In the following I will present the company Adobe. This company is of particularly interest for me, as Adobe‘s products are used every day, often without realizing it. Adobe has made a high contribution to the way internet is presented to the user. Adobe‘s annual report of 2009 shows a statistic of comScore stating, that Adobe Flash Player, a software used for playing web based videos, is installed on over 98% of Internet-enabled desktops and approximately 75% of online videos worldwide are viewed using Adobe Flash technology, making Flash the #1 format for video on the web.
At a glance
- Compares Adobe sales composition in 2005 and 2009
- 28 sources in the bibliography
Contents
1. Introduction
2. History
3. Adobe Products and their costumers
3.1. Adobe PDF
3.2. Adobe Photoshop
3.3. Adobe Flash
4. The company facts
5. Stock quotation
6. Sales
7. Recent activity
8. Omniture
9. SWOT Analysis
9.1. Strength / competitive advantages
9.2. Weaknesses
9.3. Opportunities
9.4. Threats
10.The Asia-Pacific market
11.The solution
Objectives and Topics
This work presents Adobe’s history, products and business position, using a SWOT analysis to examine its competitive environment and the challenges of the Asia-Pacific market. It considers how the company might strengthen its position in that region.
- Adobe’s development and principal software products
- Company structure, stock quotation and sales
- The acquisition of Omniture
- Strengths, weaknesses, opportunities and threats
- Asia-Pacific market conditions and potential responses
Excerpt from the Book
10.The Asia-Pacific market
As already mentioned, the Asia-Pacific market is a huge opportunity for Adobe. The increasing activity of Asian companies in the cyberspace opens a market for Adobe in this area. Recent efforts of Adobe, such as the introduction of Adobe Scene, a e-commerce software product, show the interest of Adobe in the Asia-Pacific market, as Grau (2009) stated. As we have seen in chapter 6, the sales are dropping in this region.
The Asian market adopted the standards from the European and American markets, therefore PDF and Photoshop is as common as in those regions. Due to the high piracy rate, the highest in the world, it‘s hard for Adobe to achieve a return on investment.
The efforts against piracy in this are don‘t pay-off. The development of new anti-piracy is too cost intensive, in this cost reduction times.
The decent success in the Asia market can be also explained by the lack of knowledge Adobe has in this area. The last ten years are the first steps of Adobe in the Asia-Pacific market. They did not try to enter the market through a joint-venture or an acquisition, instead they are trying it on their own.
An example for a mistake, as consequence of the lack of experience and knowledge, would be the non existent chinese or japanese name of Adobe, as Ho (2005) wrote. Adobe goes as Adobe in China and Japan, making it difficult to pronounce and remember for Asian people.
As another example, Adobe Photoshop‘s and Adobe Acrobat Reader‘s packaging are white for instance, as we can see in the above advertisement. In China white is known as a color of bad fortune and misery, as Kyrnin (2008) mentioned.
Chapter Summaries
1. Introduction: The author introduces Adobe and explains the company’s relevance to everyday digital media and the web.
2. History: This chapter traces Adobe’s origins and the development of Photoshop and PDF.
3. Adobe Products and their costumers: The author describes Adobe’s product range and discusses PDF, Photoshop and Flash in particular.
4. The company facts: This section presents the company’s leadership, business units and major acquisitions.
5. Stock quotation: A stock quotation and price chart provide a snapshot of Adobe’s market valuation.
6. Sales: The chapter discusses revenue by business segment and region and compares sales channels over time.
7. Recent activity: The author considers layoffs, Creative Suite sales and operating costs.
8. Omniture: This section introduces the web analytics company and its acquisition by Adobe.
9. SWOT Analysis: Adobe’s competitive advantages, weaknesses, opportunities and threats are organized and discussed.
10.The Asia-Pacific market: The author examines regional market opportunities, piracy and cultural considerations in marketing.
11.The solution: The final chapter proposes approaches to local partnerships, marketing and piracy in Asia.
Keywords
Adobe, software industry, SWOT analysis, Adobe PDF, Adobe Photoshop, Adobe Flash, Omniture, sales channels, competitive strategy, Asia-Pacific market, software piracy, international marketing, HTML5
Frequently Asked Questions
What is this work about?
It examines Adobe’s products, business position and competitive environment, with particular attention to the Asia-Pacific market.
What are the main topics?
The main topics include Adobe’s history and products, sales, acquisitions, SWOT analysis and regional market strategy.
What is the primary aim?
The work aims to present Adobe as a company and assess its business challenges and opportunities, especially in Asia-Pacific.
What method does the author use?
The author combines a descriptive review of company information and published sources with a SWOT analysis.
What does the main body cover?
It covers Adobe’s product portfolio, company profile, stock quotation, sales, recent activity, Omniture and competitive position.
Which keywords characterize the work?
Key terms include Adobe, SWOT analysis, PDF, Photoshop, Flash, Omniture, software piracy and the Asia-Pacific market.
How is Omniture relevant to the discussion?
The work describes Omniture’s web analytics activities and discusses its acquisition as part of Adobe’s development.
Which competitive threats to Adobe Flash are discussed?
The author considers HTML5 video and changes in support for Flash on devices and online services.
What Asia-Pacific marketing issues does the author consider?
The discussion considers software piracy, local market knowledge, brand names and the cultural interpretation of packaging colours.
- Quote paper
- Marc Schwarz (Author), 2010, Global overview and a closer look into Adobe´s international marketing activity, Munich, GRIN Verlag, https://www.grin.com/document/151251
