Microsoft is a leading technology company founded in 1975 that produces software, services, and consumer electronics. This marketing plan outlines Microsoft's mission to empower all individuals and organizations through innovative technology. It analyzes Microsoft's strengths in reputation and products against weaknesses in innovation, and details opportunities in mobile and acquisitions versus threats from competition. The plan targets both businesses and younger consumers, and recommends strategies around pricing, promotion, and distribution across multiple channels to achieve financial objectives of cost control and international expansion.

1. Microsoft Corporation
Marketing Plan
Presented by: Jesse Kajko, Jordan Sell, Brian Mai
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2. Executive Summary
• Microsoft is one of the most well known technology companies in the
world.
• They make everything from video games to software applications and
tablets
• This plan will provide an overview of the company, its strategic
objectives, marketing strategy, marketing mix, financials, and an
implementation plan.
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3. Company Overview
• Founded by Paul Allen and Bill Gates in April of 1975
• The company's core business is based upon making software products such
as operating systems, server apps, business and consumer apps and
software development tools, and internet software, tech, and services.
• Microsoft has made four billionaires and about 12000 millionaires among
its employees.
• Recently however, Microsoft has made the Xbox game consoles, Microsoft
Edge Internet browser, and the Surface line of tablet computers.
• Microsoft has placed one of its products in almost every computer in the
world.
https://www.youtube.com/watch?v=P0AJM6HMYjM
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4. Mission And Vision
• Mission: Empower every person and every organization on the planet to
achieve more
• Vision: “Our vision is to create innovative technology that is accessible to
everyone and that adapts to each person’s needs. Accessible technology
enables individuals to take full advantage of their capabilities.”
- Bill Gates
- Values
- Innovation
- Environment Sustainability
- Diversity
-Building Sustainable Future
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5. Organizational Goals
(Future Goals)
- Mobile First Strategy
- Strengthen Strategic
Alliances
- Efficient Investing
- Cut Down Unprofitable
Products
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6. Core Competencies
-Developing Software (Windows,
Office)
-Developing Enterprise services
(Cloud Computing)
-Profitable in the commercial
business sector (high volume of
licensed software/applications)
-Consistent growth in revenue,
gross profit, and net income
-New forward direction and
business strategy by new CEO
Satya Nadella
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7. SWOT Analysis
Strengths (Internal)
-Great reputation/brand loyalty
-Excellent products/service (easy
to use)
-High % of market share
-High revenues/profits
Weaknesses (Internal)
- Slow to innovate/slow
anticipation
-Dependent on hardware
manufactures
-Not key player in mobile
technology sector
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8. SWOT Analysis
Opportunities (External)
• Popularity in mobile device
industry
• Growth through profitable
acquisitions/investments
Threats (External
• Intense competition/Global
competition
• Changing of consumer behavior
• Free products (Linux OS)
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9. Competitive Analysis
• High Concentration of
Competitors in software industry
• Variation in price/Price
competition
• Lower cost of ownership of
products
• Threat of New Entrants: Low
• Threat of Substitutes: Low
• Bargaining Power of Buyers: Low
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10. Customer Analysis
-Individual Consumers
(lowest revenue)
-Small & Medium sized
organizations
-Public Sector companies
-Internet service
providers
-Application developers
-Global consumers
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11. Marketing Segmentation/User Positioning
• Two main segments: Devices & Consumer, Commercial
• Devices & Consumer divided into 4 smaller segments
• D&C Licensing
• D&C Other
• Computing/Gaming Hardware
• Phone Hardware
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12. Target Market
• Long-term vision of using the personal computer as tool to empower
• Old Target market: mostly businesses and B2B
• Someone on a work computer
• Primarily corporate clientele
• Recent emphasis on college market
• Trying to target younger age groups (Xbox, gaming)
https://www.youtube.com/watch?v=naBh1IHxluI
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13. Product/Services
Strategy
-Increase Warranties
-Focus on Mobile Sector
-Focus on Cloud Computing
(Microsoft Cloud)
-Form Knowledgeable
Divisions in each product
sector
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14. Price Strategy
• Cutting Prices on software
• Charging Monthly-fees for online applications
• Price-cut promotion in China
• Setting lower initial prices
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15. Promotion Strategy
• Print & Media Advertising
• TV Advertisements
• Sales Promotion in stores & online
-Temporary price reductions
-Coupons
-Trade-ins of other products
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16. Place/Distribution Strategy
• Distribute products/services through multiple channels
• OEMs
• Distributors & Resellers
• Online
• Retail Stores and Online Marketplaces
• Goal: Build more physical locations, handle sales ourselves
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17. Financial Data
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18. Financial Data (contin)
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19. Financial Projections
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20. Financial Objectives
• Control Costs including
labor, healthcare and
pension liabilities
• Continue to hire
independent
contractors
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21. Marketing Objectives
• Increase marketing &
international marketing
spending
• Establish New Target Market
https://www.youtube.com/
watch?v=dpzu3HM2CIo
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22. Appendix
• Organizational Chart:
• William Gates – Founder & Technology Advisor
• Satya Nadella – Chief Executive Officer
• John Thompson – Chairman
• Current Employment:
• Worldwide – 112,689
• USA – 62,437
• Main Regional Operation Centers
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23. Works Cited
• https://www.microsoft.com/investor/reports/ar15/index.html#opera
ting-segments
• www.referenceforbusiness.com/history2/14/Microsoft-Corporation
• www.wintergreenresearch.com
• Monegan, Kelly. Financial Analysis: Executive Summary: Microsoft.
Capella University.
• https://www.microsoft.com/en-us/Investor/company-overview.aspx
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