Amazon Kindle Marketing Strategy

A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should

The initial Kindle Fire launce had broad aims in entering the market in order to learn, which customer segments would respond most favorably to the new product. The several target segments the company can consider include: media junkies, children & mobile gamers and higher education. Without a doubt, there are pros and cons to each market segment and deciding the best option can be quite difficult. After analyzing these segments and the product offerings of the Kindle Fire, the higher education target market seems to be the most attractive. Given the origin being primarily a product to facilitate convenient and accessible

Amazon has created a value product that resolves around services over the device itself, known as the Kindle Fire. With the emergence of e- readers, various competitors immediately offered iterations of the Amazon Kindle Fire tablet. The CEO of Amazon, Jeff Bezos, must decide and define its most promising target segments and positioning of the Kindle Fire against competing products in the market.

Barnes & Noble was successful on releasing the NOOK tablets, which responsible for major contribution to the company’s digital book sales. These tablets helped to eliminate the physical copy of book to the customers. This

Increase the fame among the readers, students and researchers by keeping a maximum amount of books, textbooks, magazines and newspapers available and offer a high quality customer services.

The marketing plan should have objectives that meet the SMART criteria, which are specific, measurable, achievable, realistic and time specific. The first objective of the marketing plan is to raise awareness for the product, which is measurable because we can take studies of consumer awareness. We want to have this product known by 5% of total consumers and 50% of the target market within one year. The second objective is with respect to media coverage. We want to have stories about this product appear in 100 print and online publications (via syndication, most likely) within six months. Also we want the number of media inquiries at our office to be at least 20 in the first month and 50 in the first two months. Also, in the first year, sales should be 2000 units, or $2 million in revenue.

Over the past few years technology has changed and had significant impact on the way we live. Almost everyone has a smart phone, regardless of age or social status. We text and email instead of talk, because it faster and convenient. We can rent movies with a click of the button and stream it to our device or home. Everything is based on internet and although prices aren’t cheap, everyone can afford something that suits their budget. I have also noticed that our textbook uses bar scan, assuming that everyone has a smart phone to retrieve it. Tablets, which are like mini

Companies are continually coming out with new products; most new products are improvements of past products. However, the way a company markets a product and to whom they market the product can make a drastic difference in regards to the sales performance. Two products can be nearly identical and marketed very differently, while two products can be polar opposites and marketed almost identically. Two products that are similar but marketed differently are the iPad and the Amazon Fire tablet, and two that are different, but marketed similarly are Nike tennis shoes and Oakley sunglasses. It is important to understand how a company markets a product, but it is just as important to know why a company is marketing a product a certain way. The

2-B&N and the book publishers are changing their business models to deal with the Internet and e-book technology by B&N developing its own e-readable devised called Nook. In order to meet demand and supply, they started to be actively in control of its supply chain by developing,

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The new product introduction (new version of Kindle Fire) maybe faced by a number of potential risks from its production initiatives. The first risk is associated with costs that were not expected. In every project that is initiated, planning encompasses expected costs; the rise of unexpected costs can hamper the continuity of such a project. The new version of Kindle Fire may be hampered by costs that were not planned for yet essential for the completion of the project. Such costs may be due to aspects such as development of new version of operating systems that calls for additional hardware. Such hardware might not have been planned for hence delivery of a product with such hardware may not be appealing in the market. The next risk is associated with increased features that may make it complicated to operate (Kim, 2011). In the new world of rapid dynamism, it is required to develop a complex technology yet simple to use. In a situation where the new Kindle Fire version has complicated features and still complicated to use, it is possible to have the introduction of the new product successful. There are also the risk of new marketing and financial strategies. The new Kindle Fire might require a different approach in terms of marketing and financial moves that might not be the norm for Amazon. Amazon will thus be faced by the risk of developing the new financial and marketing strategies. Another probable risk is delays that weaken the continuity of the project such as

demand of the product.The Kindle line has shown wild success, Bezos will once again try to

Amazon’s core competencies are in its ability to effectively use and develop technology to drive site traffic and enhance the customer experience. Their distinctive use of website real estate coupled with their ability to leverage their brand and effectively use that leverage to deliver low prices and high quality products, makes them a leader in online retailing. Their partner brands and their ability to adapt and recognize deficiencies enable them to effectively cut out the middle man, or at the very least, partner with them.

Our approach to developing a market-entry strategy follows a structured process, based on in-depth understanding of all aspects that feed into a commercial launch.

Starting a new product is never easy for a company. The difficulties they face are diverse in nature, and often they lack initiatives so that customers are not interested in the product.