In 2013, chat app Mxit a South African social networking platform reported that its monthly active user base was 7.5 million – but this figure dropped to just 1.2 million monthly active users in July 2015. In October 2015, Mxit announced that it was finally shutting down its corporate operations but would still leave the app available for download and use. Yet, a year later in October 2016, the app users couldn’t send and receive anymore. The start-up was founded in 2004. Mxit rode the instant messaging wave before the likes of BlackBerry Messenger and WhatsApp took off with the advent of smartphones and was a popular app of choice among South African teens and twenty-somethings when it entered the presmartphone era in 2005. In 2012, it acquired Motribe - a platform that allowed anyone, anywhere to build, manage and generate revenue from their own social mobile website. 1.When Mxit first launched, they planned to be one of the biggest innovative organisation in the IM industry yet 10 years later the company shut down its operations. Following systematic steps on a control process and using practical examples based on the case study, establish why did Mxit failed to achieve their planned objectives? 2.Is there anything that they could have done differently to achieve their planned objectives? Justify your answer 3. Who is to blame for this failure in the organisation and what information were they supposed to gather so that their activities could be aligned strategic goals and strategies?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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In 2013, chat app Mxit a South African social networking platform reported that its monthly active user base was 7.5 million – but this figure dropped to just 1.2 million monthly active users in July 2015. In October 2015, Mxit announced that it was finally shutting down its corporate operations but would still leave the app available for download and use. Yet, a year later in October 2016, the app users couldn’t send and receive anymore. The start-up was founded in 2004. Mxit rode the instant messaging wave before the likes of BlackBerry Messenger and WhatsApp took off with the advent of smartphones and was a popular app of choice among South African teens and twenty-somethings when it entered the presmartphone era in 2005. In 2012, it acquired Motribe - a platform that allowed anyone, anywhere to build, manage and generate revenue from their own social mobile website. 1.When Mxit first launched, they planned to be one of the biggest innovative organisation in the IM industry yet 10 years later the company shut down its operations. Following systematic steps on a control process and using practical examples based on the case study, establish why did Mxit failed to achieve their planned objectives? 2.Is there anything that they could have done differently to achieve their planned objectives? Justify your answer 3. Who is to blame for this failure in the organisation and what information were they supposed to gather so that their activities could be aligned strategic goals and strategies?

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