Competitive Strategy of Amazon's Kindle Fire

Running head: MANAGEMENT
Competitive Strategy
Name of the Student:
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Executive Summary:
The aim of the report is to provide an insight into competitive strategy of the Kindle Fire device
of Amazon. The report commences with the summarization of the case study. Amazon’s Kindle
Fire initially faced troubled in sales and faced immense competition from Apple iPad. The report
discusses how the introduction of tablet increased the sales of the e book. The report also put
forward a discussion on the business strategy of Amazon along with providing a SWOT analysis.

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Table of Contents
Introduction:....................................................................................................................................3
Summary of the Case:......................................................................................................................3
Identification of the Strategic Issues................................................................................................5
Business Strategy of Amazon..........................................................................................................6
SWOT..............................................................................................................................................8
Conclusion:......................................................................................................................................8
References:......................................................................................................................................9

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Introduction:
The report aims at providing an overview into the competitive strategy of Amazon’s
Kindle Fire device. Amazon has been the world’s most renowned multinational company
headquartered in Seattle. In the year 1999, Amazon accomplished its founding mission of
becoming one of the largest online bookstores (aboutamazon.com 2019). The company also
ventured into e-commerce, digital streaming, cloud computing and the artificial intelligence.
Kindle Fire of Amazon has initially faced troubled with its sales. However, in a matter close to
three months, the sales figures of Kindle portrayed that it captured closer to half the share of non
Apple tablet market. Besides, it was also found that the worldwide sales of the e-books grew
from lesser than 1 percent to close to 15 percent after the introduction of Kindle. The report
commenced with a short summary of the case along with an identification of strategic issues. The
report primarily concentrated on the business level strategy with a focus on the general,
corporate and the functional strategy. The report also provided an insight to the SWOT analysis
followed by a conclusion.
Summary of the Case:
The case here concentrates on the introduction of Amazon Kindle Fire device in January
2012 that helped in capturing more than half the market share of the non Apple tablet makers
(Kristensen et al. 2017). The new products from Amazon have also enhanced the sale of the e-
books to about 15 percent in the year 2012. Nevertheless, the CEO of the company had to refine
the business strategy of Kindle Fire after the introduction of third generation of the iPad into the
market. The position of Kindle Fire was also threatened by the introduction of the newer entrants
like Samsung, Google and Motorola into the tablet market. The market share of Kindle Fire was