Marketing Phase I Paper Essay Example | Topics and Well Written Essays - 750 words

Marketing Phase I Paper - Essay Example Microsoft is currently set to market its new personal computer operating system entitled Windows Heraldâ„ ¢, a software system designed to improve user functionality as well as provide free Internet service for a period of one year under the Microsoft Internet brand. Windows Heraldâ„ ¢ will provide an entirely new operating platform including deleted document retrieval, something that no other operating system currently provides. This new product will allow users to retrieve documents and files which may have been deleted from the recycle bin by accident, giving the user better control over their computer systems. Competition is a major issue for Microsoft as there are a wide variety of competitors in the marketplace which develop and distribute various software and technology packages. Because of this high competition volume, Microsoft must utilize marketing tactics to ensure that their product is positioned better than that of their competitors (in the mind of the consumer) and ensure that potential customers understand what specific features and advantages will outperform competing software brands. The company must establish an appropriate pricing structure as well as ensure low-cost distribution (as a portion of the marketing mix) to save corporate dollars and ensure higher profitability. Marketing, when described as a set of processes to developing and communicating advantages for the delivery of value to customers, is extremely important for Microsoft to ensure that potential buyers recognize that Microsoft products are superior to competition. Because Microsoft maintains an advertising and marketing budget, the company must ensure that costs are monitored and their sales increase through the correct strategies for not only pricing, but specifically at which retailers their products will sell the most. Previous negative consumer word-of-mouth