1.1 Executive Summary
The purpose of this article is to highlight the current marketing strategies of Microsoft Corporation and also to identify the lacking areas where Microsoft should develop new strategies to with stand with the throat cutting market challenges. 1.2 Mission Statement
Empower people through great software anytime, anyplace, and on any device. 1.3 Our Values
As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality. (Microsoft Corporation, 2010)
1.4 Company Profile
At Microsoft, everyone one is motivated and inspired every day, by how their customers use their software to find creative, solutions to business problems, develop breakthrough ideas, and stay connected to what's most important to them. Microsoft run business, in much the same way, and believe in their five different business divisions, which offers the greatest potential to serve customers. They are: a. Windows & Windows Live Division:
Includes the Windows product family, and is responsible for our relationships with personal computer manufacturers, as well as online software and services through Windows Live. b. Server and Tools:
Software server products, services and solutions, include: Windows Server operating system, Microsoft SQL Server, Visual Studio, Silverlight, System Centre products, Forefront security products, Biz Talk Server, and Microsoft Consulting Services. c. Online Services Division:
Consists of an online advertising platform with offerings for publishers and advertisers, and online information; offerings such as Bing and the MSN portals and channels. d. Microsoft Business Division:
Includes the Microsoft Office suites, desktop programs, servers, and services and solutions; Microsoft Dynamics; and Unified Communications business solutions. e. Entertainment and Devices Division:
Consists of the Xbox video game system, including consoles and accessories, Xbox Live operations, Zune digital music and entertainment device; Mediaroom, mobile and embedded device platforms, Surface computing platform, and Windows Automotive. We are committed long term to the mission of helping our customers realize their full potential. Just as we constantly update and improve our products, we want to continually evolve our company to be in the best position to accelerate new technologies as they emerge and to better serve our customers. (Microsoft Corporation, 2009)
1.5 SWOT Analysis
i. Microsoft is one of the huge reputable global brands currently in the market. It is recognizable for couple of reasons, it was known to be one of the largest software developers and it’s developed a customer base of near about thirty million people all around the world. ii. It has built its brand image on the successful development of its computer software namely the Windows series of products. iii. Brand is everything, Microsoft is one of the best established, highly visible and healthy IT brands in the World, and holds a very loyal set of passionate customers that advocates and uses the brand. By loyal customers, it means that Microsoft retains old customers as well as recruits new ones too. iv. The corporation is alienated in several central offices inside the United States and all around the globe making the distribution channel and development of its products easily approachable to every consumer. It helps the company to launch new products and services across the globe at the same time. 1.5.2 WEAKNESSES:
i. Microsoft lacks a solid client age and service support centre on...
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Kotler, P. (2002). Marketing Management (Eleventh ed.). California: Prentice.
Microsoft Corporation. (2010). About Microsoft: Your Potential. Our Passion. Retrieved March 12, 2010, from Microsoft Website: http://www.microsoft.com/About/default.mspx
Microsoft Corporation. (2009, December 4). Our Commitment to Our Customers. Retrieved March 12, 2010, from Microsoft Corporation Website: http://www.microsoft.com/about/companyinformation/ourbusinesses/business.mspx
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