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…

Nevertheless, KL's Russian origin can transmit a negative impact on its brand image since it has created fertile ground for Student’s name: Inês Joaquim, number 19562374 Teacher’s name: Gregor Pfajfar Page | 2

INTERNATIONAL BUSINESS

LJUBLJANA, 5TH MARCH 2013

hackers and it has high level of piracy and illegal activities with computers and other electronic devices. As the text says: “(…) they are able to proceed to difficult and sophisticated operations with really limited conditions”. Still Kaspersky Lab leverages the leading expertise in IT security risks, malware and vulnerabilities in order to try to protect the most its customers. Despite its quality and efficiency, being founded in Russia makes people associate the brand with the image (piracy and illegal computer activities) they have of it. Therefore, Russian partially damage the firm’s brand image. Cybercrime thus become a fast growing concern for businesses into an interconnected web of computer networks. The growth of IT security industry by KL was therefore essential at the same time that provided opportunities for Kaspersky Lab to use their technical expertise to expand market. Thus, the Company began to be able to identify threats as early as possible in order to eliminate and regionalizing its products to meet customer needs. So, in my opinion I think that the creation of Kaspersky can also