Created while doing marketing internship under Prof. Sameer Mathur (IIM-Lucknow)

1. 'MICROSOFT'
{Case Study}

2. INDEX
• Introduction
• Finding of the Company
• Over the year analysis
• Company's Products
• Vision and Mission
• Strengths, Weaknesses, Risks and Opportunities of the company
• Porter's Five Force Analysis
• Capabilities and Core Competencies
• Corporate and Business Level Strategy
• Percentage of people using Windows
• Summary

3. Introduction
Microsoft Corporation, incorporated on September 22, 1993, is a
technology company. The Company develops, licenses, and supports
a range of software products, services and devices. The Company's
segments include Productivity and Business Processes, Intelligent
Cloud and More Personal Computing.
Satya Narayan Nadella is an Indian American business executive. He is
the current chief executive officer of Microsoft. He was appointed as
CEO on 4 February 2014, succeeding Steve Ballmer.

4. Finding of the Company
• Microsoft was founded by Paul Allen
and Bill Gates on April 4, 1975, to
develop and sell BASIC interpreters
for the Altair 8800. It rose to
dominate the personal computer
operating system market with MS-
DOS in the mid-1980s, followed by
Microsoft Windows. MAIN MOTTO : A
computer on every desk and at every
home

5. Over The Year Analysis
• 1975 : The company was founded.
• 1980 : Developed DOS for IBM Computers.
• 1986 : Went into public and had great growth later on.
• 1990 : Windows 3.0 was launched (with file and program manager).
• 1998 : Launched Windows 98 with a slogan “Where do you want to go Today?”
• 2000 : Windows 2000 followed by Windows XP and Xbox in 2001.
• 2007 : Vista Operating System, which was a new addition to the market.
• 2009 : Windows 7 and in 2011 it entered into Mobile Industry.
• 2012 : Windows 8.
• 2015 : Windows 10 was launched.

6. Company's Products
- Skype for Business.
- Exchange Server.
- Dynamics ERP.
- Microsoft Azure.
- SharePoint Server.
- SQL Server.
- Windows Client.
- Microsoft Office Suite.

7. Vision And Mission
COMPANY’S VISION:
Microsoft Corporation’s vision statement is
“to help individuals and businesses realize their full potential.”
COMPANY’S MISSION:
Microsoft Corporation’s mission statement is
“to empower every person and every organization on the planet to
achieve more.”

8. Strengths, Opportunities, Weakness And
Threats !
Strengths :
• 1) Leader of the market in Client
operating system.
• 2)Large Clientele.
• 3)Stable Profits.
Weaknesses :
• 1)Windows 8 Negative User Response.
• 2)Lack of mobile market share.
• 3)Customer dissatisfaction for mobiles.
Opportunities :
• 1)Nokia Accusation with the
Lumia series
• 2)Expanding Mobile Device
Market
• 3)Promotion of Sky drive for
storage.
Threats :
• 1)Google Drive , icloud and
other MS office competitors
• 2)Threat of Linux and Mac OS.

10. Capabilities And Core Competencies
• 1) Tangible Resources
• 2) Intangible Resources
• 3) Human Resources

11. Tangible Resources
Cash Reserves :
• Approximately $90.2 Billion in cash reserves.
Operating Revenue :
• Approximately $93.58 Billion. Ranks #25 in the Fortune 500 list.
• Cash , Cash Equivalent , short term investments is about $ 113.240
Billions .
• Total Assets of $193.694 Billions.

12. Revenue Curve

13. Intangible Resources
• Technology Based : $5.97 Billions
• Marketing related : $ 1.869 Billions
• Gross Carrying Amount : $9.1 Billions
• Net Carrying Amount : $3.73 Billions
• Intangible Assets and Goodwill : $21.605 Billions

14. Human Resources
Microsoft's success is based on the effectiveness of their
employees. They have the most visionary, smart , educated ,
Dedicated and committed employees. Microsoft attracts and
retains the best talent in the Information Technology Business.

15. Capabilities of the Company
• 1) Financial Control.
• 2) Capacity for Decision Making.
• 3) Continuous Improvements .
• 4) Brand Management .
• 5) Engineering and technical know-how.
• 6) Research Capability.
• 7) Ability to identify and respond to market trends and adapts.

16. Company Strategies
• Longstanding commitment and leadership in developing innovative
accessibility solutions. Making the computer easier to see, hear, and use by
building accessibility into Microsoft products and services. Promoting
innovation of accessibility in the development community and working
with industry organizations to encourage innovation. Accessibility in
meeting the technology needs of people with disabilities.
MARKETING STRATEGIES:
1) Network Marketing – The first and most known strategy of Microsoft is
Network marketing. 2) Regular product launches. 3) Follower strategy – One
problem in the strategy of Microsoft has been that it has had a follower
strategy in the past decade or more. It has rarely come out with an
innovation. 4) Learning and adapting. 5) Build a cash cow – Even though I am
repeating this point, but this is important. 6) Build brand equity. 7) Be
customer focused.

17. Percentage of Different OS Users

18. End Chapter Questions
Question 1. Evaluate Microsoft’s product and marketing evolution over
the years. What has the company done well, and where did it falter?
Ans. WELL PERFORMED:1) Microsoft launched the DOS operating system
for IBM computers in early 1980’s. 2) went public in 1986 and launched
Window 3.0 3) In the 1998, the new slogan Microsoft made helped promote
its brand 4) During the mid-1990s, Microsoft launched Internet Explorer to
compete Netscape, which Microsoft become the winner of “browser wars”.
FALTER TIMES: 1)In mid 1990’s, Microsoft faced antitrust charges and
lawsuits because of its marketing method. 2) During the next few years,
Microsoft didn’t release new operating system when the customers need it.
On the contrary, Mac seized the opportunity to make a successful marketing
campaign that gained lot of customers.

19. Question 2) Evaluate Microsoft’s recent expansions into areas such
as search engines and smart phones. Do you think these are good
areas of growth for Microsoft? Why or why not?
Ans(2): 1) Nowadays, with the technology development and the
popular with smartphone, the decision to expand into search engines
and smartphones should be very sensible. 2) The new improvement of
Windows 8, Windows 8 phone, and Surface Tablet impressed
consumers with a detachable keyboard. 3) This not only connects with
the development of smartphone, but also keeps communication with
its consumers, which is the right way to keep activity in the market.

20. Summary!
• It has adopted “Performance Culture Model” as best approach.
• Growth Pyramid Of Microsoft.
• Microsoft had helped a lot of People in many ways by introducing Products usefulto mankind.
TOPICS COVERED THROUGH THE PRESENTATION:
• Introduction to the company.
• How the company was formed
• Analysis of the company growth over years.
• Company’s products
• Vision And Mission of the company
• Strengths, weakness, risks and opportunities of the company.
• Porters Five Force Analysis.
• Capabilities And Core Competencies of the company.
• Corporate And Business Level Strategy of Microsoft
• Percentage of people Using Windows all over the world

21. Disclaimer
Created by Kaushal Gupta, HBTI-Kanpur(kaushalgupta385@gmail.com) during marketing
internship under Prof. Sameer Mathur ( IIM-Lucknow)