Amazon Kindle
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  • Provide an analysis of the company’s comparative performance (relative to key competitors)
  • Amazon kindle: cheapest=$114 black and white KOBO: $129.99 color and touch screenSony PRS : both black and white but touch screen and have colorful outlookreader pocket edition: $179.99 touchableReader touch edition: $229.99 (larger in size)Amazon dx: 9.7”, compatible with different languages

Amazon Kindle Presentation Transcript

  • 1. Presents byKaty Hui,Leona LeiVictoria Huang
  • 2. Key Strategic Issue of Amazon Kindle Losing competitive advantage Strong rivalry
  • 3. Agenda Company analysis External analysis Recommendations
  • 4. Key Historical Events August 2007 2010 November Amazon 19 Amazon Kindle 3rd 2005 generation Amazon Kindle 1st generation was bought released 1997 May Mobipocket was released Amazon went public Founded (AMZN) in 1914 by Jeff Bezos Company Analysis External Analysis Recommendation
  • 5. Vision:• To be the earth’s most customer centric company; to build a place where people can come to find and discover anything that might want to buy online Mission:• To influence technology and potential to provide the best buying experience on the internet. Company Analysis External Analysis Recommendation
  • 6. Objectives:• Gaining bigger market share by improving and diversification of services Strategy:• Offering the lowest price while offering great customer service. Company Analysis External Analysis Recommendation
  • 7. Kindle’s strengths Lowest Price: Access to the Longest- Kindle& largest online battery life E-book e-book store Brand Text to speech Recognition Company Analysis External Analysis Recommendation
  • 8. Historical Performance Company Analysis External Analysis Recommendation
  • 9. Comparative Performance Company Analysis External Analysis Recommendation
  • 10. Industry size & Growth Company Analysis External Analysis Recommendation
  • 11. Reasons for growth Company Analysis External Analysis Recommendation
  • 12. Segmentation Analysis Price Ipad Sony Function Kindle Company Analysis External Analysis Recommendation
  • 13. Competitors Analysis Kindle iPad Samsung Nook US $114 US$499.99 US$499.99 US$249.99 Black and white Color Color Color Qwerty keyboard Touch Screen Touch screen Touch screen Apple store with Barnes and Amazon Samsung Apps various apps Noble For serious Interactive Interactive e- Interactive tablet readers tablet reader Company Analysis External Analysis Recommendation
  • 14. Industry Threats and Opportunities Environmental High level of awareness substitutes Global expansion Industry price compete Strong growth in the e-book market Company Analysis External Analysis Recommendation
  • 15. Recommendations 1. Focus on Differentiation 2. Launch a tablet computer & compete in tablet market segment 3. Globalization 4. Lower Kindle’s price 5. Corporation with schools Company Analysis External Analysis Recommendation
  • 16. 1. Focus on Differentiation• Focus on positioning as reading device instead of a multifunctional tablet computer• Invest in R&D • More language • Touchscreen Company Analysis External Analysis Recommendation
  • 17. 2. Launch a tablet computer & compete in tablet market segment • Separate the e-book reader market with tablet market • Higher premiumCompany Analysis External Analysis Recommendation
  • 18. 3.Globalization• Set up a sales center in China• Eliminate region restriction on e-book selectionCompany Analysis External Analysis Recommendation
  • 19. 4. Lower Kindle’s PriceCompany Analysis External Analysis Recommendation
  • 20. 5. Cooperation with schools• Provide discount for students and faculties• Promote Environmental FriendlyCompany Analysis External Analysis Recommendation
  • 21. Thank You!