Case Study: Microsoft Zune

Paper Summary:

This paper explains that Microsoft is a competitive corporation, which is always searching for new talents and new ideas to keep their monopolistic products on line before another company can destroy its image and overrun its productive inventory. The author points out that, nonetheless, after Apple's iPod came out, Microsoft expanded its product line into the music entertainment industry by presenting the old iPod with the new Zune. The paper presents Microsoft's promotional mixes, target audience, positioning strategy and overall IMC coordination to evaluate if Zune will make a breakthrough from Apple's iPod. The author states that she would have not brought the product to market with out having tested it thoroughly to insure that all the logistic requirements were correct. The paper recommends that the target market be expanded beyond the present younger generation.

Table of Contents:
Introduction
Microsoft's Promotional Mix
Target Markets to Target Audiences of Microsoft's Promotional Mix
Microsoft's Positioning Strategy
Microsoft's IMC Effort
How to Improve the IMC

From the Paper:

"Microsoft's attempt to reach out to the younger generation by claiming its product is revolved around the social network failed to mention that the sharing feature only allows shared music to be played three times before expiring. Basically, this feature annoys the target audience it is trying to reach. Microsoft is trying to control every aspect of the music industry by trying to gain revenue on every purchased song, by limiting Zune owners to the Zune's marketplace."

Sample of Sources Used:

• Pegoraro, Rob (2007, November 15). Zippity Zune? The Washington Post, p. D. 1. Retrieved April 1, 2008, from ProQuest National Newspapers Core Database. (Document ID: 1383026021).
• Regan, Tom (2006, November 29). Microsoft's Muscle hasn't Helped Zune: [ALL Edition]. The Christian Science Monitor, p. 17. Retrieved April 1, 2008, from ProQuest National Newspapers Core database. (Document ID: 1169684251).
• Marriot, Michael (2006, November 13). Microsoft Counting on a Twist to Make Zune Shine in the Shadow of iPod. New York Times (Late Edition (east Coast)). P: C. 1. Retrieved April 9, 2008, from ProQuest National Newspapers Core Databases. (Document ID: 1161047251).
• Solman, Gregory (2006, November). Zune's Sharing Capability More than Just a Feature. Adweek, 47(43),7. Retrieved April 4, 2008, from ABI/INFORM Global database. (Document ID: 1173536141).
• Walter S. Mossberg (2006, November 9). Microsoft's Zune Challenges iPod; Player Could Lure Converts, But it Makes Compromises and is Missing Some Features. Review of. Wall Street Journal (Easter Edition), p. B. 1. Retrieved April 4, 2008, from ABI/INFORM Global Databases. (Document ID: 1158986041).

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