“Kindle Fire” Marketing Plan

Topics: Management, Strategic management, Marketing, Human resource management, United States, Human resources / Pages: 26 (6411 words) / Published: May 10th, 2013
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/.

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