Evernote is the digital note taking company based in California. It has expanded all over the world with another of its new branch in France. They mainly penetrated there to taste the waters as many companies are leaving, giving them an opportunity to expand. The company has seen a business opportunity in Australia with its growing popularity and are steps to opening the company’s branch there. The company has established its expansion concept based on unexploited talents that exists in the country. They therefore feel that they will have a competitive advantage over other companies whom have not tapped the existing talents.
The company has specifically considered the region, as they consider the people there are talented people and entrepreneurs that will be able to grow a wide base over a period of time. They feel that the market there is green and they have an opportunity to tap in there and grow a creativity hub there.
The company started its connection in the country by purchasing an innovation application way back in 2011 called photo annotation. They therefore saw the need to popularize the app and also to create more employment.
Evernote has more than 35% users in the Asia-Pacific area. They believe that the market will be a great hub for creativity and innovations. The company is very optimistic and believes that the move they are making will be fruitful.
To justify its desire and reason for them considering the country for expansion, the Chief Executive Director of Evernote, Phil Libin, said that their market research established that their competitors are not up to the game as they are not selling and producing similar products, but are fighting to get the well trained and talented employees.
The only companies that they consider challenging are only Twitter and Square which they feel that may prevent them from realizing their potential to its best. He sighted that even though they are not dealing in the same products, they considered that many young and talented people may love to work for them.
The better part of it is that they are able to do a market analysis to establish their strength, weaknesses, opportunity and the threats that may affect the business. With this, they are able to deal with them to be able to have the competitive advantage over other companies. They have been able to take risks as they are penetrating France, as everyone is leaving, just because they major, their strength on the talents.
The CEO cited, that their major concern is tapping the big market of talented chaps. They believe that after this they will be able to increase their sales with time. The penetration strategy is not sales at the moment and so they are spending more money to build a strong foundation.
The Asian-Pacific, market should better be prepared as the company is coming with a bang and so your skills needs to be in the best order to work with this great company who views their employees as their assets.