Zynga

Xiaolan Liu

Mai Huong Nguyen

Beatriz Ornelas

Jay Sotto

Abstract

Zynga Inc. had fallen under financial hardship shortly after the company decided to go public in 2011. The company has struggled due to both external and internal factors affecting the company. Outside pressures such as stockholder expectations and pressures to succeed may have pushed Zynga to expand itself too quickly. Internal mistakes have produced negative consequences in different departments such as Human Resources, Management, Marketing, Finance, and Technological research and development. The company must develop a new strategy to turn itself around before the losses become too much to handle. A new CEO with a history of success and cost cutting decision making is a good start in the right direction for Zynga. An in-depth analysis will show areas that the company is struggling in and from there the company will be better equipped to decide what steps to perform next. The next few steps made by Zynga will be very important in deciding how the company performs in the future.

Table of Contents

5 C’s Analysis 3

Company 3

Consumers 8

Competitors 11

Collaborators 16

Context 16

Zynga SWOT Analysis 17

Strengths 17

Weaknesses 18

Opportunities 18

Threats 19

Timeline 21

Problems Analysis 23

Industry Chain 23

Strategy Analysis 23

Financial Analysis 28

Technical Analysis 35

Marketing Analysis 39

Human Resources 45

Management 51

Solution Approaches 60

1. Developing Innovative Games 60

2. Expand to Asian countries: China, Korea, and Japan. 65

3. Improve Human Resource Management and Company Culture 68

Conclusion 72

References 73

5 C’s Analysis

Company

Zynga Inc. was founded in April, 2007, in San Francisco by Mark Pincus with the name “Presidio Media,” a limited liabilities company. In November 2010, Pincus changed the company name to Zynga Inc. after his late beloved American Bulldog “Zinga”. The company also used the bulldog image for...