Marketing Management for Amazon Kindle in USA Market

This report analyzes the marketing mix and macro-environmental factors for Amazon Kindle in the USA market. It also suggests strategies to manage the challenges and opportunities presented by these factors.

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Marketing Management
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Executive Summary
The report has helped in the overall analysis of the Amazon.com Company along with the
Amazon Kindle product in the USA market. The different kinds of marketing mix analysis
have been done which will be essential for the overall success of the firm. The macro-
environmental factors are required to be considered which will be helpful in managing the
overall assistance of the firm in an appropriate manner.

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Table of Contents
Product Description....................................................................................................................3
Marketing Mix of Prime Products of Amazon.com...................................................................3
Macro-Environmental Factors...................................................................................................4
Analysis of Influence of Macro-Environment Factors on Marketing Mix................................5
References..................................................................................................................................7

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Product Description
Amazon.com is one of the largest American electronic commerce which was found in
Seattle, Washington in the month of July 5, 1994. Jeff Bezos is the founder of the respective
organization (Amazon.in, 2018). The Amazon.com website started their business by selling
books online through Amazon Kindle which supports the readers in reading the different
books through online platform. The respective platform was planned, designed along with
marketed by Amazon.com. With the help of the Amazon kindle devices, this enables the
different users to surf, buy and read the different e-books, periodicals and newspaper through
wireless networking to the Kindle store.
Marketing Mix of Prime Products of Amazon.com
Product- The major product of Amazon.com are the books as they first started their
business by selling the same to the customers. Amazon Kindle tried to aim in replacing the
quality experience through reading books. The list of the various versions of Amazon Kindle
is inclusive of:
 Kindle Touch
 Kindle Keyboard
 Kindle Paper white
The Kindle product is loved by the different individuals as the product is innovative
and the advanced screens help the people who love reading books. Furthermore, Kindle
almost looks like paper and this is not strenuous for the eyes (Sargeant & MACQUILLIN,
2016).

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Price- Amazon Kindle was designed in such a manner which helps in providing the
different individuals with similar kind of feeling of reading the books and same experience is
being provided. Amazon Kindle is priced in a premium manner in comparison to the other
competitors who have introduced such options. There are various versions of Kindle that
comes with varied kind of pricing and the most popular Amazon Kindle is acquired by the
different customers at a price of more than 150 dollars (Lovelock & Patterson, 2015).
Place- Amazon Kindle is one of the most popular products of Amazon which is
available in outmost corners in the entire world and there are no such issues faced by the
customers in receiving the same. The Kindle which has been designed by Amazon is one of
the most loved products as this is the seamless substitute of the different physical books.
Moreover, this has been seen that the international delivery is available for the product in
different parts of the world without any hidden costs (Lovelock & Patterson, 2015).
Promotion- The various impressive marketing campaigns along with online contests
are being run by Amazon in order to improve their presence and take the experience of
reading to another world. There are different marketing campaigns such as through online
marketing which is inclusive of social media presence has been helpful in managing their
presence throughout the outmost corners of the world.
Macro-Environmental Factors
Political Factors- In case of Amazon.com, there are different political factors which
is inclusive of the political stability which acts as one of the opportunities for the Amazon
Kindle and this helps them in managing their business operations in Seattle. Moreover, there
is proper governmental along with legislative support for the e-commerce activities which is
both threat and opportunity for Amazon as there is rise in competition in the e-commerce
market (Strauss & Frost, 2016).

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Economic Factors- In case of Amazon.com, the performance of Amazon is
dependable on the situation of the entire economy. The financial steadiness of USA market is
opportunity for the Amazon Kindle and this will assist in increasing the overall likelihood of
the success for Amazon.com. The overall economic factors will be a huge opportunity for
Amazon Kindle which will be beneficial for the overall success of the firm in a positive
manner.
Social Factors- The social conditions help in determining the performance of the
Amazon Kindle in an ineffective manner. Amazon Kindle has been able to change the focus
of the different customers towards the online reading concept which assisted and benefitted
the entire organization in managing their success and gain more competitive advantage in the
market as well.
Technological Factors- The advancements in the technology directly affects Amazon
as the increasing efficiency in the information technology is one of the major opportunities.
On the other hand, the increase in the rate of cybercrime related activities is the threat for the
Amazon Kindle as the rapid technological obsolescence is affecting the overall profitability
of the organization (Armstrong et al., 2015).
Legal Factors- The rising regulations on the product is one of the opportunities as this
helps in providing the different opportunities to Amazon to rise in the different regulations of
the environmental protection by increasing the usage of Kindle and reducing the wastage of
the papers. Moreover, the organization has the opportunity to strengthen their brand image
through appropriate CSR policies.
Environmental Factors- The environmental programs play a major role in managing
the different operations in an effective manner. The company is required to build and

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implement high morals of sustainability which will become an opportunity for Amazon
Kindle and enhance their corporate aspect in the market (Babin & Zikmund, 2018).
Analysis of Influence of Macro-Environment Factors on Marketing Mix
The PESTEL analysis played a major role in managing the different kinds of
operations in an effective manner. The political and environmental factors played vital role in
managing the different kinds of CSR related activities in an effective manner. The Amazon
Kindle have helped in managing the environmental aspects as they have reduced the usage of
the paper works in an effective manner (De Mooij, 2018).
However, the social aspects can become threat for Amazon Kindle as the pricing
strategy adopted by Kindle is premium in nature and there is increasing disparity in the
wealth of the individuals which can be a threat for the individuals as they cannot afford to
purchase Kindle. Lastly, this can be seen that based on the PESTEL analysis, this is
recommended that Amazon must boost the brand through proper analysis of the strength
through proper corporate social responsibility which helps in addressing the different kinds of
economic and social issues and make the threats as the opportunities for the business of
Amazon Kindle in the entire USA market (Hair Jr & Lukas, 2014).

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References
Amazon.in. (2018). Retrieved from https://www.amazon.in/
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Sargeant, A., & MACQUILLIN, I. (2016). Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). Routledge.
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.