transformation over the past seven years. Surpassing rivals Dell and Acer‚ Lenovo became the world’s second largest pc vendor behind Hewlett Packard in its fiscal year of 2011. Recently‚ new target market segmentations have been established to endure this rapid trend of accomplishments. Lenovo’s current target markets include city customers‚ rural customers with strong brand awareness‚ customers with advanced concepts and a high level education. Amongst city consumers according to Claritas‚ the
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The case against Microsoft was brought buy the U.S. Department of Justice‚ as well as several state Attorneys General. Microsoft is accused of using and maintaining monopoly power to gain an unfair advantage in the market. The case has been under observation for a long time‚ but the Justice department is having trouble coming up with substantial evidence against Microsoft. Specifically‚ the Department must prove:<br><li>That Microsoft has monopoly power and is using it to gain unfair leverage in
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call Microsoft. We see that personal computing is a path to the future. In 1975‚ Gates and Allen form a partnership called Microsoft. Like most start-ups‚ Microsoft begins small‚ but has a huge vision—a computer on every desktop and in every home. During the next years‚ Microsoft begins to change the ways we work. Starting in 1980‚ Microsoft formed an important partnership with IBM that allowed them to bundle Microsoft ’s operating system with computers that they sold‚ paying Microsoft a royalty
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Summary: All companies use a specific positioning strategy when advertising their product. This strategy tells their customers and potential customers what feature of their business they want to be focused on. Allstate wants their customers to focus on the quality level of their product while State Farm and Progressive wants people to focus on certain attributes of their products. 21st Century wants potential customers to focus on their low prices and high quality of their insurance while The General
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the early 1970’s two young men stumbled upon what would one day‚ be one of the top companies within its market. Paul Allen and Bill Gates‚ founders of Microsoft Corp‚ had a vision that every household would own a personal computer‚ and they were going to be the ones to help make that possible through the development of computer software. Microsoft was first able to get a foot in the market when IBM approached them in June of 1980 about developing an operating system for their new line of personal
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Segmentation Demographic Middle to High level income adults Benefit Everyone seeks for having pleasure from the icecream Direct Sets of Competition Brand with similar target market and segmentation Panda Magic Golf Bravo Indirect Sets of Competition All other ice creams brands can be seen as indirect competitor of Magnum Even Algida’s Cornetto can be indirect competitor Positioning Map Perceived Quality x Magnum x Cornetto x Bravo
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1. How has Microsoft responded to competitive threats and opportunities in the past? What patterns do you see? Microsoft typically entered markets when it realized potential of dominance. The second time IBM asked Gates to build them an OS‚ Gates saw potential‚ believing that the OS would become a standard that other manufacturers could use as well. Microsoft bought DOS from another software vendor‚ modified it and licensed it to IBM. Gates held onto the copyright‚ and as he predicted he was
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The Microsoft Antitrust Case A Case Study For MBA Students by Nicholas Economides* Revised April 2003 Abstract This case study discusses briefly the economic and legal issues pertaining to the antitrust case of the United States and a number of States against Microsoft. * Stern School of Business‚ New York University‚ New York‚ NY 10012‚ (212) 9980864‚ fax (212) 995-4218‚ http://www.stern.nyu.edu/networks/‚ neconomi@stern.nyu.edu Copyright ©‚ N. Economides 2 Contents 1. 2. 3. 4. 5
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The facts of the case 18 States and the Justice Department brought suit against Microsoft to "eliminate Microsoft’s unlawful practices‚ to avoid recurrence of similar practices and to restore the competitive threat that middleware products posed prior to Microsoft’s unlawful conduct. The procedural history of the case Microsoft grew the government’s attention in 1991‚ because word was that it was abusing its monopoly in the PC operating system market. The government had the FTC conduct an inquiry
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“ Basic marketing strategies consisting of market penetration‚ market development‚ product development‚ or diversification. Market development is a strategy involving the search for and exploitation of new markets for a product. Diversification is the process in which a company begins to engage in a new and different type of business. Market penetration is the percentage of a total market which the sales of a company cover. Product development is the process of improving an existing product line
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