Mozilla Firefox - Swot analysis

Marketing Management Spring 2009

Project team members:Riccardo BettinelliGim Chuan GohAgnieszka CzeciorJulian GrzymkowskiJakob MarovtCarolina K. Ruggiero

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

• the largest 3rd 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

• 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)



• 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)



• 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

Business

Mozilla Firefox - Swot analysis