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Kindle Fire:

Amazons Heated Battle for the Tablet


Market

Submitted by:
Ankita Singh(2015193)
Gaurav Ahluwalia(2015203)
Manish Phukan(2015213)
Prachi Jauhari(2015223)
Sautrik Joardar(2015233)
Varsha Venugopal(2015243)

Background
In 1999 Amazon accomplished the title of worlds largest online bookstore
By 2011, just 15 years after the company started , Amazon had 25 million
square feet of warehouse space , reported $50 billion in revenues and
controlled 10 percent of the North American e-commerce market
Amazon, since its founding , had a strong history of investing in emerging
opportunities years ahead of revenues or profitability
Kindle e-reader was first introduced in 2007 at $399 to be sold only in U.S.
By improvisation in the second, third, and fourth generation, Kindle fire was
made public in September 28, 2011.
$4.5 billion in Kindle device sales in 2013

Problems
1. Selecting customer segment
to target
2. Marketing for positioning of
the new product
3. Threat of substitution
4. High competitive rivalry in
tablet market
5. Extreme price war
6. Lack of product
differentiation

Opportunities
1. Higher probability of
customer retention
2. Evolving product line to a
greater extent

Solutions
1. Positioning of the product by focussing on product development
2. Product differentiation of the new product that is to be launched in existing
market
3. Maintain the customer base by improvising the device according to the
demands of the customer: widening of the screen, Introduction of new
games.
4. Capitalize the customer loyalty by maintain the price of the tablet
5. Globalization of the market strategy

Best Practices
Business to business relationships with colleges and universities
Books purchased on kindle could also be read on other platforms like on iPads
and android devices
Ensured that the E-book prices were far below those of hard cover
Use of cloud platform

Thank You

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