This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an...

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This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviours such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. The Task: Based
Answered Same DayMay 29, 2021MBA404

Answer To: This assessment is a culmination piece, in which you will be given an opportunity to combine the...

Akansha answered on Jun 06 2021
147 Votes
Consumer Behaviour and Marketing Psychology        1
Microsoft Surface Pro 4- Marketing mix and strategy
Name of the child                ________________________________
Student ID                    ________________________________
Name of the University            ___________________________________
Contents
Microsoft Surface Pro 4- Marketing mix and strategy    1
Executive summary    3
Critical analysis    3
Current marketing strategy of Microsoft    3
Current marketing strategy for Microsoft Surface pro 4    5
Factors influencing consumer behaviour    5
Microsoft marketing communication
mix    6
Strategic Recommendations    7
Conclusion    8
References    9
Executive summary
From the time, Satya Nadella has been appointed as CEO for Microsoft, the marketing strategy of the company has changed and has come up with various kinds of advertising techniques that can attack the competitors in different manner. The marketing campaign Scroogled launched in 2012 is one of its kind. Since his appointment, his main motive is to humanise the brand and focus on a customer approach using different marketing strategies in the business. The sales and marketing expenses comes to around to USD 18k billion, and 15k billion for the financial years 2018 and 2017. The technology giant’s sales and marketing expenses rose considerably by 13% compared to the previous years (Azadi and Rahimzadeh, 2012).
Critical analysis
Current marketing strategy of Microsoft
The company founded in 1975, by Bill Gates, under the brand name Microsoft, is an American MNC and a referred to as a technology giant, that has revolutionised the life of the individuals globally. It is highly convenient, and comfortable and excels in computer electronics and software. It also manufactures and develops licenses and renders services for their products and services that have been enlisted in the Forbes magazine under top 100 companies. The technology giant has extensively used a combination of various segments and demographic and behavioural strategies to divide the market in various segments with almost similar characters. Behavioural segment is basically used for products like Microsoft Windows server or exclusively for mobile phones. Microsoft has a global presence in multiple hardware and software operating systems engaged in mobile manufacturing and selling (Badgaiyan and Verma, 2014).
Since Microsoft uses a wide range of products and services because of its widespread portfolio, it generally relies on a mix of targeting strategies that may be differentiated or undifferentiated. Microsoft targets the entire world in promoting its products and services. The population is homogenous in nature and has a considerable access to computers. If we talk about mobile phones and developing tools, Microsoft follows an altogether target as these products have a lot of competition in the market which is divided categorically according to the features offered by the company
Microsoft has rebranded its products and services, even the logos and the company made a turnaround in order to reposition its visibility in the market. It emerged to be a value-based company which aims to enrich the lives of the people on a global platform. As far as the positioning of Microsoft is concerned, the operating systems and the software used are a way ahead of the several software and operating systems that are present in the market. The brand existence in the market for Microsoft is superb, therefore any product launched in the market gets a good visibility. Although, in few cases, it might not be appealing to the customers. For example, phone launched by Microsoft did not appeal much to the customers as compared to Samsung or Apple. The marketing strategy of Microsoft is based on the following principles (Chhabra, 2018):
· Investment in communication to spread the marketing message with the help of different marketing modes. With the help of advertising, promotion of the products, organizing events, maintaining public relations, using direct marketing are some methods that are used by the company in order to communicate the message and target its various customer segments (Dhaliwal, 2016).
· Emphasis on the product is the core of Microsoft’s marketing strategy. Focussing on the product is essential to increase the brand value compared to others. The company is extensively using its multinational technology in order to increase user convenience in terms of products and services (Dutta-Roy, 2010).
· To target the customers to enhance the efficiency of the brand and the company. It also enhances the operational speed and other related capabilities of products and services.
There are several elements in the marketing strategy of Microsoft:
1. To offer a personalised and an excellent customer experience.
2. Promoting the company’s culture into the marketing business (He et al., 2015).
3. Aligning of sales and marketing together.
4. To make the people aware of the various product segments.
5. To keep a track and analysing the product journey to improve its marketing.
6. To take of the customers and building long and healthy relationships.
Current marketing strategy for Microsoft Surface pro 4
The prime objective of any marketing strategy is to understand the market and identify what its customers want. For this, they have designed a marketing strategy that will provide opportunities for the company to provide true value to its customer. Microsoft excels in making products that glue their customers for a longer duration....
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