Marketing大作业评估微软新产品进入中国的变量(英文

12MicrosoftCorporation15700NE39thStRedmond,WA98052USAMr.GatesMicrosoftCorporation15700NE39thStRedmond,WA98052USADearMr.BallmerAttachedisthereportyourequeston14Mayanalyzingtheviabilityofthebusinessopportunity.Wehavedonealotofresearchonmakingourmarketingplan.Thereportprovideddetailsontheprocessesthatweanalyzingtheviabilityofthebusinessopportunityandtherecommendationshowwecanimproveourproducts.OurreportprovedthattheChinamarketissuitableforMicrosofttoenterinto.AndMicrosoftneedstotakeadvantageofthegoodenvironmentaroundit.MicrosoftCooperationhasmoreadvancedtechnologiesthantheothercompetitorssothatthereareseldomcompetitorscandefeatMicrosoft.However,asabigfirm,Microsoftneedstoundertakemoresocialityresponsibilitytofeedbackthesociety.Wehaveanalysedthevariabilitythrough7aspectstodecideifMicrosofthastheadvantagestocompetewithotherfirms.WehavemadeoutalotofadvicesinthereportforMicrosofttoadapttothesituation.Wediscussthesepointsindetailinthereport.Preparingthereporthasbeenvaluableandchallenging.Ifyouhaveanyquestion,youcandiscussthequestionwithmeandIwillgiveasatisfyinganswer.YourssincerelyZhouXiangnan3AREPORTONASSESSINGTHEVIABILITYOFTHEBUSINESSOPPORTUNITYOFMICROSOFT,2012Preparedfor:Mr.BallmerSubmitted:14May,2012,Preparedby:ZhouXiangnan4SummaryThisreportwascommissionedbyMr.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.We5willbegladtodiscussanyquestionsifyouhave.6TABLEOFCONTENTSpageSummary……………………………………………………………………………………………41.0Introduction................................................................................................................................81.1AuthorisationandAimoftheReport..................................................................................81.2limitations...........................................................................................................................81.3Scope...................................................................................................................................82.0Background................................................................................................................................92.1BackgroundofMicrosoftCorporation................................................................................92.2BackgroundoftheWindows8OperatingSystem...............................................................92.3WhyChooseChina............................................................................................................103.0EnvironmentAnalysis.......................................