Marketing大作业评估微软新产品进入的变量英文

ThelatestrevisiononNovember22,2020Marketing大作业评估微软新产品进入的变量英文MicrosoftCorporation15700NE39thStRedmond,WA98052USAMr.GatesMicrosoftCorporation15700NE39thStRedmond,WA98052USADearMr.BallmerAttachedisthereportyourequeston14Mayanalyzingtheviabilityofthebusinessopportunity.Wehavedonealotofresearchonmakingourmarketingplan.Thereportprovideddetailsontheprocessesthatweanalyzingtheviabilityofthebusinessopportunityandtherecommendationshowwecanimproveourproducts.OurreportprovedthattheChinamarketissuitableforMicrosofttoenterinto.AndMicrosoftneedstotakeadvantageofthegoodenvironmentaroundit.MicrosoftCooperationhasmoreadvancedtechnologiesthantheothercompetitorssothatthereareseldomcompetitorscandefeatMicrosoft.However,asabigfirm,Microsoftneedstoundertakemoresocialityresponsibilitytofeedbackthesociety.Wehaveanalysedthevariabilitythrough7aspectstodecideifMicrosofthastheadvantagestocompetewithotherfirms.WehavemadeoutalotofadvicesinthereportforMicrosofttoadapttothesituation.Wediscussthesepointsindetailinthereport.Preparingthereporthasbeenvaluableandchallenging.Ifyouhaveanyquestion,youcandiscussthequestionwithmeandIwillgiveasatisfyinganswer.YourssincerelyZhouXiangnanAREPORTONassessingtheviabilityofthebusinessopportunityofMICROSOFT,2012Preparedfor:Mr.BallmerSubmitted:14May,2012,Preparedby:ZhouXiangnanSummaryThisreportwascommissionedbyMr.BallmertoassessiftheChina’senvironmentissuitableforMicrosoftCooperation’snewproducttoenterintothemarketofChina.ThepurposeofthisreportistohelpthemanagementinestimatingtheviabilityofthebusinessopportunitywhenMicrosoftCorporationintendstoselltheWindows8operatingsysteminthenewmarketofChina.ThisreportprovidesanassessmentofthevarietiesofenvironmentofChinaanditalsoreferstosomefindingsandpotentialimplicationsMicrosoftCooperationneedstonote.Afterassessthesevenvarietiesoftheenvironment,thereportfindsthatChinaissuitableforMicrosoftCooperationtoenterintotopromoteWindows8.ThereportfindsthattheeconomicsofChinaisdevelopingquicklyanditprovidesmanyopportunitiesforWindows8,whiletherapidlydevelopingoftheeconomicsofwillalsochallengethepositionofWindows8.Thepolitical,legalandregulatoryenvironmentisnotverygoodforWindows8topromotesinceChinahasputforwardAntitrustLaw.What’smore,MicrosoftCooperationhasthesuspicionofmonopolizingthecomputersystemandmanyothercountrieshavesuedMicrosoftcooperationformonopolizingthisindustrywhichcanbeprovidedforChinagovernmenttosuetheMicrosoftCooperation.ThesocialandculturalenvironmentshavelittleeffectsonthesalesofWindows8becausemanypeoplewillusethecomputers.Theclimateandreligionsdonotobstructtheuseofcomputers.TechnologicalenvironmentwillaffecttheproductsofMicrosoftcooperationgreatly.AsanITcompany,thedevelopmentofthetechnologiescanenhancetheabilitiesofcreativity.IntheContemporaryenvironmentalconsiderationsaspect,MicrosoftCooperationalsoaffectstheenvironmentaroundgreatly.SochangethetraditionalwaytoproduceproductsitnecessaryforMicrosoftCooperation.CompetitiveenvironmentshowsthatAppleandGooglearethebiggestcompetitorsfortheMicrosoftCooperation.Thethreeproductsallhavetheirownfeatures.InternalevaluationshowsthattheproductsofMicrosoftCooperationaremoresuperiortotheothertwocompanies’products.Theenvironmentanalysismethodisappliedtousetoanalysethemanykindsofviabilitiesofthebusinessopportunityinsevenaspects.AndthePESTmethodisalsoappliedtoanalysethemicro-environmentaroundthefirm.Porter’sfiveforcesmodelisusedinthereporttoanalysetheintensityofthemarketandifMicrosoftcansurviveinthecompetition.Recommendationshavebeenmadethat,ifimplemented,shouldminimisetheproblems.Microsoftneedstotakeadvantageofthegoodenvironmentaroundit.MicrosoftCooperationhasmoreadvancedtechnologiesthantheothercompetitorssothatthereareseldomcompetitorscandefeatMicrosoft.Inaddition,asabigfirm,Microsoftneedstoundertakemoresocialityresponsibilitytofeedbackthesociety.Thankyouforprovidingustheopportunitiestoworkwithyouonthisprogram.Wewillbegladtodiscussanyquestionsifyouhave.TABLEOFCONTENTSpageSummary……………………………………………………………………………………………4TOC\o"1-3"\h\z\uAppendicsAuthorisationandAimoftheReportMr.BallmerrequestedthisreportonMay14,2012.TheaimofthisreportistohelpthemanagementinevaluatingtheviabilitiesofthebusinessopportunitybeforeMicrosoftCorporationintendstoselltheWindows8operatingsysteminthenewmarketofChina.Itwillalsoprovidesomestrategiesandrecommendationstominimizetheproblemsofourproducts.limitationsTheenvironmentsofthemarketarefickle,sowhenyoureceivethereport,thereportmaybenotthesameasIclaim.AndmywritingEnglishmaybenotverygood.Soifyouhaveanyquestion,Iamgladtodiscussthequestionwithyou.ScopeThereportwillassesstheviabilityofthebusinessopportunityoftheWindows8operationsystemwhenMicrosoftputsitsproductsintheChinamarket.Iwillusetheenvironmentanalysismethodtoassesstheviabilityofthebusinessopportunityinsevenaspects.AndIwillalsomakesomestrategieswhichwillimproveoursituationandreputation.Atlast,thereportalsogivessomerecommendationstoimprovethesituationsthattheWindows8operationsystementersintoChinamarket.Icollecttheinformationfrommanyways,whilethemostofinformationiscollectsfromtheinternet.BackgroundBackgroundofMicrosoftCorporationMicrosoftCorporationistheforerunnerofthedevelopmentofthepersonalcomputersoftwares,andthecompanywasfoundedbyBillGatesandPaulAllenin1975.Atpresent,MicrosoftCorporationisthebiggestcomputersoftwaresupplierintheword.Thereareatleast64,000employersareworkingfortheMicrosoftCorporationdirectly,andthevolumeofbusinessreachedbilliondollarsin2009.ThemainproductsandservicesareWindowsoperatingsystems,InternetExplorerandMicrosoftOffice.In1999,MicrosoftbegantooffertheMSNnetworkinstantmessagingclientprogramandbegantoofferXboxtoparticipatethegameterminalCompetitionin2001.Nowadays,Microsofthas7corebusinesses:Windowsoperatingsystems,Windowsserversystem,Microsoftoffice,tooldevelopment,MicrosoftBusinessSolutions,gamesandXboxandWindowsMobile.oftheWindows8OperatingSystemTheWindows8operationsystemisatotallynewproductwhichisimprovedonthebasisofWindows7operationsystem.Thesystemaimstomaketheoperationofthedailycomputersimplerandshortcutanditcanalsoprovideanefficientandconvenientworkingenvironment.TheWindows8operationsystemwillsupportthechipframeworkfromIntel,AMDandARMwhichmeansthattheWindows8operationsystemstarttostrideforwardmoreplatformsincludingpersonalcomputerandtabletpersonalcomputer.TheWindows8operationsystemhasmanynewfeatures.Windows8enterpriseeditioncanrunsintheUSBflashdiskwhichismuchofimportancefortheinformationtechnologypeopletochangetheworkingenvironmentatanytime.Hibernationfunctionisanewfunctionwhichcanaddthelaunchspeedofthesystem.ChooseChinaIchooseChinaasthetargetcountryduetoChinaisabigcountryandithasauniquemarket.AndMicrosoftCorporationhasproducedaWindows8ChinaeditionforChinabecauseoftheChina’suniquemarket.Itissuitableformetowritethereport.EnvironmentAnalysisEconomicEnvironmentAnalysisofMarketDevelopmentFigure1showsthatin2010,theGNIpercapitalhadreached$4260,soChinabelongstouppermiddle-incomecountriessincetheGNIpercapitalofChinabetween$3946and$12195.Figure2showsthatthepercentageofprimaryindustryis%,thepercentageofsecondindustryis%andthepercentageofthirdindustryis%.MacroeconomicConditionsTheMacroeconomicpresentsagoodconditionthattheeconomicsisslowlyfirmup.Internaldemandfirmsupobvioussincetheinvestmentandconsumingbecomethemainpowerstomaketheeconomicsincrease.Theinvestmentisgrowingrapidlyandtheproductionofindustryisspeeding.Inaddition,therangeofdecreasingoftheisslowingdown.TheFigure4showsthatthebalanceofpaymentspresentsthetradeisincreasinggreatly.Recentyears,thebalanceofpaymentsofChinaalwayskeepingcurrentaccountsandthecapitalandfinancebothsurplusandthescaleiskeepingexpanding.Nowadays,theexchangeratebetweenU.S.dollarsandRMBisdecreasingwithsmallfluctuation.SizeAnalysisTheFigure3showsthattheGNPofChinainisTrillionRMBandGDPisTrilliondollarsin2010.Andfromtheincomeaspect,in2010,theofChinais1100dollars.Thefamilyincomepercapitaofurbanresidentsreached21033RMB,whilethefamilyincomepercapitaofruralresidentsreached5919RMB.Thedisposablepersonalincomeofresidentis10046RMB.Fromtheconsumptionaspect,theconsumerspendingofresidentswasTrillionRMB,whilebecauseofrisingofpriceoffoodleadtotheEngel'scoefficientranched%in2010.Fromthepopulationaspect,Chinahasapopulationofbillionandthenaturalgrowthrateis‰.The15-64yearspeopleoldoccupyapercentageof%,0-14yearsoldpeopleoccupyapercentageof%andthepeoplewhoseageabove65yearoccupy%.MostpeoplearelivingintheeastofChinasothatthepopulationdensityisbigintheeastofChina.Respectivelyspeaking,theurbanizationlevelismuchhigherintheeastofChinaandintheseareastheinfrastructureisrelativelyperfect.Inthecommunicationaspect,theamountofbroadbandInternetaccesshadreachedaboutbillion,thespeedoftheincreasingofbroadbandInternetaccessisrapid(WorldBank).FindingsandPotentialImplicationsThelastingsurpluswillcausethe.dollardevaluecomparedtoRMB.AndwecanexporttheWindows8systemmoreeasilytoChina.Fromthenegativeside,ChinaisalwayssurpluswillmakemoreinternationalfrictionssothatitwillaffectthemarketofWindows8.TheofresidentsismoreandmorereasonableandtheEngel'scoefficientisgettingsmallerwhichpresentsthattheresidentsarespendinglessmoneyonfood,theybegintoenjoythelife.SothepeoplewillbuymorecomputersorsomeotherElectronicProductswiththewindows8system.Thedisposablepersonalincomeofresidentisincreasingyearafteryearwhichmeansthattheresidentshavemoreandmoremoneyforthemtobuythings,suchaspersonalcomputersorsomeotherwithWindows8.ThisphenomenonwillleadtomoreresidentsbecomethepotentialconsumersofWindows8.AndthemiddlepartofthepopulationstructureofChinaisverylarge,somanyofthemwilluseorbuythecomputerwhichwillprovideusagoodopportunityforustoenterintoChina.InChina,theeastareaisthemostwell-developedareaandhasthemaximumdensityofpeople,sotheseareasarethemostsuitableplacesforustodevelopsincetheseareashaveabigpopulationandbeequippedwithmanybroadbandInternetaccesses.Theseallconditionsprovideusagoodeconomicenvironmentforsellingourproducts.Political,LegalandRegulatoryEnvironmentsAnalysisPoliticalEnvironmentThepoliticalideologyofChinaissocialismandChinaiscarryingoutmarketeconomysystem.Theopticalsystemincludessystemofpeople'scongress,systemofregionalethnicautonomy,SystemofCommunityLevelSelf-GovernanceandChineseParty.ThemacroriskofChinaisthatRMBisappreciatingsothatimportisfavorableandtheexportisadverse.AccordingtotheJinghuanewspaper,thedutyofthelaptopreduced80%afterApril14.Nowadays,thebiggestconflictofChinaistheterritorialdisputeofYanhuanIslandbetweenChinaandPhilippines.TherewillbeanewelectioninChinain2012,whilethepartyinpowerisalwaysChineseCommunistsothebasicpolicieswillnotchange.WiththeunceasingprovocationofPhilippines,Chinamaychangethediplomaticstrategytofightback.Chinagovernmentdecidedtoput4trillionRMBtobuildinfrastructuresandaddbankcreditbefore2010.Accordingtotheultramoderntradelaw,thelaptopofthedutyis10%,anditislowerthanthelastyeardrastically.Sometimes,ourhome-countrywillrestrictChinainsomeindustriessincetheseindustriesmayimpactgreatlyinAmericanindustries.Chinajoinedintosomeinternationalagreements,suchas,WTOandAPECwhichcanpromotethecommunicationanddevelopmentofeconomy.LegalenvironmentChinaalsoneedstoobeytheinternationallaws,suchas,IMF,WTO,UNCITRALandISO.AmericaispayingattentiontotheintellectualpropertywhileChinapaysalittleattentiontoprotecttheintellectualproperty.Andthetwodifferenthavetwodifferentpatentlaws.SinceAugust1in2008,Chinaputforwardthetopreventthemonopolyphenomenon.andPotentialImplicationsThemarketeconomysystemwillmaketheoperatingsystemmarketmorefreedomwhiletherearemorecompetitionsforourproducts.WiththeappreciationofRMB,itisadverseforourcompanytoexportourproductstoChinawhilethecostwillbereduced.Withthereductionofthedutyofthelaptop,wecanexportmorelaptopstoChina,whileatthemeantimethecompetitionofthelaptopwillbemoredrastic.WhenChinachangesthediplomaticstrategyofPhilippines,wewillbeaffectedbythechanges,suchasthewarwilllimittheexportofChina.TheIncentivesandgovernmentprogramswillboostthemarketandbuilduptheconfidencesofconsumerssothattherewillbemorepotentialconsumersbuyourproducts.Whenthedutyoflaptopreduces,thecostsofthelaptopalsoreducesothatthepricewillalsoreducewhichcanstimulatetheconsumerstobuyourproducts.ThoughAmericadoesnotrestrictChinaontheelectronicsindustrydirectly,itwillaffectourcompanyindirectly.ChinaandAmericajoinintotheWTOandAPECcanserveourcompanywell,ourcompanycantakeadvantageofthecooperativeagreementstoenterintoChina.Ourcompanyneedstoobeytheinternationallaws,host-countrylawsandhome-countrylawssincetheselawsprovideawayforustoobeyorwewillbepunished.TheAmericanlawsareinourfavorwhiletheChineselawsarebadforprotectingourhigh-endproducts.TheprotectionandthehitpowerofChinesegovernmentarenotenough,sowhenweenterintoChinatopromoteourproductswewillsufferfromsomeloss.OurcountryhadbeenlitigatedbymanycountriessowhichprovideawayforChinatolitigateus,soweneedtoprepareforthissituation.SocialandCulturalEnvironmentsAnalysisTheSocialandCulturalEnvironmentsAnalysisThefirstlanguageoftheChineseisChinese,andmanyofthestudentsarelearningEnglish.Chinaisacountrywithmanyreligions,whilethemainreligionsareTaoismandBuddhism.Somereligionbehaviorswillaffectthepeople’sconsumptionpatternsgreatly,especiallyintheruralareainChina.Nowadays,Chinesepeople’valueispragmatismandmostofthemhavegrouppsychology.Therearemanymannersandcustomsexistinthebusinessnegotiations,suchasthetwopeopleneedtohavethesamepositioniftheyaregoingtoproceednegotiate.TheattitudeofaestheticsofChineseisthattheypayattentiontothebrandnameandmediamessagesofaproductratherthancolor,packagingsinceChineseemphasizereality.Chinacarriesoutnine-yearcompulsoryeducationandcollegeeducationwhichcanfosterlargequantitiesoftalents.Fromthesocialinstitutionsaspect,infact,Chinaisruledbyonlyonebigpoliticalparty—Chinesecommunistandtherearemanysmallsocialorganizationsinthesociety.AccordingtotheHofstede’sculturaltypology,thepowerdistantis80andChinesebelieveinpersonalpolicy-makingandpersonalresponsibilitysystemintraditional.FindingsandPotentialimplicationsInChina,manyoftheywillspeakChinese,soifwewanttodevelopinChina,weneedtorecruitsomepeopleknowChinesesothatmakecontractwithChinesepeople.TheChinesegrouppsychologycanhelpourcompanytopromoteourproduct,soweneedtotaketheadvantageofbrandeffect.Thepragmatismforcesushadtomaketheproducthavemorefunctions.Themanymannersandcustomsaredifferentfromourcountry,soweneedtoadapttothemannersandcustomswhenweenterintoChina.Andaccordingtotheattitudeofaesthetics,ourproductsmustbuildupourbrandtoattractcustomers.MostoftheChinesestudentshavepoorpracticalabilitybecauseoftheChineseeducationsothatweneedtotaketimetotrainthem.Itisdifficultforustoemployacapablemanagertomanagestaffs.InChina,weneedtofollowtheChinesecommunist’sinstructionsandtherelationshipwiththesocialorganizationwillaffectourbusinessoperations.Chinesepowerdistantdeterminesthatthemanagerswhenmanagingthecompanytheyshouldavoidtousemandatorywaytosolveconflicts.TechnologicalEnvironmentAnalysisTechnologicalEnvironmentAnalysisNowadays,Chinaisdevelopingthecountrywithtechnologyandeducationstrategy,sothetechnologiesaredevelopingquicklyintherecentyears.E-commercedevelopsrapidlyaccordingtotherelevantdates.CNNIC(2012,p.)statesthat‘thereareatleast527millionnetizensinChinaandthecellphoneusershavereach360millionuntilMarch2012’.Chinaisabigcountry,whilethee-commercecanhelptoovercomethebarrierofgeographicaldistance.InChina,thetechnologyisthefirstproductivityanditprovidesawayforfactoryandcompanytocustomize.Theimprovementofproductivitycanimprovetheproductqualityandoutput.Manyindustryareusingtheinternetasamediatopromote,Internethasbeenthebiggestplatformintheworld.InChina,therearenotmanyfamousbrandsandtheinteractivecommunicationistheimportantdrivingforceofrebuildbrands.Intheaspectofprice,thedevelopingtechnologycanreducethetransactioncostandshippingcost.Andcompaniescandistributeproductsandserviceswithoutboundaries,theretailchannelsarediversified.andPotentialimplicationsAsatechnology,thedevelopmentofthetechnologyofChinaissuitableforourcompanytodevelopourproducts.Theextensivenetizensprovideustheopportunitiestopromoteourproducts.Wecantakeadvantageofe-commercetodevelopourbusiness,whileweneedtofacethepotentialrisks,suchas,theattacksfromtheoutside.Newtechnologycanenhancethecorecompetencyofourcompanyanditmakesitpossibleforourcompanytoproducealargequantityofproductsinashorttime.Andthedevelopmentoftechnologyallowustoservicethecustomersinanywhereintheworld.Internetplatformcanbringopportunitiesandchallenges,itmeansthatwecanpromoteourproductsthroughtheInternetplatformandwehadtofacethevariouskindsofInternetadvertisementsofothercompanies.Theinteractcommunicationrequireustomeetthenewmarketsegmentneeds.Thediversifiedretailchannelscanmakeourcompanytodistributeourproductsmorequicklywhilethecostmaybemoreexpensive.EnvironmentalConsiderationsAnalysisEnvironmentalConsiderationsAnalysisSincethetraditionalconsumptionpatternsmaketheenvironmentbecomepoor,Chinaisadvocatinggreenconsumption.Nowadays,Chinaispayingmoreandmoreattentiontotheenvironmentprotection.ManyoftheindustriesinChinadonotcareaboutiftheirproductionaffectstheenvironmentandmostindustriesarestillproduceintheirowntraditionalways.Chinesepeoplearepayingattentiontothepracticaluseofaproduct,andtheyhopetorealizesomeconsumerperceptionintheprocessoftransaction.FormanyindustriesinChina,themarketingenvironmenthasopportunitiesandchallenges,suchasthemarketaredevelopingquicklyandtherulesarechangeableandsoon.TherearemanyfirmswilldosomephilanthropytofeedbackthesocietyinChinawhilethefirmsseldomadvocatetodonateallthemoney.Inrecentdays,thequalityofallproductsinChinaisdoubtedbytheconsumersiftheproductsarehealth.Manyfirmsdonotcareaboutethicalconsiderations,whattheycareaboutisthemoney.andPotentialimplicationsAsanITcompany,MicrosoftCorporationhasaffectedtheenvironmentgreatlyandChinaisthinkinghighlyofenvironmentsothatwearebearingbigpressures.Thepressuresforceourcompanymustchangethewayweproduce.Greenpeace(2012,pointsoutthat‘Microsoftcorporationhavelittleinformationabouttheenergyportfolioanditalsohasnolongstrategytoenhancetheamountoftherenewableresources’.Wehadtoconsiderusingsomecleanenergytoanswerthecriticismsandweneedtomakepracticalactiontomaketheconsumerstobelieveinus.Thecustomersarerequiringmoreinformationsothatwewilllosesomepricingadvantages.Ourcompanyiscooperatingwithmanyorganizationstodothephilanthropywhichcanhelpourcompanytobuildupgoodimage.Asabigcompany,weneedtoplayaleadingroletoundertakemoresocialresponsibilities.Inordertomaketheconsumerstobelieveinourproducts,wehadtodosomepromisesbecauselargequantitiesoffirmsbreaktheethics.CompetitiveenvironmentanalysisIntroductionofCompetitiveenvironmentMicrosoftCooperationisgoingtoputWindows8intoChinamarketin2013.SothebiggesttwocompetitorsofareMicrosoftCooperationisAppleCooperationandGoogleinthemobilitysystemarea.TheproductofAppleisISOsystemandtheproductofGoogleisAndroidsystem.analysisThePorter’sfiveforcesareusedtoanalysetheindustryenvironment.Thecompetitiveintensityofthemobilitysystemareaisnotverybigsincetherearenotmanycompaniesaredoingthemobilitysystem.Thoughthemobilitysystemareaisattractiveformanyfirms,however,theyhavenoadvancedtechnologytodevelopthemobilitysystem.Themobilitysystemneedsadvancedtechnologytosupport,sointheshorttimetherewillbenonewentrantscanthreattheMicrosoftCooperation’sWindows8.Thebarriersincludethefollowingaspects.Asabigcooperation,Microsoftcooperationhasabiggereconomyofscalethanotherfirms.Inaddition,theWindows8hasadistinguishingfeature,andthefeatureisthatWindows8canbeusednotonlyinthemobilitysystemareabutalsothecomputersystemarea.Intheaspectofthethreatofsubstituteproducts,theWindows8cannotbereplacedbytheotherproductssinceWindows8canbeappliedintothecomputersystemareaandthemobilitysystemareawhileAppleandGooglecanonlyproduceproductsinmobilitysystemarea.TheonlythreatofsubstituteproductsisMicrosoftitselfsincetherearemanyusersareusingtheWindowsXPandWindows7.Fromtheaspectofthebargainingpowerofbuyers,thebuyershavenobargainingpowersinceifthebuyersaregoingtobuythecomputersortabletPC,thecomputersystemsareboundwiththecomputerssystem.Fromtheaspectofbargainingpowerofsuppliers,thesuppliershavenobargainingpowersinceMicrosoftCooperationhavemanychoicestochoosewhichthesuppliersth