A strategic analysis of the online internet advertising industry for the new software start-up venture, Wirelessfriend.com

This paper presents a strategic analysis of the online internet advertising industry for the software company Fawkes Technologies. The paper researches the business environment for the company's application WirelessFriend.com, determines its competitive position in the industry and crafts strategies for company growth. An industry analysis is conducted to determine the key success factors for firms that compete in this industry. The feature coverage and market segments of the leading companies are analyzed and the strategic positions of the current competitors are presented to identify the strategic alternatives. Competitors are compared to explore the opportunities and threats for the WirelessFriend.com service in this operating environment. Several criteria are established to evaluate the strategic alternatives based on the environment: resource requirements, management preferences and organizational capabilities. An alternative assessment and internal analysis are conducted to choose the strategy for WirelessFriend.com and a recommendation is concluded for Fawkes Technologies.