Marketing Plan for Microsoft Vista

Marketing Plan for Microsoft Windows Vista

Table of Contents

Background Overview 3

Market Analysis 3

2.1 SWOT

Porters Five Forces

Target Market & Objectives 13

Positioning Statement 17

Marketing Mix Strategy

Product Strategy

Price Strategy

Place Strategy

Promotion Strategy

Coordination with Other Business Functions

Sales Forecasts and Budgets

Contingency Plans

Reference

Background Overview

Market Analysis – swot and porters - Terence

Target Market and Objectives

Home users

Based on the report from US Census Bureau, the three main tasks that individuals do on internet is to stay connected with information, people and doing entertaining activities. About 45% of the US total population are using internet to get information on products, services, news, weather etc, meaning that at least 80% of internet users are using PC to get information. Moreover, at least 90% of them are using email to stay connected with others. Other than information and communication, entertainment is becoming the third driving force of people using PC. Though the data is limited in US area, we believe that other countries have the similar structure with that of US. Hence, to fulfil the needs of individuals, the new Windows Vista Home Edition would be designed to highly enhance the individuals' experiences in terms of information, communication, and entertainment.

Table 1: Population 18 years and older using the internet for a specific task: 1997, 2001 and 2003

A survey done by IDA Singapore in 2006 found that most business used the Internet for sending and receiving emails (95%), to perform information search (91%) and for dealings with the government (61% to 68%). In addition, it found that security is the top concern for most of the enterprises (56%). And they are willing to spend money to improve infocomm security. As a result, the business edition would be designed with features to satisfy the following business-oriented needs:

Safety