... 1. Exective summary This case study discusses the business strategies used by Apple, Microsoft and Google in internet industry。Everyone know the Internet has developed into an enormous information infrastructure. This new economy is driven by a relentless force of technological and conceptual innovations stemming from an innumerable number of parties scattered around the globe. Its speed of change and innovation make it to a highly competitive arena. Apple, Microsoft and Google have been the most successful companies within this arena for a long time. Throughout the previous decades, they have internalized the economic laws and technological characteristics of the Internet in their business thinking. Their strategies and competitive moves did not only form the information economy as we know it today, but do also provide showcase examples of how profitable market positions can be achieved in the Internet. Table of content Introduction My report answers some questions: How did Apple, Microsoft and Google successfully navigate and define the competitive arena of the Internet? Which roles did their unique strengths play for their business strategies? Which specifics of the Internet did they have to account for? Last, how to used 4Ps sustain their competitive advantages within such a hostile environment? Development strateies of Apple, Microsoft and Google Apple was founded in 1976 by Steve Jobs and Steve Wozniak; stressing the importance...
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...450 Game Console Brand Equity An analysis of forces involved in Xbox, Playstation and Nintendo brand equity Game Console Brand Equity An analysis of forces involved in Xbox, Playstation and Nintendo brand equity Introduction The successful marketing and revenue generation of products is governed by a host of tangible and intangible factors. As marketing analytics research continues to develop theories and models for uncovering these important components of the product sales cycle, certain components differentiate themselves through importance and impact. Brand equity is one such component and can be described as “the added value endowed on products and services…reflected in the way consumers think, feel and act with respect to the brand” (Kotler & Keller, 2012, p. 243). In an effort to better understand brand equity, this paper analyzes the brand equity properties of the three primary gaming consoles in the United States. The analysis of the gaming console platforms from Microsoft (Xbox), Sony (PlayStation) and Nintendo (Wii) is specifically important and revealing because of several factors. First, the initiation of this paper coincides with the unveiling and soon to be released newest additions to the Microsoft and Sony fleet of gaming consoles, specifically the PlayStation 4 and Xbox One. In addition, the three platforms are widely used devices with significant brand loyalty, salience, feelings and resonance among their vast user bases. Finally, the items...
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...| Company Write-up: Xbox 360 | Built for Fun | | Michele Herriman | Principles of MarketingDr. Dennis Pedrick | 4/18/2011 | | Company History The Microsoft Corporation, as many people know, is one of the world’s leading computer software manufacturers. Headquartered in Redmond, Washington, the company is known for developing, manufacturing, licensing, and supporting a range of software products and services for various computing devices worldwide. Established in 1975 by Paul Allen and Bill Gates, Microsoft began developing interpreters for microcomputers. By 1980, Microsoft entered the operating system business after signing a contract with IBM, which resulted in the branding and ownership rights of MS-DOS. By 1984 Microsoft had developed its first version of the operating system Microsoft Windows, and by March of 1986, the company had gone public with its stock. Today Microsoft has expanded to much more than just the familiar Windows Operating Systems, such as Windows 7 and Windows Vista. The company also provides enterprise consulting and product support services, training and certification to developers and information technology professionals. The company offers online information products, such as Bing and MSN, and an online advertising platform for publishers and advertisers. More recent products include the Windows Phone and the Zune digital music and entertainment platform, and application software for Apple’s Macintosh computers...
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...The Marketing Mix: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market.The 4 Ps of marketing are Product, Price, Promotion and Place. Let’s understand first the meaning of these terms and how are these vital to understand before the product is pitched in market. 1. Product: Whether you sell a mobile phone, a hair conditioner, soap or anything else, you first need to understand what your product is. This explains the unique selling preposition of the product and how that product is different from the other competing products in the market. 2. Price: Once you have completely understood the product, then the price is the next thing that needs to be determined. Price will also then determine how you decide o place the product and what will be the method of promotion. Price will also determine the profit amrgins and eventually the top line and the bottom line will also be affected by the price you set for your product. 3. Promotion: Now you have a product and the price for it, it can now be decided how the product is going to be promoted. There are several methods to promote a product for example there are traditional ways of promoting the product like newspaper, TV advertisements, radio advertisements, hoardings etc. and then there are the modern ways of promoting the product like online promotion, social media promotion on Facebook & Twitter, advertising through the mobile applications, push messaging...
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...identify and address the key issues in the case while preparing the case analysis note for each case before the discussion in the class. Session No & Date 1&2 PV Technologies Inc: Were they asleep at the Switch? 1. What could be the reasons for the unfavorable evaluation of PV technologies by Greg Morgan? 2. Evaluate alternative course of action available to PVT to gain favorable evaluation by Solenergy for the Barstow Project? 3. What short term and long term policies and processes should PVT develop and implement to effectively improve its marketing programs? 3 Kunst 1600 1. What are the major, quantifiable value and price elements associated with the Kunst 1600? What additional value placeholders, elements not presently quantified, merit consideration in your value model? Construct a customer value model for the Kunst 1600 in the residential AC, home refrigerator, and light commercial refrigerator repair market segments. Using your value model, select a target market segment(s) for commercialization efforts. Justify your choice. Case: Preparation Questions 2. 3. 4. 4 5. Write a value proposition for the Kunst 1600 for the target market(s). SAP: Building a Leading Technology Brand 1. What should SAP stand for? What is its brand promise? 2. Would you make any changes in the branding elements? SAP brand architecture, logos? 3. How can SAP ensure consistent messaging and consistent look and feel in all SAP communications worldwide? 4. How can SAP leverage its brand to...
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...action available to PVT to gain favorable evaluation by Solenergy for the Barstow | | |Project? | | |What short term and long term policies and processes should PVT develop and implement to effectively improve its | | |marketing programs? | |3 |Kunst 1600 | | |What are the major, quantifiable value and price elements associated with the Kunst 1600? | | | | | |What additional value placeholders, elements not presently quantified, merit consideration in your value model? | |...
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...“Where Nokia Went Wrong?” Sept 3, 2013 marks the end of an era for Nokia as the world’s leading global cellphone provider. After years of dominance, Nokia has agreed to let Microsoft “substantially” purchase its devices and license patterns for $7.2 billion. While people are still busy weeping and speculating the meaning behind this “partnership”, let us not deny the two important factors that lead to today’s tragic news for Nokia- resistance to smartphone innovation and lack of marketing focus in innovation success. I. BACKGROUND Nokia is the multinational corporation originated from Finland, a leading provider in mobile devices, services and telecom contents. In today’s fast changing global market, it also offers Internet services, navigation services and digital mapping information. Nokia operates mainly in Europe and Asia and currently employed 130,050 people as of December 31, 2011 (MarketLine, 2012). Mission and Goals Nokia’s mission is legit: “Connecting People”. That is, to provide great connections worldwide through strong mobile products and services. The corporation’s culture is developed from four main core values: Ideas, Energy, Excitement and Opportunities - which inspire them to stay strong over the last 150 years of operating (TechoPro). Following the partnership with Microsoft this year, Nokia hopes to strengthen its financial situation and accumulate resources to focus more on: NSN – “network infrastructure and services”; HERE- “mapping and location...
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... | |Response to Task A: TeraTech will increase company profits and maximize shareholder wealth by, utilizing strategies to optimize | |customer services and their business processes while engaging the support of vital stakeholders. | |Topic A: Entellium Ltd.- Sharena Barriga | |Response to Topic A: | |Entellium Ltd. is a Malaysian firm and new hosted CRM service provider. The firm formally announced their intentions to tap into | |the North American market for hosted sales, marketing and customer service applications. Entellium’s target includes small and | |midsized businesses and departments of larger organizations. Like TeraTech, the firm’s problem lies in the fact that the hosted CRM| |market is already crowded and is concerned with the ability to keep up with there competitors. Entellium is a small company in | |comparison with to their competitors with just 100 customer and 3,000 users mostly in the Asian Pacific Region (Callaghan, 2004). | |In order to successfully compete in such a competitive market, Entellium will continue to develop their product in Malaysia while | |only moving their headquarters to Seattle. This will enable the firm to reduce their prices significantly charging $59 per month...
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...computing, into markets such as music, mobile phone and tablet. With the ever changing economy, Apple will continue to innovate and update their products chnologies in order to keep From a small firm to become a big one and then go on to become the biggest among all has only been achieved by a few brands. The financial success of such brands depends heavily on combined efforts of their financial strategies and their marketing efforts. One thing common between all these successful brands is a high degree of brand loyalty. Companies now understand that marketing plays a major role in their overall success and so now have dedicated chief marketing officer. They understand the functions close to the customers are either sales or marketing. Sales is a direct interface among customers and products offered by companies where as marketing is an indirect interface between customers and the company. In today’s time each product has an ‘n’ number of substitutes through which the customer get to decide which product meets their requirements. So it is vital to make sure that marketing efforts are more on the changing needs of today’s customers. Formerly known as Apple Computer Inc, Apple was originated in Cupertino, California on April 1st 1976. It was established by Steve Jobs, Steve Wozniak and...
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... This report will provide several research findings and discussion of large scaled organizations utilizing integrated marketing communication tools whilst measuring the environment (context) that they operate under while providing several suggestions of improving their communications to parties internally and externally. There this group is consisted of 3 members and the chosen industry and organization for this report is gaming consoles; Microsoft Xbox. While conducting our research on the context of the industry and Microsoft Xbox, several marketing tools were used to acquire this information. With the utilization of Asteroid Tabulation, we were able to acquire supporting information on consumers. This information would involve the use of the Roy Morgan surveying data base. By conducting marketing research through the use of Asteroid and Roy Morgan resources the group was able to determine and observe formalities, and purchase and consumer behaviour of the customers. Other areas of context of the gaming console industry were analysed, one of the areas included the way Microsoft Xbox has communicated to prospective customers and current customers. In terms of marketing perspective; we will discuss the ideologies and perspective Microsoft Xbox are communicating to their customers. A situation analysis is also conducted in terms of the environment Microsoft and other gaming console company’s face. As competitors also determine the behaviour of how a corporation will behave...
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...Competition from Substitutes: High * Google may have a competitive advantage over the rest of the search engines, however being so easy to select a different search engine and with Microsoft trying to forward its own product through its operating system, might change the figures in the future. Threat of Entry: Medium-high * New search providers might concentrate on localized search and succeed into getting a niche in that area, however when it comes to global search there is a high entry barrier due to the large scale of information and infrastructure already acquired by the biggest companies. Rivalry between Established Competitors: Medium * Currently the four biggest search engines are Google, Microsoft’s Bing, Yahoo, and AOL. However, Google has the largest piece of the market and seems to be ahead of the others with Bing being on the rise and the rest three very close to each other. Smaller ones such as Altavista, Lycos and Excite do not seem to pose a direct threat to any of the biggest four. Bargaining Power of Buyers: Low * Advertisers recognize that the biggest providers together concentrate the largest number of searches, around 95% of the total. Therefore there is no room for negotiating advertisement prices. Also, even if a few users change search engine, it is unlikely to have any effect. Bargaining power of Suppliers: Low * The essence behind the search engines is their computer infrastructure. The biggest companies have such wealth that...
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...strategies, operations and innovations of Apple, google and Microsoft. 2. Why is mobile computing so important to these three firms? Evaluate the mobile platform offerings of each firm. 3. What is the significance of mobile apps, app stores and closed vs. open app standards to the success or failure of mobile computing? 4. Which company will prevail in this epic struggle? Justify your answer. In this triangular fight, at one point or another, each firm has allied with one of their two major foes to team up on the third. Two of the firms – google and Apple – are determined to prevent Microsoft from expanding its dominance beyond the PC desktop and onto the new mobile platform. But when it comes to mobile phones and apps, Google and Apple are enemies: both want to dominate the mobile market. Apple and Microsoft are determined to prevent Google from extending beyond its dominance in search and advertising. So Apple and Microsoft are friends. But when it comes to the mobile marketplace for devices and apps, Apple and Microsoft are enemies. Google and Microsoft are just plain enemies in a variety of battles. Google is trying to weaken Microsoft’s PC software dominance and Microsoft is trying to break into the search advertising market with Bing. http://techcrunch.com/2014/04/30/google-takes-on-microsoft-for-productivity-dominance-of-apples-mobile-platform/ http://www.pcworld.com/article/2026541/why-microsoft-must-become-apple-and-google.html http://www.ifb.unisg....
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...Google Marketing Strategy. Google Inc., starting from just a smart algorithm, has developed a totally new business model, has become in a few years the world leading search engine, has developed winning applications as Google Earth, Google Video, Google Maps, Gmail, and is enjoying a huge success. Google, starting from scratch, has won the challenge against a giant like Microsoft and against the previous search engine market leaders Yahoo, Lycos, Altavista, Excite. Google Market Capitalization. In nov 2007 Google Inc. was the 5th biggest US company, considering stock market capitalization. In nov. 2007 Google shares had topped $700. Google stock market capitalization in nov 2007 was $230 billion, in July 2008 was $170 billion. By comparison in July 2008 Microsoft stock market capitalization was $240 billion, General Electric market cap was $270 billion, Exxon stock market capitalization was $450 billion. The key question is: why the Google Business Model is a winning Business Model? The answer is a complex one, and involves more factors. It's a mix of smart decisions, excellent marketing strategy, great advisors, highly innovative and risky business model, and great products. These are the key resons why the Google Business Model won: 1.- Google had - and still has - a simple, clean, clear, minimalistic user interface. no frills, just the logo and the search box - easy and fast to load. And this was a key feature with the slow internet connections...
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...Introduction to Marketing Principles Coursework [pic] Introduction Microsoft Corporation is a multinational corporation which competes in several worldwide markets. Microsoft Corporation specialise in products ranging from computing software to mobile hand-held devices. It started off as a relatively small company, where they exclusively specialised in computing software. The corporation officially began in November 1976, when the 'Microsoft' trademark was registered by Bill Gates and Allen. There was a key breakthrough deal, which without Microsoft Corporation would not be what is today. This breakthrough deal took place in 1980. Bill Gates had agreed to produce the operating system for the personal computer. The personal computer was being developed by IBM, at the time IBM was the monopoly of the computing world. Microsoft had not signed or endeared itself to make the deal of producing the operating system exclusive to IBM. It meant that Microsoft had retained the option of producing the operating system for other large companies. This was a key occurrence as it allowed Microsoft to expand at a rapid pace and supply its operating system to other companies. The choice of Microsoft by IBM effectively brought Microsoft from anonymity to fame. It quickly expanded and became a large computing software company. Microsoft was then released in 1989. This immediately had an impact as this computing software was specifically designed for to be used with...
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...analyze data from different points of view and turn it into useful information that can be used to increase revenue, cut costs, or both (Jason.Frand, n.d.). In today’s environment, competitive businesses use what is known as “Predictive Analytics” to perform mining and analysis of their data. In fact, predictive analytics is a form of data mining that if used properly can automatically sort and index a company database to create a predictive model based off corporate knowledge (Eric Siegel, 2005). Predictive Analytics use business intelligence technology to produce a score known as a predictor, which is a measurable value for every customer or organizational element. Once data records such as where, when, and how purchases are made are correlated, a predictive predictor or score is created. This predictor, in conjunction with other information, can assist in informing businesses what actions to take in order to get the consumer to purchase the goods they are offering. In fact, the proper utilization of predictive analytics can optimize marketing campaigns, improve web site behavior, reduce customer response times, increase revenue, and cut costs. The way companies and customers interact and perform their daily business has changed throughout the years. No longer are there mom and pop local deli, the bar where everyone knows your name, or the little old shopkeeper who knew everything about his customers and how to interact with them when they entered the store. Now, understanding...
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