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Target Market Analysis Paper

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Target Market Analysis
This section focuses on Microsoft target market including the characteristics of demographic and psychographic, behaviors of target market, and strategies appealing to market.
Demographic Characteristics of Market
Since Microsoft is virtually everywhere according to the diversity of its products and services, it is hard to analyze the demographic of Microsoft users. Microsoft targets different types of customers, ranging from sizes of business users, office professionals, to PC gamers. Reports from Nielson (2014) and Microsoft Corporation between 2013-2014 revealed its major revenue comes from 55% enterprise customers, 20% consumers and services, 19% original equipment manufacturers (OEM), and 6% small and midsize businesses. …show more content…

Most of their lives reflect on the center of entertainment (music, film, art, and so forth) and enjoy being known amongst their group peers. They seek out information from blogs and forums whichever associate with their hobbies. Their passion for learning never stops, and are likely to seek for unique brands that reflect their styles. Demographically, this group accounts for 55% of males and 45% of females. The highest percentage of ages range in 40-59 (34%). Media Centrics tend to seek for the people on the Internet who have similar passions and lifestyles. Most of them like to download apps and bookmark their favorite information for easy access. They will not stick to a particular mobile phone and tend to choose a handset that suits their styles (as cited in Hritzuk & Jones, …show more content…

This group likes to connect with their families and friends and make sure they will not miss any events in their lives. Their passions include interaction and communication on social media. There are 51% of females and 49% of males associated in this group, range in age 13-24 (42%). Connectors believe that Internet is the key to connecting with the world via social networks, text messages, and blogs (Hritzuk & Jones, 2012). They rely heavily on sharing information and connecting with others via Skype, Hotmail, and Messengers. When making purchases, they prefer opinions from their peer groups.
Mavens. According to Hritzuk and Jones (2012), Mavens are extremely techno-savvy. They hunt for the latest news and information regarding the products and services they are likely to bring up for debates. Mavens make informed decisions about everything in their lives, and want to experience the best of all. They never stop learning and tend to share expertise with others. In this group, there are 69% of males and 31% of females, range in age 25-39 (35%). There is no boundary for their passion of knowledge. Additionally, 91% of Mavens own a smartphone, and 13% own a Nokia or a Window phone.
Strategies Appealing to the Target

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