Академический Документы
Профессиональный Документы
Культура Документы
Market Segmentation
1. Segmenting by Computer Hardware Environment Primary hardware target (IBM-PC) or PCcompatible. AT-compatible and PS 2. Segmenting by Usage Situation Business/Professional Home/Hobby Scientific/Technical Education
Market Segmentation
Segmenting by Customers depth and clarity of needs Breadth Customer Depth Customer
3.
4. Segmenting by Country and Language Different number of bits for alphabets of different language Difference in hardware. Price sensitivity
development over the years IBM PC and XT sales forecasted to decrease in US market but to remain same in rest of world for next two years. 2. Globalization to Localization an increasing trend in industry. 3. Early entrant substantial advantage over latecomers. 4. Software copyright protection
Proposed Solution
1. Microsoft should not add additional programs
for Works file and launch it in US in September. 2. After its launch it should release in US with multi plan file format conversion. 3. After its launch it should release in other countries with toggle switch feature. 4. While positioning it should differentiate Works with existing Multiplan and Words product of Microsoft to prevent cannibalization.