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Running head: UNIT II CASE STUDY 1 Unit II Case Study Jonathan Karg Columbia Southern University
UNIT II CASE STUDY 2 CASE STUDY: “MARKETING EXCELLENCE: MICROSOFT” Part One: Evaluation Microsoft is one of the leaders in the corporate world in terms of technological application. A global entity with the company’s products being used in every corner of the world, Microsoft has become one of the most prominent names in computer processing and operational procurement, as well as the leading name in software. The company started in 1975 in Albuquerque, New Mexico by Bill Gates and his associate Paul Allen. Development of the DOS operating system for IBM computer systems and the eventual rollout of the Windows operating system for all personal computers quickly built the company’s image and presence around the computing world. This proved to be a major factor in the growth of personal computing around the world, not only in the corporate and business sector, but in-home usage as well. The development and marketing of Microsoft Office products, such as Word, Excel, and PowerPoint, also proved successful as the systems proved as convenient as advertised, offering a higher level of ease-of-use and utility than other similar products at the time, such as WordPerfect among others. This caused an almost immediate domination in the software market and changed the way business and personal computing automation performed, potentially forever. Ensuring that the company’s product line has been portrayed as the next best thing and the easiest to use product on the market has done much for Microsoft’s success. Technology magazines, television advertising, and proven track records would prove to be the driving factor in the marketing success that Microsoft experienced. Being able to provide the utility that users would come to expect ultimately led to organizations and personal users relying solely on Microsoft for their future software needs. It was not until Apple would rollout its own line of technological products and the MAC operating system that Microsoft would experience any
UNIT II CASE STUDY 3 competition in the marketplace. Apple advertising for products such as the iPhone, iPad, and iPod, as well as MAC personal computing systems caused many Microsoft users, especially those using the systems for primarily entertainment purposes, to make the switch from Microsoft and Windows products to those under Apple’s line. In an effort to combat the hit taken in these arenas, Microsoft would turn to the World Wide Web in an effort to ensure that the company was able to maintain corporate legitimacy and consumer demand. The development of the company’s search engine, Internet Explorer, was a prime example of this. At the time of Internet Explorer’s initial presentation to public use, Netscape was the name in internet browsing, holding the majority of the market share. Internet Explorer was an instant hit with consumers, quickly overtaking the market share of Netscape and

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