Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2010-01-13
Length: 21 pages
Data source: Field research
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Abstract
Microsoft''s vice president of the Far East had recently announced that China was a strategic market for Microsoft. The objective of the recently appointed director of the End User Customer Unit for China and Hong Kong was to establish Chinese Windows 95, slated for release in March 1996, as the new standard for operating systems in China. With the launch date only four months away, she realized that she needed to initiate a sales and marketing campaign immediately. Her first step would be to develop a marketing plan which would ensure the rapid adoption of Chinese Windows 95, and which would create a permanent distribution channel for future Microsoft applications software products.
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Abstract
Microsoft''s vice president of the Far East had recently announced that China was a strategic market for Microsoft. The objective of the recently appointed director of the End User Customer Unit for China and Hong Kong was to establish Chinese Windows 95, slated for release in March 1996, as the new standard for operating systems in China. With the launch date only four months away, she realized that she needed to initiate a sales and marketing campaign immediately. Her first step would be to develop a marketing plan which would ensure the rapid adoption of Chinese Windows 95, and which would create a permanent distribution channel for future Microsoft applications software products.