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분야
doc1 Introduction: Amazon.com
2 Introduction: Amazon Kindle
2.1 Features of Amazon Kindle
Improved Screen, with E Ink Technology
Free 3G Wireless Internet Connection
The Kindle Store & Contents
Minor Features
3 Market Environment
3.1 Macro Environment
Demographic
Economic
Natural
Technological
Political
Cultural
3.2 Micro Environment
Suppliers
Customers
Competitors
3.3 Porter’s Generic Strategy
Overall Cost Leadership
Differentiation
Focus
3.4 Market Leader Strategies
Expanding the Total Market
Defending Market Share
Expanding Market Share
3.5 SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
4 Suggestion
4.1 New Product
Amazon Kindle Basic
Amazon Kindle Pro
4.2 Promotion
Reference
Appendix
1 Introduction: Amazon.com
Amazon.com is a company founded in 1994, US. The name is from the world’s biggest river. Its logo represents a bent arrow from A to Z, which implies its will to deliver every product in alphabet to its customers. The bent arrow also represents customer’s satisfaction. Amazon.com began its Internet retail store service in 1995. At first, it only dealt with books, following the idea that it could offer a wider selection of books online than off-line bookstores. Nowadays it offers numerous items, such as books, DVDs, consumer electronics, tools, toys and etc.
Amazon.com bought a company called Mobipocket in 2005. Mobipocket is a French company, which developed e-book software technologies for PDAs. Amazon.com bought the company as a reaction to Adobe’s announcement of suspending its sale of e-book packaging software. As Amazon Kindle’s exclusive format AZW is based on the Mobi format, we can deduce from these facts that Amazon.com planned the development of e-book device as early as year 2005.
Amazon.com’s company mission statement is “We seek to be Earth’s most customer-centric company for three primary customer sets: consumer customers, seller customers and developer customers.” So they would be developing e-book and Amazon Kindle to deliver customers books cheaply and swiftly, and at the same time to occupy the newly rising industry for future profit. See [Appendix 1] for the analysis of recent e-book reader industry.
