I have been reading a lot of articles this week about the new line of Amazon Kindles. The most intriguing of these is the Kindle Fire which appears to provide a worthy competitor to the Apple iPad. While more limited, the Fire is also less than half the price. The best article I have found on the new Kindles is from Bloomberg BusinessWeek, “Amazon, the Company That Ate the World” (September 28, 2011). This article, while long, really digs into the marketing strategy angle from Amazon’s perspective. It also provides a nice compare and contrast of the marketing strategies of Amazon and Apple — two companies that are bound to have a big impact on American business for many years to come. The article is also very relevant given our recent post titled “Tablets Drive Online Shopping” (September 30). The article also provides an update to the case scenario on Amazon that opens chapter 3 in each of our books. We have also posted this at Learn the 4 Ps.
This article provides examples you might find useful when you cover price, competition, marketing strategy planning, new product development or retailing.