What is Microsoft's marketing and corporate strategy going to be concerning Zune?What's the strategy for Zune?

I am writing a paper on iPod VS the Zune.


I am touching a 4P analysis on both of the players, then strategy and marketing analysis and possible future steps and outcomes for both of them.





I am curious what you think about Microsoft's plan is to compete with iPod. How could they do that? What tools will they use? What would you use/do? How badly can this harm iPod?





After research I really believe in the iPod, however we should not forget Microsoft's advantage of being LARGE, and also a past example: XBox. XBox could and is competing with Playstation, and at some point it's even winning against Sony.


Can this happen to this war as well? Can the Microsoft beat Apple in this, or even at least steal a bigger chunk of market share?





So what's the strategy in Bill Gates' head?

What is Microsoft's marketing and corporate strategy going to be concerning Zune?What's the strategy for Zune?
I think you answered your own question...they will likely follow the same path they took with XBox.





Check out the website:





http://www.zune.net/en-US/





I don't think they will find the same success with Zune as they did with XBox personally...Apple does do something right and this seems to be one of them.





Microsoft, like all large companies, will likely work the same routine...undercut the competitor's prices; arrange more third-party vendors; sign exclusive distribution rights; and take a share. Then they hold on until the competitor dies or they realize it won't work. I'm thinking airlines for some reason...a new regional start up always faces prices cuts by the big dogs until they can't even turn a profit...time wastes away what capital they have.





But Apple isn't a regional startup...and Jobs does seem to do marketing right, so expect this to not be a successful venture for Microsoft.





The only other thought to share is how Microsoft is pushing the single-device concept. Sort of like how cell phones can do everything from pictures, navigation, surf the web, etc...MS is trying this with their devices and if they can integrate these devices well, then they could overtake Apple's market share. But that is a big challenge.