Executive Summary- Amazon Kindle

Executive Summary for Amazon Kindle

Argosy University-Online

Executive Summary for Amazon Kindle

Amazon.com was one of the first major companies to sell goods over the Internet and has become a worldwide-established name. Amazon.com is an American e-commerce company that is based in Washington. It was founded by Jeff Bezos in 1994 and began as an online bookstore but due to its success, Amazon has diversified into other product lines and services such as groceries, electronics and Merchant Program. Amazon.com’s stock price has fluctuated in recent years from $105 in 1999 to $5 in 2001
. Amazon.com has developed separate websites for Canada, UK, Germany, France, China and Japan.

Product/Service

Amazon Kindle is a portable e-book reader. More precisely, it is a software, hardware and network platform developed by Amazon.com that utilizes wireless connectivity to enable users to shop for, download, browse, and read e-books, newspapers, magazines, blogs, and other digital media in some countries.

Target Market

—Technology Savvy Book Reader- Has a need/desire to eliminate amount of books carrying around with need for new technology. Demographics include students, teachers, and people ages 25-45. Psychographics include: desire for technology and convenience

—Business Traveler- Has a need/desire to download new books when outside of the United States. Demographics include corporate career with a higher income level. Psychographics include: desire for convenience, availability, and quality.

Competitive Position

Amazon positions itself so as to be least vulnerable to competitive forces while exploiting its unique advantage. Amazon uses the internet as the sole method for selling goods to its consumers. Amazon’s competitors, such as Barnes and Noble, and Borders use brick and mortar as their main distribution channel. This method of using many storefronts is extremely costly. Thus, Amazon’s competitors are at a disadvantage because their costs...