Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 22 pages
Data source: Published sources
Topics:
Microsoft Corporation; IdeaWins - The Ultimate Challenge; Google Inc; Intuit Quickbooks; Information technology and computers; Small and medium businesses (SMBs); Internet-based software; Unique selling proposition; Strategic shift; Innovation and buzz marketing; Loss leader strategy; Pull strategy; Brand management; Contests and promotions; Microsoft Office Accounting Express
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Abstract
This is the first of a two-case series. This case is about the innovative public relations campaign, initiated by Microsoft Corporation for its MS Office Accounting Express software - MS Office Accounting Express 2007 (OAE 2007) and MS Office Accounting Professional 2007 (OAP 2007), which were targeted at small and medium businesses (SMBs). As part of its pull strategy, Microsoft organised a contest called 'IdeaWins - The Ultimate Challenge' targeted at entrepreneurs and small business owners. Microsoft attracted its target audience to the contest website IdeaWins.com, wherein the contestants could submit their innovative business idea. The winner of the campaign would receive a cash prize as start-up capital and other related support from Microsoft and its partners to implement the winning business idea. Microsoft also gave away OAE 2007 as a free download on the IdeaWins.com website. The campaign generated a lot of buzz among the target audience and succeeded in publicising OAE 2007 and OAP 2007. The case discusses the accounting software market for SMBs as well as the competitive landscape in this segment. The case also looks at the reasons for Microsoft's strategic shift toward providing Internet-based software and services and its growing competition with Internet-based firms such as Google, Inc, and Yahoo!, Inc.
Teaching and learning
This item is suitable for postgraduate courses.Location:
Industry:
Size:
Very large
Other setting(s):
2005-2007
About
Abstract
This is the first of a two-case series. This case is about the innovative public relations campaign, initiated by Microsoft Corporation for its MS Office Accounting Express software - MS Office Accounting Express 2007 (OAE 2007) and MS Office Accounting Professional 2007 (OAP 2007), which were targeted at small and medium businesses (SMBs). As part of its pull strategy, Microsoft organised a contest called 'IdeaWins - The Ultimate Challenge' targeted at entrepreneurs and small business owners. Microsoft attracted its target audience to the contest website IdeaWins.com, wherein the contestants could submit their innovative business idea. The winner of the campaign would receive a cash prize as start-up capital and other related support from Microsoft and its partners to implement the winning business idea. Microsoft also gave away OAE 2007 as a free download on the IdeaWins.com website. The campaign generated a lot of buzz among the target audience and succeeded in publicising OAE 2007 and OAP 2007. The case discusses the accounting software market for SMBs as well as the competitive landscape in this segment. The case also looks at the reasons for Microsoft's strategic shift toward providing Internet-based software and services and its growing competition with Internet-based firms such as Google, Inc, and Yahoo!, Inc.
Teaching and learning
This item is suitable for postgraduate courses.Settings
Location:
Industry:
Size:
Very large
Other setting(s):
2005-2007