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Chapter 15 Closing Case Overview
Chapter 15 Closing Case Overview
case Overview
Microsoft in India
Question 1
-Whats wrong with the one size fits all strategy
and why does this not work in emerging markets?
hint: ( Microsoft is moving away from this one size
product strategy of the past to open doors into a
wider range of products, to effectively appeal a
larger variety of customers with different needs/
wants)
one size fits all means that there is limited
diversity in the types of products being produced.
Windows operating systems and Microsoft software
applications such as word and excel are all the
same across the global markets.
Answer:
Question 1 continued..
Question 1 continued..
How do consumers differ in their
characteristics and how they use technology
within emerging and developed markets?
Question 2
What steps did Microsoft undertake to develop
products that appealed better to Indian consumers?
Answer:
Microsoft used foreign direct investment to establish a software research
center in India. It purpose was to develop a software product that was
more appealing to Indian consumers, based on price competitiveness.
Microsoft in India developed Windows XP started edition. This version of
windows was able to compete with linux and pirated software because it
was priced lower therefore more economically viable for the majority of
people. Also it was offered in a wide range of Indian languages.
Microsoft developed a cloud infrastructure, where Indian consumers
(business and private) could pay cheap monthly subscriptions to other
Microsoft software applications.
Indian people use cellphones in place of computers, Microsoft identified
this as an area where they could develop cell phone specific software
apps that would better utilize the Consumer and provide revenue to the
company.
Question 3
How does Microsoft vary its marketing Mix?
Question 4
What General lessons has Microsoft learned
with its experience in India?
My answer:
Microsoft learned that product variation is
essential for achieving Market Segmentation.
Microsoft considered price, interests, income
level, and computer availability as factors to
market segmentation. Microsoft ahd
recognized its potential for sales in India but
needed to consider its segmentation strategy
in order to fully reach the market.