Analyze secondary data, create a tool or instrument to gather

Solution Preview

The response addresses the query is posted in 2133 words with APA References.

//The following case study discusses the reason for the failure of Microsoft Kin mobile phones and analyzes the situation to devise a business plan for relaunching of the mobile phones.//

Statement of Purpose

The purpose of this case study is to analyze the case of short-lived Kin mobile phones launched by Microsoft and the problems in its product launch and marketing strategy that led to its failure. Some solutions are also recommended for the successful re-launching of Kin mobile phones.

Executive summary

The following case study analyses the situation of failure of Kin mobile phones launched by Microsoft Corporation. The case study begins with a brief introduction to the company, its key personnel and mission statement. It also gives a brief idea about the business objectives of the company and its status in the mobile industry. The case study then focuses on launching of Kin mobile phones and the reasons for their failure in the market. Further, the study contains the strategy for re-launching the product. The marketing strategy is based on the four Ps (Product, Price, Place and Promotion). The study also performs SWOT analysis on Microsoft Corporation to give detailed information about its strengths, weaknesses, opportunities and threats. It also suggests an ideal location for storage and distribution and provides a balance sheet with a detailed analysis of its finances.

Introduction

Microsoft is a one of the largest multinational corporations, which deal in mobile phones, laptops, desktops, computer software and technology services. The company was founded by Bill Gates and Paul Allen in 1975 and presently, it is managed by the board of directors, who administers its financial, marketing and product development divisions. It is headquartered in Redmond, Washington. It is the developer of the most popular Windows operating system. It has also launched other business and entertainment software like Microsoft Office and computer games. The company is identified for its corporate culture, which provides a friendly work atmosphere to all its employees. It has also made its efforts to reduce the carbon footprint and reduce paper usage within the company premises. In this regard, Microsoft has invested a large sum of money on the research of cloud computing. The mission statement for the organization is "Empower every person and every organization on the planet to achieve more" (About Microsoft, 2015).

Microsoft implements accessibility as its marketing strategy. This strategy is based on the principle to give customers a choice to customize the technology they use for better customer experience. In the last few years, it has launched many products and services that are customized in accordance to customers like and interest. It has launched product that can freely be accessible by physically challenged persons and its technology is freely available to be used by students and technology enthusiasts (Microsoft Accessibility, 2015).

Analysis of the virtual enterprise industry and Marketing Plan

In 2010, Microsoft launched Kin mobile phones, which the company took back after just two months of launching. The product was very costly. Kin mobile phones were advertised like smartphones, but they did not have the essential features. The price was also very high while compared to its features. The target market for the Kin mobile phones was teenagers, who have active social life on Facebook and Twitter. The phones were ...