Marketing the Kindle Fire Term Paper by Devann Murphy

A look at a contingency plan for marketing the Kindle Fire.
# 151895 | 1,125 words | 4 sources | APA | 2012 | US

$19.95 Buy and instantly download this paper now


This paper discusses Amazon's new product, the Kindle Fire, further considering a proposed contingency plan, marketing strategy risks and ethical standards. First, the paper gives an overview of the product and its current place in the ereader market. Then it cites an article that addresses the importance of contingency plans in marketing, especially if the economy declines. Then, the paper analyzes options for marketing the Kindle Fire, particularly as an educational tool. It also examines the Kindle Fire's competition. Finally, the paper explores the importance of ethical standards in developing a marketing plan. The paper concludes by stating that the Kindle Fire is a technologically advanced product that is a contender in its market. Although the Kindle Fire is currently successful, a contingency plan must be developed and reserved for use if necessary


Potential Marketing Strategy Risks and Proposed Contingency Plan
Ethical Standards

From the Paper:

"Marketing the Kindle Fire as an educational tool that can be used for studying will be beneficial. Although it is important to stress the originally intended use as a means of entertainment, it is also necessary to introduce the product to new market segments, demonstrate new uses, and market the item as a necessity. In an effort to accomplish this, Amazon will offer the Kindle Fire to teachers and students, all of whom must provide a valid *.edu email address, at a discounted price. A price reduction of 15% to this market segment will result in a discount of approximately $30 per item. However, additional sales will result in additional book and app purchases through Amazon. Furthermore, such a program may also result in positive public relations, thus serving as a form of advertisement.
"The declining economy has had a negative influence on the operating budgets of many school districts. Therefore, some school may be unable to afford purchasing Kindle Fires to be used as teaching tools and studying aides. However, Amazon may counter these difficulties by offering one free Kindle Fire to 10 school districts each quarter. As with the previous proposal, this, too, will present an opportunity for positive public relations. Furthermore, the donation of an item to a qualified school district may serve as a tax deduction."

Sample of Sources Used:

  • Ackerman, J. (2008). It WILL hit the fan. Enterprise/Salt Lake City, 37(39), 9.
  • Amazon. (2012). Retrieved from
  • Cooper, D. and Schindler, P. (2006). Marketing research (1st ed.). New York: McGraw-Hill.
  • Kotler, P. and Keller, K. (2009). Marketing management (13th ed.). New Jersey: Pearson- Prentice Hall.

Cite this Term Paper:

APA Format

Marketing the Kindle Fire (2012, October 21) Retrieved July 15, 2020, from

MLA Format

"Marketing the Kindle Fire" 21 October 2012. Web. 15 July. 2020. <>