Case compendium: Dropbox
1. Situation Analysis
Dropboxs long-range determination:
- To let you sit at any computer or device and have access to all your stuff.
In give to achieve this goal, the CEO of Dropbox, Drew Houston, was considering about how to attract a great deal more customers. Acquiring new-made customers is vital for Dropbox, beca employment it will act upon more droprs who pay for a premium account. In addition, new users will bring more new users. Dropbox has acquired its vast absolute majority of users through word-of-mouth referrals and viral marketing rather than paying(a) advertising.
2. Problem Definition
What strategy does Dropbox take in tack together to step on it growth and to achieve its long term goal?
3. Analysis of Alternatives
In order to accelerate acquiring new users, present are some options.
Offering professional reading
Develop an coating that targets enterprises and power users. This strategy is sometimes difficult to implement for disunite up companies, because enterprise customers do not easily conceive new venture companies. Therefore, Dropbox adopted the strategy that is personal use as a Trojan Horse[1]. However, now, Dropbox has already completed a strong presence in the online backup and remembering services industry.
Most companies will be open to set up Dropbox as their official business practical application.
Dropbox offers a single version of Dropbox for both consumers and business users. Building a product that satisfies both types of users is tough. On one hand, consumers hesitate to use an application that is higher(prenominal) performance but complicated. On the other hand, companies may be interested in a high performance application even if it is a little bit complicated.
Considering those aspects, I whoremaster say that it seems to be the time to change the personal use as a Trojan Horse strategy. By this I mean, Dropbox should develop a professional version in order to acquire enterprise customers.
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