Marketing大作业评估微软新产品进入中国的变量英文Word下载.docx
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Marketing大作业评估微软新产品进入中国的变量英文Word下载.docx
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Mr.Gates
DearMr.Ballmer
Attachedisthereportyourequeston14Mayanalyzingtheviabilityofthebusinessopportunity.Wehavedonealotofresearchonmakingourmarketingplan.
Thereportprovideddetailsontheprocessesthatweanalyzingtheviabilityofthebusinessopportunityandtherecommendationshowwecanimproveourproducts.
OurreportprovedthattheChinamarketissuitableforMicrosofttoenterinto.AndMicrosoftneedstotakeadvantageofthegoodenvironmentaroundit.MicrosoftCooperationhasmoreadvancedtechnologiesthantheothercompetitorssothatthereareseldomcompetitorscandefeatMicrosoft.However,asabigfirm,Microsoftneedstoundertakemoresocialityresponsibilitytofeedbackthesociety.
Wehaveanalysedthevariabilitythrough7aspectstodecideifMicrosofthastheadvantagestocompetewithotherfirms.WehavemadeoutalotofadvicesinthereportforMicrosofttoadapttothesituation.Wediscussthesepointsindetailinthereport.
Preparingthereporthasbeenvaluableandchallenging.Ifyouhaveanyquestion,youcandiscussthequestionwithmeandIwillgiveasatisfyinganswer.
Yourssincerely
ZhouXiangnan
AREPORTONassessingtheviabilityofthebusinessopportunityofMICROSOFT,2012
Preparedfor:
Mr.Ballmer
Submitted:
14May,2012,
Preparedby:
ZhouXiangnan
Summary
ThisreportwascommissionedbyMr.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.
TABLEOFCONTENTSpage
Summary……………………………………………………………………………………………4
Appendics
1.0Introduction
1.1AuthorisationandAimoftheReport
Mr.BallmerrequestedthisreportonMay14,2012.TheaimofthisreportistohelpthemanagementinevaluatingtheviabilitiesofthebusinessopportunitybeforeMicrosoftCorporationintendstoselltheWindows8operatingsysteminthenewmarketofChina.Itwillalsoprovidesomestrategiesandrecommendationstominimizetheproblemsofourproducts.
1.2limitations
Theenvironmentsofthemarketarefickle,sowhenyoureceivethereport,thereportmaybenotthesameasIclaim.AndmywritingEnglishmaybenotverygood.Soifyouhaveanyquestion,Iamgladtodiscussthequestionwithyou.
1.3Scope
ThereportwillassesstheviabilityofthebusinessopportunityoftheWindows8operationsystemwhenMicrosoftputsitsproductsintheChinamarket.Iwillusetheenvironmentanalysismethodtoassesstheviabilityofthebusinessopportunityinsevenaspects.AndIwillalsomakesomestrategieswhichwillimproveoursituationandreputation.Atlast,thereportalsogivessomerecommendationstoimprovethesituationsthattheWindows8operationsystementersintoChinamarket.Icollecttheinformationfrommanyways,whilethemostofinformationiscollectsfromtheinternet.
2.0Background
2.1BackgroundofMicrosoftCorporation
MicrosoftCorporationistheforerunnerofthedevelopmentofthepersonalcomputersoftwares,andthecompanywasfoundedbyBillGatesandPaulAllenin1975.Atpresent,MicrosoftCorporationisthebiggestcomputersoftwaresupplierintheword.Thereareatleast64,000employersareworkingfortheMicrosoftCorporationdirectly,andthevolumeofbusinessreached60.4billiondollarsin2009.ThemainproductsandservicesareWindowsoperatingsystems,InternetExplorerandMicrosoftOffice.In1999,MicrosoftbegantooffertheMSNnetworkinstantmessagingclientprogramandbegantoofferXboxtoparticipatethegameterminalCompetitionin2001.Nowadays,Microsofthas7corebusinesses:
Windowsoperatingsystems,Windowsserversystem,Microsoftoffice,tooldevelopment,MicrosoftBusinessSolutions,gamesandXboxandWindowsMobile.
2.2BackgroundoftheWindows8OperatingSystem
TheWindows8operationsystemisatotallynewproductwhichisimprovedonthebasisofWindows7operationsystem.Thesystemaimstomaketheoperationofthedailycomputersimplerandshortcutanditcanalsoprovideanefficientandconvenientworkingenvironment.TheWindows8operationsystemwillsupportthechipframeworkfromIntel,AMDandARMwhichmeansthattheWindows8operationsystemstarttostrideforwardmoreplatformsincludingpersonalcomputerandtabletpersonalcomputer.TheWindows8operationsystemhasmanynewfeatures.Windows8enterpriseeditioncanrunsintheUSBflashdiskwhichismuchofimportancefortheinformationtechnologypeopletochangetheworkingenvironmentatanytime.Hibernationfunctionisanewfunctionwhichcanaddthelaunchspeedofthesystem.
2.3WhyChooseChina
IchooseChinaasthetargetcountryduetoChinaisabigcountryandithasauniquemarket.AndMicrosoftCorporationhasproducedaWindows8ChinaeditionforChinabecauseoftheChina’suniquemarket.Itissuitableformetowritethereport.
3.0EnvironmentAnalysis
3.1EconomicEnvironmentAnalysis
3.1.1StageofMarketDevelopment
Figure1showsthatin2010,theGNIpercapitalhadreached$4260,soChinabelongstouppermiddle-incomecountriessincetheGNIpercapitalofChinabetween$3946and$12195.Figure2showsthatthepercentageofprimaryindustryis10.18%,thepercentageofsecondindustryis46.84%andthepercentageofthirdindustryis42.97%.
3.1.2MacroeconomicConditions
TheMacroeconomicpresentsagoodconditionthattheeconomicsisslowlyfirmup.Internaldemandfirmsupobvioussincetheinvestmentandconsumingbecomethemainpowerstomaketheeconomicsincrease.Theinvestmentisgrowingrapidlyandtheproductionofindustryisspeeding.Inaddition,therangeofdecreasingofthepriceofcommoditiesisslowingdown.TheFigure4showsthatthebalanceofpaymentspresentsthetradeisincreasinggreatly.Recentyears,thebalanceofpaymentsofChinaalwayskeepingcurrentaccountsandthecapitalandfinancebothsurplusandthescaleiskeepingexpanding.Nowadays,theexchangeratebetweenU.S.dollarsandRMBisdecreasingwithsmallfluctuation.
3.1.3MarketSizeAnalysis
TheFigure3showsthattheGNPofChinainis40.33TrillionRMBandGDPis6.04Trilliondollarsin2010.Andfromtheincomeaspect,in2010,thepercapitaincomeofChinais1100dollars.Thefamilyincomepercapitaofurbanresidentsreached21033RMB,whilethefamilyincomepercapitaofruralresidentsreached5919RMB.Thedisposablepersonalincomeofresidentis10046RMB.Fromtheconsumptionaspect,theconsumerspendingofresidentswas13.33TrillionRMB,whilebecauseofrisingofpriceoffoodleadtotheEngel'
scoefficientranched39.76%in2010.Fromthepopulationaspect,Chinahasapopulationof1.3billionandthenaturalgrowthrateis4.79‰.The15-64yearspeopleoldocc
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