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Amazon Marketing Paper Assignment

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Added on  2021-03-18

Amazon Marketing Paper Assignment

   Added on 2021-03-18

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Amazon Marketing Paper
Amazon Marketing Paper   Assignment_1
IntroductionAmazon is the multinational e-commerce giant selling millions of the products worldwide. The company deals in variety of products and assures its customers of high quality services. In the following marketing paper of Amazon, the particular product considered is Amazon Kindle Fire. Amazon Kindle Fire is one of the many products sold under the brand Amazon. It is one of the most popular form of tablet which is being sold at the most minimum price as compared to most of the competitors in the market. In the following marketing paper, the various marketing strategies of Amazon in relation with Amazon Kindle will be discussed in detail.
Amazon Marketing Paper   Assignment_2
Company BackgroundAmazon is one of the leading companies that sells goods and services over the internet. Initially, Amazon started off as an online bookstore. But with the passage of the time the company gained huge success and hence diversified itself into different product lines and services (Blake & Berger, 2013). At present, Amazon is one of the leading multinational e-commerce giant and oneof the largest retailers in the world. The company deals in retail operations including books, electronics, household items, sports, clothing, jewelry and others. The company is an American origin which was founded by Jeff Bezoz in the year 1994. The company has it’s headquarter in Seattle, US.Product InformationAmazon Kindle Fire is one of the most popular product of Amazon that was introduced by the company in the year 2011 after the huge popularity gained by the e-books in the last decade (Rainie et.al, 2012). Kindle is a mobile electronic reader device which is designed especially for reading books or other kind of literature such as magazines or journals. It is an Android-based tablet. The product was designed based on the Jeff’s vision to create the best e-reader in the world that can be accessed by everyone. The product’s first launch was a huge success as most ofthe devices were sold within five and a half hours of its launch (Williams, 2020). The company has been making continuous improvements and innovation in order to make it the best e-reader in the world. The Amazon’s Kindle is currently the market leader among the e-readers. The Amazon’s Kindle Fire runs on Android Gingerbread operating system. The additional features ofAmazon Kindle Fire includes Liquid Crystal Display, High Density Picture Resolution, and Internal Memory Storage ranging from 8-16 GB, Stereo Audio Jack and Wi-Fi connectivity (Williams, 2020). The product was designed in California. However, some of its parts are being manufactured and assembled in China. The product comes in different colors with options like Blue, Black, Magenta and Tangerine. Other than reading books, the tablet can also be used for playing games, watching movies, internet browsing, listening to music, checking emails and social media. The company is continuously working on its Fire Model in order to make it more productive and beneficial in order to support the everyday needs of its consumers.
Amazon Marketing Paper   Assignment_3
Target Market GroupAmazon Kindle Fire is a tablet that has been competitively priced and makes use of Google Android in order to operate. The tablet has attracted a whole lot of people by its compact design and easy to use contents (Camilleri, 2018). The company has been able to attract customers by keeping the prices of their product low in the highly competitive market. The main competitors of Amazon Kindle are Barnes and Noble, Sony and Kobo. Other than this the main competitor ofAmazon Kindle is Apple’s IPad. When the product was initially launched, it brought a revolution in the e-readers market. The way the consumers used to read books was changed from using 200 pages to storing the whole book into a small compact device. During the initial launch of the product, the product was viewed as the “IPad Killer” and the product was launched with the purpose of providing the consumers with the opportunity to e-read their favorite books (Dolnicar et.al, 2018). However, with the re-development of the device by the company, the consumers were able to watch movies, play games, listen music and view photos on the device. All these features were made available to the target group and the consumers at almost half the price of the Apple’s IPad and this played an important role in attracting customers for this product. The target market group of Amazon Kindle Fire consists of people who are interested in the technology use but does not want to pay high amounts for the same. The product caters to the needs of the book lovers and hence focus on them. It mostly targets the young people, students and the already existing customers of the Amazon (Williams, 2020). However, the people belonging to all groups are considered as potential customers by the Amazon Kindle Fire. Accessibility and convenience are the two prime factors that have made Kindle particularly popular among its target group. Marketing StrategiesThe various elements of marketing mix for Amazon Kindle Fire are explained in detail as follows:
Amazon Marketing Paper   Assignment_4

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