Group-4

Presented By:
Animesh Utkarsh
Hitesh Gupta
Shefali Gupta
Shikhar Mishra
Collecting information and
forecasting demand
o Needs and trends
o Identifying the major forces
o Demographic environment
o Economic Environment
o Socio Culture Environment
o Natural Environment
o Technological Environment
o Market Demand
o Market Forecast
o Market Potential
o Company Demand
o Company Sales Forecast
o Company Sales Potential
Ques 1: Evaluate Microsoft’s strategy in good and
poor economic times.

Ques 2: Discuss the pros and cons of Microsoft’s

most recent “I’m a PC” campaign. Is Microsoft
doing a good thing by acknowledging Apple’s
campaign in its own marketing message? Why or
why not?

https://www.youtube.com/watch?v=Ytuznpy95ZU

https://www.youtube.com/watch?v=xsN5hh2G7l8
 INTRODUCTION

 One of the most successful

multinational technology company.
 26th Rank in fortune 500 companies.
 Founded in April 4th 1975, by Bill Gates
and Paul Allen.
 Original mission “ a computer on every
desk in every home.”
 Current Mission statement is “To
Empower every person & every
organization on the planet to achieve
more”
 Its first product was BASIC Interpreter for
Altair 8000 then entered the Operating
System Market by creating MS-DOS for
IBM computer OS/2 in 1980’s.
Products
TIMELINE OF MICROSOFT EVOLUTION

 1980’S – MS DOS for IBM OS/2, using this success to sell

software to other manufacturers – thus its original customer
base were hardware manufacturers
 1986 – Went public, as windows OS and Microsoft office
took off – its strategy was to develop applications
complimentary to its OS
 In 1990’s Microsoft launched completely revamped version
of its OS Windows 3.0. – here its strategy was innovation and
improvement in its existing product.
 Launched windows 95 and 98 in the respective years.
 During late 1990’s Microsoft entered in notorious browser
wars.
 1995 - After realizing what a good product Netscape browser
was Microsoft decided to launch its own browser Internet
Explorer the same year. – in 1997 Netscape held 72% and
Internet Explorer 18% but after 5 years Netscape had fallen
down to 4%. – follower strategy, bundling its products, free
distribution
 1998 – due to its strategy Microsoft faced anti-trust charges.
 2000 – windows 2000
 2001 – windows XP and X-box marking its entrance into
multimillion dollar gaming industry.
 Over next several years its share prices continued to dip as
it hadn’t launched any new version of its OS its competitor
Apple took this opportunity and made a significant
comeback.
 2007 – Microsoft made comeback by launching windows
vista however it was plagued with bugs and problems.
 2008 – when recession hit the U.S.A. company found itself in
bind.
 2009 – in 2009 company opened up a handful of retail
outlets, purpose of theses outlets were to create deeper
engagements with the consumer in order to learn about
their behavior.
Competitors
Ques 1: Evaluate Microsoft’s strategy in good and poor
economic times.
During Good Economic time
 1983-1987 Period of sustained growth in US economy and even in
1990’s few sectors of US economy such as computer, aerospace,
Export industries showed sign of continual growth.
 Initial efforts and advertisement were aimed at conveying about the
range of products that company had to offer.

During Bad Economic time

 Customer paying more attention to the value and windows vista
failed to provide so.
 Company came up with “I M PC Campaign” which helped it in
retaining its customer loyalty.

Present situation
 From the past scenario they are able to lead in the technology
market. Moving forward to keep in focus “To Empower every person &
every organization on the planet to achieve more”
Ques 2: Discuss the pros and cons of Microsoft’s most recent “I’m a
PC” campaign. Is Microsoft doing a good thing by acknowledging
Apple’s campaign in its own marketing message? Why or why not?

Microsoft’s most recent “I’m a PC” campaign

PROS
Made it a basic need for all
Improve Employee moral and
customer loyalty
Successfully able to register
brand name in every individual
mind
CONS
Not able to reach customer
expectation (windows vista)
It proves the opposition case
(Assembling rather than
innovation)
Its needlessly defensive

 Yes, it did a good thing by acknowledging apples

campaign and its on marketing message cause this shows
its ability to turn a threat into a opportunity
 CONCLUSION
 Diversify its customer base from hardware manufacturer to people of all a

 As always been a follower in teams of innovation.

 Network marketing

 Regular product launches

 Learning and adapting