Marketing Management Spring 2009 Project team members: Riccardo Bettinelli Gim Chuan Goh Agnieszka Czecior Julian Grzymkowski Jakob Marovt Carolina K. Ruggiero

open source community (Mozilla Developer center – Bugzilla, MXR, graphs.mozilla.org) the largest 3 rd party plugin community (hundreds of useful add-ons) faster than IE in page loading time, the most efficient browser of all considering memory usage respect for internet standardization (W3C) => web developers love it Mozilla Corporation - SWOT analysis

open source community (Mozilla Developer center – Bugzilla, MXR, graphs.mozilla.org)

the largest 3 rd party plugin community (hundreds of useful add-ons)

faster than IE in page loading time, the most efficient browser of all considering memory usage

respect for internet standardization (W3C) => web developers love it

very limited branding & marketing budget in comparison to our major competitors (2007 budget - 6.5 million $) not focusing one a single main feature that would distinguish the browser from all the others dependent on loyalty of external developers small internal team – difficult to quickly adapt to new market opportunities (many new platforms – Mobile, Wii) Mozilla Corporation - SWOT analysis

very limited branding & marketing budget in comparison to our major competitors (2007 budget - 6.5 million $)

not focusing one a single main feature that would distinguish the browser from all the others

dependent on loyalty of external developers

small internal team – difficult to quickly adapt to new market opportunities (many new platforms – Mobile, Wii)

Mozilla Corporation - SWOT analysis new market possibilites – mobile platform browser (in development) rise of ”lifestyle media” (traditional non-interactive media market share is decreasing) [PWC report] media consumer is becoming unique, demanding, engaged EU is charging Microsoft with anticompetitive behaviour concerning its IE web browser (could have HUGE impact)

new market possibilites – mobile platform browser (in development)

rise of ”lifestyle media” (traditional non-interactive media market share is decreasing) [PWC report]

media consumer is becoming unique, demanding, engaged

EU is charging Microsoft with anticompetitive behaviour concerning its IE web browser (could have HUGE impact)

dependent on Google (almost 91% of revenue) Google is developing its own browser and the contract with Mozilla expires in 2011 sometimes (potential) users do not see differences between browsers (there is a lot of discussion about it on the internet phorums) problem about users downloading browser, but not using it (Mozilla is conducting a big marketing challenge – IMPACT MOZILLA) Mozilla Corporation - SWOT analysis

dependent on Google (almost 91% of revenue)

Google is developing its own browser and the contract with Mozilla expires in 2011

sometimes (potential) users do not see differences between browsers (there is a lot of discussion about it on the internet phorums)

problem about users downloading browser, but not using it (Mozilla is conducting a big marketing challenge – IMPACT MOZILLA)

Mozilla Corporation - SWOT analysis advertising budgets will continue to be shifted out of old media into internet advertising [IDC] very affected by external factors (in comparison to internal) three major “players” in the same field (Microsoft, Google, Apple) with (almost) unlimited resources possibility of attracting new developers , splliting development teams among different new rising platforms

advertising budgets will continue to be shifted out of old media into internet advertising [IDC]

very affected by external factors (in comparison to internal)

three major “players” in the same field (Microsoft, Google, Apple) with (almost) unlimited resources

possibility of attracting new developers , splliting development teams among different new rising platforms