Microsoft segmentation, targeting and positioning can be explained as a set of activities that constitute the core of marketing efforts. Segmentation involves dividing population into groups on the basis of certain characteristics. Businesses focus on certain customer segments and position their products and services to satisfy needs and wants of these particular segments.
Microsoft uses adaptive type of positioning and periodically repositions its products and services according to changes in the wants and needs of the target customer segment.
The following table illustrates Microsoft segmentation, targeting and positioning:
|Type of segmentation||Segmentation criteria||Microsoft target customer segment
|Density||Urban and rural|
|Age||16 and older|
|Gender||Males & Females|
|Life-cycle stage||Bachelor Stage young, single people not living at home
Newly Married Couples young, no children
Full Nest I youngest child under six
Full Nest II youngest child six or over
|Occupation||Students, employees, professionals|
|Behavioral||Degree of loyalty||Hard core loyals
Soft core loyals
|Benefits sought||Efficiency, accuracy, speed|
|Personality||Deatermined and ambitious|
|User status||non-users, potential users, first-time users, regular users and ex-users|
|Psychographic||Social class||Lower class, working class, middle class and upper class|
Microsoft Corporation Report contains a full analysis of Microsoft segmentation, targeting and positioning and Microsoft marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Microsoft. Moreover, the report contains analyses of Microsoft leadership, organizational structure and organizational culture. The report also comprises discussions of Microsoft business strategy and addresses issues of corporate social responsibility.
According to Cross Cultural Consumer Characterization by Young & Rubican