Microsoft Marketing Strategy

Please do a research from A&M library or www.google.com to write a paper about “What are the marketing strategies of Microsoft Inc.?” (100 points). This group paper is due on December 18, 2015. Please submit your paper to Dropbox under week 15. Please see the detailed group paper rubric 1&2 about how to write a paper about marketing strategy in the next page.
These papers are group projects. Papers (as a Word attachment) are to be submitted directly to the DROPBOX. Late projects will not be acceptable. The maximum pages for the paper should be no more than 20 content pages, using Times New Roman, 12 point font, and APA. However, I prefer single space, but it is your option on which to use. (Please note quantity NEVER equals quality). In addition, you should cite at least 12 credible sources (i.e., Journal articles) in the paper and no more than 3 websites may be used). You will need to include a title page with your name, table of contents, 20 pages of content, a reference list, table, figure, and an appendix (if necessary). You are required to use APA format for the entire paper.
Each group consists of 1-5 members. Please select and form your own group members at your earliest convenience. If you cannot find a group to work together, you need to work on the project by yourself.
Each group has ONE opportunity to ask my feedback on your paper draft. However, please double-check your grammar and English writing before you send your project to me and ask my feedback.
IMPORTANT: I will use tunitin.com to check. No project will be accepted for grading if the turnitin.com percentage is greater than 30%. For an “A” project, its turnitin must be less than 20%. Paper must be in a good writing (without major grammar errors), good transition, good structure, readable, and convincing.
Group Paper Rubric 1 – Please note: grading is on the whole paper, not on the individual sections

Marketing Strategy Elements

Points Possible
Points Earned

Comments
Marketing Strategy Format Guidelines
Times New Roman Font 12, Single Spaced, 1” margins all over the paper. Follow APA throughout the paper which includes citations and references. Properly validate the information discussed in the paper.
Table of contents: organized, pages numbered, accurate.

5 Points
Language Arts Skills
Spelling, grammar, punctuation, sentence
Structure. Follow proper transitions.
Please note: Major errors in structure, sentences, spelling, grammar, paragraph transactions or APA formatting will receive 0-5 points.
15 points
Executive Summary

5 points
Introduction
Company overview
Market opportunity overview
15 Points
Situation Analysis (Study internal and external environment of the organization)
Industry sector description
SWOT Analysis
Target Market Analysis
Demographic characteristics of market
Psychographic characteristics of market
Behaviors of target market
Strategies appealing to market

25 Points
Marketing Mix
Product Strategy (Product Mix)
Pricing strategy
Distribution plan
Promotional message
Media plan
Promotion & advertising plan
Positioning strategy
Competitive Analysis (Comparing organization with
Competitors’ Discuss the 4P’s of marketing mix with competitors’)
Competitors’ strengths
Competitors’ weaknesses
Organization’s competitive advantage

30 Points
Challenges/ Contingency Plan (Analyses of internal environment and external environment)
Internal risks
External risks
How risks will be avoided
Actions when risks occur
10 Points
Recommendations/ Growth Plan
Description of growth plan
Strategies for market penetration
Strategies for product development
Strategies for market development
Strategies for diversification
Conclusion
Main findings of the marketing plan

15 Points

Total Points

100 Points

Group Paper Rubric 2

Proficient Needs Improvement Unacceptable
30 Utilized appropriate theories and concepts and applied correctly (25-30 points) Minor errors in utilization of theories and concepts with limited application. (15-24 points) Did not utilize or apply theories or concepts correctly (0-5 points)
30 Appropriately addressed ALL key requirements and/or questions of the assignment (25-30 points) Addressed some of the key requirements and/or questions of the assignment (15-24 points) Did not address the key requirements and/or questions of the assignment (0-5 points)
20 All members work together on ALL sections of the assignment (not divided among members). Members utilize the appropriate tools for distance group work and overcome communication and other group challenges. (15-20 points) Most members worked together on most sections of the assignment (some division among members). Members had limited success in using the appropriate tools for distance group work with limited success in overcoming communication and other group challenges. (10-14 points) Members divided the sections of the assignment up between themselves (complete division among members). Members failed to use appropriate tools for distance group work and failed to overcome communication and other group challenges. (0-5 points)
20 No errors in structure, sentences, spelling, grammar, or APA formatting (20 points) Minor errors in structure, sentences, spelling, grammar, or APA formatting (6-10 points) Major errors in structure, sentences, spelling, grammar, or APA formatting (0-5 points)
100 100 – 90 89 – 70 69 – 50

Peer Evaluation of Group Paper
Each group member is expected to contribute equally to your group work.
If you are satisfied with each of your group members, do not send me anything. Save your time ? If you are NOT satisfied, please rank each of your group members and give the reason. Then type your evaluations in a Word document and submit it to Dropbox under week 15. The instructor reserves the right to adjust grades based on input from the peer evaluations. If half of your group members complain about your contribution to group work, then your grade will be deducted at least 30 points.

All works must be completed on time. Late works will not be acceptable.