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Kindlefire Marketing Essay

3629 words - 15 pages

Kindle Fire



Ayan Tariq
Ashish Rana
Claudius Grego
Saif Ahmed

Table of Contents

Models.............................................................................Page No.

Executive Summary................................................................................3

Boston Consulting Group; Chapter 2......................................................4

SWOT-Opportunities and Threats; Chapter 2........................................5

SWOT-Strengths and Weaknesses; Chapter 2........................................6

Product-Market Combination; Chapter 2................................................7

Five Stages of Consumer Decision Making; Chapter 4
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It was released to consumer in the United States on November 15, 2011. The Kindle Fire hardware was manufactured by Quanta Computer, which also designed the Blackberry Playbook. Kindle Fire devices employ at least 1-GHz dual-core processor. The Kindle Fire starts off at $99 and goes up to $349 as it comes in many different versions. The devices include at least 8GB of space of internal storage, which equals out to 80 applications or 6,000 books that amazon customers love to read. The Kindle Fire’s 4400 MAH battery sustains up to 8 hours of consecutive reading and up to 7.5 hours of video playback with wireless off. The Kindle Fire starts of at 6 inches and can go all the way up to 8.9 inches depending on the consumer’s preference. This makes Amazon ahead of the game, as there is a tablet for every type of consumer. The first generation of Kindle Fire devices ran a customized Android operating system. It was known as the 2.3.3 Gingerbread specifically designed for Amazon’s upcoming tablet. At first, their was issues with the software but the second generation Kindle Fire HD runs on a customized Android 4.0.3 Ice Cream Sandwhich. This gives the Kindle Fire a huge boost to attract customer, as the Ice Cream Sandwhich software is one of the best on the market. Along with that, the tablet includes a cloud-accelerated split browser, Amazon silk, amazon appstore and much more.

Boston consulting group, SWOT analysis and the product-market models helped our team find important information that helped us interpret the Kindle Fire and what Amazon is trying to accomplish. In addition, our group used the Five Stages of Consumer Decision Making where our team was able to break down the consumers Alternatives and Purchase Choice Decision. The demographics segmentation, positioning/perceptual map, and AIDA model helped us further interpret the company’s vision, which they want to target, and where the company currently ranks among its competitors.

In conclusion, from our analysis our team learned that in some cases, Amazon might be losing money on a sale. It costs $207 to make but the Kindle Fire starts of at $99. You may think the Kindle Fire is going to go out of business. The fact is that Amazon may loose money on the initial sale depending on the tablet, but they make all that money back and profit selling over 20 million e-readers in 2013. Despite that the market being in its maturity stage, Apple and Samsun control the market share with 32.4% and 18% compared to Kindles 10%. Amazon is currently applying the printer toner business model to increase the Kindle Fire sales. The latest total sales revenue is at $90.26 billion. Projected sales revenue for 2015 is $107.5 billion, which shows a significant increase in sales, as it gets closer to its competitors. Some recommendations I have for the Kindle Fire is to have wireless companies sell their tablets. Right now the Kindle Fire is mainly only found with Wi-Fi and is cannot be used elsewhere. Created...

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