Amazon’s Tez: Late-Mover Gamble in India’s Quick Commerce Space
商品編號：W44762
出版日期：2025/07/29
再版日期：
商品來源：
商品主題：Economics & Public Policy; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：barriers to entry;gateways to entry;quick commerce;late entry strategies
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：India
產業：Retail Trade
事件年度：2024
In December 2024, Amazon India entered India’s booming quick-commerce market with the launch of Tez, a 15-minute delivery service. The announcement came at a time when the Indian market was already dominated by aggressive incumbents, including Blinkit, Zepto, Swiggy Instamart, Flipkart Quick, and BigBasket Now. With over 2,500 dark stores across major metros and strong consumer recall, these early movers had set high benchmarks for speed, scale, and convenience. As the last major entrant, Amazon India faced the risk of a significant market-share penalty. The head of Amazon India had to now craft a differentiated, scalable strategy for Tez that leveraged Amazon India’s strengths while addressing the challenges of scaling within a fiercely competitive space in India.
教學手冊：Amazon’s Tez: Late-Mover Gamble in India’s Quick Commerce Space - Teaching Note
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