Will it eventually turn around as consumers

Assignment Help Marketing Management

Reference no: EM133530289

Question: Surprising many in the tech industry, Microsoft became one of the latest entries into the tablet market with the release of the Surface RT in the middle of 2012 and the Surface Pro in early 2013. Running the Windows RT operating system and Windows 8 respectively, these tablets offer consumers a high-resolution display, a touch keyboard, a high-definition camera, and access to thousands of apps via the Windows Store.

There is much doubt among market experts that the Surface will succeed in finding any sort of firm place in the market. One major reason that other competitors to Apple's iPad found success is that they were priced lower than the iPad. The lowest priced full-sized iPad costs $499. Compare this to the price of comparable Android models-the Google Nexus 10 and Asus Transformer TF300 retail for at least $100 less. At a lower price for a similar level of functionality, it is not hard to see why many consumers prefer these iPad alternatives. The Surface RT, meanwhile, costs just as much as the iPad, while the Surface Pro can cost as much as $999!

Microsoft estimated that it would sell 1 to 2 million units of the Surface RT in the last quarter of 2012, but it fell short at just 700,000. Because of these poor sales, Microsoft reduced the number of Surface RT units ordered from its producers by half. In the short-term, Microsoft's pricing strategy has been a failure. Will it eventually turn around as consumers become more familiar, and perhaps more desirous, of what the Surface can do? Or, will Microsoft need to adopt the pricing

Reference no: EM133530289

Questions Cloud

History helps us understand people and societies : One of Stearn's reasons to study history is "History helps us understand people and societies". Why do you agree with this reason?

Change qualitative marketing research : Describe how technological advances have change qualitative marketing research.

Demonstrate use of personal protective equipment : Demonstrate the use of personal protective equipment (PPE) as part of the policies and procedures developed.

How pre-trial detention adversely impact defendant ability : How does pre-trial detention adversely impact the defendant's ability to prepare a defense, and in what ways does pre-trial detention impact society?

Will it eventually turn around as consumers : Will it eventually turn around as consumers become more familiar, and perhaps more desirous, of what the Surface can do? Or, will Microsoft need to adopt

What are the important points to consider during pregnancy : Describe what you would need to do with your breeding dairy animals throughout the year to ensure the survival, growth, and sale of as many young animals

About how the contributions of one individual : Describe what you have learned from the interview about how the contributions of one individual can impact the well-being of various communities

What would be the corresponding user goal : Based on Google's three phase version of the consumer decision making model, name and describe which phase they should focus on. What would be the corresponding

Are there any reasons to get rid of some animals : Discuss what you will need to do throughout the year to keep dairy cattle healthy. E.g. are their vaccinations or health treatments given, are there practices

User Account

All Pages