Microsoft Corporation is a US-based global technology company with headquarters in Richmond, Washington. Founded in 1975, Microsoft’s mission is ‘to empower every person and every organization on the planet to achieve more’. Microsoft employs more than 130 000 people internationally. During the fiscal year 2018 the tech giant generated USD 110.4 billion in revenue and USD 35.1 billion in operating income.
Microsoft produces a wide range of products and services related to productivity and business processes and to support digital work and life of customers. Some of its products and services have become highly popular in the global scale. For example, more than 135 million people use Office 365 commercial every month and Outlook Mobile is installed into more than 100 million iOS and Android devices worldwide. Similarly, Microsoft Teams is used by more than 300 organizations worldwide, including 87 of the Fortune 100 and nowadays there are nearly 700 million devices around the world with active Windows 10.
In 2014, Satya Nadella replaced Steve Ballmer as CEO of Microsoft. Since taking over the top job, Nadella has focused on ‘humanising’ the company by improving its organizational culture and he also enhanced the coordination of efforts across the departments and groups of the company.
Microsoft business strategy can be classified as product differentiation. The company develops advanced technological products and services and sells them for premium costs. Moreover, Microsoft business strategy is currently focused on “cloud-first, mobile-first”, growth through mergers and acquisitions and exploring business opportunities related to augmented and virtual reality. Recently, the multinational technology company has also included ‘tech intensity’ as one of the important pillars of its business strategy
Microsoft Corporation Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Microsoft. Moreover, the report contains analyses of Microsoft’s business strategy, leadership and organizational structure and ecosystem. The report also analysis marketing strategy, ecosystem and discusses the issues of corporate social responsibility.
1. Executive Summary
2. Business Strategy
4. Organisational Structure
5. Organizational Culture
6. Microsoft and Ansoff Matrix
7. SWOT Analysis
8. PESTEL Analysis
8.1 Political Factors
8.2 Economic Factors
8.3 Social Factors
8.4 Technological Factors
8.5 Environmental Factors
8.6 Legal Factors
9. Marketing Strategy
9.1 7Ps of Marketing
9.2 Segmentation, Targeting & Positioning
9.3 Marketing Communication Mix
9.3.1 Print and Media Advertising
9.3.2 Sales Promotions
9.3.3 Events & Experiences
9.3.4 Public Relations
9.3.5 Direct Marketing
9.3.6 Personal Selling
10. Porter’s Five Forces Analysis
10.1 Threat of new entrants
10.2 Bargaining power of buyers
10.3 Bargaining power of suppliers
10.4 Threat of substitute products or services
10.5 Rivalry among existing firms
11. Microsoft Value-Chain Analysis
11.1 Primary Activities
11.1.1 Inbound logistics
11.1.3 Outbound logistics
11.1.4 Marketing and Sales
11.2 Support Activities
11.2.2 Human Resource Management
11.2.3 Technology Development
12. McKinsey 7S Model
12.1 Hard Elements
12.2 Soft Elements
13. Microsoft Ecosystem
14. Corporate Social Responsibility
14.1 CSR Programs and Initiatives
14.2 CSR Criticism
List of Figures
Figure 1 Microsoft Organizational Structure
Figure 2 Microsoft Ansoff Growth Matrix
Figure 3 Annual lobbying by Microsoft Corporation
Figure 4 Microsoft’s ‘Scroogled’ Marketing campaign
Figure 5 Example of Microsoft print advertisement
Figure 6 Porter’s Five Forces
Figure 7 Value chain analysis
Figure 8 Microsoft production supplier locations
Figure 9 McKinsey 7S model
List of Tables
Table 1 Microsoft SWOT analysis
Table 2 Microsoft product categories and products
Table 3 Microsoft segmentation, targeting and positioning
Table 4 Products and services within Microsoft Ecosystem
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- Published: January 2019
- 13818 Words
- 54 Pages