Marketing Plan for Launching Microsoft HoloLens

Running head: MARKETING PLAN FOR LAUNCHING MICROSOFT HOLOLENS
Marketing Plan for Launching Microsoft HoloLens
Name of the University:
Name of the Student:
Authors Note:

MARKETING PLAN FOR LAUNCHING MICROSOFT HOLOLENS1
Executive Summary
Microsoft will launch its product HoloLens in China and the offering will include innovative
value added features. The marketing plan of Microsoft HoloLens will consider analysis of the
industry situation and target market and consumers of China based on which effective marketing
mix strategies and budget will be prepared for ensuring product success. It was gathered from the
report that the consumer segment that will be targeted by Microsoft HoloLens in China includes
the individuals those look for digitally connected technologies integrating their life and work.
Considering industry situation, social media marketing channels such as Facebook, Twitter and
Instagram will be used by Microsoft in communicating regular updates on upgrades and product
enhancements of HoloLens along with introducing new offers on the product offerings.

MARKETING PLAN FOR LAUNCHING MICROSOFT HOLOLENS2
Table of Contents
Introduction......................................................................................................................................3
Competitor and Industry Analysis of Microsoft..............................................................................3
SWOT Analysis...............................................................................................................................4
Marketing Objectives.......................................................................................................................5
Target Market..................................................................................................................................5
Target Consumer Segments.............................................................................................................6
Marketing Mix Strategy...................................................................................................................7
Budget and Monitoring....................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

MARKETING PLAN FOR LAUNCHING MICROSOFT HOLOLENS3
Introduction
Microsoft HoloLens is a new entrant in the global market that is invented focused on
developing mixed reality system through which the user can visualize the actual and the virtual
world (Microsoft.com. 2019). The objective of the report is to develop a marketing plan for
launching Microsoft HoloLens in China. The development of marketing pan will consider
analysis of the industry situation and target market and consumers of China based on which
effective marketing mix strategies and budget will be prepared for ensuring product success.
Competitor and Industry Analysis of Microsoft
Porter’s five forces analysis is carried out in analysing the existing competitor position
and other industry factors in the market that can impact the successful launch of Microsoft
HoloLens in China.
 Competition among the Existing Companies: This force is observed to be high in the
Chinese digital technology industry as it is an introductory market with high stakes and
increased availability of substitute AR and VR options (Barnes 2016). Competition from
large brands is evidenced in the industry where high business rivalry is observed among
the existing digital technologies those constantly innovative to attain market
differentiation.
 Supplier Power: This force is deemed to be low in China as availability of hardware in
the industry is relatively common and software is also easily derived from internal design
and engineering (Uddman Lindh and Norberg 2017).