Caso De Microsoft Tablet

CASE DISCUSSION

1. Who should Microsoft have targeted at the launch of the Tablet PC & why?

The target should be the individual consumer; specifically the early adopters and it will notover promise the product. Also they are the major segment of portable PC purchases both in volume and millions of dollars.
Microsoft should take advantage of this segment because is more tolerant oferrors first version product than the business segment. Then when the product gains credibility, in the marketplace, maybe Microsoft can do a new product extensions and can be introduced other targetmore specialized.
Therefore, Microsoft should point particularly to target the techies and early adopters. Besides is important to remember that the Americans have significant percentage in theportable computer, this can be an interesting geographic gauge, at the time of product launch.

2. Who should they have targeted next and why?

The next target can be "Large Corporative", followedby the target "Individual Consumer" are segment of high purchasing portable PC in volume and millions of dollars. Is a significant opportunity to be a big segment because this target divided in severalgroups: Large Business, Medium Business, Small Business and Small Office.

On the other hand it is also interesting the segment of university and high school students, The Tablet PC can help tohave all information in a little compact format and doesn't need several notebooks or books.

3. What should Microsoft do now, in light of the IPad launch, to maximize their bran’s relevance &appeal?

Choose the right target market, get to know what Ipad´s target market is and take the other segment who doesn’t use this brand.

Credibility wins and invests in brand positioning, andproduct for each chosen segment. And consistently reinvent the hardware to create software upgrades.

Try to find ways for lower costs and reach most of the segments, for example for the segment of...