Business AE3

GAC012 Assessment Event 4: Academic Research Essay

Recommending a Marketing Mix of

Hololens

Student’s Name: Conan Wang Student ID #: HEMS36479 Teacher: Damon Due Date: May 25, 2016 Word Count: 1322

Contents

Executive Summary ............................................................................................................................................................. 1 Introduction ............................................................................................................................................................................ 1 Methods ................................................................................................................................................................................. 2 Findings ................................................................................................................................................................................. 3 ................................................................................................................................................................................................ 4 ................................................................................................................................................................................................ 4 Discussion ............................................................................................................................................................................. 5 Conclusions and Recommendations ................................................................................................................................. 5 Reference .............................................................................................................................................................................. 6

GAC012 AE#3: Project-Written Report Conan Wang HEMS36479

Executive Summary

In this paper, firstI introduce the product I chose which is Microsoft Hololens, then I used SWOT analyzed Microsoft’s marketing strategy, and I wrote how to improve Microsoft Hololens marketing mix. I searched some information on Internet and I asked two local managers about Microsoft marketing strategy and the function of Microsoft Hololens. They really help me alot, because some information in the Internet is false. I made some graphs to compare Microsoft and its mean competition Google, and found out what Microsoft need to improve. Microsoft could spend more money on advertising to propagate Hololens.They also can set up some K-Point, to let people try to use it. They can make the price lower than before, which would attract more customers.

Introduction

Hololens is the product that I want to suggest a marketing mix. Wearable computers are very famous these few years. They are now leading the fashion trends.

Hololens is a lightweight headset. It is a wearable computer. It projects holograms in front of people’s eyeballs. Hololens is an individual computer running Windows 10. All universal Windows apps can be made to work as holograms. It can show you the 3D objects, and it enable gaze, gesture, voice, and environmental understanding on an untethered device. I think Hololens is really cool, and now more and more people wear WearableDevice, so I chose this product as my thesis’ topic.

The stage market of Hololens is young people and the whole design industry, because young people always want to try new things, and many professional people would buy it for helping them do work easily. Successful firm’s strategies are based on four elements named SWOT analysis -strengths, weakness, opportunities and threats-which can help firm’s managers to find out the firm’s advantage and disadvantage. By finding strengths and weakness can help managers to establish strategies easily and make strategies to conquer problems. By finding opportunities can help

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GAC012 AE#3: Project-Written Report Conan Wang HEMS36479

firm seize opportunities and help firm to find the market needs. Threats are the company’s products and other companies’ products have a keen competition. I think make a good marketing mix can help Microsoft sell more Hololens. I think factors that can determine mychoice of marketing mix are product, place, price and promotion, also called the 4Ps.If Hololens is propagated on some social medium like QQ, WeChat, Yukuu, and if the

price is lowed, then I think they can sell more. (Microsoft online) (Mind Toolsonline)

Methods

I found two local managers of Microsoft and asked them some question about Microsoft Company and something about Hololens. They talk about some new technologies that be used in Hololens, it just like the Iron man’s super screen, and they talk the applications that Hololens can run;then I asked them about Microsoft Company’s marketing mix, and they talk about Google now grows very fast, but Google process glasses can’t display hologram. I can find the information by analyze what they told to me.

Then I search the information of the Hololens online, and I found some statistical graphs about the Microsoft Company’s marketing strategy. And I search on Internet and found some news about Microsoft and Hololens. I think find information by watching some credible medium’s report can be really persuasive. I also went a Microsoft physical store. Unfortunately Hololens is temporarily not listed in China, but I found some leaflets and posters about Microsoft Hololens. By looking these leaflets and posters I can easily find out what Hololens can do, and how to use it, and I also found out what’s Hololens’ hardware and software. I think Internet sites, interviews and print sources can help me finish my thesis easily. By doing the data collection can help me get enough information of the company, and it also helps me have a clear understanding of the product which I analyze.

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GAC012 AE#3: Project-Written Report Conan Wang HEMS36479

Findings

Did Hololens have a rival? The answer is yes. Google already launch a similar product called Google project glass. Hololens and project glass have a lot different point, but Google is a key competitor to Microsoft. Google offer to the market place both tangible goods and services. Google categorizes their products into three classes: Advertising solutions, Business Solutions, and the Google Store. These three classes have a strong connect. Google can use their own search engine to make advertising to their tangible goods. They have a clear mission. Their mission is to provide products to make life easierand make their products more portable and practical. So they made Google project glass. This product exactly complies with the social trend. (Joanna Stern May 2, 2013)

Microsoft Hololens’ have a lot of strength. Microsoft Hololens hasits own superiority. Microsoft Hololens can run a lot of functions; it use many latest technologies; it has less competitors, and Microsoft's technology are more advanced than its competitors, Microsoft Hololens is suitable to some professional people to do some design, but Google project glasses only can help people in life but it is not useful to work. Microsoft has huge resource. The weakness of Hololens is that the Hololens is super expensive, and it is easy to broken; many people in the word don’t know the Hololens do exist, that means Microsoft didn’t do well in advertisement. The social trend is also suitable to Hololens, because people want their life and work easier and many people think wearable devices are really cool, so it is a good opportunity for Hololens goes into market. Threats of Hololens are some company produce some products can do what Hololens can do, and maybe some big company such as Google make a price war will kill Hololens.

I think a good marketing mix for Microsoft is to do more advertisement; let more people know their product. And if they can make the price lower is more wonderful, because I think it is too expensive that many people can’t afford it, and Google process glasses is much cheaper than Hololens. If Microsoft set the price lower, they will have more and more customers. The two mangers told me that, most people know Google glass but not Microsoft glass. So they also can let people try to use it. Find some supermarket and train station let people use it, and let people know what Hololens can do.Microsoft also needs to improve the quality of Hololens. (Marcia J.)

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GAC012 AE#3: Project-Written Report Conan Wang HEMS36479

Google has a very good channel to advertising their product, and Google project glasses are cheaper than Hololens, but Hololens use the Win10 operating system, therefore it has more functions. I did a survey; I ask 1000 people and find out whether they know Google process glasses or Hololens. I found out Hololens is not famous.

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GAC012 AE#3: Project-Written Report Conan Wang HEMS36479

Discussion

By analyzing the findings, I realized they key point are Google’s glass is cheaperthan Hololens, and Google project glasses looks better than Microsoft Hololens, and many people know Google project glasses but they don’t know Microsoft Hololens. Before Google project glasses star to sale, Google Company spend a lot of money to do advertising. If the marketing mix changed, then the Google would make some change too. I think they would do rate war, and Google has a really good channel to advertising; I think they would throw more money into advertising. I think Microsoft need to do is keep going. I search the information on many credible web sets such as Microsoft Corporation official website and Google officialwebsite, and I found some information by looking some medium's report, and I asked a Microsoft's manager some questions. I think the ways I was used to finding information are pretty credible. Even though, some informationis not true. There are some factors can influence the findings, such as dummy information and antiquated information.I just ask two managers for some information is not enough; maybe I should find more Microsoft firm’s employees and ask some questions. I can find some technologicalproduct seller and ask their opinion how to sell more Hololens.

Conclusions and Recommendations

This essay’s aim to find a marketing mix that can help Microsoft sell more Hololens, Google spend a lot of money to do advertising; they asked some famous modelsto do the advertising, they also found some X-sports athletes wore Google project glasses and record their activities. My market mix is doingmore advertising. Let more people know this product. They can let people try to use it. Find some supermarket and train station let people use it. They can sell it in many different channels; they can sell it on Taobaoand doadvertise on QQ. That will be more effective than Google’s marketing mix, and it would help Microsoft earn more money. And if Microsoft can make the price lover, that would be a great opportunity to sale more Hololens. Microsoft also needs to improve their Hololens’ quality.

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GAC012 AE#3: Project-Written Report Conan Wang HEMS36479

Reference

Dana, B. (February 15, 2008)The real difference between Microsoft and Google, ZDNet[online]. Available at:

http://www.zdnet.com/article/the-real-difference-between-microsoft-and-google/[Accessed 20 May 2016]

General Frequently Asked Questions(2016),Microsoft Corporation [online]. Available at: https://www.microsoft.com/microsoft-hololens/en-us/faq[Accessed 20 May 2016]

Joanna Stern (May 2, 2013),Google Glass: What You Can and Can't Do With Google's Wearable Computer,ABC News [online].Available at:http://abcnews.go.com/Technology/google-glass-googles-wearable- gadget/story?id=19091948[Accessed 20 May 2016]

Marcia J. Simmering(n.d)SWOT ANALYSIS, Reference for Business[online]. Available at: http://www.referenceforbusiness.com/management/Pr-Sa/SWOT-Analysis.html[Accessed 20 May 2016]

The Marketing Mix and the 4Ps of Marketing(2016), Mind Tools[online]. Available at: https://www.mindtools.com/pages/article/newSTR_94.htm[Accessed 20 May 2016]

Vangos, D. (30 Mar 2016), Hololens – The Ultimate Introduction, Code Project [online]. Available at: http://www.codeproject.com/Articles/1089156/Hololens-The-Ultimate-Intoduction[Accessed 20 May 2016]

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