AMAZON KINDLE

Amazon Kindle



Amazon Kindle

Product Or Service Idea

The Kindle is a wireless reading device that differentiates itself by offering customers 2 fast download times, portability, wireless connections, and larger storage capacity. The Kindle is perhaps an archetype of the next generation of devices. New products are emerging to compete with the Kindle. It will be up to Amazon to make the most of their time as the leader in the industry.

Amazon realizes they must have a commitment to innovation in their offerings. In 2003 they added to their clothing selection and continued building community boards and personalizing the site. One of the latest innovations for the online retailer is Warehouse Deals. The Warehouse items are returned and overstocked items. Some sellers on Amazon are concerned that they will have to compete with warehouse deals. Amazon's reply is, "Warehouse Deals must compete to offer the best customer experience in terms of price and availability, and will be evaluated by customers through feedback ratings" (Steiner, 2004).

Rational

Amazon.com is the leading online retailer, they still seek innovations that increase the breadth of their offerings. In September 2004, A9.com, a new subsidiary of Amazon, announced plans for a new version of its online search service. The new service will allow users to save bookmarks on the A9.com server, creating a diary of pages for subsequent visits. The development of A9 was not highly publicized. The service will give the ability to retrieve all of their past searches. (Markoff, 2004) While the innovation illustrates Amazon's daring in the e-commerce market, it may also show its susceptibility to always needing to try the "new, new thing" and too often having to pay a high price.

The market introduction stage represents the Kindle's introduction to the public. Amazon's job in this stage is to focus on the Kindle's promotion. Potential customers are given detailed information regarding the product's capabilities, special features, and advantages for purchasing the Kindle. During this stage, the product is unknown so a lot of emphasis is placed on the product itself, promoting that product, and the best place in which to sell that product. The market growth stage represents the rise in sales for the Kindle. Marketing in this stage is just as important because of competition from other companies. Profits for the Kindle will rise right along with the number of companies vying for the Kindle's customers. Amazon must continually promote the Kindle at this point in order to retain current customers and attract new customers.

Marketing Plan for Amazon Kindle

Marketing Plan for Amazon.com Inc. and their Kindle Amazon has been successful as the quintessential e-retailer and a multibillion-dollar company by emphasizing growth as opposed to making money (Frey & Cook, 2004). Amazon was the first in the technical and e-retailing industry to offer an electronic reading device dedicated solely to that function the Kindle. As the product goes through the life cycle, Amazon must handle competition to its Kindle by being sensitive to customer ...