Busn319 Marketing Plan
Marketing Plan for
Microsoft Training Wizard
BUSN319 Marketing
April 20, 2013
Table of Contents
Page
Background……………………………………………………………………………………..……………………………………………………...3
Strategic Plan………………………………..………………………………………………………………………………………………………...3 * Mission Statement * Non-Financial goals * Financial goals * Competitive advantage
Situational Analysis…………………………………….…………………………………………………………………………………………...4
Environmental Factors and Trends….……………………………………………………….…………………….……………………….4
Consumer Analysis……………………………………….………………………………………………………………………………………...4
Market Size…………………………………………..………………………………………………………………………………………………...5
Research and Marketing……………………….………………………………………………………………………………………………...5 * Market-Product Grid …show more content…
* Market Segments * Forecasted sales
Pricing………………………………………………………………..…………………………………………………………………………………...6
Distributions and Marketing Channels……………….…………………………………………………………………………………...7
Bibliography…………………………………………………………………………………………………………………………………………….8
Background
The Microsoft training wizard will build upon existing help tools but go the extra step in assisting all users with interactive training simulations. Users will be able to follow along with interactive training tools as well as specifically highlight items within any Microsoft program to get further assistance and help. The step by step training will allow home and basic users learn the functions that are needed to run the programs. Business and School intermediate and expert training can and will be added and allow home users the same options at later dates for a cost.
Microsoft founded in 1975, is the world 's largest software maker measured by revenues. It is also one of the world 's most valuable companies. With society playing a huge role in the direction and speed of technology, put Microsoft in the position to offer training on their software directly to the consumer.
Strategic Plan
Mission Statement
Provide innovative thinking tools for users and business’s to exceed beyond what is currently considered possible.
Non-Financial goals * Develop an interactive suggestion site to work with end users for improvements. * Provide live online training courses. * Develop business and school modules within 2 years.
Financial goals * Profit from the business and school modules with 3 years of release.
* Minimize marketing costs with advertising within Microsoft products. * Develop paid apps from tablets and phones.
Competitive advantage
The Competitive advantage Microsoft will be able to have over outside software or programs is with these tools being built in the users will have it at their fingertips. Microsoft will work with schools and businesses as well as all end users to be able to properly tailor the product to the economy needs.
Situational Analysis
The SWOT (Strength, Weakness, Opportunities, and Threats) analysis provides a brief description of the present environment in which Microsoft is operating. This is a quick overview of our position among internal and external forces influencing our operating strategies
SWOT Analysis | Strengths | Weaknesses | Internal Forces | * Microsoft name brand | * Developers and programmers staying up to date. | | * High end programmers | * Catching up in tablet user market. | | * Largest market share of operating system. | * Training/help tool re-marketing | | Opportunities | Threats | External Forces | * Technology driven society. | * Apple products.
| | * Large Microsoft user base | * High tablet user base. | | * User feedback to better product | * Other Online training systems. |
Environmental Factors and Trends
In Today’s growing society it requires and forces our company to stay ahead of the game and provide consumers with all the tools they need for software training at the tip of their fingers. Work forces and schools require the usage of all Microsoft programs over any other software program. By designing a tool attached to their operating system, the need to have to go to extra training course is eliminated.
Today’s on the go consumer base they training will be handy and easily accessible form any computer and Microsoft tablet. Allow the consumer to use and try our product at any time and location in the world.
Consumer Analysis
The Base product and standard help feature with be free to all Microsoft operating system users. However the more intermediate and expert level of help tool and training will be offered an added cost. This will be most likely purchased by schools and businesses as well as standard users that want to refine or make them self-more marketable.
The points of difference of the product for the group needs are. * Home users free version to learn basic functions. Advance to get promotion at work or make them more marketable in the work force. * School would utilize the intermediate and advance versions to help prepare students for college or possibly their careers. * Businesses would benefit from intermediate and advance for their workers to make the most of time management and also more efficient work.
Market Size
The market size for our product is global; being the most used operating system our product will reach the globe to businesses and home users.
In the United States based of a 2010 census report, there were 300k users they tested. 79% were laptop users and 20% desktop and 1% other devices. Based from Microsoft sales in 2010 150,000,000 million copies of windows 7 was sold worldwide. The market size potential worldwide for Training wizard is 150,000,000 plus users. 2012 fiscal year Microsoft grew to a record $73.7 billion dollars.
Research and Marketing
This section of research data and marketing focus of our product is where we have our marketing Product grid and segments for our products.
Market-Product Grid Market Segments | Upper Class | Middle Class | Lower Class | Ages 4-35 | Ages 36 and Up | Basic Training | 3 | 2 | 1 | 3 | 3 | Advance Training | 2 | 2 | 1 | 2 | 3 | Convenience | 3 | 3 | 2 | 3 | 3 |
Market Segments
Market Segment | Unique Segment Needs | New Ideas | Grammar Schools | Beginner interactive tutorials | Integrated shared learning classes for Age specific ranges. | College | Intermediate tools For preparing to the work force. | Company driver exercises for better understanding of the business world. | Business’s | Learning and advance techniques and tools to advance in their field or alleviate workloads from others. | Integrated certification of Microsoft products to give self-satisfaction as well as work goals. |
Forecasted sales
Our forecasted sales for our product will be based on all versions. Pushing the business and school versions hard we anticipate selling enough copies in the US and World within 6 months to be turning a profit. At that time is not we need to re work marketing and reach more consumers.
Pricing
Some of our objectives for pricing are Encourage apple OS users to use Microsoft software based of virtual training software. Grow Microsoft image to be one stop operating systems for all users and business’s.
We have also had to consider constraints with pricing and some of the factors that we anticipate are. * Slow economy, Consumers are cutting back. * Tablet driven economy, Laptops and desktops not as popular. * Competition of doing Google searchers for tutorials.
Finally our final version price point to satisfy the company needs and be competitive to consumers will be. Being computer software there will be no discounts based off of geographic location * Home training version add-on $15 * School versions $70 * Business versions $95 * Volume licensing available for Schools and businesses could receive discounts based on ordered amount.
Our break Even costs will follow based on these costs. * Home- 100,000 * School- 10,000 * Business- 6,250
Distributions and Marketing Channels
Marketing Channels used would range from online retailers such as Amazon.com, Microsoft.com to retail stores. Computers stores, best buy, office max. The best intermediaries for our product will be middlemen, retailers and agents. The best channels and intermediaries for our target market will be Amazon.com and online retail stores.
The most profitable will be directly through Microsoft.com and digital downloads. Amazon,Microsoft,dell,asus,Toshiba,HP.Bestbuy,amazon.com, Microsoft.com. Target audience is all Microsoft end users as well as School and Business’s. The objective for the promotion is to get attract attention from all users and create a want/need for the new product. The promotional budget leading to launch will be capped at $1million dollars.
Advertising will be done through major TV and internet ads. Site banners and promotions with retail partners. Direct marketing can be offered by going to businesses and Schools and giving an overview and presentation. We can also do beta versions for people who sign up to try the product out.
The Promotion will be set to run for 3months prior for advertising and 6months of beta trails in separate waves for users to test out. Internet- largest user base to advertise to, web page banners, audio etc. Radio can reach massive audiences throughout a work day/week.
TV- Large audience could reach people who do not go on internet or commute to work and listen to the radio.
These will complement each other by attempting to cover a wide variety of audiences through all parts of the day.
The best consumer-oriented promotions that will work for this product will be a variety of Contests,samples,rebates and sweepstakes. Trade- Oriented Sales promotions will fall under Discounts and allowances will provide a great discount but offer the best chance of profit margarine.
Gantt chart
Revenue- revenue will be track monthly till we show a profit then will be done quarterly
Downloads- download will be kept weekly so we can see trends of sales and numbers.
Web site hits- Daily and weekly to monitor traffic to see if marketing strategy needs to be picked back up and
Server access- daily to monitor traffic to provide the best support as possible.
Bibliography
http://www.census.gov/hhes/computer/publications/2010.html
http://blogs.technet.com/b/microsoft_blog/archive/2010/06/25/microsoft-by-the-numbers.aspx
http://www.microsoft.com/investor/reports/ar12/shareholder-letter/index.html
Microsoft Training Wizard
BUSN319 Marketing
April 20, 2013
Table of Contents
Page
Background……………………………………………………………………………………..……………………………………………………...3
Strategic Plan………………………………..………………………………………………………………………………………………………...3 * Mission Statement * Non-Financial goals * Financial goals * Competitive advantage
Situational Analysis…………………………………….…………………………………………………………………………………………...4
Environmental Factors and Trends….……………………………………………………….…………………….……………………….4
Consumer Analysis……………………………………….………………………………………………………………………………………...4
Market Size…………………………………………..………………………………………………………………………………………………...5
Research and Marketing……………………….………………………………………………………………………………………………...5 * Market-Product Grid …show more content…
* Market Segments * Forecasted sales
Pricing………………………………………………………………..…………………………………………………………………………………...6
Distributions and Marketing Channels……………….…………………………………………………………………………………...7
Bibliography…………………………………………………………………………………………………………………………………………….8
Background
The Microsoft training wizard will build upon existing help tools but go the extra step in assisting all users with interactive training simulations. Users will be able to follow along with interactive training tools as well as specifically highlight items within any Microsoft program to get further assistance and help. The step by step training will allow home and basic users learn the functions that are needed to run the programs. Business and School intermediate and expert training can and will be added and allow home users the same options at later dates for a cost.
Microsoft founded in 1975, is the world 's largest software maker measured by revenues. It is also one of the world 's most valuable companies. With society playing a huge role in the direction and speed of technology, put Microsoft in the position to offer training on their software directly to the consumer.
Strategic Plan
Mission Statement
Provide innovative thinking tools for users and business’s to exceed beyond what is currently considered possible.
Non-Financial goals * Develop an interactive suggestion site to work with end users for improvements. * Provide live online training courses. * Develop business and school modules within 2 years.
Financial goals * Profit from the business and school modules with 3 years of release.
* Minimize marketing costs with advertising within Microsoft products. * Develop paid apps from tablets and phones.
Competitive advantage
The Competitive advantage Microsoft will be able to have over outside software or programs is with these tools being built in the users will have it at their fingertips. Microsoft will work with schools and businesses as well as all end users to be able to properly tailor the product to the economy needs.
Situational Analysis
The SWOT (Strength, Weakness, Opportunities, and Threats) analysis provides a brief description of the present environment in which Microsoft is operating. This is a quick overview of our position among internal and external forces influencing our operating strategies
SWOT Analysis | Strengths | Weaknesses | Internal Forces | * Microsoft name brand | * Developers and programmers staying up to date. | | * High end programmers | * Catching up in tablet user market. | | * Largest market share of operating system. | * Training/help tool re-marketing | | Opportunities | Threats | External Forces | * Technology driven society. | * Apple products.
| | * Large Microsoft user base | * High tablet user base. | | * User feedback to better product | * Other Online training systems. |
Environmental Factors and Trends
In Today’s growing society it requires and forces our company to stay ahead of the game and provide consumers with all the tools they need for software training at the tip of their fingers. Work forces and schools require the usage of all Microsoft programs over any other software program. By designing a tool attached to their operating system, the need to have to go to extra training course is eliminated.
Today’s on the go consumer base they training will be handy and easily accessible form any computer and Microsoft tablet. Allow the consumer to use and try our product at any time and location in the world.
Consumer Analysis
The Base product and standard help feature with be free to all Microsoft operating system users. However the more intermediate and expert level of help tool and training will be offered an added cost. This will be most likely purchased by schools and businesses as well as standard users that want to refine or make them self-more marketable.
The points of difference of the product for the group needs are. * Home users free version to learn basic functions. Advance to get promotion at work or make them more marketable in the work force. * School would utilize the intermediate and advance versions to help prepare students for college or possibly their careers. * Businesses would benefit from intermediate and advance for their workers to make the most of time management and also more efficient work.
Market Size
The market size for our product is global; being the most used operating system our product will reach the globe to businesses and home users.
In the United States based of a 2010 census report, there were 300k users they tested. 79% were laptop users and 20% desktop and 1% other devices. Based from Microsoft sales in 2010 150,000,000 million copies of windows 7 was sold worldwide. The market size potential worldwide for Training wizard is 150,000,000 plus users. 2012 fiscal year Microsoft grew to a record $73.7 billion dollars.
Research and Marketing
This section of research data and marketing focus of our product is where we have our marketing Product grid and segments for our products.
Market-Product Grid Market Segments | Upper Class | Middle Class | Lower Class | Ages 4-35 | Ages 36 and Up | Basic Training | 3 | 2 | 1 | 3 | 3 | Advance Training | 2 | 2 | 1 | 2 | 3 | Convenience | 3 | 3 | 2 | 3 | 3 |
Market Segments
Market Segment | Unique Segment Needs | New Ideas | Grammar Schools | Beginner interactive tutorials | Integrated shared learning classes for Age specific ranges. | College | Intermediate tools For preparing to the work force. | Company driver exercises for better understanding of the business world. | Business’s | Learning and advance techniques and tools to advance in their field or alleviate workloads from others. | Integrated certification of Microsoft products to give self-satisfaction as well as work goals. |
Forecasted sales
Our forecasted sales for our product will be based on all versions. Pushing the business and school versions hard we anticipate selling enough copies in the US and World within 6 months to be turning a profit. At that time is not we need to re work marketing and reach more consumers.
Pricing
Some of our objectives for pricing are Encourage apple OS users to use Microsoft software based of virtual training software. Grow Microsoft image to be one stop operating systems for all users and business’s.
We have also had to consider constraints with pricing and some of the factors that we anticipate are. * Slow economy, Consumers are cutting back. * Tablet driven economy, Laptops and desktops not as popular. * Competition of doing Google searchers for tutorials.
Finally our final version price point to satisfy the company needs and be competitive to consumers will be. Being computer software there will be no discounts based off of geographic location * Home training version add-on $15 * School versions $70 * Business versions $95 * Volume licensing available for Schools and businesses could receive discounts based on ordered amount.
Our break Even costs will follow based on these costs. * Home- 100,000 * School- 10,000 * Business- 6,250
Distributions and Marketing Channels
Marketing Channels used would range from online retailers such as Amazon.com, Microsoft.com to retail stores. Computers stores, best buy, office max. The best intermediaries for our product will be middlemen, retailers and agents. The best channels and intermediaries for our target market will be Amazon.com and online retail stores.
The most profitable will be directly through Microsoft.com and digital downloads. Amazon,Microsoft,dell,asus,Toshiba,HP.Bestbuy,amazon.com, Microsoft.com. Target audience is all Microsoft end users as well as School and Business’s. The objective for the promotion is to get attract attention from all users and create a want/need for the new product. The promotional budget leading to launch will be capped at $1million dollars.
Advertising will be done through major TV and internet ads. Site banners and promotions with retail partners. Direct marketing can be offered by going to businesses and Schools and giving an overview and presentation. We can also do beta versions for people who sign up to try the product out.
The Promotion will be set to run for 3months prior for advertising and 6months of beta trails in separate waves for users to test out. Internet- largest user base to advertise to, web page banners, audio etc. Radio can reach massive audiences throughout a work day/week.
TV- Large audience could reach people who do not go on internet or commute to work and listen to the radio.
These will complement each other by attempting to cover a wide variety of audiences through all parts of the day.
The best consumer-oriented promotions that will work for this product will be a variety of Contests,samples,rebates and sweepstakes. Trade- Oriented Sales promotions will fall under Discounts and allowances will provide a great discount but offer the best chance of profit margarine.
Gantt chart
Revenue- revenue will be track monthly till we show a profit then will be done quarterly
Downloads- download will be kept weekly so we can see trends of sales and numbers.
Web site hits- Daily and weekly to monitor traffic to see if marketing strategy needs to be picked back up and
Server access- daily to monitor traffic to provide the best support as possible.
Bibliography
http://www.census.gov/hhes/computer/publications/2010.html
http://blogs.technet.com/b/microsoft_blog/archive/2010/06/25/microsoft-by-the-numbers.aspx
http://www.microsoft.com/investor/reports/ar12/shareholder-letter/index.html