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Microsoft Strategies in Marketing and Leadership

Keywords: microsoft authority, microsoft marketing strategy

Almost 27 years Microsoft manages through their windows and technologies to be able to satisfied customer. They are provided a advance technology for all those users such as for the business, personal users etc. besides that, in 1983, Microsoft has declared the development of windows which really is a graphical interface. In those days, they may be creating the house windows for IBM computer and the glass windows are appropriate for the computer systems. However, the merchandise line has evolved from a graphical interface to modern operating system. And now days and nights, the windows company has concentrate on their five business divisions which is offers ideal potential to provide their customer.

According to Microsoft. com (2010), the Microsoft organization has motivated and encouraged every day by how their customer use their software to find creative solutions to business problems, develop breakthroughs ideas, and stay connected to what's most significant to the client. The five business divisions that Microsoft targets are Window's and Glass windows live section, server and tools, online services section, Microsoft business division, and entertainment and devises section. Using their five business section, they may have different strategies to implement.

First of all, from our research, Microsoft Company is using extensive strategies. Intensive strategies is require intensive efforts to really improve an organization more competitive position with existing product. In other words, intensive strategy is making the company to make more improvement in the existing product. Within the intense strategy, there have three strategies that are market penetration, market development and product development. However, from our research about Microsoft Corporation is only using two strategies from rigorous strategies which is market penetration and product development.

According to qfinance. com (2009), market penetration defined as the ratio of potential sales that company has made a measure of the ratio or potential ratio of the market a product or company can capture, indicated in terms of total sales or turnover. Market penetration is often used to gauge the level of success a fresh service or product has achieved. Quite simply, market penetration seeking an increased market share for present product or services in present market through. Microsoft Organization is using this strategy because they want to increase their market share for present product. For a good example, Microsoft Company is using or impact customer by using advertising campaign and promotion through online. If they are advertise the customer through online, they in a position to influence the customer to purchase the product, hence indirectly Microsoft Corporation have the ability to increased their market talk about. Other than that, relating to Elorbany. R (2010), Microsoft Company redesigns MSN in order to Bing search market increasing. They are wishing by redesign MSN, can help the business increase market share of online search and bringing in visitors to MSN. This means that, Microsoft Corporation are using market penetration technique to increase their maker talk about. Besides that, by using this strategy, Microsoft Company can make market talk about of competition declining while the total of Microsoft Company industry sales increasing. By using this strategy, not only Microsoft Corporation in a position to increase market share but also increased their sales.

Product development is seeking increased sales by improving present products or services or producing new ones. In other words, product development strategy is another strategy in extensive strategy that make the business make a fresh improvement in the prevailing product and make a fresh product to be able to increased the sales of the business. Furthermore, one of reason that Microsoft Company is using this strategy is, their objective and their value are to help people and businesses throughout the world realize their potential. Other than that, Microsoft Organization is also making a improvement on the existing product. For instance, Microsoft office is one of product from Microsoft Company. This product is exist is to help people and the businesses easier to do their work. Microsoft Office are present since 1992 which is Microsoft office 4. x and Microsoft Company make a fresh improvement season by time and this year 2010 Microsoft Company came out with new features in the Microsoft office and the software call Microsoft office 2007.

Michael porter's common strategies

Michael Porter's Common Strategies modified from www. marketingteacher. com

Michael Porter's general strategies is a strategy where the company can apply the strategy as taking actions by develop a defendable position can be an industry. In general, this plan can be protective and unpleasant towards their industry position. Other than that, the Michael porter's common strategy can be an advantage on the competitors gained by offering the customer better value, either by provided the low prices of great benefits of the merchandise and services. In this strategy, there have three strategies that the business can implement either implement three than it or one of it. The strategies are cost command strategies, differentiation strategies and target strategies. According to case situation, Microsoft Firm is concentrating on both of these strategies that happen to be cost of leadership and differentiation strategies.

First of all, the price of leadership is about of getting the competitive advantages. Additionally, by increasing the revenue and minimize the cost of creation is also give an benefits to the company to earn more profit. Other than that, by increasing the market or the demand of the marketplace is also supply the corporation affects to earn much more profit. Microsoft Organization is a worldwide head in software, services, and the solutions, that help people and business realize their potential. According to Microsoft. com (2010), there is approximately 108 country in the worldwide is subsidiaries the Microsoft Organization product and it is also include Malaysia. Hence, the reasons why the Microsoft Firm is by using this cost of leadership strategies because Microsoft Company is a leader market of technology besides their competitor Apple. Inc. Microsoft Firm can provide five divisions business to the client through personal software to customer, software for business organizations, and entertainment for customer such as Xbox games. Besides that, the Microsoft Firm is able to linkages with suppliers and vendors. Cost of control strategies are pursued in conjunction with differentiation strategies. Hence, cost of control is as well as differentiation strategies.

The differentiation strategies are also one of strategies that the Microsoft Company is employing. The differentiation strategies are involves by making the product or services will vary from the rivals and the product is also attractive from those of their challengers. Other than that, the products are providing by something new in the product, features, unique and valuable. Relating to Microsoft. com (2010), the Microsoft office has provided Microsoft hardware such as mouse, computer keyboard, chilling pad for laptop, mobile headset etc. The product is make Microsoft Firm is different than other competition beside provided operating software to the all vendors. In order to compete with the largest rivals Apple. inc, Microsoft Organization are also provided software for Mac such as Microsoft office Mac pc. This is one of strategy that Microsoft Firm has using. With this strategy, Microsoft Corporation is able to make more income and in a position to contend with other rivals in this industry.

Merger and acquisitions

According to businessperson. com (2010), merger defined as the combination of one or more firms or other business entities into a single business entity. It really is a joining of several companies to achieve better efficiencies of size and output. Besides that, corresponding to businessman. com (2010), acquisitions is define the business or large businesses who capable to buy of one organization by another through either the purchase of its shares or the purchase of its belongings. Hence, merger and acquisitions are two widely used ways to pursue the strategies. Microsoft Organization is using merger and acquisitions ways of get more competitive advantages for their own company. Corresponding to Rigby. B (2010), the business will encourage more technology mergers and acquisitions. From that, we able to observe that Microsoft Corporations are implement these ways of get more durability for their Organizations. Since 1994 Microsoft Firm has an acquisitions every year, which indicate Microsoft Corporation purchase the smaller company to attain massive growth basically overnight and raise the market share. Regarding to Microsoft. com, almost each year Microsoft Corporation expenses small company which is since 1994 until 2009. That is a good strategy for Microsoft Corporation to become a successful leader in technology move forward. Other than that, by using this strategy Microsoft Organization can provide more improvement on capacity utilization which is fully utilize capabilities and make better use of an existing sales team.


As a finish, Microsoft Corporation is a innovator in software and technology of computing. They are created a new improvement season by year in order to meet their customer. Besides that, Microsoft corporation is also involves with entertainment such as computing mobile, games (Xbox). This is means that, Microsoft Company have a variety loyal customer in the worldwide country. We are able to take a good example in Malaysia. The majority of computer, laptop is using windows one of product from Microsoft Firm. Windows is able to provide new features, and it is a unique product to customer and the firms. Other than that, administration of Malaysia is also using 'glass windows' product for their operating system. Moreover, one of the strategies that Microsoft Firm implement is they are using mergers and acquisition with other company in order to improve the market talk about and to be able to improve on the product and service to the client. Furthermore, market penetration is offering a major impact to the business such as by enhance the product, the Microsoft are able to improve the market talk about and the economical size. Hence, strategy is important to every company, not only to Microsoft Company but to all the business that runs the business with their purpose to increase the profit and accomplish customers' needs and needs.

Quantitative Strategic Planning Matrix


Quantitative Strategic Planning Matrix (QSPM) is an extremely useful tool in formulating strategies. It really is an analytical tool which can generate useful information about the strategies a company projects to implement. Proper management of the company always uses Quantitative Strategic Planning Matrix (QSPM) as a tool in tactical planning or proper management process. In this process, there are three main periods that happen to be strategy formulation, strategy implementation, and strategy analysis. Quantitative Strategic Planning Matrix (QSPM) is actually fits in to the first level which is the strategy formulation. In strategy formulation, there are three steps that will come into which are the input periods, the matching phases and your choice stages. All these stages are employing different strategic management tools and Quantitative Strategic Planning Matrix (QSPM) will be used at the decision periods which is the last level of strategy formulation.

This tool can determine the importance of each strategy and at the same time can determine among feasible choice strategies. It is because the strategies will be weighted relating to their external and internal factor. The best thing about Quantitative Strategic Planning Matrix (QSPM) is the fact collections of strategies can be reviewed sequentially or together. This means that employing this tool, the business can save a lot of time and making fast decision yet appropriate. Other than that, by using QSPM, it is not as likely that key factors will be overlooked or weighted inappropriately. Key factors such as the opportunities and threats can be weighted properly and all the factors can be compared accordingly. To be able to develop QSPM, intuitive view is required. Thus, it is important to know the overall condition of the industry and the company itself. A whole lot of researches need to be done to be able to know the key factors of the business.

There are six steps of growing Quantitative Strategic Planning Matrix (QSPM). The six steps are:

  1. Make a set of the firm's key exterior opportunities/threats and internal strengths/weaknesses in the left column of the QSPM.
  2. Assign weights to each key exterior and inside factor.
  3. Examine the Stage 2 matrices and identify substitute strategies that the business should consider applying.
  4. Determine the Elegance Ratings (AS).
  5. Compute the full total AS.
  6. Compute the total AS.

Six steps of growing Quantitative Strategic Planning Matrix (QSPM).

Future Approaches for Microsoft and Methodologies used to judge Strategies

Based on process one in the previous webpage, there are three strategies which we've advised for Microsoft to put into action. The strategies are extensive strategies, Michael Porter's Common Strategies and merger or acquisition strategies.

In extensive strategy, there are three related strategies are market penetration, market development and product development. This is of these strategies has been discussed in the last tasks. Directly after we did some research regarding Microsoft and information technology industry, we think that Microsoft should use product development strategy for the future strategy of the business. This is because, they have whole lot opportunities on the market that they can capture. Apart from product development strategy, Microsoft also has done market penetration strategy where the corporation increasing their market shares by implementing this strategy. Both these strategies will be evaluated in QSPM in order to know how important they are to be used in future.

In Michael Porter's Universal strategy, there are two types of strategies that Microsoft used. The strategies are cost authority strategy and differentiation strategy. Both of these strategies are interrelated where cost management strategies pursued in conjunction with differentiation. Quite of these strategies will be assessed in the QSPM.

In merger or acquisition strategy, Microsoft has been successfully merger several large company to be their own. One of these is Yahoo which regarding to Burrows (2009), ever since Microsoft made its $45 billion bid for Yahoo in early on 2008, it was clear the program giant was seriously interested in dealing with arch-rival Google in the rewarding search on the internet business, and today, after many years of discussions with yahoo, it appears Microsoft has achieved its goal. This is a big achievement of Microsoft plus they manage to broaden their market share in it industry. We believe, this strategy is great for Microsoft to apply in future to allow them to continue be the marketplace leader of it industry.

So, to be able to choose one technique that very important for Microsoft to apply, we will evaluate all the key factors of every strategy in Quantitative Strategic Planning Matrix (QSPM). QSPM utilizes key inside and external information of the business. These factors are usually identified in the last level of the tactical planning process. Exterior Factor Analysis Matrix (EFEM) and Internal Factor Analysis Matrix (IFEM) are the exemplory case of tools found in the previous stage of the proper planning.

The above Quantitative Strategic Planning Matrix (QSPM) has been development appropriately with appropriate weight and elegance score. Weights which may have been used are representing the importance of the key factors to the implementation of the strategies. The more excess weight placed a lot more important the factor to the implementation of the strategies. On the other hand attractiveness credit score is a rating showing the appeal of the factors. The score of just one 1 to 4 is placed which indicate the more rating is place the more attractive the ways of be executed. Or in other words, attractiveness score of just one 1, 2, 3, or 4 can be used in order to about each strategy's appeal given the respective internal or external factor, where 4 is best and 1 is the less attractive.

For example, for product development under rigorous strategy, attractiveness rating of 4 is directed at technological, competitive, management, funding, research and development and computer information systems. This means that these key factors are very attractive factors for the merchandise development. The present of these factors will donate to the successful of the product development strategy execution. On the other hand the attractiveness report of 1 1 is given to the factor of politics and creation or operations. Which means that political provides less effect on the successful of product development. For information industry, production or operation is less important because the industry is more to service types of business. Thus, development is less needed.

This strategy gets the third higher score which is 3. 12. Which means that this strategy also offers its important to be put in place in future after the product development strategy. The rating of 4 is directed at the competitive, politics, management and fund factors. To be able to acquire a company, opponents will will have interest to compete with Microsoft. It is because merger strategy is able to expand the marketplace share of an company. This means that buy get a company to be a part of Microsoft property, they'll become stronger on the market and they'll have got another competitive gain. The same goes to political. Political is important because to be able to merger the business, all procedure must be approved by the federal government. Management and finance are the most important factors in internal environment because they're responsible to negotiate and managing the actions along the way of merger. Other than that, financing and accounting section of Microsoft will assess all the costs involve in acquire a particular company.

According to nikkie. co (2009), industry experts had praised Charge Gates for guiding his company over a path of development that observed its earnings stream increasing by more than 50 percent per time in an extremely competitive, even cutthroat, market. In other words, Expenses Gates has guiding his company on your path of progress that observed its revenue stream increasing by more than 50 percent per time. Costs Gates has success to capitalize early on and effectively on industry movements. Besides that, his conformity to take chances on such fledgling technology as Microsoft's CD-ROM established software packages. A fledgling technology has become a business standard. Moreover, Invoice Gates had prepared the company composition which is all the company structure all in jointly on all stages of software products through business routine from development to circulation.

Furthermore, in 1995 Invoice Gates has done and towards in internet area which is creates a search engine through internet. And Invoice Gates was success to examine by the actuality that Microsoft Internet Explorer Web browser. Through that, Microsoft's Internet Explorer Web browser is just about the industry head in 2000. In addition, Invoice Gates has success in preliminary a competitive Web browser. While that, the desktop of databases and office-suite has success. By Charge Gates creatures, it has proved that Monthly bill Gates had created a business quick enough to leap into a market that others were growing. And Charge Gates also able to take as a lead away from the competition.

Furthermore, matching to nikkie. com (2009), in 1998 Charge Gates has declared a new point in Microsoft's development that could allow him to target his energies on strategy and product development. Quite simply, in 1998, Charge Gates needs to focus on his strategy and product development to be able to fulfill customer needs. While that, the company funnelled a sizable amounts of money into increasing customer holds and feedback. Besides that, Monthly bill Gates has planned that he want his company directs work in such areas as intellectual telephones and tv, as well as the combo of such new computer source techniques such as speech, perspective and handwriting using pcs. Even though windows had previously gone through several upgrades.

Theory Y assumptions that management's role is to develop the possible in employees and help them release a that potential towards common goals in the organization. Bill acquired a perspective as an adolescent that each business and home should have a pc to make their life easier and effective. The realization of Bill Gates' perspective has modified the computing world. Microsoft's eye-sight is "empower people through great software anytime, anyplace, and on any device, " (microsoftvision. com, ) The authority style of microsoft is the charismatic style which really is a leadership style that always come from the people that are born with it. This sort of control style can usually get the center of the personnel more efficiently because they are good at picking right up the moods and matter of both individuals and much larger audiences. This sort of leadership works well because when the first choice at the very top, its takes time to floor his own self applied and stay close to the procedure. When the very best management involves the business enterprise with worker, not only does indeed he gain the data but he furthers his employees to work double as hard for the business. Being in the trenches develops loyalty and undoubtedly real knowledge about how exactly the operation is being run.

The company CEO must understand cultural dynamics to formulate their strategies, to find creation facilities and suppliers worldwide, to create and market culturally appropriate and services as well concerning manage cross-cultural connection thorough out the organization. Therefore, based on the jobs and tasks above, when utilizing strategies such as stated before - intense product development - the CEO is very important to be the agent of making the strategy work. Expenses Gates and the late Loh Benefit Siew is very articulate in conveying their vision to the company mentioned in the idea X and Theory Y assumptions, and thus that's the reason the company can strive.

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