Competitive Environment and Analysis - Essay Example

Operating systems allow a person to create balance sheets on desktop computers, send text messages on mobile phones, and so on. Our aim is to introduce a new operating system in the market and eventually gather a market share. To accomplish that, we need to: establish an offline and online presence by writing product articles for print and new media, establish networks with probable clients through conferences, and establish business relationships by partnering with other software development companies.

Competitive Environment and Analysis
Different categories of computers use different operating systems and the market share varies widely from one category to another (e.g. Desktop and laptop computers, mobile devices, etc.). The main players, however, in the operating system market are Microsoft Windows, Linux, Unix, and Apple. As of the last quarter of 2010, the combined market share of these companies for different categories is around 95%. While most of these companies have huge market shares in desktop computers and mobile devices, our operating system specializes in customized applications which include car entertainment systems, DVD players, and corporate computers, to name a few.

Target Market
The primary target market for our product is original equipment manufacturers (OEMs). These are companies whose products are used as components in another company's product (e.g. Dell sourcing hard drives from an OEM). Since our product is the software backbone of computer/electronics devices, it needs to be installed right at the beginning of the manufacturing process. Since we are a new player in the market, we believe our product can penetrate more easily in OEMs than in computer/electronics companies like Dell or Sony, for instance.

Message
The message consists of three key themes which include versatility, customization, and end-user experience. Our operating system offers versatility and ease of installation across all hardware devices and components. It solves the hardware-software compatibility problems of OEMs. Our product shapes the end-user experience of computer and consumer electronic devices. Up-to-date delivery of application programs is what we promise to our end-users.

Channels
To establish our presence both in the online and offline world, several press releases will be written in business newspapers at least twice a month before the product launching. A website will be created where the company's products and services are detailed. Videos about the product will also be uploaded on YouTube. Aside from the website, a Facebook page will be created to facilitate real-time interaction and feedback among our product's end-users. Finally, the company will participate in trade shows where information technology (IT) companies, OEMs, and end-users can learn about the product and potentially forge business relationships.

Costs
Web site development, hosting, and maintenance will cost a few hundred dollars. Facebook and YouTube pages are free. Press releases can be sent by mail to editors. Trade shows, on the other hand, charge minimal joining fees. Read More