Marketing Strategies for Microsoft Windows Phone

MARKETING WINDOWS PHONE 1

Marketing Strategies for Microsoft Windows Phone

Merielle Boatman

Mai Hassan

Chibike Nnorum

Gary Rice

Spencer Tran

James Wright

Texas A&M University - Commerce

MKT 501 - Marketing Environment

Dr. Ruiliang Yan

November 26, 2013

MARKETING WINDOWS PHONE 2

Table of Contents

Executive Summary………………………………………………………………......... 3

Situation Analysis……………………………………………………………………… 4

Market Summary………………………………………………………………. 4

Customer Segments……………………………………………………………. 4

SWOT Analysis………………………………………………………………... 4

Target Market Analysis………………………………………………………………… 5

Marketing Mix……………………………………………………………………......... 6

Competitive Analysis…………………………………………………………………... 7

Challenges / Contingency Plan……………………………………………………….... 8

Recommendation / Growth Plan……………………………………………………….. 9

Conclusion……………………………………………………………………………… 10

References……………………………………………………………………………… 11

MARKETING WINDOWS PHONE 3

Executive Summary

Introduction

Given the wide range of products offered by Microsoft, Inc., it is the intent of this group assignment to focus research on the marketing strategy of a single business segment. This paper outlines the overall strategy for Windows Phone.

Business Overview

Founded in 1975, Microsoft Inc. is one of the most well-known and successful companies in the world and is the global market leader in software and service solutions. With products, such Windows and Office software and development of consumer electronics like Xbox and Windows Surface Tablet, Microsoft has enjoyed continued increasing revenue growth. At the end of FY 2013, Microsoft posted revenues over $77 billion dollars. The company’s financial statement for 1st quarter FY 2014 reported record revenue of $18.5 billion dollars with $5.2 billion in profit.

Since its founding, Microsoft utilized a horizontal integration approach to their business, providing software (operating system) &...