Sample Paper on Evaluation of the Effectiveness of New Media Plan

As depicted, Amazon Kindle has decided to venture into the tablet market by introducing a tablet named Kindle Fire that works with Application Programming Interfaces (API) to help in reaching more customers in the market. APIS will allow individuals to develop applications that will interact with the product they have. Kindle Fire will transform Amazon into a platform that offer the best e-readers experience in the market. The new media is designed to work with most applications offered in the Android Application Market. This will enable easier access of e-books via the new tablets by integrating other applications that will help to customize the viewing interface (Cortimiglia, Frank, & Seben, 2013).

To evaluate the effectiveness of Kindle Fire in the market, Amazon can use various strategies. The first strategy will involve measuring sales of the new Kindle Fire tablets. The more the company sells, the new tablets translates to more sales of e-book. If the sales of the tablet reach the estimated sales target per year set by the company, it will mean that the new media is effective. However, if the company fails to meet it sales target, the new media platform will have failed. The other approach involves measuring sales of e-books offered via the new Kindle Fire tablets. The new tablet is expected to offer easier access of e-books by enhancing reading ability of users and thus, it is expected that most users will switch to use of Kindle Fire rather than using web browsers to access e-books. Hence, increase in sales of e-books through Kindle Fire will depict effectiveness of the new media. Amazon can also evaluate the effectiveness of Kindle Fire by analyzing the number of applications that will be downloaded by users from the android market. The more the number of applications developed by users to enhance reading experience in the new tablets the more the effectiveness of the media.


How Market Changes Will Affect the New Media Plan

Market changes will have both positive and negative impact to the new media plan for Amazon. Recently, there has been a drastic shift of ways to access the internet. In the past, most of the people access the internet through use of computers. However, today most of the people are accessing the internet via their mobile devices. This market changes will be a good opportunity for Amazon to sell it Kindle Fire tablets due to the increased demand for mobile devices. Studies have also depicted that there is increase demand in e-learning. Most of the scholars have shifted from using printed books in their learning to e-books (Rainie, Zickuhr, Purcell, Madden, & Brenner, 2012). Thus, this will increase demand for e-readers, and Kindle Fire will be at an advantage of increased sales. The other market changes that are likely to affect the media plan include increased usage of internet is developing countries. Developing countries are becoming a major target market for the company due to increased usage of internet. The Kindle Fire is expecting to sell more in emerging markets since they are less tapped by competitors (Blake, & Berger, 2013).

How New Products and/or Competitors Might Affect the Media Plan

Currently, Amazon main compotators in the e-book market are Apple and Google (Blake, & Berger, 2013). It is likely that new products and competitors will enter the e-book and e-reader market in the near future, and they will have a big impact to the market of Amazon Kindle Fire. New product and competitors will have an impact on the pricing of the tablets and e-book. As competition increases, the price of the tablet and e-books will go down, and this will affect the profitability of the new media plan. New competitors will also reduce the market share of Amazon Kindle Fire (Scholar, & Nfalewicz, 2013).


Improving the Media Plan in Future

For Amazon to remain competitive, it should focus on selling its products to the developing countries, which are offering a big market for mobile devices as well as electronic books. The company should also encourage application developers to develop applications that will integrate with the new platform to enhance customer services. The new Kindle Fire tablets should also be sold at a relatively low price than competitors (Scholar, & Nfalewicz, 2013).


  1. G., & Seben, L. (2013). Tablets: The Next Disruptive Computing Technology?.IT Professional,15(3), 18-25.

Rainie, L., Zickuhr, K., Purcell, K., Madden, M., & Brenner, J. (2012). The Rise of E-Reading. Pew Internet & American Life Project.

Scholar, H. C., & Nfalewicz, M. (2013). A Future Projection of Hardware, Software, and Market Trends of Tablet Com