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)
Mozilla Corporation - SWOT analysis
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)
• 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
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