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Blue Orb Case

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Blue Orb: A Company in Transition

This report is consistent with my signed Academic Integrity Form on file with the instructor.

Team 6

February 17, 2015
Critical Issues

After an analysis of the current situation, Blue Orb Inc. needs to address the following:
• Transition Path from a research-orientated organization into retail oriented business
• Strategic business decision regarding marketing plan for SwitchBlade Pro o Inability to convert free subscribers to paid subscribers o Whether to accept The FightWare Proposal as a part of marketing campaign o Whether to do in-house promotional SwitchBlade Pro gaming competition as a part of marketing campaign

Situation analysis

Blue Orb Inc. must develop a comprehensive marketing strategy in order to create awareness for their SwitchBlade Pro software to generate revenue. They are in this situation due to a low volume of paid subscribers. They need to convert free downloads to subscriptions. They have an excellent software program and Blue Orb believes when gamers use SwitchBlade they will like it. The inability to get the word out has hindered Blue Orb’s market share as well as sales.

Blue Orb’s weakness is its lack of promotional efforts as the awareness of SwitchBlade is relevantly low with a deadline of mid-September, and its strength is that they offer a differentiated product and offer 15 years of active business. Their opportunities involve creating a partnership with hardware and software companies however this requires obtaining 10,000 paying consumers (see Exhibit 1: SWOT Analysis). In addition, a low barrier to entry enables competitors to enter the market, which makes the lack of product awareness more substantial (see Exhibit 2: Porters Five Forces Model).

The business needs to create an effective marketing strategy and

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