Target Market and SCA Analysis. 1. Identify the Amazon target market and the retail mix 2. How would you categorize Amazon as identified in below? Relative Offerings: High and Low Low Price-Value Big Middle Segment Innovative-Value Big Middle Segment Relative Price: High and Low Low Price-In Trouble-Exit Retailing 3. Discuss Amazon's sustainable competitive advantage based on the value they provide. If you cannot find existing SCA, how could Amazon develop one or more SCA? Fig. 1. Retail Landscape (Source: Levy, Grewal, Peterson and Connolly (2005