Amazon kindle

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The document presents an analysis of Amazon Kindle's key strategic issues and recommendations. It provides an overview of Amazon Kindle's history and performance. It also analyzes Kindle's strengths and competitive advantages against rivals like iPad, Samsung, and Nook. Some recommendations include focusing on differentiation by positioning Kindle as a reading device, launching a tablet to compete in that market, global expansion, lowering Kindle prices, and partnering with schools. The summary captures the key topics and recommendations discussed in the document in 3 sentences.

Presents by

Katy Hui,
Leona Lei
Victoria Huang

Key Strategic Issue of Amazon Kindle

Losing
competitive
advantage

Strong rivalry

Agenda

Company analysis

External analysis

Recommendations

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

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

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

Historical Performance

Company Analysis External Analysis Recommendation

Comparative Performance

Company Analysis External Analysis Recommendation

Industry size & Growth

Company Analysis External Analysis Recommendation

Reasons for growth

Company Analysis External Analysis Recommendation

Segmentation Analysis
Price
Ipad

Sony
Function

Kindle

Company Analysis External Analysis Recommendation

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

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

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

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

2. Launch a tablet computer &
compete in tablet market segment
• Separate the e-book reader market with
tablet market

• Higher premium

Company Analysis External Analysis Recommendation

3.Globalization
• Set up a sales center in China

• Eliminate region restriction on e-book
selection

Company Analysis External Analysis Recommendation

4. Lower Kindle’s Price

Company Analysis External Analysis Recommendation

5. Corporation with schools
• Provide discount for students and faculties

• Promote Environmental Friendly

Company Analysis External Analysis Recommendation

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Amazon kindle

1. Presents by Katy Hui, Leona Lei Victoria Huang

3. Key Strategic Issue of Amazon Kindle Losing competitive advantage Strong rivalry

4. Agenda Company analysis External analysis Recommendations

5. 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

6. 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

7. 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

8. 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

9. Historical Performance Company Analysis External Analysis Recommendation

10. Comparative Performance Company Analysis External Analysis Recommendation

11. Industry size & Growth Company Analysis External Analysis Recommendation

12. Reasons for growth Company Analysis External Analysis Recommendation

13. Segmentation Analysis Price Ipad Sony Function Kindle Company Analysis External Analysis Recommendation

14. 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

15. 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

16. 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

17. 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

18. 2. Launch a tablet computer & compete in tablet market segment • Separate the e-book reader market with tablet market • Higher premium Company Analysis External Analysis Recommendation

19. 3.Globalization • Set up a sales center in China • Eliminate region restriction on e-book selection Company Analysis External Analysis Recommendation

20. 4. Lower Kindle’s Price Company Analysis External Analysis Recommendation

21. 5. Corporation with schools • Provide discount for students and faculties • Promote Environmental Friendly Company Analysis External Analysis Recommendation

22. Thank You!

Editor's Notes

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

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Editor's Notes