Mozilla Firefox - Swot analysis


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Mozilla Firefox - Swot analysis

  1. 1. Marketing Management Spring 2009 Project team members: Riccardo Bettinelli Gim Chuan Goh Agnieszka Czecior Julian Grzymkowski Jakob Marovt Carolina K. Ruggiero
  2. 2. <ul><li>open source community (Mozilla Developer center – Bugzilla, MXR, </li></ul><ul><li>the largest 3 rd party plugin community (hundreds of useful add-ons) </li></ul><ul><li>faster than IE in page loading time, the most efficient browser of all considering memory usage </li></ul><ul><li>respect for internet standardization (W3C) => web developers love it </li></ul>Mozilla Corporation - SWOT analysis
  3. 3. <ul><li>very limited branding & marketing budget in comparison to our major competitors (2007 budget - 6.5 million $) </li></ul><ul><li>not focusing one a single main feature that would distinguish the browser from all the others </li></ul><ul><li>dependent on loyalty of external developers </li></ul><ul><li>small internal team – difficult to quickly adapt to new market opportunities (many new platforms – Mobile, Wii) </li></ul>Mozilla Corporation - SWOT analysis
  4. 4. Mozilla Corporation - SWOT analysis <ul><li>new market possibilites – mobile platform browser (in development) </li></ul><ul><li>rise of ”lifestyle media” (traditional non-interactive media market share is decreasing) [PWC report] </li></ul><ul><li>media consumer is becoming unique, demanding, engaged </li></ul><ul><li>EU is charging Microsoft with anticompetitive behaviour concerning its IE web browser (could have HUGE impact) </li></ul>
  5. 5. <ul><li>dependent on Google (almost 91% of revenue) </li></ul><ul><li>Google is developing its own browser and the contract with Mozilla expires in 2011 </li></ul><ul><li>sometimes (potential) users do not see differences between browsers (there is a lot of discussion about it on the internet phorums) </li></ul><ul><li>problem about users downloading browser, but not using it (Mozilla is conducting a big marketing challenge – IMPACT MOZILLA) </li></ul>Mozilla Corporation - SWOT analysis
  6. 6. Mozilla Corporation - SWOT analysis <ul><li>advertising budgets will continue to be shifted out of old media into internet advertising [IDC] </li></ul><ul><li>very affected by external factors (in comparison to internal) </li></ul><ul><li>three major “players” in the same field (Microsoft, Google, Apple) with (almost) unlimited resources </li></ul><ul><li>possibility of attracting new developers , splliting development teams among different new rising platforms </li></ul>