Windows 8 Marketing Strategy

Microsoft is the biggest player in OS market which series of Windows which have being gone along with the PC’s development. Its new Windows product that is Windows 8 is going to be launched in this October. A marketing plan is designed for promoting the new product Microsoft windows 8 globally that will be detailed in this paper.

In this article, the current situation of the Windows 8, including the brief introduction about the company and the product itself, followed by the SWOT analysis with its competitor analysis, as well as a STP analysis will be analyzed. Moreover, a marketing program is planned in terms of product, price, place and promotion. Promotion which IMC will play an important role that is the core part of 4Ps strategy. Besides that, a budget plan for all the marketing activities involved in this marketing program will be forecast for Microsoft in launching Windows 8 campaign.

I. Microsoft introduction

Microsoft is the world’s largest supplier of computer software for personal computers (PCs), may have engaged in anti-competitive conduct and created anti-competitive effects of its past unlawful conduct. Microsoft sells and licenses PC operating systems throughout the United States and the world and delivers copies of its operating systems to PC manufacturers (often referred to as Original Equipment Manufacturers or “OEMs”) and retail customers across state lines and international borders. Microsoft is engaged in, and its activities substantially affect, interstate and foreign commerce.

II. Brand Positioning

Points-of-Parities (POPs) are defined as “the product features are not necessarily unique to the brand but may in fact be shared with other brands.”, and Points-of-difference (PODs) “are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a completive brand.” (Keller, 2009).

Table 1: Windows 8’s POPs and PODs

Source: Created for this assignment

III. Situation Analysis

3.1 Competitor analysis

There are many reasons to believe that Windows 8 will have many challenges on the way to seek acceptation. The current Windows 8 has more competitors than ever before as Mac, Linux, Google Chrome OS, Ipad, Android tablet and Window XP .At this time, Window 8 are going to be facing two the operating of strong competitors that is difficult to play that’s Mac OS Mountain Lion of Apple & Linux.

3.1.1 Mac OS

Mac OS is a series of graphic user interface base on operating systems developed by Apple Inc. Mac OS of the world’s most advanced operating system with more than 250 new features. The Mac App Store,