Global Marketing Plan - The Amazon Kindle Marketing Plan by Devann Murphy

A look at marketing the Amazon Kindle on a global level.
# 151905 | 1,571 words | 9 sources | APA | 2012 | US
Published by on Oct 22, 2012 in Business (Companies) , Business (Marketing) , Economics (Globalization)

$19.95 $9.95 Buy and instantly download this paper now


This paper examines the potential for marketing Amazon's Kindle ereader on a global level, giving an analysis followed by recommendations. First, the paper addresses how the reality of globalization can be used to further profits for various products, particularly marketing them internationally. The paper focuses on the Kindle and shows how it can be marketed globally, particularly in Japan, yet Amazon must be aware of cultural differences before taking on such a large project. Next, the paper presents the basics of a marketing plan and further describes the Japanese market place. Porter's Five Forces Model is used to evaluate potential risks in business decisions such as this. Then, the paper explores local buying patterns in Japan, pointing out the necessity of researching them prior to the campaign. The paper concludes by recommending the globalization of the Kindle yet noting that success would depend on Localizing and adapting the product to increase consumer interest and demand.


Executive Summary
Global Marketing Plan: The Amazon Kindle
The Japanese Market
Global Marketing Components
Porter's Five Forces Model
Local and Foreign Buyer Behavior
Researching Local Buyer Behavior
Consumer Behavior Model
Localization, Adaptation, and StandardizationIntegrating a Global Brand to Local and Foreign Markets
Data Analysis, Local Subsidiary Input, and Managerial Judgment
Global Advertising

From the Paper:

"Currently, Amazon ships the Kindle in a brown cardboard box with only the Amazon logo and shipping information displayed on the exterior (Amazon, 2011). The logo is simple and consists primarily of the company name. The packaging is recyclable and environmentally friendly; therefore, it is believed that the packaging will need minimal modifications to enter the global market.
"Cultural, economic, and governmental regulations differ from those in the Kindle's home country. It is imperative that the first step in developing an implementation strategy is to research and understand each of these factors. It is also necessary to determine the consumer needs and desires of the Japanese market. These factors will be used to develop a culturally sensitive and consumer appropriate advertising campaign. Additionally, prior to implementing this strategy, a specific budget must be established. "Lastly, the process must be monitored and adjustments will be made as necessary.
"Research suggests the success of globalization is comprised of a variety of common factors. According to Johansson (2009), successfully globalized products are superior, technologically advanced, innovative, well oriented, and connected to a successful brand. The Kindle possesses many of these factors. In addition to being a superior product in the e-reader market, the Kindle is technologically advanced and offered by a leader in the online marketing industry..."

Sample of Sources Used:

  • Amazon. (2011). Retrieved from
  • Barack, L. (2011). The Kindles Are Coming. School Library Journal, 57(3), 58. Retrieved from EBSCOhost.
  • Chakraborty, S. (2011). Perceptions and Buyer Behavior Towards Private-Label Colas: An Exploratory Study to Understand the Views of the Store Managers of United Kingdom. IUP Journal Of Marketing Management, 10(1), 7-18.
  • Eisele-Dyrli, K. (2010). Readers Choose Products of the Year. District Administration, 46(10), 46. Retrieved from EBSCOhost.
  • Johansson, K. (2009). Global Marketing: Foreign Entry, Local Marketing, and Global Management. (5th ed.). New York: McGraw-Hill.

Cite this Marketing Plan:

APA Format

Global Marketing Plan - The Amazon Kindle (2012, October 22) Retrieved August 01, 2021, from

MLA Format

"Global Marketing Plan - The Amazon Kindle" 22 October 2012. Web. 01 August. 2021. <>