It means it did rd well to understand the demands of

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company. It means it did R&D well to understand the demands of customers in every nation, their buying habit, political and economic background. 2. SWOT Analysis: a. Opportunities and Threats: From the PEST analysis, Microsoft has chances to develop the company in US, which is leading in IT market all over the world. People is now getting used to wireless services and willing to pay for this service. However, people do not use PC much as before, the PC selling amount is decreasing due to the wireless services, and it effects to their PC operating software sales. Besides, they still have to face with antitrust litigations about patent and intellectual property. On the other hand, IT innovation market is a fast pace market which requires changes every day. Microsoft, although they rise slowly in recent years, they still face to the slow erosion of PC-centric Windows and Office franchises and needs to compete to the biggest competitor in Apple and Google – in mobile computing (FRPT Research, 2014). b. Strengths and Weaknesses: Microsoft is sensitive and has fast moves with the trends. After realizing the mobile phone is not their advantages, they focused on their strength of developing operating systems, integrated with the big corporation to navigate the technology changes (Ovide, S., 2018) by refashioning their products and the methods to marketing them and sell them. They also create Azure cloud-computing service – which allows corporation stores their data on
BMW CASE STUDY ANALYSIS ` 14 cloud, allows people using Microsoft Office product (Microsoft Words, Excel, PowerPoints, etc.) online costless, easily using everywhere and autosaved conveniently. This helps make competitive advantages for Microsoft, to the other competitors such as Google, Amazon. However, Microsoft can enhance their strength in the operating system but still cannot improve their weakness in the mobile technology: they have more than 90% of PCs and tablets run Windows but very few (around 4%) of smartphones do (FRPT Research, 2014). 3. From the analysis above, Microsoft’s biggest issue is unable to bring new products that can truly effective and help the brand name of Microsoft being attractive to users; this comes from Microsoft’s organization, which changed many times but still not succeed in keeping its dominance in the innovative technology industry: in 2002, they restructured the company into three divisions: products/ services, business and entertainment/ devices. Then they divided products/ services into Windows and online services – in which the team to develop Windows products is limitation to the growth potential of new solutions from the other teams, which are seem to be supportive teams. There is no connection between teams. Therefore, each team leader only took responsibilities for his own team growth, not the whole organization’s growth. After that, in 2013, the CEO changed the company structure as a horizontal management structure, with nine functions instead of one division: products/services with different product developing teams. This change is called “One Microsoft” (Dhillon, I. & Gupta, S., 2015). This change is to share the same

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