BROWSES WARS: MICROSOFT
In early, Microsoft’s marketing team was debating
product-Introduction strategy for their new browser
The Microsoft marketing team was motivated by the
goal of Bill Gates Microsoft’s CEO, to become the
market leaders in the browsers – software Industry.
They planned to Introduce their product in October
1995, a little over one year after Netscape Navigator
Key Problems of this case
Requiring OEMS that pre – installed Windows 95 to
have exclusive contract with microsoft that would
prevent them from pre – installing a competitive
Should money be spent on enhancing the product or
Netscape’s browser’s dominated the browsers
dominated the browser industry almost 60 percent
market share in late 1994.
Host computers connected to the Internet were expected
to go up to roughly16.2 million by 1997.
With improvements to Internet security, Internet
commerce was projected to grow to $2.6 billion in 1996
and $220 billion by 2001
Issue : 1
• Who is the targeted audience OEM or end-
Target audience may be dictated by age, gender,
income, location, interest or other factor.
The specific group of customers most likely to want
your product or services, and therefore the group of
people who should see your ad campaigns
Issue : 2
• Should advertising attract new customers or
Advertising can also increase visitibility within your
industry, helping your attract partners that can expand
Advertising attracts customer to your business and
increase your sale
Issue : 3
• What factors relate to retaining or stealing
A company’s market share is the percentage
its control the total market for its product
Companies increase market share through
innovation, customer relationship and
Why this solution was chosen
• The specific group of customers most likely
to want your product or services, and
therefore the group of people who should
see your ad campaigns
• Advertising attract customer to your
business and increase your sale.
• Do to improve customer services with call
every client and give free home delivery
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