In the present paper we are to analyze Evernote Corporation in its essence of doing business and compatibility of its position in its particular branch of business. The company is concerned with producing applications for mobile phones and computers and this way it can define how both individuals and teams work today. The company has to offer a wide range of products, including such well-known apps such as Android, Blackberry 10, Windows Phone, etc. Besides, the new ones always appear (Duffy, 2011).
Thus it can be said that being founded in 2008, the company won its niche in the market from the very outset. Actually, by 2011 it estimated more than 11 million users. Its income was proportionately growing, and it was supposed that the company had no problems whatever.
However, it wasn’t the case. Quite recently the company has changed its Chief Operating Officer and has had to lay off some of its working force and close some of its global offices.
Strategy and Competitive Analysis. It is obvious that such a large company as Evernote has firmly established itself in the market of modern technologies, namely different application devices. In the introduction section we have enumerated some of the corporation’s products, so here there is no use to repeat the information. What follows here is the analysis of the company’s compatibility in the application market and the problems which the company has run into in this respect. Challenges which the corporation faces will be also addressed.
It goes without saying that the technology business branch has been appealing so far. The profits there have been very high and there have been comparatively slack competition. However, with advent of new and new companies the situation has radically changed. It is true that Evernote corporation could squeeze its way in the application branch of business but currently it has at least three major competitors which judging by their names are quite formidable to take on – Apple Inc., Microsoft Corporation, MITEK Corporation. In this paper we will not dwell in details on each of the competitors but on the principles of combatting them adopted by the Evernote Corporation.
Firstly, Evernote tries to provide new products as well as new technologies. It enables its users to easily download and save any textual information, photo or video. Search for these has also been largely simplified by Evernote due to organization of all the necessary data on the computer and mobile devices desktops. Thus, files can be saved just as notes and they can be sorted out in notebooks.
Furthermore, the company has been engaged in the most active advertising, referral programs, etc. Indeed, just the common luck has favored the company – most of its customers have been very trustworthy which in itself may testify to trustworthiness and reliability of the company.
If we apply the SWOT analysis to evaluate the possible strengths and weaknesses of the Evernote Comoration, we have to say that its principal strength lies within domain of resilience and adaptability. Its weakness, on the other hand, may be shaped by the objective conditions in which the company finds itself in – for example, by competition.
We have to say that while there is an indication that competition is stiff, certain factors as bargaining power of buyers are not present in the application market. Indeed, the company still “floats” and is able to bring in huge profits. On the other hand, it is not difficult to observe an overall deterioration of the business shaped by the factors like threat of new entrants apart from the stiff competition already there. Indeed, the Evernote will need to do its best to face the possible risks and dangers.
Organizational culture assessment. In respect of the Evernote’s organizational culture assessment we can say that the company has shown great resilience – having faced a change of CEOs a few times, it remains its usual self and even necessary lay-offs have not drastically changed the situation. Its management is distinguished by clear goal-setting strategies that can be passed down to every worker of the corporation.
Furthermore, people in the corporation have been industrious, technical and high-energy. This largely guaranteed success from the very outset. Indeed, the ability to work in a friendly and close team has given a large advantage to the corporation over its competitors.
References
Duffy, Jill (2011). "Evernote Unveils Windows Phone 7 App". PC Magazine.
Michael E. Porter (2000). "The Five Competitive Forces that Shape Strategy", Harvard Business Review, p.86-104
