Competitive Environment and the Amazon Kindle Term Paper by Devann Murphy

A look at marketing the Amazon Kindle in Japan.
# 151894 | 786 words | 5 sources | APA | 2011 | US

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This paper examines issues in marketing Amazon's Kindle in Japan, using Porter's Five Forces Model as a guideline. First, the paper gives an overview of the Japanese marketplace. particularly noting that the Amazon Kindle must distinguish itself among possible competitors. It also considers other treats to Amazon, especially its new and existing competitors. Next, the paper discusses pricing the Kindle, which it asserts should be done responsibly with consideration given to the economy, environment, and competitors. The paper concludes by stating that Japan will offer a successful market for the Amazon Kindle.


The Japanese Market
Porter's Five Forces Model

From the Paper:

"Similar to rivalries and new entrants, substitutes also pose a significant competition risk. If not addressed properly, customers may chose to purchase and/or use a more traditional domestic product (Johansson, 2009). For example, customers in Japan may prefer a product manufactured by Sony, which is a global electronic company that is headquartered in Japan. Sony has a longstanding history of successfully marketing its products to both its domestic market of Japan and foreign markets. Sony is considered by many in Japan to be a reliable and trustworthy company (Sony, 2011). Therefore, the Amazon Kindle must be marketed in a manner that emphasizes reliability, trustworthiness, and functionality. Such efforts may assist the Amazon Kindle in avoiding substitutes.
Buyer Power
"If the Amazon Kindle is successful in its Japanese marketing efforts and has a significant customer base, the customers can essentially control the price of the product (Johansson, 2009). An attempt to increase prices may result in a product boycott, thereby negating any potential gain in profits. Therefore, it is necessary to price the product responsibly with consideration given to the economy, environment, and competitors.
Supplier Power
"Suppliers may also experience difficulties in pricing. Cooperative networks who market the same or similar products may uniformly establish a pricing guideline..."

Sample of Sources Used:

  • Johansson, K. (2009). Global Marketing: Foreign Entry, Local Marketing, and Global Management. (5th ed.). New York: McGraw-Hill.
  • Rice, J. F. (2010). Adaptation of Porter's Five Forces Model to risk management. Defense Acquisition Review Journal, 17(3), 375-388.
  • Smith, S. (2011). Distributors See Steady Market for CE Products. TWICE: This Week In Consumer Electronics, 26(12), 26.
  • Sony. (2011). Retrieved from
  • Uzama, A. (2009). A Critical Review of Market Entry Selection and Expansion Into Japan's Market. Journal Of Global Marketing, 22(4), 279-298. doi:10.1080/08911760903022465

Cite this Term Paper:

APA Format

Competitive Environment and the Amazon Kindle (2012, October 21) Retrieved March 20, 2023, from

MLA Format

"Competitive Environment and the Amazon Kindle" 21 October 2012. Web. 20 March. 2023. <>