Microsoft's Strategy for Small Businesses (B): Marketing MS Office Live
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Office Live case study
(Case Code: MKTG168) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG168 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
Themes
Marketing Management/ Marketing Communications/ Public
Relations |
| Case Length |
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18 Pages |
| Period |
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2005-2007 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Microsoft
Corporation |
| Industry |
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Computers and
Information Technology |
| Countries
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Europe, USA |
Abstract:
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This case is about the marketing and promotional strategy adopted by Microsoft
Corporation (Microsoft) to support the launch of its Internet-based services
package, Microsoft Office Live (Office Live). With Office Live, Microsoft sought
to help small and medium businesses (SMBs) harness the power of the Internet to
grow their business. Microsoft used Rovion Inc.'s proprietary and patent-pending
InPerson technology for the online advertisement campaign of Office Live. The
case discusses the reactions of analysts and marketing experts to the
advertisement campaign and the pros and cons regarding the use of InPerson
technology.
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The case also looks at the market for
Web-based services and Internet-enabled software for SMBs as
well as the competitive landscape in this segment. The case also
looks at the reasons for Microsoft's strategic shift toward
providing Internet-based software and services and its growing
competition with Internet-based firms such as Google, Inc., and
Yahoo!, Inc.
Issues:
» Understand the issues and challenges faced by IT companies in targeting the
small and medium businesses market
» Understand the need for innovative marketing strategies to attract the
attention of customers spread across different industry verticals and geographic
regions
» Discuss the pros and cons regarding the use of Rovion's InPerson technology
for the online marketing campaign of Office Live
» Understand the issues and challenges faced by a mature business organization
to keep itself abreast of the changes in a dynamic and competitive business
environment
Contents:
Keywords:
Microsoft Office Live, Microsoft Corporation, Rovion Inc.,
Google Inc., InPerson Technology, Information Technology, Small and medium
businesses, Marketing Communications Strategy, Internet-based software, Unique
selling proposition, Strategic shift, Buzz marketing, Loss leader strategy, Pull
strategy, Branding, Search marketing, Innovation, Business model, Target
marketing, Microsoft Office Accounting Express
Getting Behind Small Businesses
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