The document analyzes the Kindle Fire using a SWOT framework. It identifies the Kindle Fire's lower price than competitors like Apple as a key strength, but also notes its weakness of being restricted to Amazon products and stores. Opportunities mentioned include expanding book selection to increase demand and further competing with Apple. Threats include other devices using the Android operating system and the upcoming iPad 3 acting as both a tablet and computer.

1. By: Group 5

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.