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Citrix Systems, Inc. (NASDAQ: CTXS) is a multinational corporation that provides server and desktop virtualization, networking, software-as-a-service (SaaS) and cloud computing technologies for more than 230,000 organizations worldwide.

Citrix states that “A world where anyone can work and play from anywhere” is its corporate vision.

Citrix is based in Fort Lauderdale, Florida, in the South Florida metropolitan area, and has subsidiary operations in California and Massachusetts, and additional development centers in Australia, India and the United Kingdom.

Customers include the world’s largest Internet companies, 99 percent of Fortune Global 500 enterprises, and hundreds of thousands of small businesses and consumers worldwide. Citrix partners with over 10,000 companies worldwide in more than 100 countries. Founded in 1989, annual revenue in 2008 was $1.6 billion.

Following the acquisition of XenSource, Inc in October 2007, Citrix shepherds the Xen open source hypervisor project.


Citrix Delivery Center, Citrix Cloud Center (C3) and Citrix Online Services product families simplify computing for users, delivering applications as an on-demand service to any user, in any location on any device.

Citrix Delivery Center, composed of XenDesktop, XenApp, XenServer and NetScaler, virtualizes servers, desktops and applications, centralizes them in the datacenter and broadcasts them as an on-demand service.[2]

From April 2009, Citrix has been offering its XenServer virtualisation platform for free to any user for unlimited production deployment.[3]

Citrix Receiver is the first universal client for IT service delivery. With Citrix Receiver installed on a device (PC, Mac, iPhone), applications and desktops can be delivered as an on-demand service with no need to manage, own or care about the physical device or its location

In the analysis of the micro-environment, the organisation looks at its internal operating environment and examines what technologies, and resources each area of the company needs, micro-analysis plays a significant role in understanding the issues relating to business, the factors that are important in micro analysis are the following: business, competitors, suppliers, customers and the stakeholders.

Internal Factors (Strengths and Weaknesses)

The internal factors of the corporation includes the profile of the company, its subsidiaries or parent company, the mission and vision of the organization, the background information of the company and the major issues of the company such as its strengths and weaknesses.


One of the most popular marketing papers written is the marketing myopia of . According to (2006) the paper paved way to the modern marketing movement, the main theme of marketing myopia is that the vision and mission of a number of organizations is limited only on what the company views in the business, after the paper was published in the chief executive officers of various organizations were encouraged to examine again their corporate vision and mission and give a new meaning on their market in wider outlooks.



–Market Growth Matrix- according to (2006) the ansoff matrix allows the businesses to identify their market and increase their sales and revenues. The Ansoff matrix has four product and market combinations which are the market penetration, product development, market development and diversification.

it consists of an existing market as well as existing products, the safest form of marketing especially for a company that is already established.

it is composed of an existing market but with new products, companies that have already an established target market constantly develops products that will provide their customers new alternatives as well as attracting new customers for the products.

one of the riskier forms of marketing wherein a company offers their existing products in new markets. Organizations introduces their products to a new market such as new countries in order to gain more customers, an example of this is in retail stores, take the case of Wal-Mart of the United States it already has an existing products but they venture and open stores an subsidiaries abroad such as Mexico, Canada and the United Kingdom.

- the most risky among the four strategies because a corporation offers new products to new markets, Virgin group of companies is the perfect example of the diversification strategy employed by a corporation, a company which caters to music but ventured in new products and markets such as airlines, colas and telecommunications. The risks are higher compare to other strategies but the gains are also higher than the other three.
 
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