An analysis of Company X's proposed strategy for entering the m-learning industry

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This is an analysis of an e-learning services company's proposed strategy for entering the m-learning industry. The company, referred to as Company X, is aiming to create generic courses that are deliverable via cellular phones. It plans to license these courses to telecommunications providers who will then make the courses available to corporate customers on a subscription basis. The analysis concludes that Company X should not pursue the proposed strategy. The m-learning industry is not yet commercially active, nor has a dominant design emerged. Company X has neither the financial nor the human resources necessary to develop commercially viable m-learning at this time. The combination of industry uncertainty and company instability renders the proposed strategy inappropriate. In order to meet its goals, the company should instead aim to be a holistic training solutions provider within its existing industry. This strategy would exploit the company's current strengths and leverage its reputation.

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Copyright remains with the author
Faculty of Business Administration - Simon Fraser University
Thesis type: 
Research Project (M.B.A.)