Summary

Amazon started from Bezos garage and today has become the top leading online book store.

Amazon has expanded their services from Amazon prime, E-book and kindle fire device. Bezos

is a good motivator and by motivating his staff they innovated and introduce the kindle fire

device which has brought major success to Amazon income of about one billion and has also

stood out amongst their competitors.

Amazon has a very unique business level strategy that has made an ultimately successfully with

ease and a stable internet online shopper constantly available on their site. One of the most

driving forces is based on fact that they do not incur cost due to construction and maintenance of

store that most of their competitors do. More so, Amazon has also open up their platform for

other seller to advertise and sell on their website for a certain amount of fee by so doing they are

able to reduce the amount spent on ware-housing. Even though it appears that they are limited

them to only persons with access to internet but their constant innovation has made them leaders

Bezos will make a significant differentiation of the company if he makes more application

available, make space for more internal memory and speed up the kindle fire device. He should

also make the student his targeted market since they are the largest consumer, and make the

kindle fire screen device larger for his customers.

Amazon has widely taken over the business sector of online book shop advertise and has

consistently updated its commercialization lately from the sales of both new and used books

online to ultimately buying up the customer of eBooks lovers which Amazon thoughtfully made

available on a tablet gadget. The Amazons kindle fire case study reveals a contextual

demonstration of the amazons business level system is totality and how they have manage to stay
on top of their rivals to help them in making deals changes and building up an advertising

technique

From the case study being review, it is well stated: according to Hitt(2017) that despite the fact

that in 2011, Apple released it iOS iPad, Google also released Android based tablets, and Barnes

and Nobles released it Nook tablet. However, Amazon still had full charge of the tablet market

because prior to the release of the Kindle fire. This was well strategized move by Amazon by

asking six big publishing to digitalize their works on their new kindle fire and by so reduce the

cost of production and selling the kindle fire at a far lesser price than its other counterpart, eg

iPad and Nook tablets.

The entrepreneurial characteristic of Amazon ultimately gave Amazon the leverage in increasing

their customer base. Amazon Kindle fire stood out in the market by Bezos constant motivation of

his staff, they anticipated their competitor every move and planning their next move

strategically. Bezos introduce the children games on these tablets and sold kindle fire fort $200

Bezos also promoted innovation amongst his staff by introducing higher education features

which the kindle fire the fastest selling tablet in 2011 with over 30 million sold in the first

quarter of release and an unending innovation and upgrade of the kindle fire..

The current strategy for Amazons kindle fire appears to be suitable for an existing market in the

sense that Amazon has constantly upgraded the features of the Kindle fire making it more

exciting for the end users. Furthermore, the kindle fire is cheaper than the iPad by Apple and the

Nook Book by Barnes & Noble. Bezos also added the touch screen-enabled e-ink Kindle Touch.
It is recommended that Amazon introduce more entertaining feature and application just like the

competitor counterpart which has Hulu and Netflix. They should also invent long lasting

batteries for their devices

I learn that through motivation and strategically planning and on-time delivery and customer

satisfaction are ultimately necessary for success in the global market.

 References
Armstrong, M. (N.D). Better (and cheaper) Than Expected: The Amazon Kindle Fire Tablet is Here.
Retrieved from http://www.marioarmstrong.com/2011/09/29/better-and-cheaper-than-
expected-the-amazon-kindle-fire-tablet-is-here/
Lunden, I. (2013). Amazon Takes Kindle Fire HD Tablets To 170 Countries As It Ramps Up Its Appstore To
Nearly 200 Markets. Retrieved from https://techcrunch.com/2013/05/23/amazon-kindle-fire-
hd-global/
Michael A. Hitt, R. D. I., and Robert E. Hoskisson. (2017). Strategic Management: Competitiveness and
Globalization - Concepts & Cases (12th Edition ed.): South-Western - Cengage Publishing.