Marketing Plan

Contents

01 Introduction5

Business description5

Mission Statement5

Objectives6

Goals7

Situation Analysis & Trends7

Technological Advances and/or Influences8

Target Markets9

Competition9

Blackberry10

Samsung10

Threat of new entrants: Low11

Threat of substitutes: Low11

Bargaining power of customers: Low11

Bargaining power of the suppliers: Low12

Competitive rivalry: Moderate/low12

02 Relevant Environmental Factors13

Economical13

Political14

Societal15

Technological16

03 SWOT Analysis17

Internal Strengths17

Internal Weaknesses18

External Opportunities19

External Threats20

04 Marketing Objectives21

05 Final Evaluation and Conclusion22

References24

Executive summary

Microsoft founded in 1975 by Bill Gates and Paul Allen has been successful in becoming one of the largest and most profitably successful companies in the world with its founder becoming one of the wealthiest people in the world. Microsoft enjoys a market share of more than 90 % of the operating systems business worldwide. Microsoft has been continuing expanding and updating its products and services. By achieving these milestones, Microsoft has succeeded in increasing demands among the software buyers for its latest and best product and services. Microsoft also succeeded in successfully navigating through the changes in technology. It has faced the challenges of rise and fall of competitors, the growth of internet as well as globalization. It has succeeded in keeping the threat of new entrants and substitute products low.

All these accomplishments have been made as Microsoft has followed an integrated, cohesive and comprehensive marketing strategy. Despite these successes, it can also be said that Microsoft has been the victim of its own success because it has come under great fire for predatory pricing and distribution practices with which it attempted to continue dominating the market. There is now a strong need to address these challenges through a well planned marketing strategy.

Marketing Plan

01 Introduction

Business description

Microsoft founded in 1975 by Bill Gates and Paul Allen is the largest software company in the world and one of the most valuable companies in the world. We manufacture and develop a variety of products and services which are all related to computing. We are currently seeking to expand our marketing with regards to three key products, namely the windows operating system on computers, tablets, and smart phones. Microsoft is currently planning on the launch of its own smart phones. It is already testing its products in countries all over Asia. The move is aimed at pushing the tech giant on the same footing as Apple. We generate revenue through the development, support and licensing a variety of services and software products. This is achieved through the designing and selling of hardware. These are delivered to the global audience through online advertising. Apart from these products and services, we are also offering suites of services and products (Hephaestus Books, 2010).

Mission Statement

Our mission is very clear and it is to help businesses and people all over the world to realize their full potential. We aim to complete this mission by innovating technology in ways that will transform the ways in which are working, playing and communicating. We are developing and marketing software, hardware and services that would be delivering new opportunities, an increase in convenience, and an enhancement in the value of people's lives. We have a worldwide business with offices in more than a hundred countries (Hephaestus ...