Marketing strategy Assignment Example | Topics and Well Written Essays - 1000 words

Marketing strategy - Assignment archetypeMacro and Micro Environmental Analysis PESTEL The PESTEL analysis is performed to analysis the macro environment of the industry. The PESTEL analysis provides a frame within which the strategic thinking of the company for the future takes place. The analysis sets boundaries and expectations (Burke, Clarke, et.al, 2008, p.27). Political factors of the US software package package industry seem to be stable. The government has promoted the IPR protection as the US software industry visualise a loss of about $12.8billion due to inadequate protection (Brown, et.al, 1995, p. 9). The US economical factor represents a strong GDP rate of $47200. In the market oriented economy, private firms and individual dominates the line. US business enjoys a better flexibility than the other parts of its counterparts (Central Intelligence Agency, n.d). With the population becoming savvier about the software industry there has been a steady rise in the software applications and industry. The social factor of the US has demanded the country to produce much software application. The technological factors of US software industry have enabled it for the planetary distribution of software management teams. With a technological advance the software industry has been able to gain a new phase in the software industry. ... Legal factors include compliance with issues like devote Source Initiatives. The companies are following the source code to protect it against any threat. Also the use of vicious software is prohibited. Product-market industry analysis The product market industry is analyzed with the help of two dimensions and their extremes which is the product-market ground substance. This matrix explores the two dimensions Product and Market (Lowy & Hood, 2004, p.134). Figure 1 Product-Market Matrix (Source Lowy & Hood, 2004, p. 135) Microsoft with the launch of Windows 7 Phone has hump up with a product development and hence its produ ct Windows 7Phone would fall under the first quarter-circle of Product development. Microsoft has understood the irrefutable relationship with its customers and also the goodwill and thrust that accompany it. When ZuneHD was launched it gained a positive feedback and thus Microsoft also expect the same from its 7 phone. With a growth in mobile phone, it has set out a major computing platform for big giants like Microsoft, Apple. The market of Smartphone is expected to grow by 705 thus investment in this growing sector would help Microsoft gain profits and revenue as well as capture the market share. The new product, Windows 7 Phone, resents a lot of information more clearly and its easy to navigate. Therefore the product development by Microsoft is its new Windows 7 Phone. antagonists analysis The competitor analysis aims to evaluate the company with its peer group with a creator to analysis the companys positioning with its competitors. Microsoft top competitors are Apple and G oogle. Apple known for its innovation, with its flex of iPhone has revolutionized the mobile industry. Also with its innovation in desktop and laptops