Question

Where was the failure in the Microsoft Zune market research process? Which step was missing, not followed correctly, misinterpreted, or misrepresented?

Answer 1

Microsoft Zune was introduced with the same feature Apple's iPod. But it was available in the market late means five years later of his competitor launch.

The followings were steps considered a failure of Microsoft Zune.

1. Introduction Timing-Zune launch timing was not appropriate. It was done when the iPod already captured the MP3 market and smartphone.

2. No different Features -There was no differentiating or innovation in the features on a smartphone. Zune player has no better hardware than a competitor. The display size and resolution was also smaller than the iPod. Zune was also lacking in offering no of apps. Zune was havier than Apple's iPod.

3. Product planning: Zune was not planned with an understanding of the problem of the target customer. A product should be a solution to customer woes.

4. Cannibalization: The target group of the Microsoft Zune was a high-end iPod smartphone end user. There were expectation users looking for a more portable media players. But it was replacing the sale of Low-end Play for Sure device. It was the cannibalization of the sale.

5. Consumer Expectation reach:

It was the assumption that customers will give value to the features of the Microsoft Zune. But it was the wrong assumption. The customer preferred the Apple iPod.

6. Brand recognition: Microsoft Zune was recognized as Social MP3 Player because it has facility of music sharing option. It will be only effective if there will be similar interest in music between two customers. But it is very low likely for the same interest group of music interest cohesion. So this branding was not favorable to convert the concept into a sale.

7. Segmentation: Zune was only available in North America rather Competitor brand was global. It was a major blow in the success of the brand.

Overall if a brand planned for a project mus understand the information of the market research and execute in the proper time frame.