Management Report of Microsoft

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NBS- 2P2Y Coursework Deadline: 10 December 2012 Student number: 100011886

Management Report: MICROSOFT

Introduction (Abstract and Methodology) Microsoft is the world largest software developer by far. (Microsoft, 2012) It is the industry leader in the computing related business in the past three decades. The success that the corporation has attained has been commonly praised globally. Microsoft’s product has been famous for its practicability and originality. The corporation has been studied in its marketing effort but relatively less in its operational aspect. This management report will be discussing the operation strategies adopted by Microsoft. Specifically, the new product development strategy adopted by Microsoft will be investigated, namely the project of launching tablet ‘Surface’. Diagrams and tables will be applied to assist the report findings. The launch of ‘Surface’ will be discussed in details in the later sections of the report. Also, the potential threats that Microsoft might face will be anticipated.



Business Strategy and related new product development of Microsoft

In this section of the report, the operation strategies employed by Microsoft in relation to its New Product Development (NPD) will be discussed. The crucial factors that affect the operation quality of Microsoft will be investigated. Throughout the discussion, the theories of order-winning and qualifying objectives will be used in assistance for illustrating the analysis. In the fast-changing environment that Microsoft naturally sets in, the New Product Development is always ranked top in its business agenda. Reportedly, Microsoft spent 17% of their revenue on the Research and Development (R&D) department. Compared with the industry top performers, Apple and Sony, Microsoft spent a much larger portion of revenue on its R&D. (Gizmodo, 2010) This enormous figure implicates how high that Microsoft views in its NPD process.

Fig. 1 The spending on R&D...
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