Kindle Fire: Amazons Heated Battle for the Tablet Market This case is about how Amazon started to compete in the tablet market from the perspective of its founder Jeff Bezos. It provides an overview of the strategic entrepreneurship process under his vision, emphasizing the entrepreneur mind-set and innovation. Bezos was able to formulate and utilize the entrepreneurial opportunities presented to him. The case opens with a history of Amazon, describing how Bezos started out his company in a 400-square foot garage. By 1999, Amazon became the largest online bookstore, and by 2001, it turned its first profit. While other brick-and-mortar-based competitors struggled to transit to e-commerce, Amazon was able to succeed by many innovative strategic moves, such as user-based reviews of products and 1-click ordering on the website. All the while, Bezos tried to be innovative and be the first mover. As he stated in his 2010 annual letter to shareholders, invention is in [Amazons] DNA. Amazon continues to offer more innovative products such as cloud-based services. This case focuses on one particular product from Amazon, the Kindle Fire. The Amazon Kindle was launched in 2007 and went through many product development phases. Bezos believed that the e-book ecosystems can bring Amazon many potential revenue streams, and thus Amazon Kindle was selling at cost (or below cost as some analysts believed). Kindle Fire was previewed in 2011 and referred as the culmination of the many things weve [Amazon has] been doing for 15 years. The strategies of Kindle Fire are examined and the competitors (mainly Apple and Barnes & Noble) are analysed

International strategy focuses on the scope of a firms operations through geographic diversification. International is required when the firm operates in multiple industries that are located in multiple countries or regions (e.g., Southeast Asia or the European Union). Suggest and justify TWO (2) international level strategies that were likely to have been in place under the Kindle/Amazon strategic option.