Академический Документы
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Prepared by
Ambuj Gupta (09) Tanvi Arora (68) Priyansha Rastogi (48) Snigdha Singh (64) Dhruv Aggarwal (20) Ritesh (54)
INTRODUCTION
Microsoft Corporation is an American multinational software corporation
Microsoft Mission
Microsofts mission
is to provide people
and businesses
with the power of computing any time, anywhere, and on any device
Microsoft History
Microsoft was established to develop and sell BASIC interpreters for the Altair 8800. It rose to dominate the personal computer OS market with MS-DOS in the mid-1980s, followed by the Microsoft Windows line of operating systems.
The company's 1986 initial public offering, and subsequent rise in its share price, created an estimated three
billionaires and 12,000 millionaires from Microsoft employees.
Since the 1990s, it has increasingly diversified from the operating system market and has made a number of corporate acquisitions.
In May 2011, Microsoft acquired Skype Technologies for $8.5 billion in its largest acquisition to date. As of 2013, Microsoft is market dominant in both the PC operating system and office suite markets (the latter with Microsoft Office).
The company also produces a wide range of other software for desktops and servers, and is active in areas including internet search (with Bing), the video game industry (with the Xbox and Xbox 360 consoles, and the upcoming Xbox One console), the digital services market (through MSN), and mobile phones (via the Windows phone OS).
In June 2012, Microsoft announced that it would be entering the PC vendor market for the first time, with the launch of the Microsoft surface tablet computer.
Organizational Structure
Bill Gates (CEO) and Steve Ballmer (President) are Microsofts most visible leaders. They work with a Business Leadership Team to make sure Microsoft is responsive to its customers and creating great technology
Bob Herbold, Executive Vice President, Chief Operating Officer, Worldwide Operating Groups Jim Allchin, Sr. Vice President Business & Enterprise Division, Consumer Windows Division Orlando Ayala, Sr. Vice President, South Pacific & Americas Region
Business Division
The Microsoft Business Division produces Microsoft Office including Microsoft Office 2010, the company's line of office software. The software product includes Word (wordprocessor), Access (a relationaldatabase program), Excel ( a spreadsheet progrm), Outlook (Groupware, frequently used with Exchange Server), PowerPoint (presentation software), Publisher (desktop publishing software) and Sharepoint. The division also develops enterprise resource planning (ERP) software for companies under the Microsoft Dynamics brand. These include: Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, and Microsoft Dynamics SL. They are targeted at varying company types and countries, and limited to organizations with under 7,500 employees.
Entertainment Division
The Entertainment and Devices Division produces the Windows CE OS for embedded systems and Windows Phone for smartphones. Microsoft initially entered the mobile market through Windows CE for handheld devices, eventually developing into the Windows Mobile OS and now, Windows Phone. Windows CE is designed for devices where the OS may not directly be visible to the end user, in particular, appliances and cars. The division also produces computer games that run on Windows PCs and other systems including titles such as Age of Empires, Halo and the Microsoft Flight Simulator series, and houses the Macintosh Business Unit which produces Mac OS software including Microsoft Office 2011 for Mac.
Marketing
In 2004, Microsoft commissioned research firms to do independent studies comparing the total cost of ownership (TCO) of Windows Server 2003 to Linux; the firms concluded that companies found Windows easier to administrate than Linux, thus those using Windows would administrate faster resulting in lower costs for their company (i.e. lower TCO). A study by the Yankee Group concluded that upgrading from one version of Windows Server to another costs a fraction of the switching costs from Windows Server to Linux, although companies surveyed noted the increased security and reliability of Linux servers and concern about being locked into using Microsoft products. Another study, released by the Open Source Development Labs, claimed that the Microsoft studies were "simply outdated and one-sided" and their survey concluded that the TCO of Linux was lower due to Linux administrators managing more servers on average and other reasons.
Environment
Microsoft is ranked on the 17th place in Greenpeace's Guide to Greener Electronics (16th Edition) that ranks 18 electronics manufacturers according to their policies on toxic chemicals, recycling and climate change. Microsoft's main U.S. campus received a silver certification from the Leadership in Energy and Environmental Design (LEED) program in 2008, and it installed over 2,000 solar panels on top of its buildings in its Silicon Valley campus, generating approximately 15 percent of the total energy needed by the facilities in April 2005. Microsoft makes use of alternative forms of transit. It created one of the worlds largest private bus systems, the "Connector", to transport people from outside the company; for on-campus transportation, the "Shuttle Connect" uses a large fleet of hybrid cars to save fuel. The company also subsidizes regional public transport as an incentive. In February 2010 however, Microsoft took a stance against adding additional public transport and high-occupancy vehicle (HOV) lanes to a bridge connecting Redmond to Seattle; the company did not want to delay the construction any further. Microsoft was ranked number 1 in the list of the World's Best Multinational Workplaces by the Great Place to Work Institute in 2011.
PRODUCTS @
Computers Surface All-in-ones + desktops Laptops + Ultrabooks Accessories Tablets + convertibles PC games Office Office for Windows Office for Mac Office University All Office apps Windows Windows 8 Windows 8 Pro Xbox Xbox One Xbox 360 Xbox LIVE
STORE
Windows Phone Windows Phone for AT&T Windows Phone for Verizon Windows Phone for T-Mobile Accessories Computer accessories Xbox 360 accessories Windows Phone accessories PC gaming Audio accessories Additional software Visual Studio Visio Project Mapping PC games
Original Xbox Proved that Microsoft could create hardware and appeal to gamers. Introduced gamers to Xbox Live. One of the most successful divisions in Microsoft today Windows 95 Sold a record-setting 7 million copies in the first five weeks. First appearance of the Start menu, taskbar, and minimize, maximize, and close buttons on each window. Built-in Internet support, dial-up networking, and Plug and Play capabilities
Windows XP Most popular operating system to date. The OS was released in October 2001 Windows XP 64-bit Edition was the first Microsoft operating system that used 64-bit processors designed for working with large amounts of memory. XP made projects such as movie special effects, 3D animations, engineering, and scientific programs possible. MS DOS The company purchased QDOS from Seattle Computer Products put its own touch on the software. Microsoft specifically modified QDOS for IBM PCs and MS DOS was born. The first edition, MS-DOS 1.0, was launched in 1982. The version shipped with IBM's PCs was called PC DOS. Microsoft Office Office is one of Microsoft's most useful and popular products. Besides being an excellent productivity application, Office is extremely easy to develop for. Office remains the go to productivity suite because any attempt to topple Office means declaring war on the army of in-house and third-party developers who have built their livelihoods around the suite's expanding library of automation and integration APIs. In the meantime, we're eagerly waiting for Microsoft Office to finally hit tablets on Windows 8 and the iPad.
Windows 3.1 Windows 3.1 was a 16-bit operating system that laid the foundation for today's modern operating system. 3.1 debuted in 1992 and became the first version of Windows to be widely distributed with new PCs. Windows 3.1 essentially stamped Microsoft's dominance and began the Golden Age of Windows. 3.1 introduced the organization of programs, a dedicated file manager, true-type fonts, a built-in screen savers, minesweeper and solitaire, and a host of other improvements. Xbox 360/Kinect Xbox 360 competed directly with the Playstation 3 and stood its ground. More than 70 million Sold Introduced more storage, faster performance, and wireless controllers. The Kinect, which was introduced in 2000, has been hugely successful. Kinect is a new type of motion based controller that allows users to interact with their television through movement. The peripheral has spawned many imitators and sold over 18 million units
Windows has software that is more widely available there are still some programs that are Windows specific. For example, Microsoft Office for Windows has more features and functionality than the Mac version. Auto CAD is another example.
Macs are more expensive On average, Macs tend to be noticeably more expensive than their PC counterparts. A quick search on sites like bestbuy.com shows that even in the super popular Ultrabook category, you can get a comparable PC for hundreds less than the MacBook Air. And then there are the super-expensive MacBooks like the new MacBook Pro with Retina display. That thing starts at $2,200.
You get better customer support with a Mac When your Mac breaks, you can book and appointment and take it to your local Apple Store. There, a specialist can help you out with your Mac. If the problem can be fixed in one session, there's usually no charge. Microsoft does have a few retail locations, but not nearly as many as Apple does. The two operating systems look different, but are still easy to use If you're making the switch from a PC to a Mac, it can be pretty intimidating using Apple's operating system at first. But the truth is, Macs are far from scary. Instead of a Start menu, Apple gives you a Finder. This is where you locate all your apps, documents, and other files. Its very easy to get around both systems. Apple's operating system does have one big advantage, however. All Macs come bundled with a suite of useful apps like iPhoto, Mail, Garage Band, iMovie, and more. Windows has a few similar apps, but they're simply not as good.
With the increased popularity of Mac computers, hackers are starting to target the system. In April, there was a Mac security threat called the LuckyCat attack. LuckyCat took advantage of an exploit in Microsoft Word documents, giving a remote attacker the ability to plunder infected systems and steal data by hand. Apple's recent operating system release, Mountain Lion has added some features that increase security, but we're sure as time goes on and the system continues to gain attention hackers will target OS X directly. That being said, Macs make up such a small percentage of computers out there, that most hackers don't waste their time with it. Windows PCs are notoriously know for hacks and viruses. It is a requirement on any PC to have anti-virus software installed.
Want the best of both worlds? Macs can run Windows! Macs have the ability to run Windows either through a virtual machine or directly
on the system. Every Mac has a built-in program called Boot Camp that lets you
install Windows on your machine. If you want, you can divide space on your hard drive between Windows and Mac OS X so you'll have both operating systems on the same computer
Strenghts
Brand loyalty Over the years, Microsoft has been the leading OS and software provider, which resulted in more than 90% market share for PC OS. Most of us grew up using its easy to use OS, are familiar with it and will keep using it. Few other brands are capable to compete with Microsoft for this reason. Even open source OS, which
are completely free and well suited to use for common user, find it hard to
attract users. Brand reputation According to Interbrand, Microsofts brand is the 5th most valuable brand in the world, valued at $ 57.8 billion. Forbes listed the corporate as the 7th most reputable business in the world. Brand reputation leads to higher sales and greater market share.
Easy to use software Windows OS and Office software products are so popular not just because Microsoft has great monopolistic power, strong distribution channels and good brand reputation but also because its products are of great quality and really easy to use. Strong distribution channels The company works with all the major computer hardware producers such as Lenovo, Dell, Toshiba and Samsung and major computer retailers to make sure computers would be sold with already pre-installed Windows software. The company also invested in Dell
Weakness
Poor acquisitions and investments Few of Microsofts acquisitions were successful and brought not just revenues and products but new skills and competencies to the company. Massive, LinkExchange, WebTV, Danger are just few examples of multimillion acquisitions made by Microsoft but soon shut down or divested.
Criticism over security flaws Windows OS, the main Microsoft product has been heavily criticized for being so weak against various viruses attacks. Compared to other OS, Windows is the least protected against such attacks.
Mature PC markets
Only recently has Microsoft entered the mobile technology sector and still heavily depends on its OS and software sales for standalone and laptop computers. The market for these products has matured and Microsoft will find it harder to grow revenues in these sectors. Slow to innovate Microsoft has huge R&D resources and great position to enter new markets with
innovative products but constantly failed to do so. It had an opportunity to be the first
player in online advertising but missed the opportunity. Its entrance to mobile OS was also too late, while Google and Apple captured the market share.
Opportunities
Cloud based services. Microsoft could expand its range of cloud services and software as the demand for cloud-based services is expanding.
Mobile device industry. Smartphones and tablets markets will grow steadily over the next few years and Microsoft could exploit this opportunity by introducing more of its own tablets and a new company phone.
Growth through acquisitions. With a huge reserve of cash Microsoft could start acquiring new startups that would bring new technology, skills and competences to the business.
Threats
Intense competition in software products Microsoft is more than ever on the pressure to introduce successful OS both in PC and mobile markets as such competitors like Google and Apple have already established positions.
Open source projects Many new open source projects are coming to the market and some of them became quite successful, such as new Linux OS and Open Source Office. Open source projects are free and so they can become an alternative to expensive Microsofts products.
Potential lawsuits Microsoft has already been sued for many times and lost quite a few large scale lawsuits. Lawsuits are expensive as they require time and money. And as Microsoft continues to operate
more or less the same way, there is high probability for more expensive lawsuits to come.
the near future. Although Microsoft is a leading company in its chosen field of software
industry, the dominance and the monopoly that it enjoys can be erased and its dominance in the market can be eclipsed by other new companies in the industry. The paper has identified several problems inherent to the company and have highlighted the effects that these negatives
factors will bring on the over all stability of the company in the future. Problems such as poor
designs, the challenge of other competitors like Linux and tightening government control are some of the hindrances that will eventually obstruct Microsoft in its road to progress. To eliminate and to diminish the impact of these problems and difficulties, the company must
undertake needed reforms and initiate policies that will improve certain aspects of the
company.
PESTL ANALYSIS
Political
Legal
economical
technological
social
In 2009, the Russian federal anti monopoly services investigated Microsoft for antitrust violation, the charge cutting off sales of XP
Brazils government is abandoning Windows in favor of opensource software like Linux. The reason is that for every work station, the government pays Microsoft fees of around $500. If they switch to open- source, they pay less. Brazil could save $120 million a year (Kingstone, BBC News).
The political and legal environment is a threat as the world regions that have the greatest information technology growth opportunities have the least legal protection against the rampant copyright infringement growth.
Economical
Money supply Exchange rates Economic growth Unemployment rate
A bad economy and high unemployment rates mean that consumers spend less on computer products, which leads to a downturn in the industrys growth and production.
Social
Consumer preference Living status (tech-force, broad mind) Average population age While technology growth is still rapid, consumers are now expecting better service from their electronic gadgets
Companies in this industry are encouraged to develop a single gadget that will consolidate the electronic functions currently performed on multiple devices.
Technological
Software updates Accessibility Enhanced security Size of hardware
Microsoft Windows is the current computer operating system of choice. However, with their extremely high priced operating system, how long until consumers start looking for alternatives and leave
Two main competitors: MAC for Apple LINUX less market share
Another potential competitor is Google. Google has already started Google Chrome, a web browser that is compatible with all operating systems. Also, Google has a presence in the cell phone industry with android, an operating system for cell phones.
CONCLUSION
Technology is the key driver which could influence impulsively to Microsoft business Strategy. Microsoft's sustainability of business is greatly dependent on the ability of competitors to provide better solutions at competitive low prices If Microsoft fails to acquire or innovate the substitute next level technology for their platforms, the existing strategy have better chances to fail.
switching companies.
deploy a four or five-year old operating system today, most people will ask
their boss why the heck they dont have the stuff they have at home, according to Microsoft CEO, Steve Ballmer .
Threat of Substitutes
Microsofts Windows operating system is unique in terms of users trying to find a comparable product.
a different experience.
Competitive Rivalry
Microsoft and Apple have been competitors for decades now. It is obvious that Macs operating system influenced Windows 7.
Nevertheless, both companies are not the same in size, so it is not a highly
competitive market.
In addition, the computer industry is not fully matured which leaves plenty of room for future competitors. Microsoft has little to worry about now in terms of Windows 7s competition. The main competition is Apples Mac, but as we discussed, it is more expensive and requires time to grasp its operating system.
Microsoft proactive approach Windows OS- Release of Graphic based OS made Microsoft popular
and continuous updates make Microsoft top in this segment. Office suite and continuous development-Office suite is the most
When people think of innovative tech companies, they generally dont think of Microsoft. Microsoft has actually had a history of innovative products and ideas, but theyve failed to execute them over and over again. E readers-Microsoft had a prototype e-reader ready to go in 1998, but they
never used it. From 2007 Amazon rules this segment through kindle.
Smartphones- Windows developed mobile os in 2000. But they never make it better till the deal with NOKIA in 2010. In 2007 apple launched the first mobile based on IOS, and ruled the smartphone segment. Tablets-Microsoft released Windows XP Tablet PC Edition in 2002, eight years before Apple released the iPad. Web Browsers: Internet Explorer-Internet Explorer was struggling to catch up with modern browsers as previous versions were far surpassed by Mozilla Firefox and Google Chrome.
Where Microsoft Fails Web-Based Email: Hotmail-Microsoft purchased Hotmail in 1997. Google released Gmail in 2004. Gmail was far superior to Hotmail when it was released, featuring a much cleaner interface, conversation views, a huge amount of storage space, and a very effective spam filter. Microsofts Outlook.com is now actually fairly competitive Smart Watches- Microsoft actually had a smart watch platform, known as the SPOT watch, which was discontinued in 2008. Perhaps the SPOT watch discontinued may be because of bad experience, subscription fee, lack of vision or marketing. Operating Systems: Longhorn- Microsofts Longhorn development went so poorly that,
after three years of development, all of the work was thrown out and they started again on
the operating system that would become Windows Vista. At that time apple launched Apples OS X. It was quite fast and stable. PC Hardware- Apple has the MacBook Pro with retina display, a powerful, well-built
machine with a high-DPI display and high-quality track pad. Googles Chrome OS ecosystem
even has the Chrome book Pixel.
Where Microsoft Fails Music- Apple was nearly dead in the late 1990s. Apple was saved by iTunes and the iPod, which provided a legal and convenient way to download and share music. Microsoft had an early head start making software for the portable music market, but did not find good hardware partner. In 2006, Microsoft came up with its own product -- the Zune with wi fi sharing but it fails. Search engine- Internet Explorer was so successful that Microsoft had to spend years fighting off antitrust suits that now seem silly. Those clashes probably distracted the company from the Internets real money-maker search products. Microsoft later realized that Googles success was due to its monopoly in searchbased ad sales. Cloud-based Office apps such as Google Docs- Microsoft invented this in early 1999. I was part of that, but we couldnt figure out any way that the Office team would be interested or see it as other than a distraction.
Future Strategies Being able to serve diversified and emerging markets is key to Microsoft future. Like Africa, china etc. Microsoft is a transformation from being a software company to being a device and service company. On top of devices they are focused on Office 365 and X BOX, Windows mobile and mainly Windows os. Microsoft planning to open retail stores in early 2013 for direct selling and customer interaction. Microsoft Plans New Data Centers in Singapore, Australia. Yearly updates to windows software's will be the norms soon.
Microsoft : Progress with e commerceThe impact of new technology is one of the most exciting and challenging of all the external influences on a company. digital technology will dramatically increase the speed at which business is conducted. Bill Gates himself coined the phrase Business @ the speed of thought. Digital nervous system- It is a combination of hardware and software which enables the firms internal processes to operate smoothly and quickly, which means it can respond rapidly to any change in the business environment. Direct marketing and selling-Businesses can expand their potential market and the services they offer by using the Internet to contact customers daily.
Microsoft : Progress with e commerce Supporting financial services-Microsoft developed strategic partnership with The Royal Bank of Scotland, to support its services via internet. The rationalization of a firms supply chainMicrosoft launched a Value Chain Initiative (VCI) to dramatically improve the efficiency of the supply chain, from the raw materials right through to the point of sale. More than a hundred software vendors and Microsofts partners are dedicated to achieving the VCI goal. Electronic supply chains offer business benefits in several ways: I. II. III. Greater speed, accuracy and reliability Decreasing the cost of transactions and making the system accessible to all sizes of firm Simplification of the data shared by the participants in the supply chain
IV.
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