Microsoft Segmentation, Targeting and Positioning

Microsoft Segmentation, Targeting and PositioningMicrosoft 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




Region Global marketplace
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
Lifestyle[1] Mainstreamer





Microsoft segmentation, targeting and positioning

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.

Microsoft Corporation Report

[1]According to Cross Cultural Consumer Characterization by Young & Rubican