WEEK 14 - SEGMENTING AND TARGETING MARKETS

              Microsoft target market for the product Xbox 360 Kinect is known for the enjoyment of everyone however to get deeper the market segmentation allows the hardcore gamers to really get in depth with the system. For example, teenagers and young adults are more active and like to have fun they are more in similar product need of buying the product and actually using it. Xbox 360 Kinect however allows you to have different preferences such as games like Kinect Sports, Dance Masters, Kinect Adventures, Sonic Free Riders, and Kinectimals. Xbox 360 Kinect was geographically segmented for North America, Europe, and Japan. Kinect have sold approximately 2.5 million units worldwide. Xbox 360 Kinect has been targeted as well for different family life cycles. Kinect can be included in a home for the young single, young married or divorced with children and as well as middle aged. Kinect allows for entertainment as well as productiveness as a whole for the company characteristics. For example you are now able to visually contact someone else from another region and be able to talk. Microsoft has repositioned their consumer perception of Sony and the Wii to Xbox 360 Kinect because they allowed many advertisement and public awareness. They have created something better with the advantage of no controller to draw the consumer to buying their product instead of the competition product. Xbox 360 has made many positive sales and still has been growing with the holiday coming up. So get ready and if you have not went out and buy Xbox 360 Kinect as a gift for Christmas, go and buy it you will not regret it.

WEEK 13 – DEVELOPING AND MANAGING PRODUCTS

          The Xbox 360 Kinect is a new product to the world and the role of the future product is to bring games and entertainment to life in extraordinary ways without using a controller. Kinect allows the natural magic and fun in all of us to shine meaning it is easy to use and fun where it gets everyone off the couch and moving, laughing, and cheering to those who win or lose. Whether you like to play games or not, anyone can play and have a blast. Basically with advanced parental controls and movies for the family, Kinect promises a gaming experience that’s safe, secure and fun for everyone.  Kinect will be considered an addition to existing product lines because it will be used for Xbox 360.  Kinect would be classified in its introductory leading to growth stage because the consumer and public are becoming more aware of Kinect and adopters are likely to go out and buy it. During Kinect’s development project team members experimentally adapted numerous games to Kinect-based control to help evaluate usability.

WEEK 12 – CUSTOMER RELATIONSHIP MANAGEMENT

     Microsoft CRM which stands for customer relationship management is to establish a 360 view of customer interaction, sales opportunities, deliver value to customers and implement more effective campaigns. In order to improve sales Microsoft usually plan price lists, discounts and unit groups.  The team members or organizational workflows assign leads and tasks so they can capture and track all lead details in one system. When purchasing Xbox, customers are required to log in and supply information such as their name and email address.  Xbox 360 members get delivered notifications and alerts through mobile device as well as services and opportunities. To create better customer service Microsoft allows customers to have accounts where they can create, manage and resolve cases by phone, email, chat, and web or in person which Microsoft usually have team members who are there to respond back to the customers. For marketing data, Microsoft has other sources such as Microsoft Dynamics CRM. Microsoft strategic plan is usually to pinpoint best marketing efforts.  To do so they create highly targeted lists and associate them with campaigns for specific groups in order to capture their attention correctly and have them focused on the item. For example past blog post have shown an article where for the launch on Xbox 360 celebrities as well as potential customers came out and participated in the showcase of the new system called Kinect.  With the use of technology which has become so crucial, it allows marketers to really reach out to the target audience in several ways to persuade them in the upcoming items and have them buy.

WEEK 11 - INTEGRATED MARKETING COMMUNICATIONS

         Microsoft creates promotion to communicate to the consumers about Xbox 360 kinect and in order for them to do this they form promotional strategies such as advertising. The main goal is to provide a competitive advantage over the competition like Sony and Kinect as a device camera and microphone was designed to replace the traditional controller and be hands free. Xbox 360 Kinect has been advertised through television such as the channel E number 51 on cablevision, magazines such as pcmag.com, edge, the internet and even Facebook. Microsoft aim for mass communication is to address the message to large audiences. An example would be how Microsoft created a corporate blog for Xbox 360 kinect called the Microsoft blog.  Here it allows the sender which is Microsoft to inform, persuade and remind the receiver who’s the audience about Kinect. Under Facebook and even the blog many can give feedback and their opinion on Kinect.


              

Mark Wahlberg Teams Up With Kinect for Xbox 360 to Support Boys & Girls Clubs of America

Microsoft donates Kinect for Xbox 360, consoles and games to thousands of Boys & Girls Clubs across the country.

NEW YORK — Nov. 3, 2010 — Just hours before the launch of Kinect for Xbox 360 in the heart of Times Square, actor/ producer Mark Wahlberg joined Microsoft Corp. and Boys & Girls Clubs of America to set down the controller, get off the couch and stand up for kids across the country. Beginning today, Microsoft will donate Kinect for Xbox 360, 4GB Xbox 360 consoles and two games — “Kinect Adventures” and “Kinect Sports” — to thousands of Boys & Girls Clubs nationwide. A perfect complement to Boys & Girls Clubs of America’s commitment to health and fitness, Kinect for Xbox 360 gives kids a whole new way to get active as they dance, dodge, leap and have fun using their whole body and voice to play — no controller required. The consoles and Kinect sensors available to the Boys & Girls Clubs will reach millions of young people across the country. Wahlberg is an alumnus and advocate of Boys & Girls Clubs of America and credits much of his personal success to the afternoons and evenings he spent at his local Boys & Girls Club growing up. He continues to support local Clubs through the Mark Wahlberg Youth Foundation and sits on the board of directors of the Colonel Daniel Marr Boys & Girls Club in Dorchester, Mass. “I’ve experienced firsthand the positive impact organizations like Boys & Girls Clubs have on the lives of young people,” Wahlberg said. “When I heard Xbox 360 wanted to give Kinect to Clubs across the country, I had to jump in and help.” Completely controller-free, Kinect for Xbox 360 introduces a new way to play that lets you use your whole body, encouraging active, immersive and social experiences. Simply step in front of the revolutionary sensor, and Kinect sees you move, hears your voice and learns how you play. See a ball? Kick it. Want to watch a movie? Say “Xbox, play.” With 17 games launching before the holidays, Kinect gets kids and parents, gamers and newbies alike, off the couch and on their feet by making YOU the controller. “The first time we saw Kinect, we knew it would have a special ability to bring kids, their families and mentors together. This is gaming and entertainment that encourages teamwork, fair play and creativity,” said Cyndi Court, executive vice president of Boys & Girls Clubs of America. “We’re so excited to provide Kinect for Xbox 360 to our local Clubs, and are thankful to Mark Wahlberg and Xbox for supporting our mission to keep kids healthy and active.” Today’s announcement was part of a daylong celebration in Times Square leading up to the launch of Kinect for Xbox 360. At midnight tonight thousands of retailers across the country will open their doors to give consumers the first opportunity to purchase Kinect and experience the freedom of controller-free games and entertainment. More information is available at http://www.xbox.com/Kinect or http://www.facebook.com/xbox.

   ( This is an article I found that I thought was good to post since I was surfing the web about Microsoft )

WEEK 10 - PRODUCT CONCEPTS

       Xbox 360 Kinect which is the brand name is a consumer product. It is a consumer product because the whole purpose and function for why it is made is for the individual consumer want and desire to have. Microsoft if you didn’t know have a variety of things and not just one product. Microsoft is a product mix because it has business software’s, hardware, entertainment where Xbox 360 Kinect fall under, mobile devices and servers. From Microsoft website, Microsoft mix width is about 11 product lines. The reason for product mix if you have don’t know, is to create diversity for the consumers where we can always draw their attention and allow them to keep coming back as loyal customers. For example, Apple Company and several others have many different products not just one. Now in order for us to take advantage and keep the competition up or the changes in the environment, Xbox 360 was first made as a regular gaming system. However Microsoft felt they needed to adjust the product item and allow the gaming system to be used without any controller; where you are able to be hands free and do the same things you were doing before with the game. I feel this is a good modification because for the target market and groups we want it to sell for they will like the change in the appearance and recommend it to others. Xbox 360 is a global brand all over the world and with the new product item Kinect because Xbox 360 is a well known product and if it is introducing a new product then customers are most likely to go out and buy it.

WEEK 9 - SALES PROMOTION AND PERSONAL SELLING

         In addition to using advertising, Microsoft uses a little bit of trade and consumer sales promotion. Our goals of promotion are that we direct our marketing to loyal customers as well as competitor’s customers. There are usually promotion events that are for the customers that are usually contest, or premium and the best one point of purchase display, where it is set up at a retailer location to advertise the product and consumer gets hands on the new product. For example, store such as best buy or GameStop will practice Point of Purchase display. The long term goal is to satisfy customers and have loyal customers who will stick with the product and continue to purchase. We also have relationship and consultative selling where there can be insurance for consumer goods and assistance for anything the consumer need. With the modern technology, Microsoft no longer need to be traditional of personal selling, now everything is online and eliminates the need for sales people. Internet provides vast resources where you can receive accurate up to date information on the products, pricing, and order status when you buy.

WEEK 8 - ADVERTISING AND PUBLIC RELATIONS

      Did you know todays advertising dollars for successful consumer brands are spent on maintaining brand awareness and market share? Advertising affect consumer daily lives, informing them about products and services, from the television programs they watch, newspaper they read or what they hear. In order for our new product publicity we need more exposure, where we get public relations professionals to develop videos and write press in order to get awareness. As marketers our product placement are to appear in magazines, videos, and especially on the internet. Microsoft has invested five hundred million to 1 billion in marketing and advertising. Xbox Kinect360 kinect is a product advertising and comparative advertising. Compared to Xbox360 Kinect, Playstation created a new gaming system called the Move. The Move consists of an eye camera and a motion controller. The sphere at the end of the motion controller allows the eye camera to pinpoint every movement and position in the room. However, the Kinect is better because it is hands free and allows you to interact better. The benefits of Xbox360 Kinect are that it allows you to make friends, stay active and stay in touch with your loved ones. To allow awareness we have used the media advertising, such as magazines, newspapers and especially the internet, where each will have an advertising appeal such as admiration, convenience, fun and pleasure. Common executional styles we used for advertising is spokesperson who can incorporate lifestyle, demonstration and a fantasy image displayed to draw the consumers attention. Bringing out a product is all how well you can advertise and have public relation target the market. It's all about putting out and having the consumers engage in the product to eventually buy. As our unique selling proposition "You are the controller."

People would do whatever it takes to purchase what they want...

Heres a picture where you can see buyers all lined up to buy the new video game or station thats coming out.


                   

WEEK 7 - RETAILING

      It is known that retailing plays a vital role, especially in the U.S. economy. The reason why retailing plays an important role is because it increase our living standards to be high with goods and services.In addition employs U.S. working population. There are many different types of retail operations. For example, Gamestop is a speciality store because it markets video games. and entertainment software such as stations like xbox360, playstation 3 and the most recent one that is coming out in November, the Kinect for Xbox 360. Gamestop have become so world wide that it have developed direct marketing as well as onling retailing where consumers can make purchases anywhere besides the store like online with their personal computers, at home or the office once you have acces to the internet. Gamestop also have e-commerce where you can purchase on your wireless mobile devices. The reason why I chose Gamestop because it can be a destination store for our customers to go purchase the upcoming system called the Kinect. With Gamestop atmosphere, the company marketed for customers to be eager to come out and purchase the system along with games that are set aside for Kinect.

WEEK 6 - CONSUMER DECISION MAKING

      Xbox 360 was very successful when it was first introduced as well as the Xbox Live. Customers were very satisfied, so due to that we decided to create Kinect that would have better advantages than the ones before. With our competition of other companies such as Sony that is creating a game system similar we believe this will reduce cognitive dissonance. Our system allows customers to engage a lot more with the games and family members. We communicate effectively about our new system by having an online website and a launch where individuals can see in person the interaction the game creates. We believe Kinect will spread by mouth and that will want customers to come and try us out. Games keep family together to have quality time and with the socialization process that will allow norms to be passed down to children and others and now everyone can engage.

WEEK 5 - DEVELOPING A GLOABL VISION

             Microsoft known for a multinational corporation believes with their new product invention called Kinect for Xbox 360 that globalization will allow consumers to have economic freedom.  It will raise productivity and living standards for people who live in countries that have a global market place.  Microsoft believes that marketing and targeting to foreign countries is a better plan because those two countries have economic potential and would have the highest rates in the world. Our message is that with this new device, no gadgets, no gizmos, you are the controller, just you.  Kinect will be release on November 4 2010 for $149.99 and November 10 for Europe, Africa and the Middle East.  With the internet in modern day today, it allow advance technology to become easier than it have ever been.  With the use of technology it allow everyone around the world to get involved and find out more about our products as well as stay connected to this new advanced world.

CORPORATE IRRESPONSIBILITY

     An example of corporate irresponsibility will be Wal-Mart ethics violation. As reported in 2002 and investigator traveled around the world to prove Wal- Mart manager was sleeping with a lower-level employee, which they both knew was a violation of company policy. It has been shown that the manager has no morals and values because there was no code of ethics. He has shown no professionalism, while the employee showed unethical behavior. It shows to the marketers that your personal interference have intervene with the work force and is bad for the audience which can build lower profits for the firm.

http://www.nytimes.com/2007/03/29/business/worldbusiness/29iht-web-0329walmart.5068724.html?pagewanted=2&_r=1&sq=low prices and low tolerance&st=cse&scp=1

WEEK 4 - THE MARKETING ENVIRONMENT

      Microsoft has decided that for the new kinect that will be used for xbox will be Muticultural. Especially  Americans, Hispanics and Japanese marketing we will be targeting, because it shows that several ethnic groups all of ages will play it. Xbox Kinect is for everyone around the world, and with reaching out to different ethnic groups we will be able to create better benefits and growth. Xbox Kinect will allow young ones as well as the older groups to unite and become very active while enjoying a sport, game or simply watching a movie.

COUNTRY OF ORIGIN

LONGSLEEVE SHIRT- INDONESIA
TANK TOP -  USA
UNDERGARMENTS - EL SALVADOR; CHINA
JEANS - PHILIPPINES
SOCKS- USA
SNEAKERS -  ITALY

WEEK 3- ETHICS AND SOCIAL RESPONSIBILITY

     Microsoft morals for our company is that we include diversity into our vision. We realize as a group that
that leadership in today’s global marketplace requires corporate culture and an inclusive business environment where great diverse minds are explored. We try to have employees with with varied perspectives, skills, and experiences and as well all work together to meet global consumer demands.  The collaboration of cultures, ideas, and different perspectives is an organizational asset which will alow us to bring forth greater creativity.
     We actively try and seek to accomplish greater levels of diversity in our workforce by partnering with outreach partners that would include academic institutions, professional organizations, and national advocacy groups which would offer scholarships and youth programs to encourage the study of technology and science. Then will allow them to work  with our senior executive leadership team to ensure that diversity and practices are deeply fulfilled throughout our work environment. We are aware that these goals provide a solid foundation to creating a highly engaged workforce with a purpose of achieving Microsoft’s mission of creating a worlwide product that anyone can use.

WEEK 2 - Strategic Planning & Ethics & Social Responsibility

    Microsoft decided instead of only focusing on operating systems and computer systems that the company will expand to other business ideas in the gaming industry. Microsoft started making plans for entry into the video game world with its Xbox. But that did not stop them there; it allowed then to continue to make the Xbox Live for Xbox 360 as well as the new Xbox Kinect even though it was very costly. In order to create competitive advantage in the gaming industry, Microsoft allowed to differentiate the products from the competitors. After coming in second place to PlayStation 2 in units sold, Microsoft wanted to enhance the Xbox. The new system doubled the bandwidth and added eight times the memory of the original Xbox. In addition, its CPU had ten times the processing power of the Xbox. With these new advancements such as graphics and playing power attracted new customers. Under the approach to Porter’s four competitive strategies for the Xbox; was labeled under focus in the video game industry because it only dealing with one section of the technological world. Microsoft advantages are that it offers a specialized product with various features making it stand out from the competition. One example is the Xbox Live and now recently Xbox Kinect.

    Microsoft SWOT that stands for strengths, weaknesses, opportunities, and threats has encountered many throughout each. Some strengths of Microsoft are its name recognition and its rapid product development. Such of the names are Word, Excel and several others which are used widely throughout the business community. Microsoft is also known for releasing new products in hardware as well. Microsoft weaknesses are that it did not recognize the growth opportunities of the internet; where sadly Google was able to get a grasp in the search engine. Microsoft opportunities are the expanding market in the video game industry by creating items such as Xbox 360, Live and newest Xbox Kinect. However Microsoft threats are the numerous court battles with other entities regarding antitrust and software developer lawsuits.
    Microsoft main goal is to protect all products. Our objectives are to increase monitoring and training of the local counsel who have powers of attorney for the programs to define responsibilities and accountabilities. Another objective is to prevent individuals or organizations from claiming to represent Microsoft. We want to reach out to many groups around the world and spread the program and ideas of Microsoft and the many capabilities it offer to everyone.

HISTORY AND MISSION STATEMENT

     The general purpose of Microsoft is to apply technology to our lives to sustain a social and economic growth. Many companies use Microsoft software to solve issues and organize paperwork, as well as increase human beings social life and allow them to stay in contact with people around the world. The founder of Microsoft, Bill Gates and Paul Allen wanted to create technology far more advance than today, making our lives easier, more comfortable and fun. We did not just want to stop at software’s but we wanted to create more where we envision a hardware that was incorporated with the software also known as Xbox, then Xbox 360. Our newer product Xbox Kinect also known as Project Natal is a controller free gaming and entertainment experience for Xbox 360. We as a company vision Microsoft software and hardware as a worldwide technology that will be attracted to all ages and genders to increase a better growth for our advance world to come.
    Our company known as Microsoft, goals is to apply technology, hard work and partnerships to create better opportunities to increase economic growth. We use our technology to improve the world, and by doing that we would like to expand all over the world to create opportunities for everyone. Microsoft set goals most are long term, which are to decrease and eventually end poverty and hunger, achieve universal primary education, create equal opportunities for all gender, empower women, reduce child mortality, improve maternal health, combat HIV/AIDS, malaria and other diseases, and last but not least ensure environmental sustainability. We would like over a billion people to have their lives changed because of the useful technology. Microsoft is forty six percent of information technology jobs and with their economic growth, about 7.5 percent of related employment will grow in the next few years. By 2013 over 320,000 information technology jobs will be created. To help with charitable activities, Microsoft always try to form partnerships where we can address needs for other countries and form ways to solve the cases. For example we are partnerships with UNIDO (The United Nations Agency) which is responsible for promoting industrial development to help end poverty, but we are included in several other partnerships.