Tag Archives: technology

Datsun and Internet Explorer Bite the Dust

As we’ve written in previous articles, no product lives forever. There are always new innovations, trends, social forces, competition, and technologies that push products forward. Ultimately, every product eventually reaches its final stage in the Product Life Cycle (PLC) – decline/harvest – when the product is put to sleep and resources are reallocated to up-and-coming new products.

Two more products joined the eliminated list: Microsoft Internet Explorer and Datsun cars.

Datsun helped Japanese car manufacturers break into the American and European market after World War II. In its heyday, 20 million Datsun cars were sold in 190 countries across the world. The Datsun name was phased out in the 1980s, only to be revived 30 years later as “an important part of Nissan’s DNA.” However, Datsun eventually reversed the decision, making Nissan the primary company brand for the auto maker.

Joining Datsun on the gone-but-not-forgotten product list is Internet Explorer – the Web browser that many say really started the popularity of the Internet. First launched in 1995, IE was the dominant browser for many years, reaching 90% of users in early 2000s. But competition from Google Chrome, Apple’s Safari, and Mozilla’s Firefox finally proved to be too much. All is not lost however; in its place will be Microsoft Edge browser.

Farewell to our old favorite brands.

Welcome to the newcomers!

Group Activities and Discussion Questions:

  1. Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
  2. Divide students into teams. Have each team draw a PLC and place various products and services into each stage?
  3. How are cars moved through the PLC?
  4. How does technology move through the PLC? What are the adoption cycles?
  5. Show video of Internet Explorer death: https://youtu.be/wZoZV6GjzPA
  6. We’ve seen other products revived after being declared “dead.” What would it take to revive these two brands?

Sources:  Jacobsen, R. (15 June 2022). Internet Explorer has retired. Associated Press.; Nissan signals end of road for Datsun cars. (25 April 2022). BBC News.; other news sources.

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What Trends are in Store for us in 2022?

Marketers need to be able to monitor trends with an eye towards predicting what consumers will want next. While it is hard to predict the future, we can examine the current environment with respect to what might happen next.

In its yearly predictions report, international research firm Euromonitor forecasts what consumers will want and need. Companies then can use these predictions to consider the strategies that they might pursue.

Lifestyles in 2021 made radical shifts as populations continued to be impacted by the pandemic. To no one’s surprise, COVID-19 and the Omicron variant continue to be very important to the immediate future.  Marketers and businesses must evolve quickly to keep up with new demands.

Ten  predictions for consumers in 2022 include:

  1. Rethinking the supply chain.
  2. Climate change – a low-carbon world.
  3. Senior citizens and their digital adoptions and usage.
  4. Controlling personal finances.
  5. Prioritizing personal values and individual goals.
  6. The metaverse moves to reality.
  7. Increasing adoption of second-hand and peer-to-peer marketplaces.
  8. City dwellers want advantages of living outside of cities.
  9. The importance of self-care and happiness.
  10. The hybridization of being social.

These trends provide guidance for companies and marketers. Using these, we can gain insight into consumer values and behavior. If 2021 was a year that required us to be adaptable and resilience, then what does 2022 indicate?

What trends will impact you?

Group Activities and Discussion Questions:

  1. The full Euromonitor report can be accessed at: https://go.euromonitor.com/white-paper-EC-2022-Top-10-Global-Consumer-Trends.html?utm_source=WSJ&utm_medium=article&utm_campaign=CT_22_01_18_WP_Top%2010%20GCT%202022%20EN
  2. Discuss the importance of environmental scanning and conducing SWOT analysis.
  3. Show the Euromonitor report to students.
  4. Divide students into teams.
  5. Have each team select one of the top 10 trends and prepare a discussion for the class.
  6. What industries and companies will be most impacted by that trend?
  7. What should marketers do to address the trend?

Source: Alcantara, A-M., (January 17, 2022). Ten trends that will shape the way we shop, eat and live this year, Wall Street Journal; Euromonitor International (January 18, 2022), Top 10 global consumer trends 2022.

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Game Companies are a Hot Acquisition Target

Are you ready for the metaverse? It might not be quite a reality yet, but it has certainly caught the attention of technology companies that are positioning themselves for growth in the industry. While the metaverse might be difficult to define, there is no doubt that technology companies view video games as an important strategy for growth and customer acquisition for the metaverse.

So far this year three companies have been on a buying binge:

  • Microsoft will pay $69 billion for Activision Blizzard.
  • Sony will buy Bungie for $3.6 billion.
  • Take Two Interactive is paying $11 billion for Zynga.

Whew – that’s a lot of activity and investment at more than $84 billion!

Activision makes some of the most popular game titles such as Candy Crush and Call of Duty. However, Activision has been accused by employees of discrimination and sexual harassment, making the purchase by Microsoft rife with potential employee issues.

Microsoft was also the previous owner of Bungie, buying the company in 2000 for $20 million for the top multiplayer shooter games – Destiny and Halo. In 2007, Bungie split from Microsoft and became a privately-held company. Bungie’s most popular game currently is Destiny 2 (which is available on multiple platforms including Xbox and Playstation.

All of these acquisitions are predicated on the assumption that people will be spending more time in the digital metaverse, including augmented and virtual reality.

We have already seen an increase in gaming during the pandemic as people look for new entertainment options. According to MarketWatch, video games are a bigger industry than movies and sports combined. According to IDC Group, global video game revenue was roughly $180 billion in 2020, with mobile platforms showing the most growth.

What will you do in the metaverse?

Group Activities and Discussion Questions:

  1. Discuss the four primary marketing strategies: market penetration, market development, product development, and diversification.
  2. Which strategy are Microsoft and Sony using?
  3. Discuss with class: Why did Microsoft and Sony buy game makers?
  4. Show websites: Activision: https://www.activision.com/
  5. Bungie: https://www.bungie.net/
  6. Zynga: https://www.zynga.com/
  7. Check out Nielsen’s list of top video games: https://www.nielsen.com/us/en/top-ten/
  8. What are the risks and rewards that will be faced by the acquiring companies?
  9. Which competitors will be most pressed by these acquisitions? Why?

Source: Tilley, A., Lombardo, C., Gring, K. (January 18, 2022). Microsoft to buy Activision Blizzard, Wall Street Journal; Metz, C. (January 31, 2022). Sony to buy game maker Bungie in $.6 billion deal, New York Times; other news sources.

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