Kaspersky - Anti Virus

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INTERNATIONAL BUSINESS LJUBLJANA, 5TH MARCH 2013 1. PERFORM A SWOT ANALYSIS FOR KL. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. By definition, Strengths (S) and Weaknesses (W) are considered to be internal factors over which you have some measure of control. Also, by definition, Opportunities (O) and Threats (T) are considered to be external factors over which you have essentially no control. 2. FROM THE KL'S STANDPOINT, HOW WOULD YOU SEGMENT THE POTENTIAL MARKET FOR ANTI-VIRUS PRODUCTS? EVALUATE KL'S PERFORMANCES IN EACH OF THE SEGMENTS. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications…show more content…
On the other hand, those who are not interested in the issue, the most important thing to do is attract them by the efficiency of the product in order to promote is the company quality and highlight their competence. This segment may become the most important target market. There is also the possibility of create another segment of the market composed of the users who do not care about quality and seek only for free products. Thus, knowing that Kaspersky Lab has only trial versions of free antivirus, would be a good bet investing in this market to attract this target population. As the text says, the company provides a great working environment in every city it is settled, suiting their marketing strategy according to the different countries (different segments). The fact that the firm has incredible reputation in many countries means that they are aware of each kind of client’s expectations (each segment). 3. DID KL'S RUSSIAN ORIGIN LEAD TO AN ADVERSE PERCEIVED IMPACT ON ITS BRAND IMAGE? WHAT WERE SOME OF THE ACTIVITIES KL DID TO ENHANCE ITS BRAND COO? WHAT OTHER ACTIVITIES WOULD YOU AND OVERCOME THE NEGATIVE SUGGEST TO STRENGTHEN ITS BRAND GLOBALLY? KL (Kaspersky Lab) is a company headquartered in Russia that provides information technology (IT) security software such as anti-virus, anti-spam and network security software to protect computer users against viruses, hackers and spam. This company became Russia’s
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