Document Type

Closed Project

Publication Date

Winter 2013


Charles Weber

Course Title

Technology Marketing

Course Number

ETM 555


This paper attempts to develop a marketing plan for the new Microsoft Surface Pro to be introduced into the market by Microsoft in the first quarter of 2013. Microsoft first had introduced the Surface RT in the 4th quarter of 2012, which had an ARM chip and did not contain Windows 8. Microsoft introduced the RT version so that they could have a product for the holidays. Now in the first quarter of 2013, Microsoft will introduce Surface Pro with Intel based processor and Windows 8. It is believed to be much more powerful and will be much more liked than the RT version. The paper introduces Microsoft in general and analyzes its strength and capabilities of developing such products. Afterwards, the study covers the market demographics by sizing the total market, and the segmentation of the available market. The analysts then drill down into the market needs and investigate the target customers who have pressing need for such product. Surveys and interviews were conducted to capture the customer’s voice and the success of this product. The analysts then developed a marketing plan of the Surface Pro—which involved value drivers, CRTA, TALC, competition analysis, 4P’s and sales forecasting.


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