Microsoft Office: Gaining Insight into the Life of a College Student (B) Harvard Case Solution & Analysis

Microsoft Office was facing an uphill task in participating the undergraduate student community. Pulling this audience-the most tech-savvy generation ever-was critical to the future of the Microsoft Office franchise. Microsoft's previous marketing efforts to reach this audience had proven lackluster, while its key competitors were slowly entrenching themselves among this demographic. Microsoft's challenge was to decide the top strategies which could successfully link with this particular crowd.

In addition, it provides competitive information, mainly Google's increasing presence in universities and its particular focus on the higher education marketplace as well as the growing influence of Facebook among students and its evolution into a productivity tool. The (B) case describes the qualitative research tools that Microsoft used to get a better understanding of college students: day diaries using Twitter, technology diaries utilizing the Internet and smartphones, focus groups, and one on one interviews with students. The instance helps students draw inferences from the data, understand the value of qualitative and ethnographic research techniques, and afterwards make recommendations. It illustrates how ethnographic and observational studies enrich research by creating consumer penetration that is deeper than conventional systems.

PUBLICATION DATE: May 20, 2012 PRODUCT #: KEL655-HCB-ENG

Microsoft Office Gaining Insight into the Life of a College Student (B) Case Study Solution

This is just an excerpt. This case is about SALES & MARKETING

 

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