PRESENTATION ON

MARKETING

Topic- Microsoft at crossroads: Coping with the Changing Dynamic of the Industry

PRESENTED BY- Akash Gupta Akash Kher Akshit Jain

Pratik shetti

History of Microsoft Microsoft is a multinational computer

technology corporation.

The history of Microsoft began on April 4, 1975.

when it was founded by Bill Gates and Paul Allen in Albuquerque.

Its current best-selling products are the Microsoft Windows operating system and the Microsoft Office suite of productivity software.

About the MicrosoftIn 1980, Microsoft formed a partnership with IBM that allowed them to bundle Microsoft's Operating system with IBM computers, paying Microsoft a royalty for every sale.

In 1985, IBM requested that Microsoft write a new operating system for their computers called OS/2.

When Microsoft launched several versions of Microsoft Windows in the 1990s, they had captured over 90% market share of the world's personal computers.

The company has now become largely successful.

Operating System and web Browser Market

WEB BROWSERS MARKET SHARE ( IN %)

Chrome 37.1

Firefox 18.5

Internet Explorer 18.0

Safari 17.0

Opera 2.8

In the initial years, in the 1980, Microsoft only had windows OS for PC and Microsoft office.

The company was the first to launch a wed browser, the Internet Explorer in august 2001. by 2002 it capture 90 % of market.

However the monopoly in the market is broken by the Mozilla Firefox and Google Chrome in 2002 and 2008

Gaming market

• In 2001, Microsoft entered the gaming market by launching XBOX gaming console. The product was huge success. But the company could not sustain competition and gaming market was taken by Nintendo’s. which outsold Xbox by catering to casual gamers.

• In Nov 2002 Microsoft launch the Xbox live online gaming service.

Trouble Brewing At MicrosoftMicrosoft was known to have a huge presence in the enterprise segment. For the FY ended 2013, the software giant reportedly had a 55 % market share in the enterprise segment .

SEGMENT MARKET SHARE (IN %)

Enterprise 55

Customer 20

Original Equipment Manufacturing

19

SME 6

PORTABLE MEDIA PLAYER

In Oct 2001, apple launched the ipad. Microsoft launched Zune in November 2006 a competitor to this product. however by 2006 the ipad garnered a market share of 75 % in the us digital media market. On the other hand Zune was able to capture only single digit market share.

Reasons of failure Advertisement New version

CHANGING MOBILE OS MARKET AND SMARTPHONE MARKET

After entering the mobile operating software market in 2002, launched several OS based on windows for smartphone with enhanced features.

In 2005, they launched QWERTY keyboard, video package ,picture. Between 2008-2010, the company introduced WM6.1,WM6.5 and other with new features.

Though the company launched several OS for mobile phones, it quickly lost market share to Google's Android and Apple iOS.

Strategies of Microsoft Corporation Continuing our long standing commitment and leadership in accessibility research, awareness and innovation.

Making the computer easier to see, hear and use by building accessibility into Microsoft product.

Facilitating the next generation of accessible technology and moving the industry forward with ground breaking technologies.

Building strong, collaborative relationships with a wide range of technology partners and organizations to raise awareness of the importance of accessibility in meeting the technology needs of people with dishabilles.

SWOT ANALYSIS

Product’s of Microsoft Operating Systems. Office Suites. Xbox for Games. Internet Explorer. Search Engine.

Mail’s. Security. Servers. Cloud Storage Device. Visual Studio. Calling Device. Etc………….

LATEST PRODUCT LAUNCHED BY MICROSOFT1-Nov. 6, 2014

Microsoft announces Office apps for Android tablets

2-May 5, 2015Microsoft releases Surface 3

3-July 29, 2015Microsoft launches Windows 10

4-Sept. 22, 2015Microsoft launches Office 2016

5-Oct. 6, 2015Microsoft announces Surface Book, Surface Pro 4, Microsoft Band 2, Lumia 950 and

Lumia 95 XL

EVENTS1- Microsoft CEO Summit 2015May 12 – 14, 2015, Redmond, WashingtonAt the 19th annual Microsoft CEO Summit, more than 130 CEOs and other leaders from companies and organizations representing more than 30 countries will meet in Redmond, Washington, to share insights about pressing business challenges.

2- Mobile World Congress 2015March 2 – 5, 2015, Barcelona, SpainLearn more about Microsoft’s announcements at Mobile World Congress 2015, including an incredible selection of MBB Windows devices from smartphones to phablets, tablets, 2-in-1s and laptops from our partners, with the latest additions.

3- Imagine Cup 2014 Worldwide FinalsJul 29 – Aug. 2, 2014, Seattle, WashingtonMicrosoft Imagine Cup is the world’s premier technology program and competition for students to learn, build and compete with innovative tools, platform and services. This is the 12th year of the event.

4- Microsoft Worldwide Partner Conference 2014July 13 – 17, 2014, Washington, D.C.The Worldwide Partner Conference (WPC) is Microsoft’s premier event for the partner community to learn about Microsoft’s road map and best practices for the year, and to connect and network with other partners and Microsoft employees.

5- Xbox @ E3Jun 10 – 12, 2014, Los Angeles, CaliforniaMicrosoft made news at the Electronic Entertainment Expo 2014 (E3) around Xbox One and a broad range of exciting new games.

Aligning With The Changing Industry DynamicsWith the changing industry dynamics, Microsoft tried to align with the new computing segments. This was also a bid to arrest the decline in sales in other segments where the company was continuously losing out to its competitors.

The ResultFor the Q3 of 2014, Microsoft reported US$ 20.4 billion in revenues and US$ 7 billion in profits. The devices & consumer segment grew by 12 % to US$ 8.3 billion, while the enterprise segment revenue was up by 7 % to 12.23 billion.

Microsoft income statement