Preview

“Kindle Fire” Marketing Plan

Powerful Essays
Open Document
Open Document
6411 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
“Kindle Fire” Marketing Plan
Table of Contents
Executive Summary and Introduction 4
Product Description 5
Key Users 5
Brand Perception 5
Company Description 5
Competitive Advantage 6
Amazon's Strength 6
Hardware 6
Focus on media 6
Drive Customers to the Amazon Store 6
Weaknesses 6
Company 6
Product 7
Strategy 7
Strategies Followed to Retain the Current Customers 7
Pricing Strategy 7
Content is King 7
Culture 8
Demographics 8
Social Issues 9
Technological Advances 9
Economic Situation 9
Political/Regulatory Environment 10
Market Trends 10
Competitor Analysis 10
Barnes and Noble 10
Sony 11
Kobo Inc. 11
Apple 11
Industry Dynamics 11
Amazon Inc. SWOT Table Analysis 12
Segments Selection 13
Perceptual Map 16
Marketing Mix 16
Competitive Reactions 18
Performance Evaluation 18
High Level of Risk? 19
References 20

Executive Summary and Introduction
The Kindle Fire is a competitively priced tablet that uses the Google Android operating system. Current Amazon customers are the primary target market. Convenience makes this brand attractive and Amazon.com product purchases are easily completed using the Kindle Fire. It has a powerful processor and large amounts of storage space available when you consider the unlimited free cloud storage, although storage space on the actual tablet is limited. In order to increase the Kindle Fire’s popularity, Amazon has focused on providing excellent customer service and creating user friendly interfaces. Their online payment system competes with PayPal for market share, while striving to make purchasing from Amazon.com a simple process.
Macro-environmental factors will continue to drive the sales of Kindle Fire, giving Amazon the ability to reach a diverse market. Focusing marketing strategies on an international market will improve cultural relationships, while the primary target market for the Kindle Fire remains their current Amazon customers. Social concerns such as privacy controls


References: Admin, (2012, January 5), 2011 heavy technology products inventory: iOS equipment list, Retrieved from http://www.icsupply.org/2011-heavy-technology-products-inventory-ios-equipment-list.html. Amazon.com Inc. (2011).Quarterly results: Q3 & Q4. Retrieved from http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsOther. Askville by amazon, “Total number of Amazon Customer Accounts is almost 100 Million” Web. May 02, 2012. Retrieved from http://askville.amazon.com/customers-Amazon-USA-Total/AnswerViewer.do?requestId=67750214. Bertolucci, Jeff Bishop, Todd. "USA Today 's Internal App Stats Show Amazon 's Kindle Fire Trouncing Other Android Tablets." GeekWire. 10 Feb. 2012. Web. 07 Apr. 2012. . Carnoy, D. (2012, 02 2). CNET reviews. Retrieved from http://reviews.cnet.com/830119736_7-57330571-251/kindle-fire-vs-nook-tablet-how-to-choose//. FindTheBest, (2012, April 9), Tablet Computer, Sony Tablet S vs Amazon Kindle, Retrieved from http://tablets.findthebest.com/compare/77-82/Sony-Tablet-S-vs-Amazon-Kindle-Fire. Haden, David. "KINDLE BLOG." KINDLE BLOG. 29 Sept. 2010. Web. 07 Apr. 2012. . Harkonnen, (2011, November 5), Apple: Company Profile, Retrieved from http://www.bukisa.com/articles/595266_apple-company-profile. Kowalczyk, Piotr (2011, September) Marketing strategies of amazon.com. (2012, March 12). Retrieved from http://www.marketingplan.net/amazon-com-marketing-strategies/. Lee, J.(2012, February 6), Majority of Kindle Fire Owners 'Very Satisfied ' with Device, Retrieved from http://gadgets.tmcnet.com/topics/gadgets/articles/2012/02/06/263419-majority-kindle-fire-owners-very-satisfied-with-device.htm. Sanglap, R. (2012, December 21), Will iPad Mini Compete With Kindle Fire? Retrieved from http://au.ibtimes.com/articles/270393/20111221/ipad-mini-compete-kindle.htm. Smart advantage Technology, (2011, October 19), The Business and Culture of our Digital Lives, Kobo Vox tablet, $200, to take on Kindle Fire, Nook Color, Retrieved from http://latimesblogs.latimes.com/technology/2011/10/kobo-vox-tablet-kindle-fire-nook-color.html. The #1 website for Program Management, (2011), Five Forces Example: Amazon, Retrieved from http://www.expertprogrammanagement.com/2011/05/porters-five-forces-example/. Vilches, Jose. "TechSpot." TechSpot. 12 Dec. 2011. Web. 07 Apr. 2012. . Wagner, Dana. "The Keepers of the Gates: Intellectual Property, Antitrust, and the Regulatory Implications of Systems Technology." Hein Online. Web. 07 Apr. 2012. . Wikipedia, The Free Encyclopedia, (2012, April 6), Kindle Fire, Retrieved from http://en.wikipedia.org/wiki/Kindle_Fire. Wilcox, Joe. Betanews, “Who 's buying Kindle Fire?” Web. May 2, 2012. Retrieved from http://betanews.com/2011/11/14/whos-buying-kindle-fire/.
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Glenda Abbas Blocks to Customer Utility Redone
    • 712 Words
    • 3 Pages

    Glenda Abbas Blocks to Customer Utility Redone

    Customer productivity is enabled by the customers being able to purchase the Kindle online very easily. The technology of a Kindle is that it is a electronic device that can download, store, and electronic books. You can even subscribe to newspapers, obtain audio files, and subscribe to magazines as well. Car chargers for Kindles are available online as well which makes your Kindle always ready to use even when you are on the go.…

    • 712 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Amazon Strengths And Weaknesses Essay
    • 415 Words
    • 2 Pages

    Amazon Strengths And Weaknesses Essay

    As we all know, Amazon is the main retailer for books. Case in point, Toy-R-Us is the most obvious retailers for toys and amusements. Envision if Toys-R-Us started to offer books. This would confuse its purchasers and endanger its brands. In the same path, a large portion of the new classes, for instance car, may end up being excessively confounding for customers. Amazon's progressing venture into more item classifications has at last hit a major hindrance. Amazon dispatched the flame telephone in the US, should contend with top of the line gadgets like Apple's iPhone and the Samsung Galaxy. Conversely, the flame telephone turn into a major failure for Amazon. Some purpose behind flame telephone turn into a failure is on the grounds that the cost is excessively costly and contain little application store in the Google Play store. In the meantime, Kindle flame did not get as emphatically as Kindle did. Subsequently, there were a few item flounders which brought on a gouge in Amazon's profound…

    • 415 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Tab vs Text
    • 1343 Words
    • 6 Pages

    Tab vs Text

    2012 marks the first time that more people accessed the Internet via smartphones and tablets than desktop or laptop computers. [37] By Aug. 2012, 25 percent of US adults owned a tablet computer, 19 percent owned an e-book reader, and 29 percent owned one or the other, according to a survey by the Pew Internet and American Life Project. [18] Analysts estimate that by 2015 more than 33% of the United States will own a tablet. An analysis from JP Morgan Chase estimates that "tablets will evolve into a $35 billion market by 2012, posting 171.8 percent…

    • 1343 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    Best Buy Marketing Paper
    • 6440 Words
    • 26 Pages

    Best Buy Marketing Paper

    Peppers, Don. "Best Buy Counts Customers -." CIO.com - Business Technology Leadership. The IDG Network, 01 July 2007. Web. 07 Dec. 2009. http://www.cio.com/article/8094/Best_Buy_Counts_Customers…

    • 6440 Words
    • 26 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Xbis 219 Amazon Evolution
    • 412 Words
    • 2 Pages

    Xbis 219 Amazon Evolution

    The strategy that Amazon is using to stay successful is by offering more than just the opportunity for consumers to purchase books. By offering a storage device option, consumers are able to purchase storage space and only pay for what they use rather than pay extra for a service or space not being used. Much like Google and Microsoft, Amazon is trying to move away from their basic services and really get more engaged with additional consumers by offering more options. This strategy that Amazon is using is one that will allow them to gain a bigger customer base and maybe continue accounts from customers that were tired of the same old services, and nothing additional being offered. Amazon is not moving away from its core competency of being a leading online retailer, instead, their position as a leader will allow them to stay in that position, with the new services being offered.…

    • 412 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Do Objects Make Us
    • 882 Words
    • 4 Pages

    Do Objects Make Us

    Walker, Rob. “iPad Envy” New York Times. New York Times, 5 April 2010. Web 30 June 2010.…

    • 882 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    Current Market Conditions Competitive Analysis Eco 365
    • 1424 Words
    • 6 Pages

    Current Market Conditions Competitive Analysis Eco 365

    Technabob. (March 7th, 2012). New iPad (iPad 3/iPad HD) Price, Release Date and Specs Announced. Retrieved from http://technabob.com/blog/2012/03/07/new-ipad-hd-ipad-3-price-release-date-and-specs-announced/…

    • 1424 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    Amozon Kindle Fire Marketing
    • 2384 Words
    • 10 Pages

    Amozon Kindle Fire Marketing

    In this paper, we are going to continue investigating Amazon Kindle Fire, the newest tablet in the market. It is interesting to analyze this to the strongest competitor, Apple iPad. We will discuss what kind of category Kindle Fire belongs to, how is its product life cycle and its branding strategy. And we will take a look at what distribution strategy it applies, what the pricing strategy is as well as its promotion strategy. Finally, we will make some recommendations to Amazon Kindle Fire’s marketing mix, which are product, price, place and promotion.…

    • 2384 Words
    • 10 Pages
    Good Essays
    Read More
  • Powerful Essays

    Barnes & Noble Nook Marketing Strategy
    • 1689 Words
    • 7 Pages

    Barnes & Noble Nook Marketing Strategy

    The following is a survey conducted for Nook Owners’ age distribution from 111 Nook owners…

    • 1689 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Better Essays

    Is Microsoft a Monopoly
    • 2149 Words
    • 9 Pages

    Is Microsoft a Monopoly

    Fisher, G. A. (2000, May 30). Why is Microsoft a Monopoly? Retrieved May 21, 2012, from http://www.zaimoni.com/George/MicrosoftMonopoly.htmFisher (2000)…

    • 2149 Words
    • 9 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    amazon kindle
    • 593 Words
    • 2 Pages

    amazon kindle

    The recent problem on Amazon kindle Fire is which segments it should be? (Whether still stay in template segment, or back to e-book market) who is their target customers? And what kind of business model it should be in order to maintain their long term profit?…

    • 593 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Eng121 Final Compare & Contrast Essay
    • 906 Words
    • 4 Pages

    Eng121 Final Compare & Contrast Essay

    The digital tablet market is overwhelming with new products, and deciding which model to purchase may become a challenge. You may ask yourself, which electronic tablet will best fit my lifestyle? Currently The Apple iPad 2 and the Amazon Kindle Fire are the leading models; both are similar yet offer unique features and programs. Comparing the specifications of these models will help determine which device offers the best value, features, and performance.…

    • 906 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Kindle Fire: Amazon’s Heated Battle for Tablet Market
    • 3726 Words
    • 15 Pages

    Kindle Fire: Amazon’s Heated Battle for Tablet Market

    Based on the initial sales of the Kindle Fire, it is recommended that Amazon move forward in positioning with Apple’s iPad and targeting its consumer segment to “media junkies”. An extensive financial analysis was then conducted to have found that a pricing strategy at $149, selling at a loss would actually be the company’s most rewarding and profitable opportunity. On the other hand, the consumer analysis identified the Millennium and Generation X cohorts to be heavy consumers of tablets. The considerable purchasing power and growing technology preference from the “media junkies” gave favour to Amazon’s Kindle Fire. Marketing efforts will be contributed to focus on the interests and values of technology from the Millennium and Generation X cohorts.…

    • 3726 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Good Essays

    the amazon of innovation
    • 320 Words
    • 2 Pages

    the amazon of innovation

    Amazon’s constant expansion and thriving innovations prove to show Amazon and their employees are able and willing to collaborate productively. Amazon’s business lines can be grouped into thress major categories: Online retailing, Order fulfillment , Cloud services , including Kindles and online media. During the 2010 holiday season where orders were shipped to 178 countries and 9 million units being shipped during their peak order-fulfillment day (Kroenke 29). Based off the volume of those orders and units, one could not help but think that collaborating and teamwork played a major role in making that period a success. We could also look at prior knowledge of Amazon and the development of their Kindle Series and Kindle bookstore which shows a great example of collaboration.…

    • 320 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing and Samsung
    • 7040 Words
    • 29 Pages

    Marketing and Samsung

    Bour, S 2012, 'Samsung 7-inch tablet fills a portable niche ', Indiana Lawyer, 23, 7, p…

    • 7040 Words
    • 29 Pages
    Powerful Essays
    Read More

Related Topics