A PROJECT REPORT ON

MARKETING STRATEGIEY OF MICROSOFT COMPUTERS IN INDIA

SUBMITTED IN PARTIAL FULFILLMENT OF BACHELORS OF

MANAGEMENT STUDIES
Late Shri. Vishnu Waman Thakur Charitable Trusts
Bhaskar Waman Thakur College of Science,
Yashvant Keshav Patil College of Commerce,
Vidhya Dayanand Patil College of Arts
UNIVERSITY OF MUMBAI

ACADEMIC YEAR
2014-15

SUMITED BY: NIRANJAN SAHU

PROJECT GUIDE: PROF. RAHUAL THRIPATI.

DECLARATION

This is to certify that the project report entitled Marketing Management is submitted by me in
partial fulfillment of the requirement of Bachelors of Management Studies in the academic year
2014-2015. The information it comprises of is true and original as per my research and
observation.

___________________
Signature of the student
(NIRANJAN SAHU)

CERTIFICATE

This is to certify that Niranjan sahu has completed the project under the guidance of Prof. Rahul
Thripati in the academic year 2014-2015 and has submitted the same to the University of
Mumbai in partial fulfillment of the requirement of the Bachelors of Management Studies
course.

______________________
Signature of the Principal
(Dr.)

______________________
Signature of the Project Guide
(Prof. AnupMunshi)

______________________
Signature of the External Examiner

ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete this
project report.
I am deeply indebted to my guide Prof. Rahul Tripati, whose help, stimulating suggestions and
encouragement helped me in my research in order to prepare this report.I am thankful to my
course coordinators, Prof.Kruti Shah and Prof. Abdul Kadir Khan, of Bachelors of Management
Studies department for all their help, support, interest and valuable insights.

HISTORY

Microsoft Corporation (commonly referred to as Microsoft) is an American multinational

technology company headquartered in Redmond, Washington, that develops, manufactures,
licenses, supports and sells computer software, consumer electronics and personal computers and
services. Its best known software products are the Microsoft Windows line of operating systems,
Microsoft Office office suite, and Internet Explorer and Edge web browsers. Its flagship
hardware products are the Xbox game consoles and the Microsoft Surface tablet lineup. It is the
world's largest software maker measured by revenues. It is also one of the world's most valuable
companies.
Microsoft was founded by Paul Allen and Bill Gates on April 4, 1975, to develop and sell BASIC
interpreters for Altair 8800. It rose to dominate the personal computer operating system market
with MS-DOS in the mid-1980s, followed by Microsoft Windows. The company's 1986 initial
public offering, and subsequent rise in its share price, created three billionaires and an estimated
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 2015, Microsoft is market dominant in both the IBM PC-compatible operating system
(while it lost the majority of the overall operating system market to Android) and office software
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, Xbox 360 and Xbox One consoles), the digital
services market (through MSN), and mobile phones (via the operating systems of Nokia's former
phones and Windows Phone OS). In June 2012, Microsoft entered the personal computer
production market for the first time, with the launch of the Microsoft Surface, a line of tablet
computers.
With the acquisition of Nokia's devices and services division to form Microsoft Mobile Oy, the
company re-entered the smartphone hardware market, after its previous attempt, Microsoft Kin,
which resulted from their acquisition of Danger Inc.
Microsoft is a portmanteau of the words microcomputer and software.

MICROSOFT IN INDIA
Microsoft India Private Limited is a subsidiary of American software company
Microsoft Corporation, headquartered in Hyderabad, India. The company first
entered the Indian market in 1990 and has since worked closely with the Indian
government, the IT industry, academia and the local developer community to usher
in some of the early successes in the IT market. Microsoft currently has offices in
the 13 cities of Ahmedabad, Bangalore, Chandigarh, Chennai, Coimbatore,
Hyderabad, Indore, Jaipur, Kochi, Kolkata, Mumbai, New Delhi, and Pune.
Increasingly, the company has become a key IT partner of the Indian government
and industry, supporting and fueling the growth of the local IT industry through its
partner enablement programs. Since its entry into India, Microsoft has focused on
three key objectives:
To become a key IT partner of the Indian government and the local IT
industry
To support and fuel growth of the local IT industry through its partner
enablement programs
To use the Microsoft Unlimited Potential program to enhance education,
jobs and opportunities and foster innovation through relevant, affordable
access to computing.
Microsoft in India employs about 6,500 people and has six business units
representing the complete Microsoft product portfolio. Bhaskar Pramanik,
Chairman of Microsoft India, announced that Microsoft intends to provide free
internet connectivity across India.

Microsoft India Development Center

Located in Hyderabad, the Microsoft India Development Center (MSIDC) is Microsofts largest
software development center outside of their headquarters in Redmond, Washington. The
MSIDC teams focus on strategic and IP sensitive software product development
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). This spurred a wave of related
studies; 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.
As part of the "Get the Facts" campaign, Microsoft highlighted the .NET trading platform that it
had developed in partnership with Accenture for the London Stock Exchange, claiming that it
provided "five nines" reliability. After suffering extended downtime and unreliability the LSE
announced in 2009 that it was planning to drop its Microsoft solution and switch to a Linuxbased one in 2010.
In 2012, Microsoft hired a political pollster named Mark Penn, whom the New York Times called
"famous for bulldozing" his political opponents as Executive Vice-President, Advertising and
Strategy. Penn created a series of negative ads targeting one of Microsoft's chief competitors,
Google. The ads, called "Scroogled", attempt to make the case that Google is "screwing"
consumers with search results rigged to favor Google's paid advertisers, that Gmail violates the
privacy of its users to place ad results related to the content of their emails and shopping results
which favor Google products. Tech publications like Tech Crunch have been highly critical of
the ad campaign, while Google employees have embraced it.