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Kindle Fire:
Amazon’s Heated Battle for the Tablet
Market
Submitted by:
Ankita Singh(!"#"$%&
'aura Ahlu)alia(!"#!%&
Manish *hukan(!"#"%&"%&
*ra+hi ,auhari(!"#%&
Sautrik ,oardar(!"#%%&
%&
-arsha -enugo.al(!"#/%&

Ba+kground
•0n "$$$ Amazon a++om.lished the title of )orld’s largest online bookstore
•By !""1 2ust "# years after the +om.any started 1 Amazon had # million
s3uare feet of )arehouse s.a+e 1 re.orted 4#! billion in reenues and
+ontrolled "! .er+ent of the 5orth Ameri+an e6+ommer+e market
•Amazon1 sin+e its founding 1 had a strong history of inesting in emerging
o..ortunities years ahead of reenues or .ro7tability
•Kindle e6reader )as 7rst introdu+ed in !!8 at 4%$$ to be sold only in 9S
•By im.roisation in the se+ond1 third1 and fourth generation1 Kindle 7re )as
made .ubli+ in Se.tember ;1 !""
•4/# billion in Kindle dei+e sales in !"%

*roblems
" Sele+ting +ustomer segment
to target
Marketing for .ositioning of
the ne) .rodu+t
% Threat of substitution
/ High +om.etitie rialry in
tablet market
# <=treme .ri+e )ar
> ?a+k of .rodu+t
di@erentiation
..ortunities
" Higher .robability of
+ustomer retention
<oling .rodu+t line to a
greater e=tent

Solutions
" *ositioning of the .rodu+t by fo+ussing on .rodu+t deelo.ment
*rodu+t di@erentiation entiation of the ne) .rodu+t that is to be laun+hed in e=isting
market
% Maintain the +ustomer base by im.roising the dei+e a++ording to the
demands of the +ustomer: )idening of the s+reen1 0ntrodu+tion on of ne)
games
/ a.italize the +ustomer loyalty by maintain the .ri+e of the tablet
# 'lobalization of the market strategy

Best *ra+ti+es
•Business to business relationshi.s )ith +olleges and uniersities
•Books .ur+hased on kindle +ould also be read on other .latforms like on i*ads
and android dei+es
•<nsured that the <6book .ri+es )ere far belo) those of hard +oer
•9se of +loud .latform

Thank
Cou