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CASE ANALYSIS Introduction Microsofts vice president of the Far East had recently announced that China was a strategic market for Microsoft The objective of the recently appointed director of the End User Customer Unit for China and Hong Kong was to establish Chinese Windows 95 slated for release in March 1996 as the new standard for operating systems in China With the launch date only four months away she realized that she needed to initiate a sales and marketing campaign immediately Her first step would be to develop a marketing plan which would ensure the rapid adoption of Chinese Windows 95 and which would create a permanent distribution channel for future Microsoft applications software products Key Issue The key issue of the case is market penetration based on rapid adoption of Chinese Windows 95 through permanent distribution channels This is required as Chinese market currently is not dominated by any particular player who produces operating systems But besides Microsoft producers of other operating systems have also entered into the market Alternative Solutions 1Maintain and expand relationship with OEMs and local vendors - Legend Great Wall - and Delivery Service Providers 2Collaborate with government to educate and make awareness among the people 3Collaborate with retailers and dealers for post sales services Evaluation of Alternatives 1Maintain and expand relationship with OEMs and local vendors - Legend Great Wall - and Delivery Service Providers With the pessimism among the Chinese population towards the West this could be the door to reach the customers in china get the feel of owning a Windows of their own as Microsofts product is delivered preinstalled through local vendors ProsCons 1Expansion of the existing market through the distribution channels 2Working with local OEMs could exploit new market opportunities 3Diversification of distribution channels as such easier to capture a large market 4Increase the acceptance level among the locals1Need to comply with policies and regulations
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