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Kindle Fire Executive Summary

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Faculty of Business and Law
MKT306
Marketing Strategy
Kindle Fire market audit and recommendations for future strategies

Executive summary
This report carries out Amazon Kindle Fire tablets market audit in the UK, evaluates current marketing strategies and subsequently offers recommendations. The report is divided into 2 parts; part 1 examines internal and external business environments as well as the evaluation of Amazon’s competitive advantage. Part 2 proposes future marketing objectives and the corresponding marketing strategies to achieve them. This is followed by conclusions.
The report establishes that the high UK VAT and recent financial crisis impact consumer spending negatively. However technological developments and …show more content…

Moreover the diversified nature of Amazon’s digital content continues to grow the company’s revenues as other multimedia such as music, TV shows and Apps continue to grow year on year. This provides evidence of the company’s successful decision to offer their devices at low price and leverage consumption of digital content to grow its revenue collection. However Amazon’s competitive advantage in provision of digital content is under threat as other tablets manufacturers continue to develop bundled services to attract more customers. Nonetheless, the low price of Kindle Fire provides edge over other rivals (Hoelzel and Adler, …show more content…

Marketing mix/ Strategy
The marketing mix is an analytical tool for determining product offer and the relevant service marketing to achieve an intended level of sales. It contains seven elements that can be effectively combined to achieve specific sales levels by addressing the needs of the target market (Kotler & Keller, 2012).
7.1. Product
Kindle Fire is a handheld device that has simplified computing work without the difficulty of handling a whole computer. Moreover it offers users versatility as it couples up mobile phone functionalities. As such the Kindle Fire allows users to perform functions they could have otherwise performed on computers and phones. Most importantly the Kindle Fire comes with an entire ecosystem of bundled services easily accessible on the internet. Consumers can easily download and install these applications through the Amazon Appstore (Segan, 2013). The Kindle Fire offers users versatility to combine both professional and personal computing needs, easy access to wide array of digital content and cloud services. Therefore these features are very appealing to the middle income earners in the UK that have greater need for personal and professional

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