Casehero

The marketplace for case solutions.

Kindle Fire: Amazon‘s Heated Battle for the Tablet Market – Case Solution

Amazon's CEO, Jeff Bezos, was challenged by the onslaught of the tablet market in 2011-2013. Bezos is burdened with whether to stay focused on the e-reader market or to turn into the tablet industry. Despite not being an expert on the latter, Bezos turned into the tablet market. Having made that choice, Amazon delved into important and necessary decision-making as regards the selection of customer targets and on how to position its new product known as the Kindle Fire.

​Mohanbir Sawhney; Joseph Owens; Pallavi Goodman
Harvard Business Review (KEL770-PDF-ENG)
February 14, 2014

Case questions answered:

After the launch of the Kindle Fire, Amazon has captured half of the non-Apple tablet market share, but the product is being sold at cost and it is unsure whether content and commerce revenues would be able to make up for the hardware price subsidy. With other competing products such as Google Android Tablets, Apple’s iPad and Barnes & Nobel’s Nook entering the market, the CEO of Amazon, Jeff Bezos, need to refine the strategy of Kindle Fire and increase growth. What strategies should he provide?

Not the questions you were looking for? Submit your own questions & get answers.


Kindle Fire: Amazon‘s Heated Battle for the Tablet Market Case Answers

Executive Summary – Kindle Fire: Amazon‘s Heated Battle for the Tablet Market

After the launch of the Kindle Fire, Amazon has captured half of the non-Apple tablet market share, but the product is being sold at cost and it is unsure whether content and commerce revenues would be able to make up for the hardware price subsidy. With other competing products such as Google Android Tablets, Apple’s iPad and Barnes & Nobel’s Nook entering the market, the CEO of Amazon, Jeff Bezos, need to refine the strategy of Kindle Fire.

The key tasks Amazon now faces are how the company should position the Kindle Fire in response to the new entrants in the tablet market, which segmentation of consumers should be the core target, and how it should be positioned against competing products. After evaluating the 3 alternatives, it is recommended that Amazon position the product as the best digital textbook device and target the college students to increase market share and achieve long-term sales growth.

Alternatives

Alternative 1: To college students who have a lot of readings and unwilling to pay for the high prices of paper textbooks, the Kindle Fire is the brand of the best digital textbook device that offers cheap, easy-to-read, digital textbooks and help decrease financial, physical burden because…

Unlock Case Solution Now!

Get instant access to this case solution with a simple, one-time payment ($24.90).

After purchase:

  • You'll be redirected to the full case solution.
  • You will receive an access link to the solution via email.
By clicking "Buy Now" or PayPal, you agree to our Terms of Use, Arbitration and Class Action Waiver Agreement and Privacy Policy.
Testimonial Best decision to get my homework done faster!
Michael
MBA student, Boston

FAQ

How do I get access?

Upon purchase, you are forwarded to the full solution and also receive access via email.


Is it safe to pay?

Yes! We use Paypal and Stripe as our secure payment providers of choice.


What is Casehero?

We are the marketplace for case solutions - created by students, for students.


  • About us
  • All Solutions
  • Sell your case solutions

Copyright © 2014–2023 · Privacy · Terms of Use