Question

Microsoft Canada has asked you to critically evaluate their branding and positioning of the surface line of products. How can the company capitalize on the innovation of their products such that they differentiate themselves from their competitors? In your recommendation, you might consider strategies to differentiate each individual product within the surface line, identify target markets and best ways to reach them, and recommend creative solutions to propel the Surface line of products to become the laptop of choice within its respective competitive space.

Answer 1

Solution:

In the recent decade or so Microsoft has come up with various surface line of products such as :

• Surface GO which is the latest one
• Series of Surface pro
• Surface studio which is all in one personalized computer.
• Surface Duo which is a upcoming dual-screen touch screen device of which both screens are 5.6 inches and can be used as a phone on android.

The company can always capitalize on the research and development part of its products,

they should always have reviews with users for what were the shortcomings of their previously launched products and what are the general recquirements of the people. Focusing of this issue the product should be compatible and cheaper at the same time, then and only then the product could be accessed by every strata of people .

In the table given below there is a comparison of the surface products of the Microsoft and Apple

Microsoft products	Apple products
Surface pro	Ipad
Surface studio	Apple watch

Apple has always been a close competitor of Microsoft but there has been a trend that Microsoft surface product revenues  have been stable but on the other hand ipad and apple watches have doubled its revenue in the recent years.

WE can actually have an analysis for why they are succeeding as much more the reason is that they are reaching out a broader market and also gives a good reason why they should use their products.

The point that the company should capitalize on should be :

1. Police surveillance: we know  the surface studio (an product of Microsoft ) which has an onscreen dialer available can be very useful for speeding up their process of surveilance.
2. Also these surface products can be very useful for different organizations to compute their analysis on a broader way and in a simpler way.

.The company should organize regular meetups with potential customers all around the globe so that they can understand the potential of these products and how efficiently they can do their work at a lesser cost.

Also using your brand image in such a manner that how our previous products had a great impact on society and this product will also meet the same expectations.

Also they should also be explained about the Durability of the product and how the new upgrades will be done in the software part of the products in the coming time so that it can be used for a longer duration of time.

Coming to the surface products the best way to propel is by connecting to the common people and explaining them how they can use them in their day to day lives in an efficient way. Also in the same manner to different organizations too.

For example the the surface studio is a product which is itself self sufficient for all the purposes in organizations and also at small gatherings at the house for discussing their plan of actions and different analyzing purposes.In this way we can propel the surface line of products to become the laptop of choice.

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