Surface Pro 4 Marketing and Product Analysis by Taqiuddin Hamzah - UNIVERSITI UTARA MALAYSIA FIRST SEMESTER SESSION 2015\/2016 BPMM1013 PRINCIPLES OF

Surface Pro 4 Marketing and Product Analysis by Taqiuddin Hamzah

This preview shows page 1 - 5 out of 33 pages.

UNIVERSITI UTARA MALAYSIA FIRST SEMESTER SESSION 2015/2016 BPMM1013 PRINCIPLES OF MARKETING GROUP A GROUP ASSIGNMENT MICROSOFT SURFACE PRO 4 PPEPARED FOR: DR. MUNAWWER HUSAIN PREPARED BY: DELI WAHYU RAMADHAN 231186 AHMAD IRFAN FAHMI AL QUDSI 231279 MATIUS YUSUF BATUBARA 231481 ABHAR DAWUD DJUANGGA BIN SUHEILUDDIN 240482 MUHAMMAD TAQI’UDDIN BIN MOHD HAMZAH MURHAYAH 241902
Image of page 1
BPMM 1013 PRINCIPLES OF MARKETING Table of Contents 1.0. Introduction ..................................................................................................................... 1 1.1. Company Background and Business Core .................................................................. 1 1.2. Company Profile ......................................................................................................... 2 1.3. Organizational Structure ............................................................................................. 5 2.0. New Product Description ................................................................................................ 7 2.1. Product Description and Characteristic ....................................................................... 7 2.1.1. Clipboard .............................................................................................................. 9 2.1.2. Surface Pen ........................................................................................................ 10 2.1.3. Type Cover ......................................................................................................... 11 2.2. Customer Identification ............................................................................................. 12 2.3. Strength and Weakness of the Product ...................................................................... 12 2.3.1. Strengths of Microsoft Surface Pro 4 ................................................................. 12 2.3.2. Weaknesses of Microsoft Surface Pro 4 ............................................................ 14 3.0. Current Marketing Strategy .......................................................................................... 15 3.1. Marketing Strategy Concentrated .............................................................................. 15 3.2. Segmentation on Customer Market ........................................................................... 15 3.2.1. Demographic ...................................................................................................... 15 3.2.2. Psychographic .................................................................................................... 17 3.2.3. Behavioral .......................................................................................................... 17 3.3. Value Proposition ...................................................................................................... 18 3.4. Buyer Decision Process of the Primary Target Market ............................................. 18 3.4.1. Needs Recognition ............................................................................................. 18 3.4.2. Information Search ............................................................................................. 18 3.4.3. Evaluate Alternatives ......................................................................................... 18 3.4.4. Purchasing Decision ........................................................................................... 18
Image of page 2
BPMM 1013 PRINCIPLES OF MARKETING 3.4.5. Post Purchase Behavior ...................................................................................... 19 3.5. Product Review ......................................................................................................... 19 3.5.1. Level of Product and Services ........................................................................... 19 3.5.2. Type of Product .................................................................................................. 20 3.5.3. Product Life Cycle ............................................................................................. 20 3.5.4. Benefit and features Analysis ............................................................................ 21 3.5.5. Differentiation .................................................................................................... 21 3.5.6. Branding Strategy .............................................................................................. 21 3.5.7. Competitive Review ........................................................................................... 22 3.6. Competitive Analysis ................................................................................................ 22 3.6.1. Market Share ...................................................................................................... 22 3.6.2. Competitive Positions and Roles ....................................................................... 23 3.6.3. Strategic Sweet Spot .......................................................................................... 23 3.6.4. Positioning ......................................................................................................... 23 4.0. Problems and Solutions ................................................................................................. 24 4.1. Problem and solution 1 .............................................................................................. 24 4.2. Problem and solution 2 .............................................................................................. 25 4.3. Problem and solution 3 .............................................................................................. 27 4.4. Problem and solution 4 .............................................................................................. 28 5.0. Conclusion .................................................................................................................... 29 References ................................................................................................................................ 30
Image of page 3
BPMM 1013 PRINCIPLES OF MARKETING 1 1.0. Introduction 1.1. Company Background and Business Core Microsoft Corporation is an American multinational technology company headquartered in Redmond, Washington, that develops, manufactures, licenses, supports and sells computer software, customer electronics and personal computers and services. Its best known software products are the Microsoft Windows line of operating systems, Microsoft Office suite, and Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox game consoles and the Microsoft Surface tablet line up. It is the world's largest software maker by revenue, and one of the world's most valuable companies. Figure 1: Current Microsoft Logo Microsoft was founded by Paul Allen and Bill Gates on 4 April 1975, to develop and sell BASIC interpreters for Altair 8800. It rose to dominate the personal computer operating system market with MS-DOS in the mid-1980s, followed by Microsoft Windows. The company's 1986 initial public offering, and subsequent rise in its share price, created three billionaires and an estimated 12,000 millionaires among Microsoft employees. Since the 1990s, it has increasingly diversified from the operating system market and has made a number of corporate acquisitions. In May 2011, Microsoft acquired Skype Technologies for $8.5 billion in its largest acquisition to date.
Image of page 4
Image of page 5

You've reached the end of your free preview.

Want to read all 33 pages?

  • Spring '17
  • Marketing, ........., Microsoft Corporation

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture