A strategic analysis of a database-driven website design software company

The purpose of this paper is to provide a critical strategic analysis for a databasedriven web design software company and provide recommendations the company can adopt in order to achieve its strategic intent. The paper begins with a historical overview of the Internet software industry and its key drivers. This overview is followed by an industry and value chain analysis to discover what opportunities the business can pursue in this environment and identifies the key success factors to be price, product, customization and marketing. The paper's second half provides an internal analysis of the company to identify the gaps between the company's existing capabilities (including management preferences), and what is necessary to achieve success. It concludes that marketing expertise and financial resources are the major roadblocks to success for WebAxle. The recommendations outline the major strategic changes required in order for the company to achieve its growth goals.