...Team Project: Strategic Product Review for Kindle Fire HDX GB580: Strategic Management Dr. Ray Kalinski July 15, 2014 Table of Contents Abstract……………………………………………………………………………………. 3 Introduction………………………………………………………………………… …….. 4 Strategy Canvas …….……………………………………………….................................. 5 Buyer Utility Map………….……………………………………………………………… 6 Blocks to Utility…………………………………………………………………………… 7 Removal of Utility…………………………………………………………………………. 9 Three Tiers of Non-Customers for Kindle ………………………………………………... 11 References…………………………………………………………………………………. 14 Appendix A…………………………………………………………………………………17 Appendix B…………………………………………………………………………………18 Abstract In 2004, Amazon decided to enter the market for the e-reader tablet devices with the creation of the Kindle Fire HDX. The initial Kindle Fire HDX proved to be successful as it became the gateway to gaining access to books, articles, and newspapers without having to carry them around. Eventually, the Kindle Fire HDX electronic access started outselling the printed versions of novels, which lead to a revolution of technology. More customers started to become comfortable with online reading and reviewing of their daily newspaper rather than waiting on the delivery person. Other companies such as Apple with the (iPad) and Samsung with the (Galaxy) entered into the tablet competition in 2009. This strategic analysis will be conducted by reviewing the strategy canvas for each of the three companies, the buyer...
Words: 4138 - Pages: 17
...A new tablet enters the market almost every month. However, Amazon’s Kindle Fire has declared war upon its competitors especially Apple’s iPad. It has become popular because of its affordable price in a market that is mainly dominated by the iPad. But the question remains: can it take on the market leader for tablets? Although the advertising and marketing campaigns have made the Kindle Fire’s unveiling successful, many shortcoming compared to the iPad cannot be ignored. The Amazon tablet does not carry an onboard camera. This can be a big deterrent to many perspective customers whom seek this basic feature that has almost standard on all portable communication devices. No 3G capability also limits the target customer base to those who plan on accessing the internet exclusively in wireless zones. Moreover, 8GB of storage compared to iPad’s 16GB is another reason why the Kindle Fire’s selling price is so low. The Kindle Fire’s claimed battery life is two hours less than iPad’s 10 hour expectancy. Also, Bluetooth technology has not been integrated into the Kindle Fire. Besides these shortcomings, the Amazon tablet does have upsides that have helped increase its reputation. The price difference is the greatest argument that can be made when one deliberates the pros and cons of the Kindle Fire. It also weighs less than the iPad, possibly due to the smaller screen size. The Kindle Fire did not spare too much in terms of performance and is in many ways, just as proficient as the...
Words: 453 - Pages: 2
...marketing The marketing essay below has been submitted to us by a student in order to help you with your studies. UKEssaysEssaysMarketingAmazon Com Case Study Analysis Marketing Essay submit to reddit Amazon Com Case Study Analysis Marketing Essay "We want to be the world's most customers Centric Company. . That we focus increasingly on trying to get the customer experience right. Within that we want to build a place where people can come and discover anything they might want to buy online." (Mellahi & Johnson, 2000). Executive Summary Amazon.com is an American electronic commerce company which has become as a symbol of internet business. It was first founded by Jeff Bezoz in 1995 when he began selling books online and to the date now, Amazon.com is the leading online market worldwide for its books and various other products. It was when the company aimed to be successfully the World's most customer oriented company. Customers can discover various products they wish to buy at reasonable and affordable prices. The strategy used by Jeff drove him to become the online leader of market. The main strategy used was to orient the business towards customers and to be innovative with continuous improvement in online shopping skills. Initially, it was used to be online sale of books and with the use of strategy and innovative approaches the business was expanded its boundary with introduction of various other products like toys, CDs, DVDs, computer software, apparel...
Words: 5464 - Pages: 22
...tendría una computadora abordo, la asistencia de Siri, y una cámara que analizaría los gestos del conductor para detectar señales de cansancio. De esta misma manera, la información como la velocidad, el kilometraje, el estado de los fluidos y demás, serán proyectados en el parabrisas. Los espejos laterales del carro también contarían con cámaras que anularían los ángulos muertos y los puntos ciegos y la carrocería estaría fabricada con materiales especiales. Más aún, después de unas semanas duras para las acciones de Apple, se ha empezado a ver un alza en el precio de las acciones ya que hay rumores que aseguran que el 12 de setiembre se lanzará en nuevo modelo del IPhone. También, se especula que para competir con el producto de Amazon, Kindle Fire, y el de Google, Nexus 7, Apple lanzaría al mercado un nuevo producto; el iPad mini. Igualmente, se proyecta que el televisor de Apple ya está en producción y saldría a la venta en unos meses. Todas estas...
Words: 355 - Pages: 2
...tablet made by Amazon – the Kindle Fire. We will discuss about its main features, as well as compare the overall cost to make our iPad 2 with the Kindle, to see whether it can be our direct competitor or not. Firstly, let’s take a brief look about Amazon and its main weapon – the Kindle Fire. Amazon is an international electronic commercial organization, with the headquarters located in Washington, United states. Together with Alibaba, Wal-mart and eBay, the company is considered to be one of the largest online retailers in the US. At first, Amazon is purely an online bookstore. Later on, it has decided to diversify its merchandise to provide many other goods, such as movies, songs, applications and many more. The Kindle Fire is a mini portable computer, also known as a tablet, which is Amazon’s attempt to enter the promising tablet market. Initially, it was just a device that allow people to read online books and that’s it. When it was firstly announced at the end of 2011, it has been considered by many reviewers to be the real competitor of the iPad 2. It was the second best selling tablet at that time, right after the Apple’s iPad 2. Now, we compare the Kindle Fire with the iPad 2, based on the functionality aspect. <Nhìn bảng so sánh 3 tablet> We can see that in general, the iPad 2 has more functionalities than the Kindle Fire. It has camera and Bluetooth, while the Kindle Fire does not. Thus, the iPad 2 will perform better then the Kindle Fire If you take a look...
Words: 1086 - Pages: 5
...Why has Amazon.com succeeded online when so many other companies have failed? Amazon has succeeded because there prices are unbeatable, they have many rewards and perks for faithful shoppers. Amazon customer service is superb mainly because they are available 24 hours a day; they answer their phones and the go above and beyond with customer service. Case and point I order and item that was defective (the first defective item in 6 years of shopping with Amazon) and the seller ignored my emails and request, so I contacted Amazon customer service and my money was refunded no questions asked within 24 hours and I was told that there was no need to return the defective item to the seller. The ease of the website when shopping on Amazon is so simple. There is a lot of white space so things are not jumbled together. The Website is very user friendly easy to understand and in easy to read text, all items have picture and specifications. There are many sellers with ratings to add to your shopping experience you are able to read other shopping experiences with a specific seller. Prices are comparative to going to the actual store but I have found that by shopping around you could find the exact same items for a lot cheaper. This beats the heck out of driving around looking for that discount. Amazon customer service is unparrellel and many of their customers are happy repeat cutomers. This is very noticable by the reviews of their products, the reviews of the seller and the...
Words: 822 - Pages: 4
...crucial for the success of a business when launching a product or service. “Pricng decisions affect both the number of sales a firm makes and how much money it earns.” (University of Phoenix, 2011, para. ) Indeed, one of the most important issues facing any business is determining how much to charge for a product or service. The market for tablets and other mobile devices has a wide range of options to choose from. Prices range from as low as $59.99 for a smaller Proscan tablet at sold at Wal-Mart to Apple’s iPad starting at $349.00 and go higher depending on how much memory you’d like to have included. Amazons Kindle Fire HD offers a quality product at a competitive price point considering the quality of materials such as HD camera and HD display, for around $299.00 with smaller size Kindle Fires going for $160.00 An effective pricing strategy when launching the Kindle Fire Hd would be initiating a penetration pricing policy that covers a wider demographic. Apple’s iPad appeals mainly to the elite market. Amazon doesn’t have a discount plan to offer but does have additional incentives to set itself apart from competitors. The convenience of the Amazon store means purchases and additional features and content are readily available to add to the device. Amazon Prime membership also adds to the experience offering free content available to be viewed at no additional cost. Additional perks such credits that can be used at the Amazon store including those listed above allow Amazon to...
Words: 272 - Pages: 2
...Domenique Hawkins NT1110 11-19-14 IPads and other portable computing devices I learned about the Galaxy Tab S which is a dazzling iPad alternative that packs a best in class display, which makes everything from movies and photos to games pop off the screen. I also like the very thin and light design, which is even slimmer than the iPad Air. The Galaxy Tab S is $334.99. Samsung adds some clever software innovations, such as Side Sync 3.0 for taking calls from your tablet via your Galaxy phone. It has a 9 hour battery life and you have a nice Android tablet for work and play. The only bad things about the Galaxy Tab S is the Performance lags at times, Covers are awkward to use and the Camera washes out some images but other than that everything else is good. The Galaxy Tab S has a superbly rich display, clever software and long battery life make the Galaxy Tab S a compelling big screen Android tablet. I also learned about the new 12 inch Surface Pro 3 which was made to replace your laptop and your tablet with one sleek work ready device. And despite the different target markets and purposes the comparisons with Apple's iPad Air at $399.99 at Best Buy. They're both essentially slick metal-clad tablets, but they are very different in weight...
Words: 586 - Pages: 3
...Kindle Fire GROUP 2 By: Ayan Tariq Ashish Rana Claudius Grego Saif Ahmed Table of Contents Models.............................................................................Page No. Executive Summary................................................................................3 Boston Consulting Group; Chapter 2......................................................4 SWOT-Opportunities and Threats; Chapter 2........................................5 SWOT-Strengths and Weaknesses; Chapter 2........................................6 Product-Market Combination; Chapter 2................................................7 Five Stages of Consumer Decision Making; Chapter 4 Evaluation of Alternatives.............................................................8 Five Stages of Consumer Decision Making; Chapter 4 Purchase Choice Decision..........................................................9 Demographics Segmentation; Chapter 6...............................................10 Perceptual Map; Chapter 6....................................................................11 AIDA Model; Chapter 12.......................................................................12 Promotion Strategy/Themes/Appeal; Chapter 12 and 13.........................13 Recommendations.................................................................................14 Appendix A......................................................................................15-17 Appendix B..........
Words: 3629 - Pages: 15
...40 Tips and Tricks for Kindle Fire HD Below is a list of 40 tips, tricks, hidden features, and recommended apps for the Kindle Fire HD. There’s always a lot to learn when getting started with a new tablet, and these tips can help everyone from the beginner to the advanced user get more out of their Kindle Fire HD tablets. Feel free to share your own tips and recommended apps in the comments section too! Basic Getting Started Tips 1. Kindle Fire HD Help and Support – Here’s the link to the Kindle Fire HD help sectionat Amazon where you can find user guides and help articles on getting started, setting up Wi-Fi, navigating the user interface, troubleshooting, shopping, transferring content, setting up email, and plenty more. The Kindle also comes with an app and has a section in the settings menu called “Help & Feedback” to access Amazon’s help pages from the device itself. 2. Access Notifications and Settings Menu – The notifications menu is accessed by swiping down from the top of the screen. There are a number of quick settings here and the main settings menu is accessed by pressing the "More" button. 3. Install 3rd Party Apps – In order to install apps from outside the Amazon appstore, including several linked to below, you need to turn on "Allow Installation of Applications from Unknown sources" located in Settings > Device. 4. Automatic Screen Rotation – You can turn on and off automatic screen rotation by opening the notifications menu and tapping the locked/unlocked...
Words: 1943 - Pages: 8
...Environment Scans for Apple, Amazon.com and Barnes and Noble Nylor P. Coleman MGT/498 January 16, 2013 Robert Consonery, Facilitator Environmental Scan: Apple Inc, Amazon.com and Barnes and Nobles Environmental scanning indentifies the external and internal trends that influence the future direction of a business. This process provides the tools for evaluation within the three companies and how the process works. This paper will provide research regarding the internal and external environments for each of the three corporations. The changing environment in the marketplace will provide each business with the challenges and opportunities for competing and growing each business. The companies must adapt to the changes in the business environment for the long term survival. This paper indentifies how each company will create value and sustain its competitive advantage through the business strategy. The guidelines of each business will be explored and how each business will follow these guidelines to meet the business’ visions and missions. How effective these guidelines for each business will be explored. These guidelines will be highlighted and its effectiveness for the business for strategic effectiveness the each is using. Use of environment scanning directs the company’s budget in advertising and how much is spent on marketing. Environmental Scanning “Environmental scanning is the monitoring, evaluation, and dissemination of information...
Words: 1063 - Pages: 5
...quarter to June 30, how big were Amazon’s profits? Zero. It made a net loss of $7m.Given the retrenchment of retailers such as Tesco from the electrical market because of the growth of online sales. What share of the UK electrical market does Amazon have? Every retailer in the country – from Tesco to the corner shop newsagent – talks about how they are battling to evolve their own business to cope with the growing influence of the Seattle-based company. The mighty Tesco has been forced to admit its biggest hypermarkets are outdated and overhaul its non-food range, Comet and HMV have fallen into administration, newsagents have installed lockers where shoppers can collect Amazon orders, and people are now reading books on their Amazon-made Kindles. Even those retailers operating in sectors that Amazon does not currently serve – such as food and fashion – are worried about what happens when it starts. At the same time, so many uncertainties remain about the future of Amazon, launched in 1995 as an online bookstore. The row around the lack of corporation tax paid by online multinationals such as Amazon tended to miss this pivotal point – which a key reason Amazon does not pay much tax on its multi-billion pounds of sales is that it does not much make much profit. So, while bookshops are battling to make enough money to pay the rent and Tesco is trying to explain to shareholders why its annual pre-tax profits have fallen to £1.96bn, Amazon is playing a different game entirely. So far...
Words: 2535 - Pages: 11
...A marketing plan report for Kindle Fire in the UK [pic] Contents A marketing plan report for Kindle Fire in the UK 1 Introduction 3 Amazon 3 Current Market Scenario 4 Global Market- eBook 4 Competitive landscape 4 Market Structure 5 SWOT Analysis 6 Amazon Kindle Fire 7 Corporate Strategy of Amazon 7 Marketing Objective 7 Marketing Strategy 8 STP of Kindle Fire 8 Segmentation 8 Targeting 9 Positioning 9 Marketing Mix 9 Product 9 Price 10 Place 10 Promotion 10 Promotional Cost 10 Cost Estimation of Kindle Fire 11 Revenue Model 11 Conclusion 11 Bibliography 12 Introduction Marketing is a strategic activity of a business, It incorporates understanding the marketplace, bring the product or service to the market or even developing a new market for a product. In the broadest sense marketing is a superset of different activities including market research, market development, competitor analysis, pricing strategy promotion etc (Weinstein, 1998). Here in this report, exclusively cover various marketing essential elements for Amazon Kindle, for the entrance into UK market. Apart this, main objective of this report is to develop a marketing plan for the successful entrance of Amazon into the UK digital market. In this report, various macro & micro elements which interact with the company as well as the global market scenario, competitive landscape and future trends and projections are discussed to tailor the marketing...
Words: 2981 - Pages: 12
...non-Apple tablet market. It can be said that Amazon were the one who introduced e-books because of Jeff Bezos innovation and urge to simplify the everyday lives of individuals. Despite the success the Kindle Fire experienced as it entered this market, amazon was moving further away from what they had originally specialized in, and closer to a market which was already established long before they decided to enter. A detailed analysis of Amazons internal and external environment is needed in order to be able to fully understand the condition of the issue and to be able to formulate a successful recommendation that will align with the corporations goals. The internal analysis includes the companies features while the external analysis was conducted using Porters five forces study. The three alternatives that amazon could pursue were: to continue to compete in the tablet market, to step away from this industry and focus on the companies strong areas, and to partner with universities in order to stay close to their comfort zone while still expanding. In the long run, Amazon should work towards satisfying their current consumers while still expanding but not stepping too far from their area of expertise, which is the sale of books. This case analysis will outline that although the Kindle fire successfully entered this market, and thrived as a competitor, was it the right choice for this already well established online bookstore? Issue Jeff Bezos decided to enter the...
Words: 2551 - Pages: 11
...Ad Critique The Niche: Find Your Own 11/23/2011 LibraTech I. Introduction Imagine being able to tap into a preexisting market consisting of over 100 million qualified buyer. As you begin to initiate your plan it will start off slowly, but as you continue doing the same routine it will keep growing, even without added labor. By integrating all of your channels together you can have a seamless hub of knowledge that people can learn from, inform others about, and of course buy your product. Most importantly this entire plan can be started for under $100, and will be minimal after that. LibraTech’s new eReader can compete with the best on the market. You know it, I know it, and all that is left is to get the consumer to know it. But how? The online marketplace is where you need to be with this type of technology. Everyone has a website that highlights their strengths and buries their weaknesses. The question is what are you going to do to get people to go to your website? Magazine ads are great because you are capturing someone who already reads, and with your full color integration and flip page technology, it would be a perfect premise to get someone to upgrade. The only problem is that other eReaders are already doing this. Television ads are the same way. You can spend thousands of dollars to air your ads, but what separates you from the others? It is extremely difficult to beat an existing entity using the channels that they are already established...
Words: 2962 - Pages: 12
