Microsoft Case Study. Business & Marketing Case Study

Marketing Excellence – Microsoft
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Marketing Excellence: Microsoft
Part 1 – Evaluating the Case
Evaluation of Microsoft's Evaluation in Terms of Marketing and Products
Product evolution stems from the growth of the industries with technological advancements that can reflect the variations in the consumer's demands (Spinello, 2003). In general, the performance of the products is based on technological advancement, as the old products that are now obsolete and are replaced by the new products.
Microsoft has been a leading force, mainly due to its specialization in the operating system (OS) market, and is likely to continue to be the leader in the market. According to the case, the company performed well. The company in the early 1980s launched its DOS operating system for IBM computers, and also went public and launched the Windows 3.0 in 1986. In 1998, Microsoft created its new slogan, which helped in promoting the brands. In the mid-1990s, the company launched its Internet Explorer in order to compete with Netscape. The launching of the Internet Explorer helps Microsoft wins in the category of "browser wars" CITATION Stu20 \l 1033 (Microsoft Case Study, 2020). Microsoft faced some falter time; one took place in the mid-1990s, when the company faced anti-trust and lawsuit charges because of its marketing tactics. During the next years, the company did not launch any new marketing or operating system when its customers needed it the most. On the contrary, MAC detained every opportunity in order to make the marketing campaign more successful that can attract more customers.
Evaluation of Microsoft's Recent Expansion
Nowadays, with technological development and the popular Smartphone, the decision to expand into the search engines and the Smartphone should be efficient. The consumers were very impressed with the new technological improvement of the Windows 8, 8 Phone, and the Surface Tablet with a detachable keyboard CITATION Stu20 \l 1033 (Microsoft Case Study, 2020). These are the right areas of Microsoft's growth as the change not only connects with the development of the Smartphone but also keeps the communication with its consumers in view, which in-fact is the right way to ensure survival in the marketplace.
Potential Ethical Implication
Microsoft's anti-trust case grumbles more like a roller-coaster ride. The market was telling the latest turn of Microsoft not to break into two pieces after snatching the perceived victory (Kang, 2013). The actions carried out by Microsoft were not inimitable that mainly include tying agreements, some exclusive dealings that have come under inspection, and monopolies. However, Microsoft's case has become exceptional due to the magnitude of the company, the length of the dispute, and the future's implications (Stevenson, 2010). In order to protect the superiority in the market, the company had involved itself in a series of unethical practices such as; being disproportionately opportunistic during the browser wars, copying the operating system of Apple Company, and launching it in the name of Windows. The company also forced the suppliers to limit the sales of its competitor – Netscape, misled Sun Microsystems by giving the license and the rights to sell Java along with the Window system. Instead of competing constructively and positively, the company tried to weaken the marketing strategies of its competitors (Kashmanian et al., 2011). The company took such actions that also caused harm to its stakeholders and culminated in hurdling the innovation process and the consumer's choice.
Strategies to Overcome the Ethical Issues
The Corporate Citizenship strategy of Microsoft should focus on helping society to solve the challenges and increase the business opportunities around the world. The company must highlight those issues which, according to Microsoft and its shareholders, are most important for building the company's business, such as; strengthening the economies, promoting the online ecosystem, addressing the societal challenges, and operating in the market responsibly.
Part 2 – Situational Analysis
PEST and SWOT analysis can measure the current situational and environmental analysis of Microsoft.
PEST Analysis
Political
The risk of military invasion is a potential risk for the company. On the contrary, the increase in governmental support for automation is an opportunity for the company. Some other influential factors include anti-trust issues and laws related to the business services and software, intellectual property protection, the level of corruption, particularly the regulation in the technological sector (Gray, 2008). The increase in international trade agreements, which is an opportunity and a threat to the company.
Economic
The economic factors of Microsoft are the economic growth rate, discretionary income, considerable economic stability of other developed countries, which is an opportunity for the company, the growth of the disposable income of the middle-class, the efficiency of the financial market, the government intervention in the related technology and the free market, fluctuation in the currency of the host country and the exchange rates, the stages of the business cycle such as, prosperity, recovery or recession (Hazlett, 2020). If the market power is booming, the chance of the customers' purchasing will be high.
Social
The social factors mainly include the increased cultural diversity, the stable demand for high-quality customer ser...