Importance of Strategic Business Development in Dealing with Shifting Market Dynamics: A Study on Microsoft

This research project focuses on the importance of strategic business development in dealing with shifting market dynamics, using Microsoft as a case study. It includes a research proposal, literature review, research methodologies, and findings.

Research project
Table of Contents

INTRODUCTION...........................................................................................................................1
TASK 1- Research proposal............................................................................................................1
Valid area for research............................................................................................................1
Aim: -......................................................................................................................................2
Objectives...............................................................................................................................2
Research questions.................................................................................................................2
Success criteria for investigation............................................................................................2
Key milestone and critical pathway.......................................................................................2
Justify research area...............................................................................................................4
TASK 2- Research using different research methodologies............................................................4
Literature Review...................................................................................................................4
Research Methodologies........................................................................................................6
TASK 3 – Presentation of research findings....................................................................................9
Interpretation and presentation of primary research findings.................................................9
Evaluation of research Findings...........................................................................................13
Recommendations with justification....................................................................................13
Communication with target audience...................................................................................14
Use of findings in specific business context.........................................................................14
TASK 4- Reflective log.................................................................................................................14
Reflection on own skills.......................................................................................................14
Recommendations to improve skills....................................................................................15
Plan to improve skills...........................................................................................................15
Impact of plan on personal progress.....................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Strategic business development is a business essential which is used by an organisation in
order to align its operations with the business strategy in such a manner that the performance
wouldn’t get affected with the several challenges faced by organisation. For performing this
investigation Microsoft is taken into consideration as it is a larger multination organisation
operates in technology sector where changes are so frequent that it affects the business
functioning (Yin and Jamali, 2016). Hence with the help of this investigation a relation will be
trying to establish so that it can be identified that manner in which an organisation can deal with
changes and survive in marketplace by making effective use of strategic business development.
TASK 1- Research proposal
Valid area for research
Strategic business development is refer to the formation of the strategies that lead a
business to associate its plan with the main objective of the company in order to pro9ceed for
better performance in marketplace. It is a practice that take up an organisation to new level of
success in term of its growth and profitability. An organisation faces number of issues which
make it difficult to achieve sustainability marketplace (Fourné, Jansen and Mom, 2014). These
are required to be tackle effectively so that operations of the organisation can move smoothly
along with the main objective of the company. In this strategic business development plays a
significant role by aligning the action plan with the actual strategy or objective of the firm so that
the upfront challenges would be able to divert the pathway of company and it achieve the
objective to which it desires for in marketplace. Hence, to develop further understanding in this
regard the research area for strategic business development has been chosen as “shifting market
dynamic” as this is considered to be a main issue which organisation mainly faces at
marketplace. Therefore, by choosing this area a direction of research would be directed toward
determining that whether the strategic development could help in improving these challenges that
affect the functioning of a business.
In order to represent this study, the Microsoft is taken into consideration, which is a large
American multinational company that deal within the technology sector and work toward
developing, manufacturing, licences and sell consumer electronics, consumer software, personal
computer and related services (Nair and Paulose, 2014). But it is well known for its software
products which are highly used by people throughout the world.
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Aim: -
To investigate about the importance of strategic business development in complying with
shifting market dynamics. A study on Microsoft
Objectives
 To explore about the concept of strategic business development.
 To determine the benefits that Microsoft get with implementation of strategic business
development.
 To ascertain the relationship between adoption of strategic business development and
dealing with fluctuating market dynamics for Microsoft.
Research questions
 What is the concept of strategic business development?
 What are several benefits that Microsoft get with implementation of strategic business
development?
 Explain about the relationship between adoption of strategic business development and
dealing with fluctuating market dynamics for Microsoft?
Success criteria for investigation
The success criteria of this project is based on the fact that to what extend the investigator would
be able to justify the findings that are being extracted throughout the study would be successful
to prove the objectives that are being formulated at the starting of project. Along with this the
success criteria will be measure with the help of timescale and budget of the investigation that
represent the set of activities to be performed throughout eth project within the given time period
and budget (Turker and Altuntas, 2014). The timescale will provide a tool through which
continuous measurement of the work can be done so that it become easier to identify the area
where actions to be taken so that research can be moved as per plan. After all this the success of
the project will be determined with by ensuring that the project get accomplished in provided
time and cost, along with successfully accomplishing the objective by proving them right or
wrong. Other than this success of study would also be measured if the data is presented that will
be helpful to the stakeholder in some manner.
Key milestone and critical pathway
For deciding the key milestone of project and critical pathway a tool has been used which
is named as Gantt chart. It is a pictorial representation of set of activities that is to be perform
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within an investigation along with their sequence of execution and time taken by each activity.
The Gantt chart for this investigation is mentioned below:
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Justify research area
For performing the investigation over the importance of strategic business development
within an organisation, the shifting of market dynamic has been consider as a research area. The
main reason behind adopting this method is that an organisation has to face several challenges in
market place and the major one is fluctuation in external variable of market dynamics that all
have huge influence over business performance (Chang and Wu, 2014). But these can be deal
with effective management of business which is also possible with the help of strategic business
development. Hence, this project is chosen in order to represent the relationship between
strategic business development and dealing with shift in market fluctuation.
TASK 2- Research using different research methodologies
Literature Review
It is a vital part of every research project that is based on evaluation and review of various
scholarly articles and journals to have better understanding and implication about selected
research topic and also lead to base for further research work (Mann, 2020). To meet the aim and
objective of current research various online articles and publications are reviewed by investigator
to develop better creation about topic of strategic business development a discussion of which is
provided below:
To explore about the concept of strategic business development
As per the opinion of Laura Berry, 2012, strategic business development is a concept that
is critical for all organisations to ensure success of a department's evolution and also provide an
effective way to capture the aforementioned and prevailing business opportunities. Thus, it can
be evaluated that strategic business development is basically associated with Business
development in more effective way through practice of identifying, attracting, and acquiring new
business in order to raise and have better company's revenue and growth goals. Hence, it has
been observed that main focus of strategic business development is on keeping a balance
between current market circumstances and overall business strategies and plans to ensure a better
coordination in order to achieve targets and objective in a more effective manner.
Further, as per the opinion of Diaz-Briquets, 2019, it has been that strategic business
development is a concept that facilitates choosing of best targets and customers for organization
from where more value and profits can be earned from the creative department. Furthers,
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strategic business management plan also helps in defining Client-Specific Value Propositions so
that better efforts can be made by organisation to attract and cater larger number of customers in
prevailing business circumstance to have better productivity and profitability.
To determine the benefits that Microsoft get with implementation of strategic business
development
According to the view point of Matt Vella, 2012, the benefits that are facilitated by
implementation of strategic business development includes early detection of opportunities and
there classification according to priorities of business so that effective steps could be taken to
exploit them for better results. Further, implementation of strategic business development by
Microsoft facilitates a better framework to coordinate and control all the business activities
according to current market conditions to reduce the consequences and negative impacts of
adverse changes and dynamic business factor. Beside this, strategic business development also
allows improvement in resource allocation in order to have reduction in wastage of resources
through bringing better coordination and balance among activities.
Beside this, as per the view point of Taylor, Okazaki and Mueller, 2019, implementation
of strategic business development within in Microsoft ensures and fosters a positive attitude
among mangers and employees towards changes through creating better awareness about the
dynamic changes going in the business environment and also ensures better balance between
business strategies and current market circumstances thus, lead to enhancement in productivity
and profitability of organisation through exploiting current business opportunities and attracting
larger customers base through better evaluation of Client-Specific Value Propositions. Beside
this, an effective action plan and follow through is also facilitated by strategic business
development so that better control and check can be implemented by Microsoft on its activities
and operation to have better results and outcomes.
To ascertain the relationship between adoption of strategic business development and dealing
with fluctuating market dynamics for Microsoft.
As per the view point of Varun Sharma, 2014, a close relationship exists between
strategic business development and dealing with fluctuating market dynamic as strategic
business development is directly associated with the planning, exploring, analysing or evaluating
specific business plans in accordance with current market circumstances and situation. Thus, it
can be evaluated that strategic business development facilitates an effective tool for Miscrosft
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organisation to deal with fluctuating market dynamic through facilitating a better awareness and
understanding abut current market situation that makes it easy to detect and capture early
opportunity to have better growth and success.
Apart from this, according to the view point of Bandarian, 2020, it has been also seen that
strategic business development also facilitates a better check on feasibility and success of a plan
and strength in accordance with current market trend thus, helpful in designing new processes
and business alliances to have better performance and development of organisation. Further,
strategic business development ensures a positive and better attitude among managers and staff
towards fluctuating marketing dynamics and changes therefore lead to a better balance between
business strategies and current market circumstances so that Microsoft could meet and exploit
current business opportunities in a better way and also keeps it ready and aware about fluctuating
market dynamics so that better action plan and follow through could be adopted to overcome that
fluctuation in an effective manner to maintain the smooth and free flow of operation.
Research Methodologies
It provide information about set of various research method and approach that could be
used by researcher to collect and gather sufficient and appropriate data for an investigation to
meet its objectives and draw a valid conclusion (Wiek and Lang, 2016). A discussion about
various research methods used for current research project is provided below with valid
justification for their selection.
Research Method
There are two main types of resrch methods that consists of qualitative and quantitative
research method out of which use of Quantitative research method is made for current
investigation on Microsoft as it facilitates collection of numerical data that can be easily
presented and summarised to have valid justification and reason to make a conclusion of decision
(Mackey and Gass, 2015).
Research Philosophy
This section of research methodology consists of two main parts i.e Positivism and
Interpretivism research philosophy. As per the nature of current investigation use of Positivism
research philosophy is more suitable and justifiable as facilitates a better and more scientific
method for collection of data and also associated with use of quantitative data.
Research approach
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The approaches that could be used for research are divided into parts i.e. deductive and
inductive out of which use of dedicative approach is made for current research work on
Microsoft as it ensures effective and better generalisation and presentation of quantitative data on
which current research is based (Kumar, 2019).
Sources of data collection
This section of research methodology consists of two main origins of data from where
required information could be collected by a researcher to meet research objectives. Use of
primary as well as secondary sources of data is made for current research on Microsoft a
justification of which is provided below:
Primary sources- Collection of data from primary sources is justifiable as it facilitates
most recent and up to date form of data directly collected from the respondents. Thus, use of this
method of data for research enhance the viability and authenticity of gather information to
achieve the desired objectives and form justifiable conclusion (Taherdoost, 2016) . Use of
questionnaire is made for current research to collect information from primary sources.
Secondary source – It provide information about past facts and records that is necessary
to have better understanding of research topic and also set a base and framework for research
work thus, selection of this method is justifiable as it ensures better support for primary research
findings.
Sample Method
It is a process of selecting a pre determined number of observation from a large
population in order to accomplish research work in less time and in a more effective and better
way (Omland and Thapa, 2017). A sample size of 25 respondents is selected from employees of
Microsoft through use of random sample technique to achieve the desired targets of current
research work.
Instrument used for data collection
The instrument that is used to collect data from selected respondents is questionnaire. Use
of questionnaire as data collection instrument is justifiable as it lead to simplest and most
effective way to collect data from respondents that can be easily converted into numeric terms to
reach a valid conclusion (Wiek and Lang, 2016). Use of following questionnaire is made to
gather information from selected sample size from employees of Microsoft on the topic of
strategic business development.
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Questionnaire
Q1) Are you having any perception and understanding about the concept of strategic
business development?
a) Yes
b) No
Q2) What are the several benefits that Microsoft get with implementation of strategic
business development?
a) Early detection and exploitation of business opportunities
b) Better planning and allocation of resources
c) Enhanced balance with market trends
d) Effective coordination in business operations for success
Q3) Are you agreed with the fact that, an adoption of strategic business development is an
effective way to deal with fluctuating market dynamics for Microsoft?
a) Agreed
b) Disagreed
Q4) Which step could be adopted by Microsoft to have better strategic business
development for its success?
a) Regular marketing analysis
b) Effective follow through of strategic plan
c) Timely modification and changes in business strategies
Q5) What overall impact is lead by adoption of Strategic business development on
Microsoft in order to meet fluctuating market dynamics?
a) Positive
b) Negative
Q6) Any further suggestion for Microsoft to have better strategic business development for
its success?
Ethical Consideration- To meet the ethical implications of current research work all the code of
conduct and principles of investigation are met. A proper written consent and approval is alss
taken from all respondents to ensure their involvement without any consequences and proper
care for safety and security of data collected is also taken.
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TASK 3 – Presentation of research findings
Interpretation and presentation of primary research findings
For presentation and interpretation of primary research findings use of pie charts and
frequency table is made a description of which is provided below:
Theme 1: Concept of strategic business development
Q1) Are you having any perception and understanding about the
concept of strategic business development?
Frequency
a) Yes 20
b) No 5
Interpretation
On the basis of above frequency table and pie chart it has been observed that 20
respondents are having perception and understanding about the concept of strategic business
development while 5 respondents out of 25 are not aware about this concept of strategic business
development.
Theme 2: Benefits of strategic business development
Q2) What are the several benefits that Microsoft get with
implementation of strategic business development?
Frequency
a) Early detection and exploitation of business opportunities 7
b) Better planning and allocation of resources 5
c) Enhanced balance with market trends 8
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d) Effective coordination in business operations for success 5
Interpretation
There are several benefits associated with implementation of strategic business
development as it has been observed that 7 participants has supported early detection and
exploitation of business opportunities where as 5 respondents are in favour of better planning and
allocation of resources. Apart from this, it has been also seen that 8 employees are in favour of
enhanced balance with market trends while 5 have supported effective coordination in business
operations for success as benefits that Microsoft can get with implementation of strategic
business development.
Theme 3: Adoption of strategic business development is an effective way to deal with
fluctuating market dynamics for Microsoft
Q3) Are you agreed with the fact that, an adoption of strategic
business development is an effective way to deal with fluctuating
market dynamics for Microsoft?
Frequency
a) Agreed 22
b) Disagreed 3
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Interpretation
It has been find out on the basis of current research that 22 respondents out of 25 are
agreed with the fact that adoption of strategic business development is an effective way to deal
with fluctuating market dynamics for Microsoft where as 3 participants are disagreed with this
fact.
Theme 4: Step to have better strategic business development for its success
Q4) Which step could be adopted by Microsoft to have better
strategic business development for its success?
Frequency
a) Regular marketing analysis 8
b) Effective follow through of strategic plan 7
c) Timely modification and changes in business strategies 10
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Interpretation
Various steps are there that could be adopted by an organisation to have better strategic
business development for its success as it has been evaluated that 8 participants are having a
thinking that regular marketing analysis could be adopted by Microsoft to have better strategic
business development for its success were as 7 are in favour of effective follow through of
strategic plan along with 10 respondents who have favoured timely modification and changes in
business strategies for Microsoft to have better strategic business development for its success.
Theme 5: Overall impact is lead by adoption of Strategic business development
Q5) What overall impact is lead by adoption of Strategic business
development on Microsoft in order to meet fluctuating market
dynamics?
Frequency
a) Positive 21
b) Negative 4
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Interpretation
With respect to above research work it has been find out that overall a positive impact is
lead by adoption of Strategic business development on Microsoft in order to meet fluctuating
market dynamics as this fact is favoured by 21 respondents out of 25 and only 4 participants are
there who are in support of negative impact of strategic business development.
Evaluation of research Findings
On the basis of above research it has been find out that concept of strategic business
development is associated with identifying, attracting, and acquiring new business ideas and
strategies in order to raise revenue and growth of an organisation through setting proper balance
with current market trends and fluctuation. Further, it has been observed that many benefits are
there that an organisation could get with implementation of strategic business development like
early detection and exploitation of business opportunities, better planning and allocation of
resources together with enhanced balance with market trends and effective coordination in
business operations for its success. Further, it has been also find out that an adoption of strategic
business development is an effective way to deal with fluctuating market dynamics for Microsoft
through regular market analysis, implementation of effective follow up action and timely
modification of and changes in business strategies as per current market trend.
Recommendations with justification
In accordance with above research it can be recommended for Microsoft to have better and
timely analysis of business environment to have more effective strategic business development
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and it also ensures better strategy formulation to overcome threats of fluctuating marketing
dynamics. Further, It is also recommended for Microsoft organisation to have and prepare
effective follow through of strategic plan that ensures better check and control over the
performance of strategies in order to achieve desired objectives on time. It also ensures a better
corrective action for defects and inefficacy in policy which enhance the viability of strategies to
have better strategic business development. At last, timely modification and changes in business
strategies are also recommended for Microsoft as it ensures better balance and coordination with
dynamic business environment so that opportunities can be grab easily and threats can also be
overcome in more effective manner to have better development of organisation.
Communication with target audience
The target audience for current research work includes the stakeholders of Microsoft that
consist of its managers, directors, staff, customers and other associated parties. Use of online and
digital modes of communication like email and social media would be made to transfer and
communicate information about research findings of above project that are based on strategic
business development with target audience.
Use of findings in specific business context
Use of above findings could be made in specific business context like in context of
Microsoft it facilitates better understanding about benefits and need of strategic business
development that how it lead to early detection of business opportunities so that better planning
and allocation of resources can be made to garb theses opportunities for better success and
growth of organisation. The above research also proved information about steps to have better
strategic business development that is helpful for Microsoft to enhance its viability and business
success through creating effective follow up action and timely modifying its strategies to cope
with and keep a balance with dynamic environment.
TASK 4- Reflective log
Reflection on own skills
The current research work conducted by me in the topic of strategic business development
is crucial for me as it lead to better determination of my skills and provided me a feedback on
effectiveness my work and overall skills. It has been evaluated by me that my communication
skills were quite effective as I managed to gather all relevant information from respondents for
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current research work. My research and managerial skills were also good as I had properly
managed the use of quantitative research method where all relevant data was gathered through
use of a questionnaire. Further, use of Gantt chart was also made by me that reflected that I have
managed all the activities of research in a quite effective way and achieved all research
objectives on time.
Recommendations to improve skills
Although my current research work is effective and meet its injective in time, but still
scope for betterment is left. It is recommended that use of interview and qualitative research
method could also be made by me that would lead to better check on my communication skills
and also lead to its improvement. Further, a scope of improvement in my time management and
resources allocation is also seen that is suggested to improve to have better accomplishment of
targets and research objectives.
Plan to improve skills
The plan to improve my analytical and time management skills includes use of more
statistical tool like Work Breakdown structure to have better allocation of resources and time.
My plan to improve my communication and interpersonal skills includes interaction with more
number of people and respondents to get better suggestion to improve efficiency of my work. So
for better conclusion and recommendation in my research work I have planned to make use of
interview method and WBS to ensures better improvement in my skills and work.
Impact of plan on personal progress
The impact of above plan is positive as use of interview together with questionnaire would
facilities better information and data about view point of respondents so that a more justifiable
conclusion could be made by me. Beside this, use of WBS and Gantt chart would ensure better
clarity and transparency in my work to achieve the research objectives in more efficient and
better way. Thus, overall the current research work is helpful and lead to overall improvement in
my managerial and other interpersonal skills that ensures better professional development for me
in future.
CONCLUSION
From the above performed study it has been identified that strategic business development
plays a significant role within the effective execution of business practices. This is so because it
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support an organisation to deal with the challenges present in market place along with managing
with the fluctuation that take place within the market. As the strategic business development
support in forming up better action plan by aligning the strategies along with the current market
position. This in turn help in dealing with the changes and moulding the action plan to fit it with
the market challenges so that company would be able to perform well without getting diverted
from its actual pathway while managing with the issues it is facing. In order to implement it
effectively management must focus toward market study and past actions taken so that it can
compare with eth upfront issues to take up better decision.
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Online:
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