Marketing homework

ESSAY HAS A MAXIMUM OF 2000 WORDS!

Introduction(75-100 Words):

· Must define marketing as a process, which requires creativity & must adapt to the ever changing needs of the environment. Define the company that will be chosen as Microsoft. Briefly outline Microsoft’s marketing planning and briefly highlight the arguments.

Body :

1.

1.1 Corporate strategy. Outline the new overall strategy (such as the recent shift to a “new Microsoft” ideology, & moving to a more consumer focused company with the shift to the devices and services company). This must be then linked to marketing decisions (& Strategies), analysing the business environment.

1.2 Start from the Strategic (Long-term Aims), then to the Operational (medium-term aims), and then tactical decisions (day-to-day goals) of the mainly the marketing aims of Microsoft.

2. Outline the business environment of Microsoft, & investigating both the micro & macro aspects of Microsoft.

3.

3.1 Look at tools (including but not limited to) Positioning & Targeting. Look at Microsoft attempt to Reposition itself in the consumer market, creating new devices, allowing for a more seamless experience and link between their software and hardware. Allowing for consumer benefits when adopting several of Microsoft’s Products/Services.

3.2 Link this to the company’s current orientation in regards to the marketing mix.

4.

4.1 This is where the examples should be fully utilized, Look at Microsoft’s shift into the “One Microsoft” Brand, & how the current shift in Microsoft’s Strategy affects its Marketing decisions.

4.2 Introduce the Marketing plan, linking it to (5.1).

Conclusion(75-100 Words):

Draws 2-3 arguments together, providing a simple overall explanation of what this essay Has concluded.

PROFESSOR GUIDELINES:

· No First Person Narrative.

· Look at Journals (regarding areas of studies such as International Marketing, Product Design, etc.). Look at reputable Sources of online information (The times, BBC, etc) not Swot.com or essay.com or any similar websites. Including a source from a book would be greatly appreciated and would help improve overall essay quality.

· AT THE END OF THE DAY, ALWAYS REMEMBER THIS ESSAY IS ABOUT MARKETING PLANNING, using Microsoft as a support example.

· Use contemporary todays examples.

· Don’t sidetrack to advertising.

· Always look at both sides of the argument, showing preference to the one that fits more with the overall essay Ideas and arguments.

· ALWAYS critically analyse both sides of the argument.

· Don’t change the Q

· Only start to thoroughly use examples in the essay at around 100 words (maybe 800-900 is fine as well).

· Use the Harvard referencing system