Question & Answer: Is the current strategy for Amazon's Kindle Fire suitable for the existing market?…..


Is the current strategy for Amazon’s Kindle Fire suitable for the existing market? What reccomendations can be made to address strategic concerns and safeguard Amazon’s growth and market share?

Expert Answer

In my point of view the current strategy for Amazon Kindle Fire is going right.

Now days the young generation are attached with gadgets and they are preferring the ebooks rather than the book. So providing them a tablet that is more into books as well as songs, movies, videos etc that to on low prices is very aggressive.

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Most of the tablets are sold on loss or we can say on very low margins. But after purchasing of the tablets the collection of e-books, 18 million songs, videos and many more are giving revenue to this big giant.

The strategy is designed to bring the customers closer to the bigger entertainments which Amazon sales.

The Kindle Fire strategy clearly helps to protect the media-related sales that generate more than 30% of Amazon’s revenue.

Hence I believe that the strategy is going into the right direction.

Strategy Recommendation for Amazon’s Kindle-

The first recommendations I will suggest is the parents and the student himself always think that the heavy use of the device will harm his eyes. So the company first position itself that the heavy use of the device will not harm the eyes and is safe to use. Suppose a boy is reading or preparing for paper through the device and concentrating more on device, this activity should not harm the eyes so Kindle should improve its technology as well.

The company should improve its user interface that should help the students in long term study. For an example reaching to a specific page, searching specific word. Turning the page, highlighting etc.

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