Microsoft: Global Marketing Strategies and PESTLE Analysis

This report provides an overview of Microsoft's global marketing strategies and its approach to international business. It begins by defining globalization and its impact on global trade, followed by a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors affecting Microsoft's operations. Porter's Five Forces are also examined to understand the competitive landscape. The report delves into Microsoft's international business framework, including the product life cycle, mission, vision, and strategic components. It analyzes the company's use of global, transnational, localization, and international strategies, and whether it engages in importing and exporting. The report concludes that Microsoft operates globally, focusing on customer satisfaction and providing quality services, making it a valuable case study for understanding global market strategies.

GLOBAL MARKET
PLACE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
What is globalisation ?.................................................................................................................3
Global trade and globalisation :...................................................................................................3
International business framework :..............................................................................................4
An analysis if international business strategy :............................................................................5
What strategy company uses -.....................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The marketing is the strategy which is used to promote the business in global market.
This is the promotional activity which is being done with the aim of finishing goals successfully.
The above report is based on Microsoft Company which is multinational company serves
services in global country. The presentation will explain about the overview of the company.
And another details that are related with globalisation and its strategy.
MAIN BODY
What is globalisation ?
It is concept which is link with the expanding business in another country. It is a great
opportunity to have a good and recognised brand value in global market.
Global trade and globalisation :
PESTLE Analysis –
 Political factor - Microsoft to increase its computer technology sales via governmental
clients. This external factor is significant, considering large-scale purchases involving
governmental
 Economic factor - Microsoft also has potential boosts in sales revenues in high-growth
developing countries. This opportunity translates to steady growth in Microsoft’s global
sales.
 Social factor - The stable attitudes about leisure present opportunities for Microsoft to
develop products that can satisfy customers’ leisure preferences.
 Technological factor - Microsoft Corporation can improve its performance through rapid
innovation of its mobile devices. This opportunity is based on the rapid adoption of and
rising demand for mobile technology.
 Legal factor - Increasing electronic waste disposal regulations are an opportunity for
Microsoft Corporation to implement more effective recycling and disposal programs that
improve brand image.
 Environmental factor - Microsoft’s efforts to improve its sustainability directly addresses
the opportunity based on the increasing focus of societies on business sustainability.

Porters 5 Forces -
 Competitive rivalry - Microsoft requires to effectively competing remaining successful.
The company have high benefits in competing advantages in comparison of other brands.
 Bargaining power of Buyers - company is required to satisfying users who important
determine the company performance. The low substitute accessibility represents the
complexity of access of effective substitute.
 Bargaining power of supplier - The company Microsoft suppliers has low power of
suppliers. The intensity of this force can raise its complete distribution also makes a
important but restricted force on company.
 Threat of substitute – alternatives can reduce the brand value and its market share. The
impacts of options on business growth. But the Microsoft product has high demand in
comparison of other brands.
 Threat of new comer - The high cost of initial the brand of a skill business weakens the
belongings of new entrant on company like Microsoft Corporation.
International business framework :
Product life cycle –
It is the process of a product which considers 5 levels which is listed in below :
 Market development – it is the initial stage which the company Microsoft begins
researching about market and its product.
 Market Introduction – In this phase marketing team will concentrate on constructing
product awareness and reaching the target market.
 Market Growth – in this stage moves from getting attention from users to introducing a
brand presence.
 Maturity - At this level the market is entering the maturity level. They may have to
reduce prices to stay competitive.
 Market decline - It is the last stage in which company faces a rising competition.
An analysis if international business strategy :

Company’s mission and vision - Microsoft’s corporate vision and mission statements
emphasize empowerment as a value or benefit that the company’s products can provide to
customers. The corporate mission statement directly reflects the corporate vision statement
of the computer hardware and software, consumer electronics, and online services
business.
Component of strategy –
The company policy focus on three major factors that are cloud first, mobile first and
growth by mergers and accessing and exploring business possibility link to virtual reality and
argument reality.
Importance of Microsoft -
This is becoming an important part for developing business as it helps in making the
business more systematic and smart functioning. It provides ease of utilisation, accessibility and
interactive as well as using tools within the companies around the global country.
Value chain in context of company -
It is an analytical structure that helps in determining business activity that can make value
and competitive benefits to the business. As it includes the primary and secondary activities.
That considers inbound logistics and many others.
What strategy company uses -
Global strategy – It is the plan that company develops to expand the business into global
market.
Transnational strategy – this determines the levels of worldwide integration and local
responsiveness for a provided brand.
Localisation strategy - it is the plan in which company adapts its content to a specific language
or trends.
International strategy – it is initial approach that most business takes approach takes with
global expansion.
The company Microsoft adapts an international strategy which provides the extra benefits
in the company.

Does company import and export -
Yes, company do import and exporting of products in other cpuntry that causes a positive
effect on company images and its products.
CONCLUSION
It is concluded from above presentation that company Microsoft works globally and it
also aims to provide quality services. In above report it is explained the vision and mission of the
company. This is being analysed that company focus on customer satisfaction.

REFERENCES
Books and Journals
De Nisco, A., Massi, M., & Papadopoulos, N. (2020). Partners or foes? Cross-country consumer
animosity, ethnocentrism, and nationalism in times of international crisis. Journal of
Global Marketing, 33(3), 207-222.
Durand, A., 2018. Marketing and globalization. Routledge.
Rana, M., & Arora, N. (2022). How does social media advertising persuade? An investigation of
the moderation effects of corporate reputation, privacy concerns and intrusiveness.
Journal of Global Marketing, 35(3), 248-267.
Sun, J., Yoo, S., Park, J. and Hayati, B., 2019. Indulgence versus restraint: The moderating role
of cultural differences on the relationship between corporate social performance and
corporate financial performance. Journal of Global Marketing, 32(2), pp.83-92.