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Author(s)

Mohanbir Sawhney

Sachin Waikar

Sean Alpert

Gerardo Cardone

Ryan Mullin

Barnaby Nardella

Edward Sim

Hsin-Ting Huang

Amazon had achieved success far beyond its expectations when it launched the Kindle e-Reader in November 2007. The marketing team at Amazon had adopted a "launch and learn" approach rather than target specific markets with this digital device on the cutting edge of technology. Now, six months later, it faced a more complex decision as it prepared to launch the second-generation Kindle. The team at Amazon felt that it must focus and choose its target market more precisely this time in order to position the product for long-term success. The choice of the target market would dictate not only the design and features of the device but would also influence the content, capabilities, and go-to-market strategy, including its partners, channels, and promotional tactics. The Kindle team had identified three promising market opportunities for the device---college students, mobile business professionals, and avid readers---but gearing the product toward a specific segment would likely diminish its appeal to others. Now the team had to decide which of the target markets represented the best opportunity for the Kindle.

Date Published: 08/10/2012
Discipline: Marketing;Strategy;Technology
Key Concepts: e-Readers, Product Launch, Marketing Strategy, Market Opportunity Analysis, Segmentation, Positioning, Targeting, New-to-the-World Products
Citations: Sawhney, Mohanbir, Sachin Waikar, Sean Alpert, Gerardo Cardone, Ryan Mullin, Barnaby Nardella, Edward Sim, Hsin-Ting Huang. Amazon's Kindle: Crossing the Chasm. 5-111-009.