This paper discusses the strategic management of Microsoft, including its vision and mission, products and services, marketing segmentation, distribution strategy, PESTLE analysis of UK, Porter's Five Forces analysis, and recommendations for the company.
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Running head: STRATEGIC MANAGEMENT STRATEGIC MANAGEMENT Name of the Student Name of the University Author Note
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1STRATEGIC MANAGEMENT Table of Contents Introduction................................................................................................................................3 Discussion..................................................................................................................................3 Overview of the company:.....................................................................................................3 The Vision and Mission.....................................................................................................4 Products and Services Offered...........................................................................................5 Marketing Segmentation, Targeting and Positioning.........................................................5 Distribution Strategy..........................................................................................................5 PESTLE Analysis of UK:......................................................................................................6 Political factors...................................................................................................................6 Economic factors................................................................................................................6 Social Factors.....................................................................................................................7 Technological factors.........................................................................................................7 Environmental factors........................................................................................................8 Legal factors.......................................................................................................................8 The Porter Five Forces Analysis:...........................................................................................8 Industrial Rivalry...............................................................................................................9 Bargaining Power of the Buyers........................................................................................9 Bargaining Power of the Suppliers....................................................................................9 Threats of New Entrants...................................................................................................10 Threats of Substitutes.......................................................................................................10 Value Chain Analysis:..........................................................................................................10
2STRATEGIC MANAGEMENT Microsoft Operations:......................................................................................................12 Strategic Clock of Microsoft:...............................................................................................14 SWOT Analysis:..................................................................................................................15 Strengths-.........................................................................................................................15 Weaknesses-.....................................................................................................................16 Opportunities-..................................................................................................................16 Recommendations:...................................................................................................................17 Conclusion:..............................................................................................................................17
3STRATEGIC MANAGEMENT Introduction The construction and application of initiatives and goals which are adopted by the top management of the organization on the basis of resource availability and by the information from the internal and external environmental analysis is known as strategic management (Hitt, Ireland and Hoskisson 2016). It offers an overall path for organizations and comprises of the objectives, plans and policies for the purpose of achieving the set goals. The strategic management also includes the practice of resource allocation (Wheelenet al. 2017). It involves the activities of constructing goals, analysing competitive external environment, assessing internal environment of organizations, evaluation of the strategies and confirming management suitability for the set strategies and goals (Ansoffet al.2019). It helps in identifying the market opportunities and threats and also contribute towards the identification of strengths and weaknesses of organizations. The purpose of the paper is to identify and assess business strategies of Microsoft by the application of various strategic tools. The strategic tools selected for this paper are SWOT, Porter's analysis, PESTLE analysis and Value chain analysis. The paper will discuss about the business strategies adopted by Microsoft with the changing business environment. In this paper, the implications of the strategic analytical tools will be linked with the business strategies of the company. The paper will be concluded by presenting strategic recommendations for the company in order to sustain efficiently in the changing business environment. Discussion Overview of the company: The multinational technology company American company Microsoft specialize in manufacturing, developing, licensing, supporting and selling personal computers, computer softwareandconsumerelectronics.ThecoreproductsandservicesincludesInternet
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4STRATEGIC MANAGEMENT Explorer, Microsoft Windows line, Edge web browsers and Microsoft Office suite. The company is considered as one of the best and largest makers of software in terms of revenues and value in the market. Bill Gates and Paul Allen were the founder member of the company, which was started in the year 1975. The present CEO of Microsoft is Satya Nadella. The company has involved in continual improvement strategies for changing the manner in which people work, live and the way in which people connect with technology (Microsoft.com 2019). In United Kingdom, the company is incorporating technological advances in the process of developing newer ways for interaction between people and technology at home and/orwork,developmentintheareaofcloudcomputingduringtheprocessof transformation in public and education services. The Vision and Mission The tagline of the company is “Your Potential, Our Passion”. A vision is a long term objective or image that the company wants to achieve in the future. The corporate vision of Microsoft is to help the individuals and the business all over the world in understanding their full potential. The mission statement presents the reason for the existence of the company. The mission statement is to empower every individual as well as all the organization to achieve more (Narikae, Namada and Katuse 2017). The mission and vision of the company helps in guiding and motivating the employees of the organisation. Products and Services Offered Microsoft is a unique company having sheer number of products that helps in earning huge revenue. The most important products that the company offers are Microsoft Windows, Microsoft Office Suite, Office 365, LinkedIn, SharePoint, Visual Studio, Outlook, Exchange, SQL Server, Windows Server Client, Xbox, Microsoft Bing, System Center,Dynamics, Skype and Windows Azure. The company also provides with consulting and product support service.
5STRATEGIC MANAGEMENT Marketing Segmentation, Targeting and Positioning The company wants to have a global reach and hence the segmented region is the global market place. The company uses a mixture of both demographic as well as behavioural strategies. The gender includes both male and females of 16 years old and above. It basically aims the students, employees and the professionals. The targeting strategies used by the company are both differentiated and undifferentiated strategies. The company has to use differentiated targeting strategies for its smart phone sections. The positioning strategies followed by the company are multi segment positioning and standby positioning. The company targets a number of consumers at the same time by offering them with different types of products and services (Schlegelmilch 2016, pp.63). The standby positioning strategy of Microsoft on the other hand helps in the development of the products and the services offered by the company that can wait for the changes and can be demanded in the future. Some products are positioned either for commercial use or for personal use. Distribution Strategy The company sells their products to the ultimate consumers by using the following three strategies: 1.OEMs – The Microsoft software is preinstalled on the servers or the devices that the company sells to the consumers for example the Windows operating system is pre- installed in most of the laptop devices. 2.Direct – The Company sells directly in order to reach the variety of customers specially the small and the medium customer segment. 3.Distributors and resellers – License solution partners, value added resellers and other retailers license the products and services of Microsoft indirectly.
6STRATEGIC MANAGEMENT PESTLE Analysis of UK: Political factors Political stability was considered to be one of the strongest in the world due to its attractive policies regarding Foreign Direct Investment. The country have offered large investments opportunities for the global businesses. The tax rate of company’s profits was around 19 percent, which experienced a reduction in the year 2016. The tax rate of United Kingdom for the year 2020 will reduce up to 17 percent. However Brexit is believed to reflect major impacts on the political structure of United Kingdom. The political stability helps Microsoft to develop itself by further investments and by improving performance. The government support helps the company to increase the technology sales by taking support from the government. Economic factors The 5thlargest economy in terms of nominal GDP is United Kingdom. Although the country experienced a recession in the year 2008 but the government adopted various strategies for mitigating the negative impacts. The country faced certain challenges in the year 2017, the prices in shops rose due to the weakening of pound resulted in high costs of imported goods. Although, the price of the products rose but the wage structure was not altered. The minimum wage rate in United Kingdom was 7.50 pounds per hour in the year 2017 (Mazrekaj, Shabani and Sejdiu 2016, pp.80). The wage rate was increased to 7.83 pounds from the month of April in 2018. The Microsoft Company has the opportunity to increase its sales by penetrating into the developing countries. The rise in the disposable income in the developing countries will help Microsoft in increasing its revenue through more sales.
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7STRATEGIC MANAGEMENT Social Factors United Kingdom is believed to have a large consumer market. The population of United Kingdom for the year 2019 is 66.85 million and is expected to grow up to 74 million by the year 2039. In United and practices, which presents opportunities for business to offer innovative products and services? United Kingdom is considered as one of the best countries in terms of higher education. The country experienced a rise in the cost of living status and in areas of higher education. Kingdom, 81.4 percent of the total population comprises of urban population. United Kingdom possess a multicultural background. It is one of the top ten educated countries and ranks 3rdin terms of overall best countries. There has been a rise in the cost of the living and higher education. Microsoft can design and innovate newer products to support the leisure preference of the people of UK. The increased demand for the Microsoft products and services should be properly handled by setting up of a proper customer service desk. Technological factors UK is technologically much advanced but yet it stays behind USA, Japan, India and South Korea. New technologies are formed on a daily basis by the business organisation in order to provide better services to the consumers. Huge amount of investments are being done on this sector and the UK technology sector has attracted many fresh and young talents. There has been an investment of £28bn in technology since 2011, which is higher than the investment in France and Germany.The company can rapidly innovate its smart phone devices. The company must also tighten the security issues as online payments are taking place frequently now a days, where safety and security is always needed. Environmental factors Several initiatives have been taken by the country to improve the environmental condition and increase the sustainability. Initiatives are taken by the local community, the
8STRATEGIC MANAGEMENT government, newspaper companies, as well as the charities in order to reduce the negative impacts of the business on environment. A very abrupt climatic condition prevails in the country that affects the tourism sector that contributes around £ 127 billion per year in the economy (Easton and Sommers 2018). Microsoft must enhance the sustainability programs as mostofthecustomersareinclinedtowardsthosecompanywhoaretakingsocial responsibilities. The company can take the initiative of recycling the parts rather than wasting it. Legal factors The country follows several laws and regulations. The Employment Act 1996 deals with the employees and protects the employee rights. The Equality Act, Maternity and paternityleave,minimumwage, LimitedLiabilityPartnership,holidaypay, sick pay, Children and Family Act are also followed. The company must follow certain rules and regulation in order to maintain the goodwill in the market. The issues of copying of the technologies can be reduced by strengthening the patents and the copyrights. Energy efficient computer technologies can be used in order to protect the environment as well as reduce the consumption. The Porter Five Forces Analysis: The porter five forces helps the business firms compare itself with the competitors and thereafter help it in determining the key strengths and the weaknesses. The analysis is as below: Industrial Rivalry Larger the competition, lesser will be the power of the organisation and vice versa. The industrial rivalry of Microsoft is very strong. The switching cost is moderate. There is a strong aggressiveness of the firms and the firms are highly diversified. The competitors of
9STRATEGIC MANAGEMENT Microsoft are Apple, Google, IBM, Oracle, Salesforce, SAS, HP, Sony and SAP. The main competitors are the Apple and Google who keeps on innovating and investing a huge amount on the research and development. Bargaining Power of the Buyers The bargaining power refers to the power of the consumer to affect the price of the products and services offered by a company. The more the number of the buyers the lesser will be the bargaining power of the buyers and vice versa. Microsoft hardly has any perfect substitute. The switching cost of the product is also high. The bargaining power of the buyers in case of Microsoft is therefore low as there are large numbers of buyers and the switching cost is also high. Almost every person in the developed countries now uses a computer or a laptop and installs Microsoft products and services in it. This states that the buyer base is really very high for Microsoft and hence the buyers cannot affect the prices. Bargaining Power of the Suppliers The bargaining power of the suppliers refers to the power of the supplier to affect the prices of the raw materials. The more the number of the suppliers the lesser will be the bargaining power and vice versa. The bargaining powers of the suppliers are moderate as the switching costs of the raw materials are moderate and the numbers of suppliers available are also low. There are several fresh talents in the technology field but experienced talents are also requires. The country lags behind in technology with respect to few countries and hence the technological sector requires improvement. This makes lesser option available for the company as it tries to make use of the best technologies in its products. Threats of New Entrants Threats of new entrants mean if new companies enter into the market by seeing the attractive profits of the competitor companies, then the company will face a threat from the
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10STRATEGIC MANAGEMENT new company. The power of the company will be reduced if there are a number of companies entering into the market. The new entrants reduce the strengths of the existing company. There is a moderate threat in case of Microsoft. The threats are because of the high cost of set up and brand development. The cost of doing the business is also very high as the company requires daily innovation, research and development and huge investments. It is not easy for any new firms to come and compete in the technology sectors but the prevailing companies have the chances to take an advantage. This implies that the threat of new entrants is low in case of Microsoft. Threats of Substitutes The larger the number of the substitutes, the lesser will be the power of the companies and the lesser the number of the substitutes, the greater will be the power of the companies. The substitutes can reduce the market share of Microsoft. There are no perfect substitutes of the company and even if there are certain substitutes, the performance is very low as compared to Microsoft. The threat of substitute, in case of Microsoft is therefore very low. Value Chain Analysis:
11STRATEGIC MANAGEMENT Value Chain framework of Microsoft (Source:Hacklin, Björkdahl and Wallin 2018, pp.82). The value chain analysis is a tool that helps in determining the internal strategies of an organisation. It helps in the identification of the primary and support activities. It is the analysis of all those activities that transforms the inputs into the outputs. The analysis of the value chain of Microsoft will help the company in increasing its competitive advantage. The value chain is divided into – Inbound logistics, Operations, Outbound Logistics, Marketing and Sales and Service (Mudambi and Puck 2016, pp.1076).The value chain also includes the demand chain and the supply chain. The supply chain focuses on the reduction of the costs whereas the demand chain focuses more on the customer needs and preferences. Microsoft believes in a demand drive supply network concept (Donovan 2015, pp.5). Inbound Logistics: Microsoft possess multiple supplier contracts internationally which allows Microsoft to facilitate an efficient flow of complicated supply chain process. The company has its own
12STRATEGIC MANAGEMENT set of code of conduct, which allows the company to align the company’s values with the suppliers’ activities. It follow a strict code of conduct and a method of supplier selection, which is compulsory for all the suppliers entering into the business. The existence of strategic connection or relationship with the suppliers, economies of scale and the detailed in-depth knowledgeofthesupply-chainmanagementoperationalactivitiesthroughtheselling software like Microsoft Dynamics AX are the major sources of the value for the company’s Microsoft inbound logistics (Luszczak 2019, pp.2). Microsoft Operations: Thebusiness processes and productivitycomprises of the services and product in regards with the communication, informational services and productivity. This segment includes a wide range of platforms and devices like Office Consumer, Office Commercial, Dynamics and LinkedIn. Theintelligent cloudof Microsoft comprises of private, hybrid and public cloud services and products which portrays the ability to access modern business. The segment includes server products like Windows Server, SQL, System Centre, Visual Studio and Enterprise services like Microsoft Support Services and Consulting Services (Jain and Hazra 2018). ThePersonal Computing segmentof Microsoft consists of services and products which contributes towards coordinating interests and preferences of the consumers, IT professionals and the developers in various sizes. Except the smartphone of Microsoft, all theotherdevicesaremanufacturedandassembledinthird-partycontractbasis.The manufacturing system of the company is efficiently designed as the plants are situated across the planet which helps in ensuring connection with the suppliers as well as it reduces the cost oftransportationandthenegativeimpactoverenvironment.Theoutboundlogistics framework of Microsoft includes the resellers and distributors, OEMs (Original Equipment Manufacturers), online sales activities and the stores. The resellers and distributers of the company’s products and services includes retail stores, retail outlets, License solution
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13STRATEGIC MANAGEMENT partners and web developer agencies (Boiaet al.2016, pp.618). OEMs serves as an important section for Microsoft as it includes the software pre-installation facility to various devices such as Dell, Lenovo, HP and Asus. Microsoft offers online sales services with the help of Office 36, OneDrive, Outlook.com, Windows store and Skype. The stores of Microsoft are located all across the world and the stores consists of technical advisors for offering assistance regarding the features and usage of productsde (Jong and Flowers 2018, pp.23). Themarketing and salesdivision of Microsoft is the most important functional area. The company utilizes the method of licensing for selling services and products. One of the main sources of the method of value creation of Microsoft sales and marketing activities comprises of the utilization of licensing sales method which contributes towards decreasing sales cost as well as the company involves in the process of viral marketing (Boiaet al.2016, pp.618). The expenses of marketing and sales of Microsoft increased for around 13 percent in the year 2018 in comparison of 2017, the reason was majorly because of the expenses of LinkedIn and Twitter as well as the investments implemented in the commercial sales ability (Daniel, Neves and Horta 2017, pp.114). Theservicesof Microsoft is majorly concentrated on the post-sales support/assistance provided to the consumers. It attempts at efficiently maintaining the higher level of the customer services both in the stage of pre-purchase and post-purchase. One of the section of the customer service offering or programmes includes online Malicious Software Removal Tool as well a disability answer desk in the online platform for the purpose of supporting consumers with disabilities (Narikae, Namada and Katuse 2017).
14STRATEGIC MANAGEMENT Strategic Clock of Microsoft: Strategic Clock of Microsoft (Source:Tashchiyan, Sushko and Grichin 2015) The goal of the company is to have affordable pricing structures for its hardware and software to enable effective computing experience for disabled people. It reflects the factor of affordability by facilitating user friendly usage characteristics (Dou and He 2017, pp.609). These factors leads to establishment of strong customer base.
15STRATEGIC MANAGEMENT SWOT Analysis: The strength and weakness can be deduced from internal analysis as well as the opportunities and threats of the organization can be deduced from external analysis. Strengths- Microsoft is one of the leading software companies in terms of the global presence, especially in the area of cloud computing. The annual revenue generated in the year 2018 from the commercial cloud such as Office 365, Dynamics 365 and Azure is around 23.2 million dollars (Seland 2016, pp.6). Microsoft consists of a dominant position in regards with the market share among all other competitors. In the year 2018, the rank of the company in terms of market value was 4thwith the valuation of 750.6 billion dollars (Easton and Sommers 2018). Microsoft owns a market share with a gain of 3 percent among five large cloud services providers, among IBM, AWS, Oracle, Microsoft and Google (Chao and Kavadias 2017, pp.5). The company has a wide market reach as it operates in around 190 countries. After the implementation of advanced version, Windows 10, the company experienced over 700 million installations all over the world (Chatterjee 2017, pp.47). Thecompanyisconstantlygrowingby introducingvariousnewSKUs(Stock Keeping Units). The market capitalization of Microsoft is huge, around 776 billion dollars (Easton and Sommers 2018). The products and services like the software are user friendly.
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16STRATEGIC MANAGEMENT Weaknesses- The main weakness of Microsoft is the inefficiency in introducing innovation into the growth of the hardware product offerings. The lack of innovation in the hardware product category can harm the competitive edge of Microsoft (Pisano 2015, pp.44). The arising issues in PC market due to the dependence of vendor’s fluctuating pricing and currency structure. The company is far behind in the segment of internet browsing in comparison to Firefox, Google and Safari. The browsing offerings like Edge and Microsoft IE was not even considered in the list of ‘most popular web browsers 2018’ (Krotov 2017, pp.831). UnsuccessfulacquisitionssuchaswithWebTV,link-exchangeacquisition,the company experienced a massive failure in regards with unprofitable investments. Opportunities- The expansion of the cloud business segment as it is experiencing positive response and demand. The company has an opportunity in the areas such as game technology and Artificial Intelligence,whichactasacompetitiveedgefor thebusiness(Amelec2015, pp.1406). Acquisition and Partnerships- To gain high market share in most of its product segment, it can involve in strategic acquisitions and partnerships. Although the Microsoft-Nokia acquisition was successful (Violeta and Camelia 2016, pp.727). Threats:
17STRATEGIC MANAGEMENT The workforce diversity facts and statistics of Microsoft in the year 2018 reflected discouraging results as the rate of minorities and women employment was very low (Dhillon and Gupta 2015). Aggressive competition from hardware and software giants like Apple and Google (Lessambo 2018). The abundance in availability of the smartphone, hardware and software offerings Recommendations: Inclusion of strategic innovation techniques for facilitating the growth of hardware segment as well as the software section by incorporating Artificial Intelligence technology (Hacklin, Björkdahl and Wallin 2018, pp.82). Enhancingtheunderstandingthechangingdemographicsandpreferabilityof consumers. Introducing exclusive product segment for responding to the competition of Apple and Google. The company can invest in strategic partnership projects, which will enable the efficient market dominance of all the segments (Microsoft can acquire business which specializes in innovating hardware products). The company should restructure the HR policies regarding recruitment and inclusion as it will allow the company to attract skilled people and incorporation of diversity in workforcereflectsthepositiveworkenvironmentandcultureoforganizations (Maldonado, Vera and Ramos 2018, pp.745). Conclusion: Therefore, it can be concluded from the paper that Microsoft is a well-reputed company specializing in hardware and software offerings but the company has the scope of
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