Marketing Strategy for Skype

RUNNING HEAD: MARKETING 0
MARKETING
Skype

MARKETING 1
Table of Contents
Introduction......................................................................................................................................2
Product background.........................................................................................................................2
Vision & Goal..............................................................................................................................2
Product portfolio..........................................................................................................................3
Milestones and important events..................................................................................................3
Present market analysis....................................................................................................................4
Product & innovation...................................................................................................................4
Market Description & position....................................................................................................4
Comparisons with competitors........................................................................................................5
Competitive strategies..................................................................................................................6
Summary..........................................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

MARKETING 2
Introduction
Marketing strategy is a long-term, forward-looking approach to planning with the fundamental
goal of achieving a sustainable competitive advantage. The marketing strategy lays out target
markets and the value proposition that will be offered based on an analysis of the best market
opportunities (Berkhout & Rietdijk, 2010). A marketing strategy is considered the overall
game plan for the business. This helps the company in reaching to the people as well as turning
them into the consumers of the product as well as services, which is offered by the business
(Palmatier & Sridhar, 2017). In this report, the new product which was acquires by Microsoft
that is Skype is selected. In this the vision, objectives as well as the position in the market and
competitors comparisons are discussed.
Product background
Skype is a telecommunications application that specializes in providing video chat as well as
voice calls between computers, tablets, mobile devices, the Xbox One console, and smart
watches via the Internet. Skype also provides services of instant messaging. The users may
transmit text, video, audio and images, Skype also allow video conference calls, the calls from
Skype-to-Skype are free. It is developed in 29 August 2003, that is sixteen years ago. The
original author of Skype is Priit Kasesalu as well as Jaan Tallinn and it is developed by the
Skype technologies. Skype is available in 108 languages (Lo Iacono et al., 2016). At the end
of 2010, there was increase in the user that is there were more than 660 million users’
worldwide. In the year 2011, Corporation of Microsoft acquires the Skype for US$8.5billion.
Skype partition head office are in Luxembourg, however the majority of the improvement team
as well as 44% employees of division are still located in Tallinn as well as Tartu (Wang et al.,
2016). Skype uses a network of registered internet telephony which is known as Skype protocol.
The Skype protocol is not been made publicly obtainable by Skype as well as official
applications uses protocol are closed source.
Vision & Goal
Skype is considered the application of telecommunications; the vision of the product is to
construct the world's leading business of communications as well as transforming the easiness,
and provides various services so that whole world can communicate throughout the internet (Lo