PORTER’S ANALYSIS OF WINDOWS 8 TABLET

QUESTION

MMK325 Assignment Perspective
Some students have queried the perspective from which the report should be written and whether the
focus is on the Tablet hardware or Windows 8 software. The assignment instructions were conflicting
and needed further clarification.
You should assume you are Director of Marketing Strategy (Australia) of a company that makes the
tablet hardware. These companies are, for example, Nokia, Dell, or Samsung. These companies are
described as Original Equipment Manufacturers (OEMs) and use Microsoft Windows 8 software in their
tablets. You are preparing your report and presentation to Microsoft Directors about how you will
market your company’s tablet. You are describing your marketing strategy to Microsoft Directors
about how your company will compete against other existing and proposed tablet products in the
Australian market.
As part of your strategy, you will need to consider the features that your Tablet (hardware) will offer.
What sort of applications will be available? How will the functionality compare to other tablets? What
are the physical attributes of the tablet? This link provides an introduction to some of the issues:
http://www.gottabemobile.com/2011/09/15/what-will-it-take-for-a-windows-8-tablet-to-succeed/
. You will
also need to consider your company’s Tablet product positioning for your target market(s) and your
competitor’s target market(s). Remember that your strategy will be for a product that is not the first
tablet on the market and that tablets using Windows 8 software are playing catch-up.

SOLUTION
Windows 8 Tablet

Windows are also coming to the tablet market to make an effective move towards the tablet pc market and competing with the various market players like Apple, Samsung, Toshiba, Acer and many more. To make an effective strategy to compete with these players is very much important for Windows to keep them sustained in the market.

Here in this report, I will be focusing to the strategies and the planning to compete in the market with the existing market giants.

PESTLE Analysis(CIPD,2009):

1. Political: If we talk about the political factors then we can easily see the effect of political environment is always there on each and every product in the market. Here with the Windows 8 tablet, we need to consider those political parameters that may affect our product while entering to the market.
2. Economic: There should be economic consideration of the product that will have a positive consideration for the economy. The pricing and all should be taken care for the economic point of view. Every single sell will add some value to the economy, so to follow the economic aspects and consideration is much required before entering to the market.
3. Social: Demographic, age group, income distribution, cultural aspects and other social phenomenon should be taken care under this category. We cannot make a device that is not acceptable by the society or may hamper the social phenomenon. So we need to understand the social and demographical phenomenon of the target market. Windows have already been in the PC and OS market and they are having a kind of monopoly in the market. So they know each and every aspect of social consideration and demographic of the market.
4. Technological: If we talk about the technology and innovation. Windows is again at par. They are well known for their innovation and disruptive technology in the PC and OS market. This will be an add-on benefit for the Windows 8 Tablet to come up with all the technological up gradation in the market (Perenson, 2012).
5. Legal: Licensing and other legal aspect and policies should be crystal clear before entering to the market. These are one of the essential aspects and required to be fulfilled for any product or services. To make a better and effective place in the market, these aspects are required to carry with self (Grabham,2012).
6. Environmental: Environment is one of the most crucial parts for the technology and electronic device market players. The product should not affect the environment and should be environment friendly to attract the customer and encourage them to be more environment friendly by using Windows 8 tablet.

These aspects are very much crucial for any new entrants before entering to the market. These will help to make a better strategy to make a better move in the market with new finding and strategic considerations.

Porter Five Force Model:

Michael Porter,2009 describes the five forces model for that a firm need to compete with and make a strategic enhancement to further improve their practices to exist and sustain in the market and also to compete with the other players in the market.

1. Bargaining power of supplier: Increasing number of raw supplier is one of the issues with the Windows, they can ask for more bargaining due to the increasing demand in the market and increasing manufacturer and market players in the market. So we need to keep on increasing our supplier database to avoid their monopoly.
2. Bargaining power of buyers: Due to increase in the market players in the table pc market. The buyers are increasing their bargaining power. So this may affect the pricing strategy for the upcoming Windows 8 tablet in the market.
3. New entrants: Day by day new entrants are coming to the table pc market. The presence of existing market player is again there like, Apple, HP, Acer, Toshiba, Samsung. So it is tough for Windows to compete with their existing market players.
4. Substitute: Customers always look for some substitute with all the existing benefits and advantages at a lower price. Windows can be a better substitute for the customer and it have a lots of application based such as full version of MS-Office and Photoshop.
5. Rivalry among firms: Windows will also be competing with its own products like the windows 8 PC and other existing product that are already in the market.

So these considerations will make a better understanding of our position and strengths in the market and based on these aspects we can further make our strategic before entering to the tablet market.

References

Kotler, Philip and Keller, Kevin Lane, 2009, Marketing Management,Pearson Publication, pp. 74-81.

Michael Porter, Nicholas Argyres, Anita M. McGahan, “An Interview with Michael Porter”, The Academy of Management Executive 16:2:44 at JSTOR

PESTLE analysis history and application, CIPD. Retrieved 2009-10-21.

Melissa J. Perenson,Windows 8 Tablet still hiding, online available at http://www.pcworld.com/article/248262/windows_8_tablets_still_hiding.html [accessed on 22 May 2012]

Dan Grabham, Windows 8 tablets: what you need to know,  online available at http://www.techradar.com/news/mobile-computing/tablets/windows-8-tablets-what-you-need-to-know-916134 [accessed on 22 May 2012]

“What will it take for a Windows 8 Table to succeed”, online available at http://www.gottabemobile.com/2011/09/15/what-will-it-take-for-a-windows-8-tablet-to-succeed/ [accessed on 22 May 2012]

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