Rosetta Stones Essay

884 Words May 6th, 2013 4 Pages
Rosetta Stone can be qualified as a Hidden Champion according to criteria presented in A “ Hidden Champions of the 21 Century”, even though the level of public awareness about the company was approximately 74-79%, based on general population surveys. Even though the company is not
“hidden”, but it is a “ champion” on the market of language- learning programs, and their success can be easily attributed to fulfillment of Hidden Champions characteristics.

Lesson 1- Ambitious goals. The general rule for starting the business is an ambitious vision and the goal to become the market leader . Rosetta Stone started as a family business, and was driven by Stolzfus’s and Eugene’s idea of offering the best language learning solution. They
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The advantage of the company is that it has strategic offices in the each regions of the country, which adds flexibility and local focus.

Based on “ Hidden Champions of 21 century” definition depths relates to the number of variants of the same product, the completeness of a problem solution, or the value chain covered. Most of hidden champions have a deep value chain coupled with a narrow definition of the relevant market. Rosetta Stones does outsource non-core activities( products and packaging components), but their core value is R&D, which is very secretive and protected by patents and licenses. Rosetta Stones follows the path of hidden champions in having a very focused strategy. The company is offering educational software that includes 31 languages up to 5 levels of proficiency including all types of language learning products: language learning community Shared Talk, compact discs, online activities, digital tools, audio lessons, management programs, and tools for parents and teachers. Such a high level of vertical integration facilitates company’s growth and attracts additional lesson learners to the brand. At the same time, deep vertical integration helps Rosetta Stones to stay ahead of competition by satisfying all customer’s needs. the Besides new customers strong focus has a hidden risks, attributable to hidden champions. Strong focus makes

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