MKT 352 T TH 9:00 AM
Research Proposal – Team Project
Company Background
Microsoft is an American multinational corporation founded in 1975 by Bill Gates and
Paul Allen. It is the world’s largest software maker in terms of revenues. Microsoft
generates its revenues by developing, licensing, and supporting a wide range of software
products and services, by designing and selling hardware, and by delivering relevant
online advertising to a global customer audience. It also offers suites of products and
services for business and individuals. Microsoft dominates in both the PC operation
system and office suite markets. The company produces a wide range of other software’s
for desktops and servers, and is active in areas of Internet search, the video game
industry, digital services market and mobile phones. Recently, Microsoft announced that
it would be entering the PC vendor market for the first time with the launch of the
Microsoft Surface Tablet Computer as the demand for Tablets continues to grow. The
company continues to conduct research to develop new advanced technologies for future
software, hardware products and services, keeping up with their goal of meeting
costumer’s needs.
Research Purpose
We are Microsoft, the world's largest software maker. We have been a major part of the
computer industry since its inception. In recent years, the handheld tablet section of the
mobile technology industry has been growing, especially among the 25-44 year old
demographic. Apple has been gaining market share over the past couple of decades with
their vertically integrated computer and software manufacturing, and has been
dominating the tablet market in recent years with the iPad. With the third party
manufactured tablets running Microsoft Windows not making significant dents in Apple's
market share of the tablet industry, we have decided to release an innovative tablet with
computer features and with hardware and software manufactured by Microsoft, making it
the first device of its kind. With a sleek, stylish new tablet that runs Microsoft Office, we
are trying to finally bring a tablet to market that will finally rival the iPad. We will use
this research to determine combinations of price points and features that will maximize
the appeal of our new product.
Research Objectives
Our research objective will be to determine how we can increase our market share in the
consumer electronics industry by launching a new tablet. To do this, we need to
understand how consumers currently interpret the tablet market, and what they are
looking for when purchasing a tablet. We will need to perform research in order to better
understand what features and prices the consumer is seeking for this genre of product. We
also need to know what our competitors are currently doing in the tablet market, and what
weaknesses exist that we may be able to capitalize on. Finally, we need to launch a
survey to measure preferences and attitudes of consumers towards tablets.
Research Questions
What is the age group of the typical Tablet user?
What do users typically use a Tablet for? (ex, reading books).
Does a difference in size affect a consumer’s willingness to purchase a specific
tablet?
What overall market share does Microsoft have?
What is the price point of all major tablets?
What features does the new Microsoft surface have that other major tablets don’t
have?
Does a difference in size affect a consumer’s willingness to purchase a specific
tablet?
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