Qun tr chin lc

LI M U
Chng ta ang sng trong mt th gii mi - th gii ca cng ngh ca internet ton cu.
V th vic mua bn trao i qua mng cng dn tr thnh mt xu hng pht trin chung ca
x hi v n p ng c nhu cu nhanh chng v tin li vi ngi tiu dng.V thng mi
in t ra i t y.M u l nhng trang website ln nh Ebay, Banner & Nobel v mt
trong s chng ta khng th khng k n Amazon.Trang web mua bn trc tuyn c nh
gi rt cao v c xem nh ngi khng l ca th gii thng mi in t v s a dng ha
v sn phm, dch v chm sc khch hng tt, mt hng c cht lng cao vi gi c thp,cc
dch v tin ch... khng nh v th ca mnh nh ngy nay th vic lin tip a ra cc sn
phm, cc dch v thu ht khch hng th hin c chin lc kinh doanh y sng to, bit
tn dng nhng im mnh, nhng c hi pht trin ca Amazon.
Cui nm 2011 Amazon nh du s xm nhp vo lnh a my tnh bng bng Ngn
la- Kindle Fire.Vt qua nhng phn mm , nhng ng dng hay nhng sn phm c tung
ra trc , Kindle Fire mt ln na khng nh r c chin lc trong kinh doanh ca
Amazon.Qua vic tm hiu, phn tch chin lc khi Amazon tham gia sn xut my tnh bng
chng ti s lm r nhng bc i, nhng chiu bi kt hp vi vic tn dng nhng li th
sn c Amazon chim c th phn trn th trng vi sn phm mi Kindle Fire.

I.S lc v qu trnh hnh thnh v pht trin ca Amazon.

1. Gii thiu v Amazon.
Tn cng ty : Amazon.com, Inc.
M nim yt trn sn NASDAQ: AMZN
Ngy thnh lp : 1994
Ngi sng lp: Jeffrey P. Bezos (Gim c iu hnh, ch tch hi ng qun
tr )
Tr s chnh: ti thnh ph Seattle, bang Washington,Hoa K
Khu vc hot ng: khp th gii
Ngnh ngh : bn l trc tuyn
Cch thc kinh doanh : Video v trang web
Amazon thnh lp trang web ring bit ti Canada, Vng quc
Anh, c, Php,Nht Bn, v Trung Quc .
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Qun tr chin lc
2. Lch s hnh thnh.
Jeffrey P. Bezos l i din sng gi nht ca cuc cch mng thng mi in t, l tng
gim c iu hnh ng thi l cha ca Amazon.com. Cng ty ng sng lp tr thnh nhn
hiu thng mi trc tuyn c bit n nhiu nht trn th gii vi khi ti sn khng l ch
sau mi my nm hot ng.
Vo khong nm 1994 khi tc pht trin ca Internet l 2300%/ nm, mc d khng
c kinh nghim nhiu v lnh vc bn hng nhng mt ln Jeffrey P. Bezos c c u
ni rng tim nng ln nht i vi kinh doanh l h thng thng mi in t . Internet chnh
l tng lai ca nhn loi, khng ch l mt th vin khng l m cn l mt th trng rng
ln cho vic kinh doanh mi loi hnh sn phm. L mt ngi lanh li khn ngoan trong u
Jeffrey P. Bezos nhanh chng nhn thy c tim nng ca vic bn hng qua mng.V cng
nm Amazon ra i. Cng ty ny lc u c t tn l Cadabra.Inc, tn ny c thay i
khi pht hin ra rng i khi mi ngi nghe Cadaver_ t thi . Thng 7/1995 Bezos t li
tn cng ty l Amazon da theo tn con sng ln nht th gii.Cho nn tn gi gi ln quy m
ln v cng mt phn v n bt u bng ch A, s hin ln u danh sch. T nm 2000, ph
hiu ca Amazon l mt mi tn ch t A n Z, th hin s hi lng ca khch hng v mc tiu
ca cng ty l c mi loi sn phm trong bng ch ci.
16/7/1995 Amazon c a ln mng nh nh sch trc tuyn vi mc tiu s dng
Internet chuyn hot ng mua sch sang mt hnh thc nhanh nht, d dng nht v em li
li nhun nhiu nht c th.Quyn sch u tin m Amazon.com bn l Fluid Concept and
Creative Analogies tm dch Cc khi nim lu cht v nhng tng ng sng to ca tc gi
M Douglas Hofstadter .
Ngy 15/5/1997 Amazon c phn ha cng ty .Amazon.com pht hnh c phiu ln u
tin v ng k trn giao dch trn sn chng khon NASDAQ, gi IPO l 18 USD/1 c phiu
(1.5USD/1 c phiu sau ba ln chia gi tr c phiu trong nhng nm cui thp k 90).
T mt nh sch trc tuyn ban u, ch chuyn bn sch, Amazon.com tr thnh mt
ca hng tp ha trc tuyn vi sn phm t thng vng n h cm pht trin nhanh nh v
bo. Amazon.com a dng ha cc mt hng , thm nhiu sn dch v nh a nhc, bng
Video v a DVD, phn mm, in t tiu dng, chi ,qun o, th thao, thc phm,
Hin nay Amazon.com tr thnh website thng mi c tim nng v trin vng bc nht. Ti
thi im thng 1/2010 Amazon.com cung cp hng triu sn phm cho hn 17 triu ngi
tiu dng trn 160 quc gia.Thm vo doanh thu hng t la/nm trong vng 4 nm hnh
thnh v pht trin, r rng siu th bn l qua mng ny l mt trong nhng ngi khng l ca
th gii thng mi in t.

3. Tng bc pht trin ca Amazon.

Chin lc kt hp k thut s v cc nguyn tc bn l to nn s thnh cng vt
bc ca Amazon.com. Cng ty xy dng thng hiu v to dng c mt v th vng chc
nh vo h thng sn phm phong ph a dng, mt hng c cht lng cao vi gi c thp,cht
lng phc v p ng nhanh chng...Hn na, Amazon rt nhy bn vi th trng c th
hin qua tng chin lc, tng giai on tung ra sn phm . Chnh nhng li th cnh tranh ny
gip Amazon tr thnh mt nh cung cp xut sc v ng tin cy i vi khch hng.
Nm 1997 sau khi i vo hot ng chnh thc vi trang web bn sch trc tuyn th ch
mt nm sau 1998 Amazon c bit n rng ri vi hng lot nhng nhng sn phm
mi ra i nh : Amazon.com Kids ra i, cung cp sch cho thiu nhi, kinh doanh thm mt
hng a CD, m ca hng o bn phim nh v qu tng .c bit hn c vo thng 4/8/1998:
Amazon mua li tp on Junglee Corp. v PlanetAll.
Nm 1999, Amazon khai trng ch in t zShop.com , m ca hng o bn chi v
in t. Vo 29/3/1999 Amazon m trang u gi cnh tranh vi Ebay.
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Amazon rt ch trng vo chin lc kinh doanh ca mnh.Cng ty khng k vng vo
vic tng trng qu nhanh m xem chin lc l hiu qu. Nm 2000 v 2001 khi tri bong
bng dotcom n, nhiu cng ty lm n tht bt nhng Amazon vn ng vng.Cui cng li
nhun u tin trong qu IV 2001 : 5 triu USD. V cng vo khong thi gian nay Amazon
cho php cc i tc tch hp vi website ca Amazon bn cc sn phm c thng hiu
nhng vic thanh ton v tip nhn n hng phi thng qua h thng phn mm ca Amazon.
Thng 10/2003, Amazon a ra ng dng tm kim ni dung trong sch Search Inside
the book, cho php ngi mua tm kim bng nhng cm t cha trong 33 triu trang sch ca
120.000 cun sch thay v tm bng ta hoc tn tc gi nh trc y. Ch trong 1 tun sau,
doanh thu bn hng ca nhng cun sch tng 9% so vi nhng cun sch khng nm trong
danh mc tm kim nu trn.
Qua cc nm 2004 n 2005 Amazon vn khng ngng pht trin v a ra cc chin
lc kinh doanh hon thin. u t hng triu USD vo xy dng h thng kho hng, cung cp
cc dch v thanh ton nhanh chng v tin ch, nng cao dch v qung co, tp trung vo chin
lc marketing , cung cp ngy mt nhiu hn nhng sn phm cht lng cao gi c cnh
tranh.c bit, Amazon n lc y mnh k hoch lm trung gian cho hot ng kinh doanh trc
tuyn ca cc nh bn l truyn thng, danh sch i tc ca Amazon l Macy, Sears Canada v
OshKosh BGosh
Tuy nhin,khng dng li trc s pht trin ngy mt su rng ca mnh nm 2006
Amazon bt u ln sn sang mng ni dung s bng vic gii thiu kho phim v chng trnh
ti-vi trc tuyn.nh du cho giai on ny l s ra i ca in ton m my Amazon EC2.N
c cc chuyn gia nh gi l nn tng m my ng cp th gii.u thng 10/2007
Amazon chnh thc m mt ca hng m nhc trc tuyn.Chin lc a dng ha sn phm ny
ca Amazon c pht trin da vo u th ca cc sn phm dch v m ngi tiu dng ang
s dng ca Amazon.
D ni ting vi danh ngha l mt cng ty bn hng online, nhng sau khi bc sang
lnh vc mi Amazon cng khng h thua km Google, Microsoft H tung ra sch in t
Kindle v cc sn phm tablet.Ni bt hn c l chic Kindle Fire xut hin vo cui nm
2011 cho thy s ln mnh ca Amazon cng nh chin lc linh hot ca hng ny.Tn dng
nhng g sn c trong th mnh ca mnh nh mng li bn l rng khp, ni dung s phong
ph, gi c ph hp vi phn ng ngi tiu dng Kindle Fire khng nh c chin lc
ng n v v cng nhy bn ca Jeffrey P. Bezos.

II . V sao Amazon quyt nh xm nhp vo th trng my tnh bng.

1. Nhng yu t thuc mi trng bn ngoi tc ng n quyt
nh la chn chin lc ca Amazon.
1.1 Yu t k thut.
M - mt trong s nhng quc gia dn u v vic ng dng khoa hc cng ngh vo s
pht trin kinh t x hi, c bit l cng ngh thng tin v khoa hc my tnh. C s h tng v
cng ngh lun sn sng cho vic nghin cu v pht trin cc sn phm cng ngh mi. Minh
chng cho iu ny l hng lot cc cng ty cng ngh ni ting n t M nh eBay, Intel,
Microsoft, Google, Apple, IBM
Cc sn phm cng ngh lin tc c ra i v nng cp p ng nhu cu ngy cng
cao ca ngi s dng.Di ng ha l xu hng hin nhin ca th trng cng ngh, t nhng
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chic my tnh bn cng knh n nhng thit b di ng gn nh c tnh c ng cao. n
nm 2010, mt sn phm n t cng ty Apple to nn mt tro lu mi trong th gii cng
ngh, l iPad. S ra i ca iPad nh du mt k nguyn mi cho thit b c gi tn l
my tnh bng, dng my l s giao thoa gia in thoi thng minh v my tnh xch tay.
Trong lng cng ngh xut hin thut ng Android, mt h iu hnh m ngun m
c Google cho ra mt vo nm 2007, y l h iu hnh dnh cho cc thit b in thoi
thng minh cm ng v my tnh bng. Chnh m ngun m cng vi mt giy php khng c
nhiu rng buc cho php cc nh pht trin thit bdi ng v cc lp trnh vin c iu
chnh v phn phi Android mt cch t do. Ngoi ra, Android cn c mt cng ng lp trnh
vin ng o chuyn vit cc ng dng m rng chc nng ca thit b. Nhng yu t ny
gip Android tr thnh nn tng in thoi thng minh ph bin nht th gii, v c cc cng
ty cng ngh la chn khi h cn mt h iu hnh khng nng n, c kh nng tinh chnh, v
gi r chy trn cc thit b cng ngh cao thay v to dng t u.
Th k 21 cng nh du s pht trin mnh m cc dch v ng dng internet, c bit
l thng mi in t (E-Commerce) mt loi hnh giao dch thng mi, mua sm thng qua
Internet. Cc gian hng trc tuyn tr nn ph bin v ang dn thay th nhng m hnh bn l
truyn thng. Trong khi tc kt ni internet ngy cng tng cao em li s thun li cho
cc hot ng trc tuyn, ti M tc kt ni internet u nm 2011 tng 15% so vi nm 2010
(theo Akamai).

1.2 Yu t x hi.
Cng ngy ngi tiu dng cng a thch s dng cc thit b c nhn c tnh c ng
cao dmang vc nh in thoi thng minh, my tnh bng hay laptop, cc thit b ny phi p
ng c cc nhu cu ca ngi s dng nh lm vic, gii tr mi lc mi ni khng g b mt
ch. i cng vi cc thit b c nhn th ni dung s nh nhc, phim, sch, ng dng, game cho
cc thit b ny rt c ngi s dng quan tm v cc ca hng trc tuyn l ni ngi s
dng d dng tm kim v tip cn cc ni dung ny.
Theo mt s kho st, gi r lun l tiu ch u tin ca a s ngi tiu dng khi chn
mua my tnh bng, tim nng ca phn khc gi r l rt ln v mt phn do nn kinh t suy
thoi nh hng n mc chi tiu. Mt loi my tnh bng c doanh s n tng lc by gi l
iPad th khng c tiu ch ny. V khch hng lun trng ch nhng sn phm c tnh t ph,
n t cc thng hiu uy tn.
Cng vi s pht trin ca thng mi in t th mua sm trc tuyn l mt xu hng
ca ngi tiu dng, ch cn mt chic my tnh v mng internet h c th thc hin vic mua
sm mt cch nhanh chng v tin li.
S ngi s dng internet ti M vo nm 2010 l khong 245 triu ngi chim khong
79% dn s nc ny. Ngi s dng ngy cng b thu ht bi cc hot ng trc tuyn nhiu
hn, mt trong s l s pht trin mnh m ca cc mng x hi trc tuyn, ni thng tin
c chia s v lan rng mt cch nhanh chng.

1.3 Mi trng ngnh v cc i th cnh tranh.

Nm 2010 c bit n l nm ca my tnh bng, khi ti s kin CES (trin lm
in t v tiu dng) din ra ti Las Vegas vo thng 1 nm ny nh du s xut hin ca
nhng chic my tnh bng t nhng hng sn xut in t danh ting nh Apple, Samsung,
Motorola, Dell, HTC, Acer, AsusTi s kin c t nht 10 my tnh bng t cc hng ny
c gii thiu.
Cn st my tnh bng bt u khi Apple h l sn phm iPad u tin ca hng vo
thng 1 nm 2010. Cng lc cc n t hng t khp ni trn th gii lin tip c gi n
Apple mc d phi 3 thng sau iPad mi c chnh thc bn ra, v iPad t k lc v s bn
ra l 300.000 chic trong ngy u tin pht hnh, sau l 3 triu chic trong 80 ngy u. T
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Qun tr chin lc
khi sn phm iPad ca Apple ra mt, n chim lnh th trng my tnh bng ti Mv ko
theo cuc ua khc lit ginh th phn ca cc nh sn xut my tnh.
Ngoi ra cn phi nhc n mt tn tui ni bt na l Samsung, khi h tung ra Galaxy
Tab chy h iu hnh Android cnh trnh vi iPad. Theo mt bo co cui nm 2010 th
Samsung bn c 1 triu my Tab ch trong 2 thng k t khi ra mt. Sau vo qu u
nm 2011 th Galaxy Tab ng th 2 v th phn my tnh bng M sau iPad, d vy n ch
chim 4% th phn my tnh bng trong khi iPad chim n 82% v cn li l th phn chia s
cho cc nh sn xut khc.
Trn th trng ngoi Apple v Samsung, cc tn tui ln n t M (Dell, Motorola) hay
Hn Quc (LG) cho ti i Loan, Trung Quc (HTC, Lenovo, Acer, Asus)... u tung ra "v
kh" ca h. Nhng chng ch l nhng tablet va tm, khng my khc bit khi xp cnh nhau
kch thc v tnh nng na n: mn hnh 10inch, a chc nng nh chp hnh, gi in, quay
phim, vi gi c vn cn cao cha thc s hp dn, chng thu ht c mt nhm ngi dng
nht nh nhng khng to c tm nh hng nh iPad. Mt yu t ng cn nhc Amazon
a ra mt sn phm khc bit ca ring mnh. Trong khi Google mc d l nh pht trin h
iu hnh Android nhng h cha a ra sn phm my tnh bng cnh tranh vi cc nh sn
xut khc.
Theo mt bo co ca Gartner, s tin b ra chi tiu cho my tnh bng ca ngi tiu
dng v doanh nghip trn khp th gii nm 2010 l 9,6 t USD trong bo co ti chnh ca
Apple cho bit rng iPad mang v cho h 9,566 t USD v con s 34 triu USD l phn cn
li ca cc i th cnh tranh khc ca iPad.T nhng con s kh quan ny, hng Gartner d
bo c s gia tng mnh trong chi tiu mua sm my tnh bng a phng tin ln n 29,4 t
USD trong nm 2011. Theo mt bo co ca hng nghin cu th trng Forrester vo thng 1
nm 2011, d bo rng n nm 2015 s c 82 triu ngi tiu dng M s s dng my tnh
bng, con s ny tng ng 1/3 c dn mng ti nc ny. Mt th trng giu tim nng cho
cc nh sn xut my tnh.
Mc d my tnh bng ti thi im Amazon sp ra mt Kindle Fire s dng cc h iu
hnh khc nhau nhng cuc ua ch yu tp trung vo 2 h iu hnh l iOS ca Apple v
Android ca Google. V ngoi phn cng l nhng chic my tnh bng th vic cung cp ni
dung s bao gm sch, nhc, video, ng dng s l mt th trng bo b cho cc cng ty h
tr tt mng ny. mng ny c th nhc n cc tn tui c th cnh trnh vi Amazon nh
Apple, Barnes & Nobble, Google. Trong khi nhng nh sn xut my tnh khc ch tp trung
to ra phn cng v np vo HH Android chnh sa v khng c mt h thng ni dung
s ca ring mnh.V Amazon c li th rt ln khi h c trong tay mt h sinh thi dch v v
ni dung a dng m khng phi nh sn xut no cng c tr Apple. Ngoi ra h iu hnh
Android do Google pht hnh v th h cng c kho ni dung s ring cho h iu hnh ny,
nhng s lng ni dung cha nhiu v a dng, cc thit b chy Android n t cc hng sn
xut hu nh phi da vo kho trc tuyn ny tip cn cc ni dung s. Th trng cc ng
dng i ng lc by gi l s thng tr ca Apple vi cc ng dng nn tng iOS t ca hng
App Store, v sc tng trng mnh m ca cc ng dng cho Android
Gian ng dng
Doanh thu
Th phn
Doanh thu
Th phn
Tng
2009
2009
2010
2010
trng
Apple App Store
769
92,8%
1782
82,7%
131,9%
Google Android
11
1,3%
102
4,7%
827,3%
Market
( Doanh thu tnh theo triu USD)
V d bo v doanh s ca th trng ng dng di ng trong bng di
7

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Ti M th trng sch in t ang dn pht trin mnh m v thay th tr trng sch

truyn thng nh gi sch in t r hn sch in, th hiu ca c gi tr v s ph bin ca cc
thit b in t. i cng vi sch in t l cc my c sch e-reader, v khi nhc n e-reader
mi ngi s ngh n chic my Kindle ca Amazon nn tng cho my tnh bng Kindle Fire
sau ny. Nhng Amazon khng ng mt mnh trn th trng ny, h cn c cc i th cnh
tranh khc phi k n nh hng Barnes & Nobble, Sony, Apple. V i th ng gm nht i
vi Amazon t hn l Barnes & Nobble v Apple v hai hng ny cng c kho ebook phong ph
sn sng p ng ngi dng trong khi Sony v mt s nh sn xut e-reader khc khng c mt
kho ni dung phong ph hoc rt t p ng nhu cu khch hng. Ni n Barnes & Nooble,
y l cng ty bn sch ln nht ca M, h pht trin mng e-book t sch in cnh trnh
vi kho e-book t Amazon, song song h a ra my e-reader Nook cnh tranh vi Kindle
Nook chim v tr th 2 trn th trng sau Kindle. V khi Apple cho ra i iPad, hng ny cng
gii thiu kho sch iBook store cho khch hng ca mnh, mc d iBook b gii hn trong phm
vi ngi s dng sn phm ca Apple nhng vi doanh s iPad k lc th kho e-book ny s l
i th ng gm cho cc nh cung cp sch in t khc. Dch v eBooks v eBookstore ca
Google ra mt vo cui 2010 cng gp phn vo th trng sch in t ang si ng.
Thng k sch in t v my c sch in t ti M
200
2008
2009
2010
2011
2014(d bo)
7
Doanh thu e-books
70
110
310
780
1400
3050
(triu USD)
Tng s my c sch
(Triu my)

3,8

9,7

16

30

Ngun: Association of America Publishers v iSuppli thng 4 nm 2011.

Ngoi ra mng kinh doanh phim nh trc truyn, Amazon cn c i th cnh tranh
ng gm dch v cung cp video v chng trnh truyn hnh trc tuyn nh Netflix v Hulu.

2. Nhng yu t thuc mi trng bn trong tc ng n quyt nh la

chn chin lc ca Amazon.
2.1Tnh hnh ti chnh ca Amazon.
Vi v th l nh bn l trc tuyn ln nht th gii, doanh thu ca Amazonkhng ngng
tng trng theo tng nm. Theo bo co ti chnh ca Amazon, doanh thu cng ty tng t
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Qun tr chin lc
14,835 t USD vo nm 2007 n 34,204 t USD vo nm 2010, theo li nhun ca Amazon
cng tng t 476 triu USD vo nm 2007 n 1,152 t USD vo nm 2010. Nhng kt qu kinh
doanh u nm 2011 c s thay i, trong khi doanh s t qu 1 n qu 3 ca Amazon u tng
tng, th li nhun gim c 3 qu trc thi im ra mt Kindle Fire so vi cng k nm
2010. Nguyn nhn l do Amazon hi sinh li nhun ngn hn u t m rng cng vic
bn l trc tuyn v in ton m my. Hng u t xy dng hn 12 kho hng v trung
tm hon thin n hng c th p ng c yu cu t nhiu khch hng hn na.
Mt s liu cho thy doanh s kh quan ca Amazon trn lnh vc thng mi in t l
doanh thu t Walmart.com khong 6 t USD mi nm, chim cha y 2% tng doanh thu ca
Hng v thp hn con s 34 t USD doanh thu nm 2010 ca Amazon.com.

2.2Nhng yu t mang li li th cnh tranh cho Amazon.

Trung tm phn phi v hon thin n hng
Li th v kho hng l iu to nn thnh cng cho Amazon, h c ti hng chc kho
hng trn ton nc M. Cc kho ny khng xy dng theo cch thng thng m c u t
cng ngh kh nhiu, tin hc ha cao . Trong mi kho hng u c phong ph a dng cc
chng loi hng ha p ng mi nhu cu ca khch hng, cc mt hng c sp xp khoa
hc m bo quy trnh nhn hng, ly hng, x l n hng nhanh chng hiu qu. V tr cc kho
c t ti cc trung tm tiu th ln hay cc a im thun li v giao thng tin vic vn
chuyn v phn phi hng ha nhanh chng. H thng kho m bo mi lin h rt cao t nh
sn xut cho ti khch hng, v cam kt phc v khch hng mi lc mi ni. Tuy vy vic u
t cho kho hng ny l kh tn km vi chi ph l 50 triu USD cho mi kho.

Tnh a dng ca sn phm v dch v

C th chia cc sn phm v dch vu ca Amazon lm 3 mng chnh l ni dung s, cc
sn phm in t v tiu dng ni chung, cc dch v khc. Trong mng ni dung s v vic
bn cc sn phm trn trang trc tuyn s l yu t tc ng n chin lc a ra my tnh bng
Amazon Kindle Fire, hn na doanh s t 2 mng dch v ny chim t trng ln trn ton doanh
s ca Amazon, theo thng k doanh s ti khu vc Bc M cui 2011 th mng ni dung s vi
doanh thu l 7,959 t USD, mng hng in t v tiu dng vi doanh thu l 17,315 t USD.
Cc sn phm v dch v em li th mnh cho Amazon so vi cc i th :
Amazonkindle: l mt nn tng bao gm phn cng v cc ni dng cho n. Phn cng
chnh l chic my c sch in t Kindle ni ting bn chy nht th gii, vi cng ngh e-ink
trng en cho php hin th ging nh mt trang bo tht, theo mt thng k t Bloomberg
Amazon bn c 8 triu my trong nm 2010. Gp phn vo thnh cng chnh l vic
Amazon s hu cho mnh kho sch kindle store khng l p ng c yu cu v ni
dung cho my kindle.Vi vic tung ra thit b c sch in t Kindle, Amazon pht trin
thit b c sch s v gn nh thay i hon ton ngnh cng nghip xut bn v bn l sch.
Amazon prime: ban u l mt dch v vi mc ph l 79 USD/ nm cho php hng ha
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c vn chuyn ti tay khch hng trong vng 2 ngy, sau dch v c Amazon nng cp
v c bit ch c trong Kindle Fire cc thnh vin c th truy cp vo th vin vi hng ngn
b phim, chng trnh truyn hnh v sch.
Amazon cloud drive: l mt dch v lu tr m my trc tuyn, cho php ngi dng
ti ln v ruy cp ni dung bt c ni no.
Amazon appstore: y l kho ng dng trc tuyn dnh cho nn tng Android vi kh
nng thay th hon ho cho Android Market ca Google. Ngi dng c th tm thy nhiu ng
dng, game hu ch cho in thoi hay my tnh bng ca mnh. Con s doanh thu doanh thu gp
3 ln Google Play ( trc l Android Market) ca hng phn tch th trng vo u nm 2013
cho thy tim nng ln cho Amazon t dch v ny.
Amazon cn c dch v instant video v amazon mp3 cung cp kho phim nh, truyn
hnh v m nhc cho khch hng. Ngoi ra Amazon cn c hn 10 danh mc cc sn phm in
t, cng nghip, gia dng v tiu dng khc, tt c u tm thy website trc tuyn
Amazon.com.
Ngoi cc sn phm v dch v k trn Amazon cn c Amazon Web Services, dch v
c hiu l in ton m my. Dch v ny cho php khch hng s dng c s h tng o l
cc my ch ca Amazon phc v nhu cu ca mnh m khng cn phi u t qu nhiu cho
h thng my ch v chi ph bo tr phn cng, khch hng ch tr ph cho vic s dng dch v.
H thng ny bao gm cc thnh phn c bn: lu tr vi Amazon Strorage Service (S3), tnh
ton vi Amazon Elastic Compute Cloud (EC2), tp hp d liu Amazon SimpleDB (SDB). Rt
nhiu cng ty s dng dch v ny t Amazon c th k n nh Unilever, Netflix ( tuy l i
th mng video trc tuyn nhng h vn chn dch v my ch t Amazon do nhng li ch c
c), Ericsson, HitachiSystems, Dropbox, Schneider Electric
Gi thp: gi bn ca cc sn phm Amazon lun cnh tranh i khi thp hn so vi cc nh
bn l khc v h c gng duy tr iu to li th cho mnh. Ngoi ra vi n hng trn 25
USD khch hng cn c min ph tin vn chuyn.
D dng mua sm: Vi hnh thc One-stop shopping khch hng c th la chn v s cc
mt hng khc nhau ca nhiu hng cung cp ch trong mt trang web, thay v phi dnh thi
gian tim kim sn phm nhng trang web khc. Ngoi ra Amazon cung cp cc miu t chi
tit, video v cc bi nh gi v sn phm cho khch hng gip h c y thng tin trc
khi a ra quyt nh mua hng. H thng thanh ton an tonS tin ch ca Amazon tr
thnh yu t u tin xut hin trong tm tr ngi mua hng trc tuyn khi h ngh n vic
mua mt sn phm no .
nhn din thng hiu cao: Amazon to c nim tin vng chc i vi ngi tiu
dng, theo cc kho st ch s hi lng ca ngi tiu dng M i vi Amazon lun mc cao.
Amazon xc nh nn tng thnh cng ca mnh l ly khch hng lm trung tm, lng nghe
v p ng nhu cu ca khch hng, ha hp li ch ca cng ty vi li ch ca khch hng,
Amazon ch thng li khi ngi dng thng li.
Li th v cng ngh: vi Amazon quan trng nht vn l cng ngh, cc my tnh Amazon
chy h iu hnh Linux min ph. Cng vi lng mt hng ln, cng ty u t h thng
thng tin gip cho vic qun l c hiu qu, nhanh chng, nhng thng tin quan trng u c
lu tr v phc v cho nhng ln kinh doanh tip theo. Cng ngh gip cng ty hon thin
quy trnh kinh doanh v gim chi ph.
Vn ha ca cng ty: thu nhn vin gii ngay c vi cng vic chn tay, nng lc c ch
trng. Nhn vin c cp c phiu khuyn khch lm vic. H c khuyn khch ra quyt
nh m khng cn xin php sp. Vi phong cch khng y quyn qun l, Nu Bezos khng
nhn c cu tr li ca mt nh qun l cp cao di quyn, ng s vt qua 4 cp qun tr
i thoi vi cp thp nht. Theo ng th mt nh lnh o hiu qu m khng dnh thi gian cho
10

Qun tr chin lc
cp c s th s khng th no theo kp thc t,v do cc t duy v qu trnh qun l s xa ri
thc t. Phong cch ca Amazon l khng u quyn qun l mc cao m Bezos s tham gia
vo hu nh tt c cc cng on.

3. Phn tch cc yu t SWOT ca Amazon.

Strengths : Dch v khch hng, cung cp sn phm a dng c bit l ni dung s, sc pht
trin n nh, cc dng sn phm gi thp, hnh nh thng hiu mnh.
Weaknesses : Dch v vn chuyn min ph dn n thit hi li nhun, li nhun gim t 2010,
sn phm c s dn tri rng gy mt tp trung, thm nhp vo mt lnh vc hon ton mi cha
c nhiu kinh nghim (my tnh bng)
Threats : S cnh tranh n t cc nh sn xut my tnh khc, sn phm mi c th khng gy
ch t ngi tiu dng, chi tiu ca ngi tiu dng hn ch do kinh t suy thoi v dnh cho
cc sn phm thit yu.
Opportunities : Th trng my tnh bng hp dn, kh nng m rng phm vi ton cu, th
trng ni dung s tim nng, mua sm trc tuyn ngy cng tng.

III.Chin lc xm nhp th trng my tnh bng.

Cng c nhiu ngi quan tm v kh ht hng nh chic Kindle phin bn u tin c
ra mt vo ngy 19 thng 11 nm 2007 (chic Kindle u tin c bn vi gi 400$ v bn
ht trong vng 4 gi v tip tc ht hng trong 5 thng tip theo) th khi Kindle Fire c ra mt
vo ngy 28 thng 9 nm 2011 cng thu ht c s quan tm ca nhiu ngi v theo IDC
(international Data Corporation) th Amazon bn c khong 4,7 triu chic trong 4 thng
cui nm 2011. Cho ti hin nay, Kindle Fire chim hn 33% th phn my tnh bng dng
h iu hnh Android v lm cho nhiu ng ln trong ngnh sn xut my tnh bng phi lo
lng.
Vy! Chin lc ca Amazon khi cho ra i Kindle Fire l g? Amazon , ang, s v phi
lm g hon thnh mc tiu chin lc ca mnh? V liu chin lc ny c a Amazon tr
thnh k thng tr trong th trng my tnh bng khng? Trong phn ny chng ti s lm r
nhng ni dung trn.

1. Chin lc cp cng ty.

1.1 Kindle Fire khng phi l Kindle.
C th ni Kindle l mt my c sch v d c l phin bn no i chng na th n
cng ch l mt chic my c sch. So vi phin bn trc th phin bn sau c thm mt vi
tnh nng hay c nng cp thm v phn cng. V d Kindle 2 chy nhanh hn, c thm chc
nng c sch, thm 2G b nh trong. Kindle DX c c file PDF v bng biu.. V cho
n Kindle Paperwhite c ra mt vo u thng 10 nm 2012 th cng ch l mt chic Kindle.
Cn vi Kindle Fire th khng, n l mt tabblet. D c ngi cho rng ch l mt
chic tabblet ti gin i chng na th n cng khng cn l mt e-reader na ri v cng
chnh lc ny n v nhng phin bn sau ny ca n s lm cho iPad v Samsung galaxy tab phi
lo lng.
Vi cu hnh ca Kindle Fire th kh m c th so snh vi mt chic iPad mininhng
vi nhng dch v m Amazon cung cp th qu l n tng. Tht kh c th lm cho mi ngi
hiu n n tng n mc no ngoi vic ch h trc tip khm ph nhng iu ti trang web
ca Amazon. Cn y chng ti ch c th ni vi nt ch yu nh th ny: Bn c mt kho
ng dng khng l bao gm phim, nhc, game, bn c dung lng v hn lu tr trn cloud
storage, vi phin bn mi nht ca Amazon Silk s gip bn gim i 30% thi gian load web,
n cng rt tuyt vi cho cng vic ca bn v vic hc tp cng nh qun l v la chn cho
con bn c sch g, xem phim g v trong thi gian bao lu na.
Nu ni n nhng phin bn sau ca Kindle Fire v d nh Kindle Fire HD th hon ton
11

Qun tr chin lc
c th so snh vi ipad mini. Ti trang web ca Amazon h so sanh hai thit b ny nh sau:

Criteria

KINDLE FIRE

Screen Size

$199
$130 less than iPad mini
7.0"

Resolution

1280 x 800
Watch HD Movies & TV

Price

Pixels
Pixel Density
Wi-Fi
Processor
Device Storage
Sensors
HD Camera
Content

Interoperability

Social Apps
(e.g., Twitter,
Facebook & Skype)

1,024,000
30% more pixels than iPad
mini
216 ppi
33% more pixels-per-inch
than
iPad mini
Dual band, dual antennas +
MIMO
Dual core CPU
16GB

IPAD MINI
$329
7.9"
1024 x 768
You cannot watch
movies & TV in HD

786,432
163 ppi

Dual band
Dual core CPU
16GB

Ambient light sensor,

accelerometer, gyroscope

Ambient light sensor,

accelerometer, gyroscope,
digital compass

Front-facing
Movies, TV shows, songs,
games, apps,
magazines & books from
Amazon

Front- and rear-facing

Movies, TV shows,
songs, games, apps,
magazines & books from
iTunes

Buy once, enjoy everywhere.

We make it easy to access your
content on other devices,
including iPad, iPhone,
Android phones & tablets,
BlackBerry, Windows phones,
Roku, TiVo, internet-ready TVs,
and through your web browser.

Yes

12

Limited: Most Apple

content can only be
used on select Apple
products.

Yes

Qun tr chin lc
Email Support
(e.g., Gmail &
Exchange)

Yes

Yes

Web Browser

Yes

Yes

X-Ray for Movies

A tap on the screen while
watching amovie brings up
important information
about the actors in the scene.
None

Kindle
FreeTime

A tap on the screen while

watching a
movie brings up important
information
about the actors in the scene.

Create custom profiles for

each child, and set daily time
limits for Kindle Fire HD use.
You can even add favorite
books, TV shows, movies, apps
& games for them to enjoy
safely.

None

None

With Prime, Kindle Fire HD

owners can borrow from over
None
180,000 popular books at no
additional cost.
Nh vy, khng cn nghi ng g na, Kindle Fire l mt sn phm mi nm trong mt
chin lc mi v y tham vng ca Amazon. K t y, vi Kindle Fire, Amazon chnh thc
xm nhp vo th trng my tnh bng. Nhn nhn vn ny di con mt ca mt nh qun
tr chin lc th y chnh l chin lc a dng ha hng ngang.

Kindle Owners'
Lending Library

1.2 Mc tiu ca Amazon l g?

K t khi thnh lp vo nm 1994 Amazon cha bao gi th hin mnh l mt k n xi
th m lc no cng vy, nhng chin lc ca Amazon lun hng n li ch lu di. Vi
chin lc thm nhp vo th trng my tnh bng cng khng phi l ngoi l.
Amazon sn xut ra Kindle Fire bn gi rt thp l 159$ v 199$ vi Kindle Fire HD
trong khi mt chic iPad mini l 239$ (nn nh rng Kindle Fire HD hn hn so vi iPad
mini) v mt chic Samsung galaxy tab r nht cng c gi ln n 179$. Theo t bo Tgdaily
th Amazon l khong 2$-3$ trn mi chic Kindle Fire bn ra. Trn mt s trang bo khc th
con s ny cn ln hn, thm ch ln n 40$, ring Amazon th khng bn lun g v vn
ny.
Tt nhin, pht hnh sn phm mi ra th trng th khng g ngoi mc ch l tng
doanh thu v li nhun v cho cng ty nhng khng nht thit phi bng mi cch em li nhun
v ngay sau khi tung sn phm ra th trng m cn phi suy ngh n li ch lu di. V ti sao
khng phi l hi sinh mt t li nhun sn phm ny (Kindle Fire) t c li ch ln hn,
bn vng hn nhng mt hng khc ( phn mm, game, nhc, phim, sch, ). chnh l suy
ngh v cch lm ca Amazon.
Hy lm th mt php tnh n gin: theo Forbes.com th trong qu 4 nm 2011 Amazon
bn c gn 5 triu chic vy cho n nay con s ny c th l hn 20 triu chic. Mc d
13

Qun tr chin lc
mi n v sn phm bn ra Amazon c th phi chu l nhng mi chic Kindle Fire n tay
ngi tiu dng li c vai tr The Kindle Fire is a remote control for Amazon th doanh thu t
vic mua sm, s dng cc sn phm ca Amazon tng ln nh thit b ny cng s rt n tng.
C th ni rng khi pht hnh tabblet Kindle Fire Amazon hng n nhng mc
tiu sau: th nht, tng doanh thu v li nhun t sn phm ny trong di hn. Th hai,
tng doanh thu v li nhun t vic bn cc sn phm ni dung s.

1.3 Amazon phi lm g t c mc tiu chin lc?

Khng ging cc hng khc nh Samsung vi Samsung Galaxy Tab, Toshiba vi Toshiba
Thrive, Sony vi Sony Xperia , u c xu hng tung ra sn phm i u trc tip vi iPad
ca Apple ginh git th trng. Amazon c hng i khc. Amazon tung ra sn phm nhm
khc phc nhng hn ch ca iPad, hng n nhng khch hng khng phi l tn ca
Apple, nhng khch hng khng cn n tt c cc tnh nng ca iPad. Ni nh vy khng c
ngha Kindle Fire v nhng phin bn ca n l mt thit b xong m n vn c nhng im c
bit m khng d tm thy nhng hng khc. C c iu ny l do Amazon khai thc tt
cc im mnh ca mnh nh cng ngh v cc dch v s.
Ti u ha cc khu sn xut gim gi thnh sn phm ng thi c th chu l trn
mi n v sn phm bn ra l cch m Bezos pht tn chic Kindle Fire n tay ngi dng.Bn
s chng tm u c mt chic tablet vi nhng chc nng dng vi gi ch 159$ ngoi tr
ti Amazon.
Bt k cn nh mi xy no cng cn c cc vt dng. Khng nhng vy, cc vt dng
cn phi mua mi v thay i lin tc cuc sng thm tin li v lm cho gia ch khng b
nhm chn. Tng t nh vy, Mt chic tablet cng cn cc ng dng theo cch tng t.
Amazon c y nhng g bn cn, lun uy tn, gi c phi chng v c c nhng dch v m
bn khng tmc bt k u ngoi tr Amazon. Trong chin lc ny, Amazon rt kho
lo trong vic kt hp bn sn phm phn cng vi gi hi v b p li bng li nhun n t
cc ng dng s.

1.4 Amazon t c nhng g v phi thay i nhng g?

Ra i vo ngy 27 thng 1 nm 2010, iPad lun thng tr th trng my tnh bng.
Apple lun mang n s c o cho sn phm ca mnh bng cc t ph trong sng to v ng
dng cc cng ngh cao vi gi khng phi vi bt k ai cng chm vo c. Tuy nhin t khi
c s xut hin ca Kindle Fire th Apple suy ngh khc i bng chng r nht l cho ra i
chic Ipad mini nhm hn ch s xm nhp ca Kindle Fire nhng hnh ng ny c v mang
hiu ng ngc li. Trn trang web maximumpc.com c dng tt nh sau iPad Mini
Announcement Helps Amazon Sell A Record Number of Kindle Fire HDs. T y c th thy
rng Amazon t c nhng thnh cng ng k trong vic thm nhp th trng my tnh
bn.
Ngoi ra, Amazon cng lm tt vic kt hp gia bn sn phm phn cng v cc ng
dng. iu ny gip cho Amazon duy tr c chin lc gi r nhm y mnh hn na kh
nng xm nhp th trng ng thi lm tng doanh thu v li nhun ca ni dung s cng nh
cc sn phm khc mt cch bn vng.
V cui cng, Amazon cng c nhng thay i nhm thch nghi vi th trng l
cho ra mt cc phin bn mi nh Kindle Fire HD 7, Kindle Fire HD 8.9. Vi nhng sn phm
ny th khng th nh gi l mt tablet ti gin nhng vn vi mc gi rt cnh tranh.

2.Chin lc cp SBU.
14

Qun tr chin lc
2.1 Xc nh chin lc Amazon p dng.
Chin lc dn u v chi ph thp.
Chin lc gi r t trc n nay lun l th mnh ln nht ca Amazon,tng rt thnh
cng vi chin lc gi r lnh vc bn l trc tuyn.
Bc chn vo th trng my tnh bng vi li th sn c v thng hiu Kindle - my
c sch ang gi v tr s 1 trn th trng e-reader ,Ngy 28/9/2011, Jeff Bezos, ng ch ca
Amazon, cng b hng chun b tung ra mt my tnh bng mi mang tn Kindle Fire. N s
tr thnh i th cnh tranh trc tip vi cc sn phm t hng khc nh my tnh bng Nook
Color ca B&N hay iPad ca Apple
Tng t Apple, Amazon t ho c mt th vin khng l v ni dung trc tuyn, bao
gm sch in t, phim nh v m nhc. V cng tng t nh "Tri to cn d", Amazon cho
php mi ngi lu tr ni dung ca mnh ln nhng "in ton m my" v cho php h ly
nhng thng tin ny ra d bt c u.
Tuy nhin, hai cng ty ny li c s tri ngc hon ton v gi thnh sn phm. Kindle
Fire, sn phm ca Amazon s c pht hnh vo gia thng 11/2011 M, s c gi ch 199
USD r hn chic iPad r nht, ch c kt ni Wi-Fi, hin c gi 499 la hoc sn phm t cc
hng khc trong cng phn khc th trng chy trn nn tng Android ca google nh Samsung,
Asus,Acer..
Sau thnh cng ca chic my tnh bng kindle fire trn phn khc th trng my tnh
bng chy Android gi r,hng lot i th nhy vo cuc ua ginh th phn trong phn khc th
trng bo b ny nhng ni bt c th k n chic Google Nexus 7.i th cnh tranh trc
tip vi chic kindle fire ca Amazon v l i th ng gm ca chic ipad Apple
Google Nexus 7 s l mt trong nhng tr ngi ln dnh cho dng my gi r ang lm
ma lm gi trn th trng hin nay l Amazon Kindle Fire v Samsung Galaxy Tab 2 7,0.Mc
gi dnh cho phin bn 8GB l 199 USD, v phin bn 16GB c gi 249 USD.
Tip ni thnh cng ngy 30/10/2012 Bn cnh chic Nexus 4 th Google cng b
sung thm model Nexus 7 c trang b kt ni mng di ng m hng gi y l "Nexus 7 (32GB
+ Mobile)".Nexus 7 (32GB + Mobile) s c bn ra t ngy 13/11/2012 vi gi 299$. Cng
trong dp ny, Google cho bit chic Nexus 7 Wi-Fi dung lng 16GB gi gim ch cn 199$,
tc l bng vi bn 8GB trc y, trong khi mu 32GB Wi-Fi th c gi 249$.
Trc kh nng c th mt th phn vo tay ngi chi mi ny(google nexus 7) amazon
c nhng iu chnh chin lc cho ph hp vi xu th th trng c th:
Vo ngy 14/09/2012 Bn nng cp Kindle Fire - Mnh m hn, gi r hn ra i vi
15

Qun tr chin lc
mc gi ch 159 USD. Mc gi ny thm ch cn r hn mc gi 199 USD ca phin bn Kindle
Fire u tin,Vi mc gi 159 USD v nng cp ng k v cu hnh, chc hn Kindle Fire th
h mi s l mt i th ng gm trn phn khc th trng my tnh bng gi r v s l mt
i th cnh tranh xng ng vi Nexus 7 ca Google.
Cng thi m Amazon cng ha hn cho ra i 2 phin bn cao cp nht ca hng t
trc n nay Kindle Fire HD ng vi kch c mn hnh l 7 v 8,9 inch vi hng lot tnh nng
mi nhng gi rt hp l Bn 7 inch s c gi 199 USD trong khi phin bn ln hn(8.9) s ra
i sau vo thng 11 c gi ch 299 USD. c bit hn, phin bn c kt ni 4G LTE c gi ch
499 USD m so snh th phin bn iPad 2012 c 4 G LTE v b nh 32 GB c gi 729
USD,nu mun khch hng ch cn b ra thm 100 USD c bn 64 GB,vn r hn Ipad.
Amazon gi c mt lot cc la chn my tnh bng dnh cho ngi dng, t loi c
mn e-ink cho n LCD, t c 7 inch n 8,9 inch hay ch c Wi-Fi hoc c thm 4G LTE vi
gi t 69 USD n 599 USD.
ng nh tuyn b ca CEO cng ty "Chng ti hin ang pht trin nhng dng sn
phm cao cp nhng li bn chng vi gi rt phi chng", Bezos ni.
Mc d Apple c nhng chin lc p tr mnh m m in hnh nht l vo ngy
24/10/2012 Apple c mt bui ra mt sn phm ipad mini vi mn hnh 7,9 inch.Gi bn ca
iPad mini r nht l 329 USD cho phin bn 16GB kt ni Wifi, v phin bn kt ni 4G LTE,
mc gi khi im s l 459 USD cho phin bn 16GB.
Sn phm s chnh thc ln k vo ngy 02/11/2012. Cc phin bn 32GB v 64GB s c
gi ln lt l 429 USD v 529 USD.iPad Mini cng c c cc phin bn chy c 3G v 4G
ging nh iPad 10-inch. Cc phin bn ny s xut xng t gia thng 11 vi gi bn cho 3
dung lng ln lt l 459 USD, 559 USD v 659 USD.
Trc mi e da trn theo mt tuyn b gn y amazon quyt nh gim gi bn
chic kindle fire HD 8,9 inch .Theo CNET ngy 14/3/2013, Kindle Fire HD 8,9 bn Wi-Fi hin
ti s c gi l 269 USD (gi gc l 299 USD) v bn 4G LTE c gi 399 USD (499 USD).Cng
vi vic gim gi bn, Amazon cng tuyn b m rng th trng bn mu my ny sang cc
quc gia nh Anh, c, Php, , Ty Ban Nha v Nht Bn. y l mt tuyn b chin tranh,
ca mt ngi sn sng cho v tr th hai trn th trng my tnh bng vi 22% th phn
M trong nm 2012.
Qua ta thy rng chin lc dn u v chi ph thp lun c gi r hn i th l
chin lc khng ch gip Amazon tn ti v thnh cng trong th trng bn l trc tuyn m n
cng l chin lc hu hiu gip cho Amazon kindle fire tn ti v pht trin mnh m trong mt
th trng my tnh bng cnh tranh ngy cng khc lit.

Chin lc khc bit ha sn phm

16

Qun tr chin lc
Bn cnh tung ra chin lc gi r chim lnh th trng,mi sn phm c sn xut
ra bi Amazon u c nhng im khc bit ni bt nhm to li th cnh tranh so vi cc sn
phm ca cc hng khc t my c sch kindle n my tnh bng kindle fire,kindle fire HD
Trc khi c s ra i ca my tnh bng google nexus 7 th kindle fire ca Amazon c
xem l hnh mu tiu biu cho dng my tnh bng 7 inch chy Android trong th trng m
Apple ang dn u vi my tnh bng c ln (10 inch),bn cnh l i km vi cc tnh nng
ni bt so vi dng sn phm gi r khc trn th trng:

Mn hnh cm ng in dung IPS LCD 7 t l 16:9 phn gii WSVGA (1024x600) pixel s
dng panel IPS v knh cng lc chng xc Gorilla Glass (ging iPad 2)

B vi x l li kp Cortex A9 1GHz, chip ha PowerVR SGX540, vi x l TI OMAP 4430

My khng c khe cm th nh nhng c Cng microUSB tiu chun gip kt ni my tnh d

dng y l nt c bit ch c trn kindle fire

H iu hnh ca Kindle Fire da trn Android (theo cng b l android 2.1), . y l 1 phin
bn nhnh ca Android - s dng m ngun m nhng khng c cp php bi Google.H
iu hnh c chnh sa theo phong cch ca Amazon, v ct b hu ht cc c tnh ca
Android. Kt qu l ta c 1 h iu hnh n gin v ci m gip bn d dng truy cp ni dung
ca Amazon ch vi 1 c click
Kindle Fire s dng trnh duyt web Silk ca Amazon h tr Flash v xem Flash Video
phn gii 720p hoc chi tt cc game Flash
Lu tr m my trn Amazon:y l tnh nng c o nht ca Kindle Fire, vi vic a nhc,
video v sch ca bn ln kho lu tr ca Amazon th vic my bn ch c 8GB b nh trong
c gii quyt. Khi mua Kindle Fire, bn s c Amazon cung cp cho 5GB min ph
upload nhng d liu ca bn ln v nu cm thy 5GB qu t so vi kho d liu ca mnh,
bn c th ni rng dung lng ch vi gi $1 cho 1 nm.
Vi bn nng cp Kindle fire HD 7 v 8.9 inch ngoi chin lc gi r thu ht th
trng Amazon cng lun mun to ra mt s khc bit trong sn phm ca mnh nhm to li
th cnh tranh nht nh.
S khc bit d thy nht u tin nm kch thc mn hnh Vi bn 7 inch c sn
xut ra nhm i u trc tip vi google nexus 7 gi nguyn nh c th bn 8,9 inch t l 16:10
c xem l i th cnh tranh vi ipad mn hnh ln hn ipad mini 7,9 inch ca Apple nhng
li nh hn ipad 4 (9,7" t l 4:3 )
Ngoi cu hnh c nh gi cao hoc ngang bng so vi cc i th khc th my cn
c mt s tnh nng:
H iu hnh vn l phn nhnh ca Adroid nhng do amazon ci tin v nng cp ln
thnh bn 4.0.3Ice Cream Sandwich
Kh nng bt sng Wi-Fi cc tt:Kindle Fire HD l my tnh bng u tin c trang b
2 ng ten Wi-Fi tc 2.4Ghz/5Ghz vi MIMO (multiple input and multiple output) cho php
kt ni Wi-Fi cc nhanh v mnh khi truy cp trc tuyn. Trong khi , Nexus 7 v iPad 3 u
ch c trang b 1 ng ten Wi-Fi.
Amazon cng trang b cng ngh Whispersync cho sn phm ca mnh, cho php
ngi dng lu li tin trnh khi chi game hay c sch audio trn dch v m my.Mt ci

17

Qun tr chin lc
tin mi cng c Amazon tch hp trn sn phm mi l b loa stereo h tr m thanh
chun ca Dolby Digital.y l yu t ni bt ca Kindle fire HD 7 so vi cc dng my tnh
bng khc k c Ipad ca Apple
ng dng X-Ray th v:Khi ang xem phim ngi dng c th g vo mn hnh tm
kim bt c thng tin v din vin trong tng cnh quay nhiu b phim thm ch xem nhng b
phim khc m din vin tng tham gia, ngm nh, lt profile s nghip hoc hn th. X-Ray
l ng dng duy nht c cung cp bi Amazon v c quyn trn h sinh thi Amazon.
im c bit nht m khng th khng k n khi amazon sn xut my tnh bng l gi
sn phm ni dung s Amazon prime m Amazon pht trin ring to lp h sinh thi ng
dng ring cho sn phm my tnh bng ca mnh ( Amazon appstore)khc hn vi cc my tnh
bng chy Android khc .
Nh vy, Amazon prime c xem nh v kh b mt gip amazon thnh cng trn th
trng my tnh bng

Chin lc tp trung vo mt phn khc th trng.

Khi mi tham gia vo sn chi my tnh bng nhiu nh phn tch tin on Amazon
ang c cnh tranh vi ng trm ca ngnh ny lc l Apple nhng thc t l khng phi vy
th trng mc tiu m Amazon nhm ti khi ra mt mu my tnh bng u tin l phn khc
ang b b ng gia Apple v cc hng sn xut my tnh bng chy Andoid cao cp cn li.
Apple l mt nh sn xut phn cng v phn mn qu mnh vi sn phm Ipad v kho
ng dng Itunes
Phn cn li l cc hng sn xut thit b in t ln th ang cnh tranh quyt lit v
mng phn cng nhm cho ra i cc sn phm cng ngh tin tin nhm cnh tranh v gi v
doanh s vi ipad ca Apple m qun i vic pht trin h sinh thi ng dng ring cho thit b
ca mnh hot ng ti u nh Samsung vi galaxy tab.
Cn Amazon nhn thy khe h ca th trng my tnh bng. Cc my tnh bng c
cu hnh cao chy Android tht bi vi mt iPad va xi v c kho ng dng rng ln. Cc
my tnh bng gi r hn th khng p ng c nhu cu ngi dng. Amazon chn vic ra mt
mt my tnh bng ch va yu cu ngi dng v khng tnh ti chuyn thu li t bn phn
cng ng thi c chng lng bi mt kho ng dng rng ln Amazon appstore c nh
gi l mt i th trong tng lai ca Apple app store,iu m cc nh sn xut my tnh bng
da trn nn tng Android cha lm c.
Mc d khi cho ra i Kindle fire HD 8.9 Amazon khng c nh giu dim kh nng
khai ph phn khc th trng cao cp m Apple ang nm gi nhng xt trn tng th my tnh
bng ca Amazon vn l sn phm trong phn khc my tnh bng tm trung chy Adroid.

2.2 Mc tiu,c s,gii php ca Amazon khi thc hin chin lc dn u

v chi ph thp.
Theo nh phn tch phn chin lc cp cng ty Amazon tham gia th trng my tnh
bng khng ngoi mc ch g khc l tm kim doanh thu t mt ngnh mt sn phm hon ton
mi i vi h nhng ti sao Amazon li quyt nh bn ra mt chic Kindle fire vi gi m
nhiu nh phn tch cho rng h ang phi chu l trn mi thit b bn ra,c th h hy vng s
thu li c li nhun t mng ni dung s bn km theo nhng khng phi ai cng mua nhng
ni dung ny.Vy cu hi t ra l ti sao Amazon li quyt nh mo him bn ra sn phm
vi ci gi thp hn c chi ph?
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Qun tr chin lc
Theo tm hiu chi ph sn xut mt chic kindle fire khng c Amazon tit l c th
nhng qua cc cng ty chuyn nghin cu mng ny cng cung cp mt s thng tin th v:
Piper Jaffray (nh phn tch Gene Munster) tnh ton chi ph sn xut ca mi my
tnh bng Kindle Fire l 250USD, Amazon s l 50USD cho mi sn phm bn ra (Kindle Fire
c gi bn ra 199USD). C c kt qu trn l do Munster c tnh da trn chi ph sn xut
ca iPad.
Tuy nhin nhiu nh phn tch khc cho cc kin khc nhau v chi ph sn xut
Kindle Fire. UBM TechInsights tin rng Amazon to ra li nhun trn Kindle Fire. c tnh
chi ph sn xut s thp hn 150USD, mi Kindle Fire bn ra s c li nhun l 49USD.
Hng nghin cu IHS iSuppli (M) cho bit cc linh kin trong Kindle Fire sn xut
cc hng khc nhau v gi thnh khc nhau. M x Kindle Fire ra, IHS iSuppli c tnh tng
chi ph ca mi my tnh bng Kindle Fire l 209.63USD, Amazon l khong 10USD cho mi
my bn ra.
Khi cho ra i sn phm cao cp hn Kindle fire HD,chi ph sn xut cng c tnh ton
m x rt k lng c th: Theo phn tch ca IHS iSuppli, chi ph sn xut cho mi chic
Kindle Fire HD 7 inch l 207 USD. Trong khi , phin bn ny ang c Amazon bn trn th
trng l 199 USD.
Vy th Amazon thu li hay phi cn rn chu l t vic cho ra i nhng my tnh
bng.iu ny chng ta vn cha th c cu tr li chnh xc nhng c th chc chn mt iu
rng h ang rt thnh cng vi chin lc gi r trn.

Mc tiu m Amazon nhm ti l g?

Theo quan im ca chng ti Amazon gii thiu sn phm mi trong mt th trng y
tim nng nhng cng khng thiu nhng thch thc,vi vic ra gi bn hp dn Amazon c
th thu ht c s quan tm ca ngi tiu dng ngay khi ra mt.ng thi cng to mt s
khc bit ln so vi cc i th trong cng phn khc ang c mi m tm cch cnh tranh vi
mt i th qu mnh nh Apple ,bng vic chy ua cng ngh cho ra i cc mu my vi cu
hnh ni bt nhng vi ci gi cng trn tri.Amazon khng lm vy h cho ra i sn phm vi
phng chm: sn phm va dng v cng va ti tin ca khch hng.
Thu ht khch hng bng cch nh vo tm l tiu dng ca h trong giai on kinh t
kh khn,mi ngi u c gng kim sot chi tiu mt cch hp l nht,vi mt sn phm
khng phi l qu hon m nh Ipad hay cc sn phm cao cp khc nhng cng tha cc tnh
nng p ng i hi cn c ca mt my tnh bng v vi mt ci gi r hn my trm
USD,th cng ng mi ngi phi suy ngh.
Khi thnh cng trong vic gii thiu sn phm ti ngi tiu dng Amazon khng
ngi by t tham vng v mc tiu ln ca mnh.Tng s lng tiu th sn phm khng phi v
ci li t doanh s bn phn cng v nhiu kh nng h cn phi chu l m l c gng ginh
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Qun tr chin lc
c th phn cng ln cng tt,to sc nh hng ca thng hiu ln lnh vc my tnh
bng .H mun lm ch nn tng cng ngh khi c th cc nh sn xut khc s xem nn
tng ca Kindle fire l hnh mu pht trin theo ng thi thu ht c s quan tm ca cc
nh pht trin ng dng ni dung s gp phn lm a dng hn kho ng dng ca h.Sau vi
th phn v sc nh hng hin c h mun hng khch hng n mng ni dung s ca mnh
Amazon appstore(nh phn tch phn 1),y l lnh vc m Amazon mun kinh doanh v
tm kim li nhun v y cng l c s cho vic Amazon mnh dn h gi sn phm ca
mnh.ng thi vi thng hiu ca mt nh thng mi in t ln,vi h thng bn hng
online,lu tr thng tin mua sm ca khch hng,Amazon khng phi qu lo ngi v khu phn
phi khi a my tnh bng ca mnh ra th trng.
Lnh vc hot ng chnh ca Amazon l bn l trc tuyn khi h tham gia vo mt lnh
vc mi nh my tnh bng,lc u mi ngi lm tng ch n gin l h ang mun a dng
ha ngnh ngh kinh doanh nhng tht s qua qu trnh tm hiu v phn tch thy rng:
Amazon mong i nhiu hn l bn mt chic my tnh bng.Mi chic Kindle fire bn ra h c
thm c mt khch hng cho ca hng trc tuyn ca h trong khch hng khng ch mua
cc ni dung s dnh cho my tnh bng m l tt c hng ha m Amazon ang gii thiu trn
Amazon .com.
Nh theo bo co nghin cu ca HIS cho bit: Cho n nay, cha mt nh qun l bn
l no to ra c mt lin kt gia ni dung s v sn phm bn l trc tip thng thng. Vi
Kindle Fire, Amazon ang c gng chinh phc iu ny, h lm vy bng cch dng chin thut
bn l trin khai cc ni dung bn trong Kindle Fire dn ngi mua hng ti ca hng ca
mnh v sau bn cho h cc loi hng ha khc.
Tham gia vo th trng my tnh bng Amazon khng nhm n ci li trc mt m l
phc v cho mc ch pht trin lu di,c th tham vng m v CEO ca cng ty ny hng
n l iu m khng d g chng ta nhn bit c nhng trn tt c chng ta cn nh rng
Amazon l mt nh thng mi in t.

Mt s bin php lm gim chi ph sn phm ca Amazon.

Nhm mc ch gim ti thiu chi ph sn xut a ra sn phm vi gi r Amazon
hp tc vi hai i tc sn xut chnh cho dng sn phm my tnh bng gi r khc nh Nook
Tablet ca Barnes & Noble l Quanta v Invent.Xt v bn cht Ni ng ra th chic Amazon
Kindle Fire trng ging vi mu my tnh bng ca RIM hay theo cch khc th n mang tinh
thn ca PlayBook.
Amazon gim chi ph bng cch ct b i mt s tnh nng so vi PlayBook ca RIM.C
th, Amazon b i hai camera trc v sau tit kim khong 10.5USD. Tit kim thm
c 8USD bng cch ch s dng 8GB b nh v thm c 1.5USD bng cch b i cc h
tr Bluetooth, GPS, microphone. (Theo UBM TechInsights)
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Qun tr chin lc
Bn cnh th mnh v nn tng cng ngh cho php Amazon pht trin sn phm v bn
vi gi ch ng hn so vi cc i th.
Kindle fire trc khi ln k bn ra c chng lng bi kho ng dng ring c chun
b k lng.Amazon c con t ch bi b l nu c
Gn y theo mt s thng tin mt gii php c p dng nhm gim gi bn ra mi
my tnh bng kindle fire HD 8.9 l ngi mua chp nhn cho php hin th chng trnh qung
co v khuyn mi trn mn hnh kha. Nu ngi dng mun b qung co ny th ch tn thm
15USD.

3.Chin lc cp chc nng.

3.1 Nghin cu v pht trin.
Ci tin l mt chin lc mang ngha quyt nh i vi s thnh cng ca nhng
doanh nghip hng u th gii. Cng chnh v l m rt nhiu thng hiu ln khng tic
tay chi hng chc t USD cho R&D (cng tc nghin cu v pht trin) v khng ngng ci tin
sn phm cng c v th ca mnh trn thng trng.
Hng Booz & Co chnh thc cng b Danh sch 1.000 cng ty c mc chi cho mng
Nghin cu v Pht trin (R&D) ln nht th gii trong nm 2011. H cng ng thi thc hin
mt cuc kho st ly kin t hn 700 Gim c R&D ca cc cng ty hng u nhm xc
nh nhng cng ty c nng lc sng to nht th gii nm 2012. Kt qu, Apple v Google l
hai ci tn ln lt dn u. Amazon c xp trong danh sch 10 cng ty c hot ng R&D
hng u th gii.
Di y l nhng ng trm ci tin hng u th gii. H mnh tay chi cho R&D
nhng iu quan trng l s u t thc s ang mang li thnh qu to ln.
Ngun: Booz&Co

Nm ngoi, Amazon khng c mt trong danh sch xp hng. Tuy nhin, nm nay h
lt vo top 10 ng trm ci tin hng u th gii. Chi ph cho R&D trong nm 2011 l 2,9
21

Qun tr chin lc
t USD, chim 6,1% doanh thu. Khng th ph nhn nhng n lc ca Amazon trong thi gian
gn y khi h to ra c nhng sn phm mi c sc cnh tranh trn th trng cng ngh.
V mt trong nhng sn phm c u t nhiu cho cng tc R&D ca Amazon l cc
my tnh bng Kindle Fire thng qua cc vic gii thiu v pht trin cc th h sn phm v
nhng ln ra mt gii thiu va ri ca Amazon thc s gy c n tng mnh vi ngi
dng.
Mt v d cho vic ci tin sn phm l s kin ra mt c t chc Santa Monica,
bang Califorlia M, ti cc my tnh bng mi c ln lt gii thiu l: Kindle Fire HD
phin bn mn hnh 8,9 inch phn gii cao, h tr kt ni mng 4G, Kindle Fire HD 7 inch v
Kindle Fire 2 phin bn 7 inch vi b nh RAM tng gp i, b vi x l mnh m v thi lng
pin tt hn. Cui cng l Kindle e-Reader vi tnh nng hin th Paperwhite cho php ngi
dng c sch, bo trong bng ti.
Amazon thc s thnh cng khi nng cp t tnh nng c sch in t thnh
mt chng trnh ti u trn Tablet PC. Cc phin bn mi ca Kindle Fire c d on
s tr thnh i th nng k ca Google Nexus 7, iPad mini hay nhng thit b nh m
khc ca Android v BlackBerry.

3.2 Qun tr h thng thng tin.

Amazon, thng tin tt c ch trng hn l suy on. Cc nhn vin mi c
khuyn khch rng vi cc con s chc chn, h c th vn vt qua xt on ca cc nhn vin
c. Tuy nhin, phng php qun tr da trn cc con s thc t khng phi lc no cng d dng
thnh cng. Bezos l ngi tin tng vng chc vo nn kinh t dot.com v tin hnh mua
nhiu cng ty dot.com ph sn hay ang khng hong nh Kozmo.com v Pets.com. Khon u
t ny khin Amazon phi chi ra 350 triu USD trong thi gian t 2000 n 2002. Bong bng
Internet cng lm Bezos chi qu nhiu tin vo m rng quy m. Sau khi m 6 nh kho v ri
tng ln 8, Amazon cui cng phi ng ca 2 nh kho v sa thi 1.500 nhn vin v gnh mt
khon l 400 triu USD vo chi ph ti u c.

3.3 Qun tr thng tin khch hng.

Vi danh mc sn phm phong ph hn hn cc i th cnh tranh, bao gm nhiu
thng hiu , nhiu chng loi vi nhiu phong cch khc nhau , s tin ch ca Amazon tr
thnh yu t u tin xut hin trong tm tr ngi mua hng trc tuyn khi h ngh n vic
mua mt sn phm no , y l mt li th c nht ca Amazon. Chin lc mua hng vi
mt c nhp chut cng vi dch v vt tri mang li cho ngi tiu dng nhng tri nghim
tuyt vi v trn vn hn so vi vic mua sm ti mt trung tm thng mi vi i ng nhn
vin km chuyn nghip, ni m xc sut tm thy mn hng m h ang tm kim l rt thp.
Chc nng xp hng khch hng cng c nim tin ca nh cung cp vi ngi tiu dng rng
Amazon l mt dch v ng tin cy v cnh tranh cng bng. Mt nghin cu gn y do
Pipers Munster thc hin cho bit rng 81% khch hng ca Amazon cm thy hi lng vi nh
bn l ny. Trn thc t 94% ngi c kho st cho bit rng h s gii thiu Amazon n bn
b mnh. Tt c nhng iu ny gip Amazon to c s kt ni su sc vi ngi tiu dng
v tr thnh trang web s mt trong lnh vc thng mi in t.
Chng ta c th thy rng nh phi hp nhun nhuyn ba nguyn tc hot ng, Amazon
to c nhng li th cnh tranh vt tri . Bng cch kim sot chui gi tr , p dng
nhng chin lc phn phi ch ng , Amazon to c s kt ni su sc vi ngi
22

Qun tr chin lc
tiu dng.

3.4 Qun tr Marketing

Chin lc Marketing ca Amazon.com da trn 6 nguyn tc v cng uc p dng cho
sn phm my tnh bng Kindle Fire
1. a ra cc sn phm hoc dch v min ph
2. Giao din thn thin vi khch hng
3. C quy m t nh n ln
4. Tn dng ti nguyn v sn phm ca cc i tc
5. Tn dng h thng giao tip sn c
6. Tn dng cc hnh vi v yu t tm l
Chn phn khc th trng no thch hp cho sn phm?
pht trin sn phm my tnh bng kindle fire vi mc ch cung cp ni dung v dch
v trc tuyn hn l vic chn phn khc th trng cao cp cho dng sn phm my tnh bng
cho nn Amazon chn phn khc cc cng ty ch kim li t vic cung cp ni dung v dch
v trc tuyn. Cc cng ty thuc nhm ny chp nhn l vn hay bn vi gi gc nhm thu li
nhun t ni dung m h cung cp. Tiu biu trong nhm 2 l Amazon, Google v Barnes &
Noble.
Kt qu t uc:
Theo nghin cu thng qua hot ng thu thp d liu t nhng ln hin th qung co
trn smartphone, my tnh bng ti M v Canada do hng nghin cu Chitika Insights thc hin
t ngy 1/12 - 27/12/2012, hin ti iPad vn chim lnh th trng Bc M vi 78,8% th phn
nhng con s ny gim 7,14 % so vi trc dp ngh l va ri.
Trong khi , Kindle Fire li tng 3%, t 7,51% th phn, chim v tr th 2 trong
cng khong thi gian ny. My tnh bng Samsung ng v tr th 3 vi mc tng 1,38%,
chim 4,39% th phn. Theo sau l Google Nexus, t 2,04% sau khi chng kin mc tng
trng nh 0,92%.
Chitika nhn nh nhng thay i ny nh du s xm nhp ca cc dng sn phm my
tnh bng khng phi iPad trn th trng. Kindle Fire HD ca Amazon c nh gi l sn
phm bn chy nht vo Black Friday.

IV.

nh gi trin vng v xut

1. nh gi trin vng ca chin lc

Sau gn hai nm Amazon chnh thc ra mt Kindle Fire (t cui nm 2011 n u nm
2013), nhn li nhng g h lm c v nhng g h d nh s lm trong tng lai, chng ta
c th khng nh rng trin vng pha trc l rt sng sa, kh nng Kindle Fire h gc iPad
tr thnh k thng tr l hon ton c th. S d chng ti mnh dn ni nh vy l v mt s l
do sau:
Th nht, th trng tablet ang ngy cng si ng, tc tng trng rt nhanh. Theo
IDC, trong nm nay, s lng tablet bn ra s l 165,9 triu chic v d on con s ny s l
23

Qun tr chin lc
261,4 triu chic trong nm 2016. Laptop th ch my tnh bn trong nhng nm trc v
trong tng lai khng xa tablet c th s th ch ca laptop.
Th hai, xu hng mua hng qua mng ngy cng ph bin. Th gii lun yu thch s
tin li m mua hng qua mng th rt tin li v s tin li hn nu bn mua ti amazon.com v
h lun uy tn, giao hng ngy cng nhanh v gi c hp l. Nh trc chng ti trnh by
vn mnh ca chic Kindle Fire lun gn lin vi vn mnh ca amazon.com. Do , s pht
trin ca e-commerce cng s ko theo s thnh cng ca Kindle Fire.
Th ba, chin lc ca Amazon l mt chin lc di hi v theo kiu th con tp
bt con tm. Theo ng nh li ca Jeff Bezos th We don't think of the Kindle Fire as a tablet.
We think of it as a service. Cch lm ny ca Bezos cng mang tnh t ph v sng to nh
quyt nh thnh lp cng ty Amazon vo nm 1994 vy. i theo hng ny Amazon c c s v
kh nng duy tr vic th nhng con tp, v ri bn s khng th tng tng ni s tm
m ng ta bt c trong tng lai. C th ni, vi chin lc ny, Amazon em n cho
khch hng mt gi tr ch tht v bn vng. Vi nhng gi tr m h mang n cho khch hng
th khng c l g m Amazon khng thnh cng. V y cng chnh l trit l t n thnh
cng trong kinh doanh.
Th t, Kindle Fire lun t lm mi mnh. Cc phin bn sau ca Kindle Fire ( Kindle
Fire HD, Kindle Fire HD 8.9) thay i theo hng tha mn vi yu cu ca khch hng v
cnh tranh vi cc i th. Mt ngi ph n lun thay i lm cho mnh p v quyn r
hn th cc c lang qun kh m ph tnh.
Th nm, Amazon lun quan tm n vic m rng th trng, pht trin sn phm v
dch v mi. Nn nh rng Amazon nm trong nhm 10 cng ty sng to nht th gii, h rt
mnh tay trong vic u t cho R&D.
Cui cng v cng l quan trng nht, khch hng tip nhn sn phm ca h vi thi
rt tch cc. Nh tng cp, s lng Kindle Fire bn ra c th l 20 triu chic, sn phm
ca h chim 33% th phn my tnh bn dng h iu hnh Android. Cn theo Chitika Insights,
sn phm ca h ng v tr th hai sau iPad v ang c xu hng tng th trng Bc M

2. Amazon cn lm nhng g thnh cng hn na.

Xa nay, nh gc i th v ginh ly vinh quang khng g ngoi ba vic sau: thun
theo thi th, tn dng im mnh v hn ch, khc phc nhng im yu. Nh vy, nhng
g amazon nn lm cng khng ngoi nhng quy lut trn.
Th nht, thun theo thi th. Thun theo thi th y khng ch c ngha l p ng
nhu cu ca khch hng hin ti m cn d on c nhu cu trong tng lai. Nh vy, trc
ht, Amazon cn phi y mnh cng tc R&D hn na pht trin, i mi v a dng ha
sn phm sao choKindle Fire khng ch l The Kindle Fire is a remote control for Amazon m
l mt tablet p ng c nhng mong i ca khch hng. C th, bn cnh nhng sn phm
nh Kindle Fire, Kindle Fire HD th Amazon nn cho ra i nhng dng sn phm cao cp hn
24

Qun tr chin lc
xm nhp vo phn khc th trng ca iPad nh cch m Apple xm nhp vo phn khc ca
Amazon khi ra mt iPad mini. Tip theo, pht trin kho ng dng theo kp Apple appstore.
Theo chng ti iu ny ng vai tr khng nh n s thnh bi trong chin lc ca Amazon.
Cui cng, Amazon y mnh vic tm kim v m rng th trng. Vi m hnh kinh doanh ca
Amazon v tc pht trin kinh t nh hin nay th c hi m rng v khuch trng l rt ln.
Th hai, dng im mnh. C th ni Bezos pht tn Kindle Fire cho mi ngi v
thnh cng bng chin lc gi r th ti sao li khng tip tc lm iu . Hin nay, Amazon
ang thu cc hng khc sn xut tablet cho mnh do cn la chn cng ty c gi cnh tranh
nht v nu c, Amazon c th p dng chin lc hi nhp v pha sau bng cch mua li cc
cng ty sn xut c th t mnh nh ot gi c sn xut. Tuy nhin,cng phi cn thn v nu
qun l khng tt s c tc dng ngc li. Ngoi vic gi r l mt im mnh th s lng
khch hng v nim tin ca khch hng dnh cho Amazon cng l mt im mnh m Amazon
cn phi duy tr, m rng v khai thc sao cho mi khi ngi tiu dng ngh n mua sm bt
c th g th ngi h ngh n l Amazon.
V cui cng chnh l khc phc im yu. Nu khng phi v Kindle Fire c gi r v
nhiu tin ch m Amazon cung cp th rt kh khch hng chi tin cho n.V nhn chung, tnh
nng, cu hnh v thit k ca Kindle Fire km hn so vi iPad hay Samsung Galaxy Tab. Nh
vy,Amazon cn tng cng cng tc R&D nhng phin bn sau ny ca Kindle Fire c th
snh ngang vi cc i th khc. Tuy nhin, theo chng ti, trong ngn hn cn trnh i u
trc tip vi iPad. v Apple hin ang l k thng tr trong lng cng ngh v cch thc hot
ng ca Apple rt nng ng v sng to.

25