business decision making part 3

Business decision making project

Scott Mosley

QNT/275

10/10/2017

Mark Vitale

Business Problem/Opportunity

In early 2017, Microsoft’s CEO Satya Nadella announced that the company will focus more towards cloud computing and limit resources made available for windows phone. For many, this marked the end of efforts by the company in the phone industry. In recent years, Microsoft has tried to be a dominant player in the market, but has struggled to gain a foothold in the highly competitive marketplace. The sentiments from the CEO were compounded by an announcement that the company would not introduce any new gadgets in the market. Currently, the company only offers older models of its handsets to the market.

The basis for these recent developments in the company is that sales for its windows Phone devices have been decimal. The company has invested a lot to secure a significant market share, but has remained largely unsuccessful. This is the main problem highlighted in this work. Further, it identifies the possibilities of conducting quantitative studies that can isolate thriving markets where the company can exploit. With the continued development of globalization trends, there is an extensive market with segments that Microsoft can exploit. This work presents the role of quantitative data in reviving the fortunes of the windows phone platform.

Research Variable

The global phone market is unique in that some of the trends visible in one region are not similar in another. Notably, all Windows Phone can be categorised as smart phones. For this reason, it is possible to identify markets where the use of smartphones is not as prevalent as in other markets. This is the research variable that can be used to determine the success of Microsoft in the smartphone market. Currently, the Android and iOS platforms dominate the market. Microsoft has found it difficult to compete with these platforms for various reasons.

A predominant trend in the smartphone market is that there is growing demand in emerging economies such as India and China. As such economies grow, the demand for smartphone has been on the rise. Noticeably, there is significantly lower preference for any specific brand: a factor that has limited the success of Windows Phone is the developed world. The opportunity that exists for Microsoft is to determine the trends that exist in these emerging economies and especially the markets that are likely to make up customers. This should be conducted using quantitative data that can clearly depict the possibilities for the company. Some of the important data that should be collected include the number of new smartphone buyers in the near future.

Collecting a Sample

Collecting samples is an important part of the research to be conducted by Microsoft. Samples reveal important information that will guide decision making within the organization. Because of the extensive nature of the market place, different approaches will be taken to gather information about the market. To begin with, Microsoft will utilize well-defined data about the demand for smartphones in the emerging economies. Independent institutions as well as governments keep detailed data about the production of smartphones and units sold in the market. This information is essential in detecting variations that are critical to the success of Windows Phone.

Further, there is also the consideration of the number of units that Microsoft can sell in such markets. For this, a different method of collecting a sample will be utilized; closed ended surveys. The intent of using this approach is to determine the preference of the Windows Phone platform over the other available platforms in the market. This is important in determining the aggregate of possible units Windows Phone would move. Survey should be structured to gain all relevant information from the market.

Analysis of Data Collection Method

The selection of a data collection method is an important step for the company as it determines reliability and accuracy of collected data. When the company selects a data collection method, it has to reflect its intended purpose. Therefore, the company has to first identify the targets it aims to meet. For a company the size of Microsoft, these targets can be diversified. The intent of conducting such an analysis is to ensure that it will achieve the goals it is intended to accomplish. Microsoft intends to find a new market for its Windows Phone platform; to achieve this, it first has to identify prospering markets for smartphones. Data collection methods have to fulfil individual tasks set towards by the company. Another data collection method has to determine the likelihood of the potential customers to purchase this platform. If reliable and accurate data is collected, the company can make good decisions on how to proceed.

It is also important to determine the feasibility of a data collection method in the target sample. The aim of employing a data collection method is to acquire relevant information that is important in the company’s decision making process. However, the company has to determine whether the specified data collection method can be used in this precise instance. In some cases, a specified data collection method cannot be used for varying reasons. For instance, it is impossible to use written questionnaires where respondents are illiterate. Therefore, it is essential to determine the feasibility of a data collection method in the unique settings that the data will be collected. In this case, both the well-defined data and surveys to be used by Microsoft are valid options. Before conducting a data collection initiative, the feasibility of the method used as to be clearly determined.

Summary

Microsoft’s Windows Phone has undergone some considerable challenges in recent times. One of the most notable issues that the platform has undergone has been its incapacity to remain competitive in a market dominated by Android and iOS platforms. In a bid to become more competitive, the company has to utilize measures that introduce important incite to further progress its overall goals and objectives. In this paper, the role of quantitative data has been introduced. The unique role it plays in facilitating the success of the company has also been highlighted.

The use of well-defined data and closed ended surveys have been identified as the best data collection methods for Microsoft. These techniques can be used in emerging economies where demand for smartphone is on the rise. These methods have been selected because they meet two critical factors: they consider the purpose of the research, and that they are feasible. This allows the data that is eventually collected to be both valid and reliable, and hence capable of use by the company for purposes of decision making.

Reference

Mahoney, J. (2006). A Tale of Two Cultures: Contrasting Quantitative and Qualitative Research.

Political Analysis, 14(3), 227-249.