Essay on Microsoft Company: Marketing Strategy

The company develops close cooperation with consumers to meet their needs and to offer them products, which they expect from the company. The cooperation with consumers is very important since the company attempts to receive positive feedback from customers and to analyze possible problems, which customers encounter, while using Microsoft’s products. On analyzing existing problems, the company can introduce changes and improve its products to increase the customer satisfaction. The close cooperation with customers breeds customers’ loyalty to the brand, while the customer loyalty is one of the crucial factors of the marketing success of the company in the contemporary business environment.

In addition, the company uses tie-up strategy developing close cooperation with other companies, such as IBM, for instance, to promote their products and to sell them to consumers successfully. The company develops close business relations with its business partners. The development of such cooperation allows Microsoft to expand its market share as well as to enter new markets.

Moreover, the company uses the strategy of acquisitions. In this regard, it is possible to refer to the recent acquisition of Skype Technologies. In fact, this strategy allows Microsoft to expand its market share fast and to enter new markets as well. Even thought acquisitions are more costly for the company than tie-up strategy but the company holds the total control over its new acquisitions, while business partnership naturally implies mutual obligations of Microsoft and its business partners.

Corporate Culture

The company develops democratic, liberal relationships within the company focusing on the team work. Microsoft encourages positive interpersonal relationships between professionals working in the company. The main point of the company’s corporate culture is to make employees’ feel they comprise a part of the team. Moreover, the company provides employees with an opportunity to work on their projects in their teams to maximize the effectiveness of employees’ performance and to create comfortable ambiance within the company.

At the same time, the leadership of the company tends to the transformational style, when the leader of the company helps subordinates to perform their functions and to complement changes that are being introduced in the company (Hart, 125). Leaders of the company are supportive and serve as guides to their subordinates, helping them to achieve better results and to fulfill their professional duties.

Corporate Philosophy

The corporate philosophy focuses on the work-life balance to make employees of the company feel comfortable at work that naturally increases their productivity and efficiency of their performance. The work-life balance is crucial for the company and its employees as Microsoft attempts to increase  the productivity of employees but, at the same time, the company attempts to make employees comfortable and have enough spare time for their personal life. Hence, the work-life balance allows employees to maximize their performance at work and feel comfortable when they are not at work. Hence, the company creates environment with minimal stressors for employees (Clarke, 16).

The company attempts to create a positive working environment to encourage better performance of employees and introduction of innovations as an integral part of the company’s corporate philosophy. The positive working environment is essential for the rise of the employees’ performance and development of healthy organizational culture. Microsoft has been successful in maintaining positive relationships between employees and healthy organizational culture.


Thus, Microsoft is one of the leaders of the high tech industry. The company holds a strong position in the high tech market due to its developments and innovations. In addition, the company relies heavily on its marketing strategy oriented on meeting customers’ needs and development business partnerships. The company expands its markets and keeps its business growing. Nonetheless, Microsoft should enhance its position in the mobile devices’ industry. Today, the mobile devices’ industry grows more and more important, while Microsoft fails to catch up with Apple, who is definitely the leader of the industry at the moment. Therefore, closing the gap with Apple and taking the lead in the mobile devices’ industry should be the priority for Microsoft for the nearest future.

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