analysis

1. Avid Technology is a company in the red ocean with plenty of competition. Avid technology is
known for entertainment industry-related products like DAWs (Digital Audio Workstations),
video editing software, and many other products. With that being said, a lot of their products
have fierce competition. For instance, Pro Tools has had many comparisons when it comes to
Ableton Live (owned by an Ableton Company). To give more basis for the argument, Trainor-
Fogleman (2021) stated “…Pro Tools has focused heavily on meeting the needs of people who
do many live audio recordings and sampling. In contrast, Ableton Live has weighted its features
to offer more efficient mixing workflows to electronic music producers” (para. 5). In addition,
Avid NEXIS Edge, a video editing software program, has been compared to iMovie (owned by
Apple) while Sibelius Software, a music composition software program, has been compared to
MuseScore (owned by Ultimate Guitar).
In the Competitive Context Facing Contemporary Enterprises section of the book, there are
many reasons the author states for increased competition. Two reasons that I think directly affect
the markets of the companies like Avid Technology are the “explosion of access to cheap and
fast information” (ch.1 para. 46) and “sophisticated and better-informed consumers” (ch. 1 para.
49). YouTube has been a growing social media/video viewing-based platform and there have
been many tutorial videos on everything like repairing cars, installing shelving units, tricks to
teach your pet, weight loss/diet tips, how to edit videos, and how to engineer/operate DAWS, etc.
Companies that are involved in big data are well aware of these videos and know that it is very
plausible for a customer to use a $100-$200 program versus a $1,000 program and make millions
without even stepping foot inside an actual entertainment/music production building so many
competitors have different deals and pricing for variations of these software programs.
In the book's Shifting Organizational Priorities for Analysts and Analysis section, the author
believes there are many ways a company can improve its analytical ability. According to the
author, Avid Technology can use to improve its analytical ability by “concentrating resources”
(ch.1 para. 65) and “providing timely support” (ch.1 para. 68). I agree with the author because if
Avid Technology used companies like LinkedIn Learning, then they might be able to offer
classes and/or instructional videos that give a visual helping aide to consumers to take their
hobby or profession to the next level. Instead of letting other YouTubers make the money from
teaching how to use the equipment and software, Avid would be able to recoup some of the
losses while also engaging with their consumer more directly.
References/Citations:
About Avid Technology. (n.d.). Avid. https://www.avid.com/about-avid
Avid Technology Inc. (n.d.). History of Avid Technology Inc. – FundingUniverse.
http://www.fundinguniverse.com/company-histories/avid-technology-inc-history/
Fleisher, C. S. (2015, January). Business and Competitive Analysis: Effective Application of New
and Classic Methods, Second Edition. O’Reilly Online Learning.

2. https://www.oreilly.com/library/view/business-and-
competitive/9780133086416/ch01.html#ch01lev1sec1
M. (n.d.). About Musescore | Musescore.com. Musescore. https://musescore.com/about
Maestro Graphics | Avid. (n.d.). Avid. https://www.avid.com/maestro-graphics
McAllister, M. (2021, September 10). Ableton vs Pro Tools | Choosing a DAW. Produce Like A
Pro. https://producelikeapro.com/blog/ableton-vs-pro-tools/
Music, F. (2011, May 30). A brief history of Pro Tools. MusicRadar.
https://www.musicradar.com/tuition/tech/a-brief-history-of-pro-tools-452963
Trainor-Fogleman, W. B. (2021, April 29). Avid Pro Tools Vs. Ableton: Head-to-head
comparison for 2022 | Evercast Blog. Evercast. https://www.evercast.us/blog/avid-pro-
tools-vs-ableton