Marketing management assignment on: Primary Market Research and Target Market Analysis

Target Market Analysis It has been observed from the case study that the target market for the Windows Phone 7 is tertiary students. In general population of the tertiary student is nearly 1 million students. The trend of the clear technology among the population of the students is increasing rapidly and enhancing use of the smart phones. In the market of the Australia, approximately 41% of the owners of the smart phone are under the age of 40 with tertiary population including a great portion of the segment. It has become the standard for the students to be engrossed in their smart phones and this fashion is developing swiftly. It is very clear that Generation Y phone users shall spend their most of the money on recharging their phones as compared to buying the food. Phone users of Generation Y spend nearly 12% of their taxable incomes on their mobile phones. Users of the Gen-Y implement the average of 10 applications per day on their phones. Most of the students use their smart phones because of many features like alarm clock, phone, watch, personal organizer and internet connection (Hamel & Prahalad, 2010). The importance of the smart phones has increased in the lives of the students. In current time, smart phone is considered as the path of receiving and sending information. It is vital that the Microsoft Corporation makes the appealing and intelligent marketing strategy which depicts the tertiary population attention and pivotal group of the users towards the Windows Phone 7 (Microsoft Kin, 2010).  It can be seen that Windows Phone 7 not only brings the information together but also coordinates other leading technologies of Microsoft like Internet Explorer, Bing, Office and Xbox LIVE. As per the report issued by the Nielsen last month, the firm of marketing research has indicated that Apple and Google both are working well in the race of smart phone and the Windows Phone 7 is developing popularity slowly in the market (Bilton, 2011). Windows Phone 7 has been designed to permit people to execute the common and general tasks more easily. Being the Chief Marketing Officer at the Microsoft it can be said that to market the Windows Phone 7, the Company should focus on young generation and students under the age of 18- 24 because in current time young generation wants access on the internet every time and they want to remain in touch with their friends with the help of social networking.

Primary Market ResearchSurvey

The survey has been done among the tertiary students to know the importance of Windows Phone 7 among them. From the survey, it has been observed that WP7 considered as the full fledged phone with strong hardware below the hood. WP7 is the smart phone that the students want in current time because of its unique features such as Xbox live, Internet Explorer and Office.

What is WP7?

This question asked from the tertiary students, they said that the Microsoft presents the new mobile system with the name of WP7.  According to them, Windows Phone 7 not only brings the information together but also coordinates other leading technologies of Microsoft like Internet Explorer, Bing, Office and Xbox LIVE.

What do you feel about the WP7?Students revealed that WP7 permits to spend less time on using the phone in fact gives more time for enjoying the life.

WP7 is Zune Phone or not?

According to them, WP7 is not considered as the Zune Phone.

What do you think about the look of the WP7?

WP7 is 800 by 480 touch screen phone and have 3 buttons at bottom Back, Home and Search. WP7 has 4 point multi touch display accelerometers and compasses.

How does the WP7 support the Office and email?

According to the students, they think that WP7 has innovative official acronym and supports Office multiple accounts, Share Point and One Note. But interface is absolutely more and communicating fun as compared to spreadsheets.

Will WP7 synchronize with the Mac?
According to students not initially, WP7 shall need the software of Zune to synchronization and there is no any software of Mac Zune available in the market. The Company must view for the third parties such as Space and Mark for filling the gaps with the syncing solution.

Does WP7 have multi-tasking?

Yes, according to the students WP7 is multi tasking and have various features which the students want in the current time.
This survey indicates that the WP7 is already popular and famous among the tertiary students. But the Microsoft Company is required to implement effective marketing strategies to make the WP7 as number one in the market (Youth Advisory Board, 2010). The Microsoft Company should target the tertiary students and differentiate the WP7 with other smart phones available in the market. In general, Microsoft Company can fascinate the tertiary students through the features of WP7 such as Games Hub, Pictures Hub, Internet Explorer and Music and Videos Hub. It is advisable to the Company to make the WP7 as number one in the market; the Company must highlight the features of WP7 in comparison to other smart phones.

Appendix

Learning ReflectionIt can be said that being working in a group of four, I got the leadership skills, team skills and how to effectively working in the team. All the members in the group were very dedicated towards their work except the one member. The problems encountered by the team were discipline, tangents and digressions (Smith, 2007). In simple words, numerous interesting stories may be obstacle to the progress of the group. There was one member in the group who was ridiculing and ignoring others. After working in a group, my perception about the strategic marketing has changed. Before working in a Group, I think about strategic marketing is which calls for the more structured procedure where we explain and attempt to measure, analyze and accomplish the media options and market and implement the campaign which shall assist to capture the most value (Kotler, Gregor,  & Rodgers, 2010). After solving the case study of the Windows Phone 7, I am able to know how to segment the market and what all strategies, the Company must use for making the product as number one in the market. I did primary market research for the analysis of target market which gives me a practical exposure about the research and market.