Case Study Brief

Microsoft has bold ambitions to create more personal and intelligent computing experiences that empower billions
of people to achieve more. A key target of this ambition is to have 1 billion active Windows 10 devices by 2018, with
a substantial contributor being our mobile platform and Lumia devices. Recently this motion has been propelled by
the announcement of Microsoft's flagship Lumia devices, launching with Windows 10 as the first of its kind to market.

The Challenge

How would you propose over the next 12 months to increase the market share of Lumia devices in Australia?

Guidelines

Budget and The campaign must drive increased market share of Lumia devices in the next 12
Timeframe months (till June 2017). The budget is $500,000AUD, this money may be used for a
variety of activities including (not limited to) research, demand generation campaigns
and co-marketing activities.

Objective – Reminder that to gain share, sales must exceed the average smartphone market
Market Growth growth rate, so we’d like to see how you would do this both strategically and creatively.

Product Our phone range varies from affordable to premium models, so when devising a
Knowledge strategy to grow our share, identify your target audience and justify the decision to
match them with a product type, and demonstrate and understanding of their
behaviours and needs

Market Analysis 79% of Australians currently own a Smartphone, utilizing a framework, analyse the
current Australian consumer market for Smartphones and define who your target
market will be. The powerhouse duopoly, Apple and Samsung, collectively hold 73%
share in the Australian market. Although Apple are currently winning the local device
competition. Android remains the dominant OS with 52% over the past year, followed
by Apple on 38% and Windows on 8%.

Report You must submit one report per group (groups can be 1 - 4 people). The report should
be 10 pages (no +/- 10%) size 12 font, 1.5 spacing. This does not include a cover page,
a reference list (Harvard style) or any appendices. Please state your group name in the
document header and the names of each group member and your University, on the
cover page.

1
Suggested Report Structure

1. Executive Summary
2. Introduction to product
3. Industry analysis (e.g. performance, current players, threats opportunities, etc.)
4. Target market analysis
5. Internal analysis (e.g. value proposition, go to market strategy, budget, etc.)
6. Execution strategy (actual campaign)
7. Conclusion
8. Appendix (optional, place for graphs, etc.) and References

Marketing Criteria Marks

Value proposition
 Demonstrate alignment with Microsoft vision and values
30
 Utilise creativity in core value proposition
 Ability to uniquely and relevantly showcase the innovation in Microsoft’s technologies

Understanding the market

 Analyse the current industry and the trends that are taking place
 Competitive platform analysis
30
 Demonstrate your insights into the chosen audience
 Clear justification of how your message resonates with the value proposition of Lumia and
how this will resound with the market

Practicality and Execution

 Identify the objectives of the strategy and detail how it will be executed
 Realistic use of appropriate budget and time frame as specified 30
 The plan utilises a variety of execution strategies that are relevant to the consumer market
 Plan must drive increased profile and market share of Lumia

Report Style
 Deliver a professional, easy-to-read and compelling business strategy
 Professional presentation: report style formatting and the report has a logical and clear
structure 10
 Report should be maximum 10 typed pages (not including appendices)
 Written and communication skills: tone, grammar and clarity of argument
 In depth research from a variety of sources and consistent Harvard referencing style

Total 100

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