Corporate Level Strategy
Microsoft is a global corporate giant that has been providing computer hardware and software to the world since its birth in 1975. As of 2010, Microsoft has a divisional organization. In other terms, each division or group focuses on a specific good or service. Customer service staff, research and development, and sales are all parts of each individual group. This allows for better customer support but at a higher expense. The 5 groups are Windows & Live Windows Group, Server Software, Online Services, Microsoft Business, and Entertainment and Devices.
With having a division structure, all the employees in the group are usually located in one area. This allows for better communication within the group which directly effects the quality of the products being produced from that group. With a more localized group focusing on a specific product or service, better adaption and efficiency occur in relation to the global market and Microsoft can keep up with the demand and technology. Some negatives that can occur resulting from this strategy are that lack of communication with the other groups could cause confusion and not every group knows exactly what their own company is trying to complete. With this lack of communication, employees could feel separated from the corporation and feel left out.
Another large section of the corporate strategy is investments and global expansion throughout the world. This is because in other parts of the world like China and India, population size is enormous. This allows for a huge market that has maybe not been effected by all of what Microsoft has to offer.
Microsoft's goal and vision is to be the world's #1 provider of innovative technology solutions that assist in realizing the full potential of its customers. Microsoft's key growth strategies include representation, inclusion and innovation. As Microsoft expands, the highest of talent across all races will be chosen to represent one of the most successful corporations in the world. The workplace will become a communication and interaction center. Engagement with all activities developed by the corporation itself is a necessity and will lead to more successful days to come.
Business Level Strategy
Microsoft's business level strategy involves driving and expanding innovation to achieve market excellence. The strategy to accomplish this is to incorporate the talents of Microsoft's diverse workforce into their products. By working with highly-trained women, minority, veteran owned businesses and businesses owned by people of disabilities, as well as the small businesses looking to competitively purchase the products from Microsoft. In 2009, Microsoft spent more than $1 billion working with over 1,200 suppliers that are women, minority or veteran owned. This spending has increased more than 250% in the past few years. This is a huge step for Microsoft and for the employees and consumers supporting it.
Microsoft's general focus is to allow the advanced computer genius, along with the beginner to the technology world, find their place in the Microsoft world and be able to have Microsoft has their main source for assisting them in their accomplishments and success throughout their lifetime. Its current and most in-dept marketing/competitive strategy is to keep pushing the Surface and Windows 8 phone against its rivals and hopefully start a positive trend to start off 2013. Also, the newest and most technological savvy XBOX 720 is supposedly being introduced in late 2013. This is a significant time for Microsoft because the gaming industry is one of its strong suits.
Microsoft does have its work cut out for them when it comes to competition and marketing their new products, but if they can get a strong hold onto the tablet/mobile market, Microsoft will not only continue to be a force to be reckon with, but more so then ever within the past decade.