Marketing Mix of Microsoft

Running Head: MANAGEMENT 0
MARKETING MIX

MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Marketing Mix of Microsoft......................................................................................................3
Macro Environment of Microsoft..............................................................................................6
Conclusion..................................................................................................................................8
References..................................................................................................................................9

MANAGEMENT 2
Introduction
The rise of technological advancement in society has a major impact in today business
scenario. Various major development in this area changes the way an organisation operate in
relation to its structure of business, practices, marketing and communication (Payne,
Storbacka & Frow, 2008). One of the biggest and dominant technological company i.e.
Microsoft was founded in 1975 that builds many support software product and services
across the domain. The company offers varieties of products includes their Windows
Operation System, personal and business solutions applications, Microsoft suite of office
products like Excel, Word and PowerPoint. The company also offers various products in
mobile market and software games market.
In the fourth quarter of 2018, the revenue of the company stood upon $30.1 billion
increased at a rate of 17% (Sparks, 2018). During their business life cycle, Microsoft
acquired many big companies such as LinkedIn, Skype technologies, Mojang, Hotmail and
GitHub.
Figure 1 – Biggest innovation of Microsoft
Source: (Sabri, 2013)

MANAGEMENT 3
Marketing Mix of Microsoft
Marketing mix is a series of activities that work together and are part of the marketing
process (Day, 2011). There are various ways by which an organisation can satisfy the needs
of targeted customers. In the same way, Microsoft is serving a diverse target market with its
differentiation pricing strategy. All of their products are readily available to the customers
even on the e-commerce platform. In addition, the company also do aggressive promotion to
boost their sales of the products and services and thus increase brand recognition. Explicit
marketing mix of Microsoft in United States is outlined below in respect with the four Ps –
Product, Price, Place and Promotion.
Product – The original Microsoft juggernaut product, the Windows desktop is considered as
one of the important Microsoft product in terms of solutions deliver to the customers, clients
and business partners. All computer programmes need an operating system and from a long
period of time, Microsoft is offering one of the most popular operating systems provides a
graphical user interface helps in simplifying user experience. In January 2019, the global
market share of the Windows operating system range stood at 75.47 per cent. Moreover, in
US, it stood at 67.38% (statista.com, 2019). With the advent of Windows 10 in 2015,
Microsoft brings most notable features in extension with universal apps, an expansion of the
Metro-style apps. This Operating system was built to run on various Microsoft product
families including PC, tablet, smartphones, Xbox One and other embedded systems.
It unveils new innovation with more of its edition and versions. Microsoft made available
Windows 10 in 138 languages with a new platform that reinforces identity protection, data
protection, threat resistance and device security (ebiztown, 2018). In addition, there are also
various subsidiary software applications introduced by the company such as Office 365,