Case Study 2
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Case Study
Gracie Bonner
Louisiana State University- Shreveport
MBA 706
Dr. Aadel Darrat
April 4, 2024
1
Zoom became an overnight sensation once the pandemic hit, and it became so popular because it had given people a way to communicate with their loved ones and with their work when quarantine was going on. Zoom was founded by Eric Yuan in 2011 in San Jose, California. Yuan wanted Zoom to be the first choice in video using, and easy to navigate. The goal was for Zoom to be “frictionless” when using the software. Frictionless just simply means to be used without any issues. Zoom was created from the ground up essentially. Yuan was able to recruit people from his former job to come and work for him, and was able to receive investment money
from many different businesses. In the beginning, Zoom only targeted small and medium sized businesses with a cap of 15 people participating in the Zoom. Slowly, over time, Zoom was growing, by 2017 they had over 450,000 businesses using their software and over a million participants daily. Zoom has now become opened to having their software be used for education, healthcare, government, and financial institutions. Once their business started taking off, Yuan and his team were able to incorporate group messaging, and other features to include into the Zoom software to draw in more customers and to make it more enjoyable for them as well. As you can now see, Zoom had taken off exponentially when the pandemic had hit and became very
popular and still is to this day. While Zoom does have some good strategies and good ethics that are in place, they still have strategic issues that are needing to be fixed, and are also in need of adding new strategic moves into their software. One way that Yuan was able to promote a good strategic move for the company, which was by “leading happy.” This just means that Zoom is more focused on the customers and making sure that they are happy regardless of what is going on. That is their main focus and concern, to make the customers happy. Yuan really leans into the
customer’s take and feedback that they report to Zoom with their concerns. Yuan listens to them and tries to apply the feedback into Zoom in order to make it more successful. This is a really 2
good ethic and strategic move on Zoom’s part because customers are key in running a successful business. Zoom has brought in many different and helpful features to their software such as, having easy access to holding conference room meetings by offering video, message room chats, screen sharing and enhanced audio. They have even incorporated different filters to change the customer’s background and face, for example, someone can use the potato filter to change their face into a potato. It is just simple, and comical feature that everyone can use to lighten up the conversation which was really to most of the users when dealing with the pandemic. With all of the good strategic moves that Zoom has done, there are also strategic moves that need to be fixed, and they are also needing some new, and improved strategic moves in order to help make their business more successful. Since the pandemic is over, Zoom’s popularity has decreased over the last two years, because of other things pertaining to the company, which will need be reevaluated and for the company to create new strategic moves. One of the absolute main reasons
that Zoom users have dropped over the last 1-2 years, is because of a contemporary issue within their company, a privacy issue. There were numerous occasions of hackers getting into private zoom calls, webcams, and microphones. Hackers were getting into this Zoom calls, and were able to look into the viewers camera without their knowledge as well as listening in to private conversations when the other party was not aware. Sadly, this lead to over 500,000 Zoom accounts being sold into the dark web and the Indian government actually said that Zoom was an
“unsafe platform.” Once Yuan was informed about what was going on with their privacy issues, he took immediate responsibility and said that they were working on improving it. A great way to
improve this issue within Zoom, is for everyone to share a secure password when wanting to joint a Zoom call. This password could be used and created by the host who is creating the meeting. Once the password is created, the host can share this password privately with everyone 3
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