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This essay provides a detailed strategic analysis of 3rdWhale, a Vancouver-based start-up in the sustainability sector, along with an analysis of the smartphone applications industry. Porter?s five forces model is used to perform an industry analysis of the smartphone application industry and identify key success factors for application developers. Using the identified factors, 3rdWhale is compared to its indirect competitors to identify opportunities and threats and produce a range of strategies to capitalize on opportunities while mitigating and managing threats. The recommended strategy is selected by comparing requirements to implement each alternative with 3rdWhale?s internal capabilities. The author recommends that 3rdWhale maintain its up-front payment monetization model. The company should adopt a pull marketing strategy to reach the wider range of consumers on the edge of the sustainability segment. Finally, the author recommends that 3rdWhale increase the skill and autonomy of its development team by hiring more experienced software developers.
Research Project (M.B.A.) - Simon Fraser University
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Thesis advisor: Abramson, Neil
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MBA 2009 Johnson, A..pdf 947.27 KB

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