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Adobe: Situational analysis

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by

Andre Varini

on 21 May 2013

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Transcript of Adobe: Situational analysis

Situational
Analysis Methodology External scan:
PEST &
the 5 forces olitical Core
technologies Flagship and developing services Tablets Smartphones Desktop
or
laptop The Internet Internal analysis:
Leadership style
& VMOST Situational
analysis:
SWOT &
TOWS By
Andrea
Varini External
scan conomical ocial echnological Internal
analysis Leadership style vmOST - International Management P E S T Boardroom Strategies Resource based view - VRIO framework Key
findings Lack of control over the Internet channel can bring to international misunderstandings First successful political movements that rely on a network of experts organised on Internet platforms High interdependence and convergence between the political background and the digital media market Social media communication tool is used for political campaigns digital marketing budgets are increasing dramatically, and digital media campaigns are becoming a pivotal part of effective marketing plans (Deloitte Consulting LLP, 2012) In a general context a risk is represented by the actual economic recession period Finally, a trend towards digital modes of purchase is identified in a report redacted by Gee (2012). Trends: Focus: Porter's 5 forces Complex market boundaries definition Low barriers for competitors' horizontalisation or up/down stream integration Google is identified by this author as the most important threat Big data: Consumer attitudes, lifestyle trends, cultural ethics, buying patterns, and religious issues all increasely live online Social media: Word of mouth conquered a higher level of importance New technological devices such tablets and existing devices that where used primarily for other functions such as smartphones are used as social expression tool Raise of generations X/Y: Generational tension and shift towards a more ethical population Trends: Impact of creativity and innovation: Digital media competitors propose new physical and virtual service opportunities that customers would like to consume, but don't know yet. Does society define technology or does technology define society? Converging dimensions of human behaviour boosts the digital media market growth Trends: General lack of integration of national regulations. Applied on the Internet channel the old laws can be interpreted subjectively. 58% of the users of Photoshop use an illegal copy of the program (Steele, 2008). Founders of the organisation. Constitute one of the most performing teams in the history of software technologies President and from 2007 chief executive officer of Adobe. Dr. Charles Geschke and Dr. John Warnock Shantanu Narayen Technology insight and operational expertise Ethics expert and member of the U.S. President's Management Advisory Board Criticised by stakeholders for pricing strategy, communication performance & shift to the subscription based system Charismatic and inspiring Switch to standard HTML5 programming as a consequence of the facts related to the debate on Flash with Apple, and decision to no longer pursue Flash updates. Acquisition of Omniture, a marketing management software producer. Adobe initially renamed the flagship product Marketing Suite and recently renamed the service Marketing Cloud. Initial rebranding of the products in 6 segments in 2011, followed by a second reorganisation at the beginning of 2012 in three clusters: Creative suite, Marketing Cloud and print and publishing. Redistribution of marketing resources and communication efforts towards internet media channels Reorganisation of the product issue from a one shot purchase to a subscription based system. Customer involvement in the beta testing of the core technologies upgrades. Resource
based view,
VRIO
framework
& Blue
Ocean VMost - Identity “To revolutionize how the world engages with ideas and information.” (Narayen, 2012) Vision: Mission contains: Specific objectives accounted with defined ratios Constructive community behaviour Meritocracy Low performing external communication. From a financial point of view, Adobe has emitted no user friendly annual reports in the last two years. Low performing internal communication proven by the reaction of employees to the latest marketing strategies adopted by the direction board As exposed in an article of Shankland (2011), pricing strategies have been largely criticised by Adobe's customers. The respect and relation with stakeholders others then employees and investors is not included in Adobe's M&V Analysis of misalignments: alue arity mitability rganisation V R I References trenghts eaknesses pportunities pportunities reaths T trenghts S W O O S reaths eaknesses W T Defend,
grow the market Corporate
responsability Keep & develop -
Subscription
based system Flash - Walking dead software Limit: Stakeholders perception Disservices for the
transition phase Stop resegmenting
services Invest,
measure,
develop Maximise
communication
efficiency &
effectiveness Limit disservice
for transition
towards
subscription
based system Cross
platform
growth User
addiction
to social
media Need & use
of Big data Legally
protect
services Facilitate
mass
coordinated
use Establish
fairer
pricing Piracy Deloitte Consulting LLP, 2012. Where the true growth lies The market for digital media – Deloitte. Available from: www.deloitte.com/ [Accessed 6 May 2013] Gee, S., 2012. Media Consumption - UK - July 2012. Available from: http://academic.mintel.com/display/606103/?highlight=true [Accessed 3 May 2013], July. Steele, K., 2008. 60% of Photoshop Users are PIRATES! Available at: http://blog.epicedits.com/2008/03/28/60-of-photoshop-users-are-pirates/. [Accessed 3 May 2013]. 28 March. Epic Edits. Thomson One, 2013 Thompson One, 2013. Available from: http://www.thompsonone.com [Accessed 6 May 2013] Adobe, 2013
Elst, 2011 Adobe, 2013 Adobe, 2013 Adobe, 2013. Adobe. Available from: http://www.adobe.com/ [Accessed 1 May 2012] Elst, P., 2011. Adobe Systems: Shantanu Narayen to step down as CEO. Available from: http://www.change.org/petitions/adobe-systems-shantanu-narayen-to-step-down-as-ceo [Accessed 10 May 2013], Change.org. Junco and Mastrodicasa, 2007 Junco, R., Mastrodicasa, J., 2007. Connecting to the Net.Generation: What Higher Education Professionals Need to Know About Today's Students. National Association of Student Personnel Administrators. Cabral, 2010 Cabral, J., 2010. Is Generation Y Addicted to Social Media. In: The Elon Journal of Undergraduate Research in Communication, 2(1), 5-13. Shanklan, 2011 Shankland, S., 2011. Adobe's new pricing plan: Ouch, users say. Available from: http://news.cnet.com/8301-30685_3-57329264-264/adobes-new-pricing-plan-ouch-users-say [Accessed 3 May 2013]. November 22, Cnet. Adobe: Situational analysis of one of the most successful companies of the last decade in the digital media market O
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