Market Segmentation

Running head: MARKET SEGMENTATION
MARKET SEGMENTATION
Name of the Student
Name of the University
Author Note

1MARKET SEGMENTATION
Table of Contents
Introduction................................................................................................................................2
Company Background................................................................................................................2
Segmentation Targeting and Positioning...................................................................................3
Segmentation..........................................................................................................................3
Targeting Strategies...............................................................................................................3
Value Segments of Target Markets............................................................................................3
Brand Strategy............................................................................................................................5
Positioning Strategies.............................................................................................................5
Leveraging the Brand Identity...................................................................................................6
Brand Relationship.....................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

2MARKET SEGMENTATION
Introduction
Market is one of the most dynamic platforms that is the rationale behind the strategies
that the organizations take for the segmentation of the products. Segmentation becomes a
significant part for the organization to deal with such activities that are required for the
development of the key areas influencing the key aspects of the market (Weinstein and
Winston 2016). The chosen organization for the study is Microsoft Corporation. The study
will be stating about the organizations and complexities of the market that will be liable for
the identification of the branding strategies along with the ways the brand is associated with
building relationships. The study will also focus on the positioning of the organization. Study
will discuss the stated parts but after stating about the company.
Company Background
Microsoft is one of the most influential brand in the whole world. The company was
started in 1975, founded by one of the richest man in the world Bill Gates and Paul Allen
(Microsoft.com 2019). The company is currently involved in being the largest software
maker by revenue (Forbes.com 2019). The company is associated with significant industries
such as computer software, hardware, consumer electronics, networking services, cloud
computing and many more. The company does have a product portfolio inclusive of
Windows, Office, Servers, Software, Allied Services, Gaming Consoles, Visual Studio along
with search engine like Bing. The company’s revenue for the year 2018 was USD 110.36
billion (Microsoft.com 2019). The company is associated with dealing with 134,944
employees (News.microsoft.com 2019).