1. Adriana Masnyj Raquel Flores Andrew MacDonald Christofer Russo

2.  Company Mission  Company Vision  VRINE Model  PESTEL Mode  Five Forces Model and Complements  Charting Value Curve  Profit Pool

3.  Our mission underlines our purpose as a company. We make it our mission to promote a new and improved way of reading in which: ◦ Reading will become more fun and customizable ◦ Natural resources are protected by eliminating the need of paper ◦ Wireless device where any book in the world can be delivered to a user in seconds ◦ Readers are provided with a convenient method to carry their library

4.  Our vision is to make reading more accessible and more fun in a fast evolving world.  As a team we want to improve the existing business model of the Kindle to make it more competitive in the current dynamic eReader market.  We plan on improving the existing business model by using new technologies that will provide better service and quality to consumers.

5. Value: Does the Amazon Kindle X provide value? More than 3 billion books are sold annually in America alone. This generates around 24 Billion dollars. Net sales of e-books amounts to 313 billion dollars annually. Having an e-reader device enables Amazon to take advantage of a large market that is also expanding. Yes Score: 4 Rarity: Are e- reader devices rare? Many other companies have offer e-reader devices (Apple, Sony, Barnes & Noble, etc). All these different e-reader devices enable the consumers to buy and read e-books. Since there are so many different devices available to the public, Amazon’s product is not rare. No Score: 2 Inimitability?Amazon is not the only large company that offers an e- reader device and an e-book store. Other companies have similar devices and store concept. Also, new companies can integrate the market by coming up with their own e- reader devices. No Score: 1 Nonsubstituta bility: is there a possibility for substitutes? There are substitutes to e- readers. Books are substitutes to e-readers. Also, consumers can use their computers to read e- books, which means they wouldn’t need to buy an e-reader device. Yes Sco re: 3 Exploitability: is there evidence that it is exploitable? Offering an e-reader to consumers can be exploited very well. Especially for a company such as Amazon, which has a great reputation and is known for its online bookstore. Making all books available through their online bookstore. Yes Sco re: 4

6. Political -stable political environment -political group called The Democratic Leadership Council wants to implement “Kindle in every backpack” program Economic -lowered price from $259 to $189 -sales growth tripled -selling more e-books than hardcover books Sociocultural -common amongst 35 and up -next few years social culture will split btw Kindle and ipad Technological -text-to-speech function -PDF reader -improved e-ink Environmental -use of less paper -e-ink is more energy efficient Legal -taking legal actions against “hack sites” -intellectual property rights = Authors Guild believes that Amazon does not have right to turn an e-book into an audiobook