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Client - Microsoft

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Summary:

  • Company has extensive volume of market research

  • Major strategic initiative of company is to enhance position in emerging markets

  • Conducted internal audit of existing market research that addresses emerging markets

  • After analyzing consumer and technology trends in major emerging markets, made research recommendations

Objective : Help create top-level research strategy used to clarify corporate strategies for emerging markets - BRIC.

Product/Service : Microsoft is the world's largest developer and marketer of computer software.

State of Market : Selling software in emerging markets presents a suite of unique challenges, including piracy, government involvement, consumer income, communications and power infrastructure.

Challenges :

  • Create summary of research that spans all of Microsoft
  • Identify gaps in research
  • Articulate and propose new research on emerging markets.

Our Contributions:

  • Corporate-wide, internal audit of research
  • Follow-on research recommendations
  • Preliminary work on product life cycle value of customers in emerging market

 

Sample Slides

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