, justify your suggestions and support your argumentation with academic literature. You are required to use at least 3 academic journal references. This assessment task requires you to investigate and be creative to critically write up a brief essay response to the key question related to the case How should BCS as a traditional retailer enhance its customer experience to respond to the threat posed by Amazon? This assessment is an authentic assessment task which examines your understanding of important digital technology issues facing the case organisation. The task will enable you to develop research, analytical and written communication skills.

Attachments:

Assessment-Ta....pdf

Amazon.com--2....pdf

Marking-Rubri....pdf

Week-3-Tutori....pdf

Week-2-Lectur....pdf