Kindle Fire Promoting Case Study Essay

Introduction/OverviewВ В­В RenanВ

InВ 1995, В JeffВ BezosВ launchedВ Amazon. com. В В Today, В AmazonВ isВ aВ FortuneВ 500В eВ­commerceВ companyВ andВ theВ largestВ onlineВ retailerВ inВ theВ UnitedВ States. В Amazon. comВ hasВ becomeВ wellВ knownВ asВ aВ companyВ thatВ enablesВ sellersВ toВ sellВ theirВ productsВ onВ itsВ websiteВ asВ wellВ asВ theirВ ownВ brandedВ websitesВ andВ toВ fulfillВ ordersВ throughВ them. В AmazonВ introducedВ theВ KindleВ FireВ HDXВ inВ 2007В withВ anВ AndroidВ operatingВ system, В accessВ toВ theirВ ownВ mediaВ andВ eВ­commerceВ servicesВ andВ lowВ pricingВ forВ theВ KindleВ device. В FeaturesВ suchВ asВ theВ 7В inchВ screenВ helpedВ theВ demandВ ofВ theВ product. TheВ KindleВ lineВ hasВ shownВ wildВ success, В BezosВ willВ onceВ againВ tryВ toВ revolutionizeВ theВ onlineВ retailerВ industryВ withВ theВ releaseВ ofВ theВ KindleВ Fire, В whichВ willВ attemptВ toВ doВ withВ allВ ofВ Amazon'sВ digitalВ mediaВ whatВ theВ originalВ KindleВ didВ withВ eBooks. В Today, В mostВ peopleВ areВ familiarВ withВ theВ AmazonВ Marketplace, В aВ placeВ whereВ buyersВ andВ sellersВ couldВ interactВ andВ exchangeВ aВ varietyВ ofВ goods. В В SuchВ aВ forumВ ledВ toВ theВ developmentВ ofВ oneВ ofВ Amazon'sВ greatestВ strengths: В networkВ effects, В whichВ helpedВ toВ establishВ theВ AmazonВ brand. В В TheВ hugeВ numberВ ofВ interactionsВ letВ AmazonВ establishВ customizedВ consumerВ suggestions, В andВ ledВ toВ theВ creationВ ofВ theВ loyaltyВ programВ AmazonВ Prime, В whichВ offersВ dealsВ onВ shippingВ andВ otherВ perks. В В BecauseВ ofВ theseВ efforts, В AmazonВ hasВ overВ 75В millionВ customerВ accountsВ today. 1В AmazonВ continuesВ toВ serviceВ consumersВ throughВ itsВ retailВ website, В andВ focusВ onВ selection, В cost, В andВ convenienceВ asВ theyВ haveВ oneВ ofВ theВ leastВ expensiveВ productsВ onВ theВ market. В В

Problem/SituationВ В­В AlexВ

Amazon'sВ KindleВ wasВ aВ hugeВ success, В sellingВ overВ 30В millionВ unitsВ inВ fiveВ years. В ItВ changedВ theВ ebookВ market. В InВ 2010В profitВ marginsВ beganВ toВ decreaseВ dueВ toВ otherВ ebookВ competitors, В moreВ powerfulВ mobileВ phones, В andВ theВ newВ innovationВ toВ theВ tabletВ market. В InВ 2010В AppleВ unveiledВ theВ iPad. В ThisВ newВ productВ instantaneouslyВ becameВ aВ hitВ product. В TheВ iPadВ finallyВ metВ upВ toВ theВ standardsВ customersВ hadВ forВ aВ tablet, В andВ revolutionizedВ theВ underservedВ tabletВ market. В TheВ CEOВ ofВ Amazon, В JeffВ Bezos, В sawВ thisВ quicklyВ expandingВ marketВ asВ anВ opportunityВ forВ toВ hopВ ontoВ Amazon, В insteadВ ofВ itВ continuingВ toВ threatenВ KindleВ readerВ sales. В BezosВ referredВ toВ theВ KindleВ FireВ " theВ culminationВ ofВ manyВ thingsВ we'veВ beenВ doingВ forВ 15В years. В AnalysisВ (SWOT)В В­В AshleyВ

в—Џ StrengthsВ

в—‹ CapturedВ halfВ ofВ nonВ­AppleВ tabletВ marketВ withinВ threeВ monthsВ в—‹ HighВ salesВ

в—‹ AmazonВ knownВ asВ world'sВ largestВ onlineВ bookstoreВ в—‹ 1В­ClickВ orderingВ

в—‹ IntegrationВ ofВ AmazonВ PrimeВ (oneВ­monthВ freeВ subscription)В в—‹ HighВ baseВ ofВ KindleВ ownersВ (ableВ toВ getВ higherВ numberВ ofВ ebookВ sales)В в—‹ KindleВ appsВ forВ Android, В Apple, В andВ desktopВ computersВ в—Џ WeaknessesВ

в—‹ SellingВ theВ KindleВ FireВ atВ costВ (hopingВ contentВ andВ commerceВ revenueВ wouldВ provideВ more)В

в—‹ CombinationВ ofВ longВ­termВ focus, В innovationВ andВ goingВ intoВ newВ marketsВ createdВ aВ $45В fallВ inВ stockВ priceВ

в—‹ LaggingВ displayВ

в—‹ ShorterВ­thanВ­advertisedВ batteryВ lifeВ

в—Џ OpportunitiesВ

в—‹ FocusВ onВ aВ specificВ marketВ segment: В

в– MediaВ junkiesВ

в– ChildrenВ andВ mobileВ gamersВ

в– HigherВ educationВ

в—‹ ProvideВ moreВ featuresВ (forВ example, В aВ camera)В

в—‹ ProvideВ freeВ wifiВ accessВ toВ anВ onlineВ libraryВ (similarВ toВ theВ NookВ withВ B& N'sВ onlineВ library)В

в—Џ ThreatsВ

в—‹ TheВ iPadВ (AppleВ introductionВ ofВ tablet)В

в—‹ PossibilityВ ofВ anВ iPadВ miniВ atВ aВ competitiveВ priceВ в—‹ TheВ NookВ (B& N'sВ identicalВ ofВ theВ KindleВ Fire)В в—‹ iBooksВ (Apple)В andВ NewsstandВ (Android)В appsВ

AlternativesВ (3)В В­В RenanВ andВ EmilyВ

В­MarketВ theВ KindleВ FireВ toВ children/parentsВ

В­MarketВ theВ KindleВ FireВ toВ higherВ educationВ institutionsВ В­MarketВ theВ KindleВ FireВ toВ " mediaВ junkies”В

AlternativesВ

1 . В В В В В В MarketВ theВ KindleВ FireВ toВ parentsВ andВ childrenВ 2 . В В В В В В MarketВ theВ KindleВ FireВ toВ " mediaВ junkies” three or more. В В В В В В MarketВ theВ KindleВ FireВ toВ institutionsВ ofВ higherВ educationВ В

http://analysiscasestudy.blogspot.com/2012/05/blueВ­oceanВ­strategytВ­amazonВ­kindleВ­fire....

References: OctoberВ 28, В 2014В

EmilyВ Lorenz, В AshleyВ Unterseher, В RenanВ SilvaВ & В AlexВ Carlson



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