Strategic management - Research Paper Example In this sense, the GPS application should be capable of numerous roles in order to satisfy the customers. In addition, it requires the convenient of access and easy terms of use that does not make possible customers switch to other alternative products. In terms of horizontal scanning analysis, the Developer Economics researchers report that the mobile applications’ industry has grown into a huge entity thereby having a worth of $ 67 billion in 2013 (Pappas 2014, p. 1). The research site predicted that the industry would double its size by 2016. The success stories of wide-stretching consumers apps such as WhatsApp are a great influence (Goggin & Hjorth 2014, p. 13). It is crucial, however, to highlight that a communication platform shares a greater potential in the market than a travel product. This is because communication is an everyday experience. Big players such as Apple Inc. possess the strategy of having in-built applications. This deters the success of other companies that deal entirely with mobile applications.
