SWOT ANALYSIS• The Kindle fire is an e-reader that has taken off in the current market• Its main competitors are Apple with the I-Pad 2, Samsung Galaxy tablet and the Barnes & Noble’s Nook.
STRENGTHS• The Kindle fire is released at a lower price then main competitor Apple with advertised prices at $200.• The Fire is also backed with Amazons return policy and free shipping.• The Fire is also a better quality product than Samsung and Barnes and Noble and has greater name brand recognition.
WEAKNESSES• The Kindle fire is restricted only to the products that Amazon produces.• Consumers must use the Amazon book stores to download new products.• This causes a limited number of resources for the consumer to choose from.
OPPORTUNITIES• Expanding the range of books that are available to the kindle fire may increase the market demand for the Kindle.• The Fire will be able to compete further with Apple as its resources become greater.• Amazon is able to maintain a low cost strategy by selling books online.• The low cost of the Kindle generates more customers who are looking for an E-Reader and a better deal.
THREATS• The Kindle Fire’s operating system is based on Android technology.• This operating system is used by other E-readers and smart phones and may not provide the Kindle with a competitive advantage.• The I-Pad 3 is also coming out this year and is currently being design to act as a tablet computer which could be a threat to the Kindle market in the long run.