Imagine that Zoom’s CEO, Eric Yan, has recently announced plans to launch a new product developed specifically for K-12 education, called Zoom Ed. While distance learning has become more popular in the wake of COVID-19, the success of online learning and of Zoom Ed are still unclear. Zoom’s CEO is now facing a big decision. Should the company go ahead with the launch of Zoom Ed or should it pause or cease this effort until further notice? The decision Eric Yan faces is complicated by the fact that Zoom Ed has many potential stakeholders and users, including shareholders, parents, students, school principals, and teachers. These groups all have different views and concerns as they relate to Zoom Ed.
For this assignment, you will be asked to assume the role of a brand manager working at Zoom. Develop a 1,800-2,000-word SWOT analysis of Zoom Ed with an assigned stakeholder in mind and craft a recommendation on the best course of action for Eric Yan that builds on your analysis.
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