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Research Paper Microsoft Corporation

Microsoft Corporation is a US-based global technology company with headquarters in Richmond, Washington. Founded in 1975, Microsoft’s mission is “to enable people and organizations throughout the world to do more and achieve more by creating technology that transforms the way people learn, work, play, and communicate”. Microsoft employs approximately 114,000 people on a full-time basis, 63,000 in the U.S. and 51,000 internationally (Annual Report, 2016).

Windows, Microsoft’s main product has been installed in more than 1 billion devices around the world. The technology company also has a solid presence in gaming industry. Xbox Live is connecting fans across Windows 10, iOS, and Android. Microsoft has a gaming audience on Xbox Live with 49 million monthly users and growing – up 33 percent year-over-year. This growth is driven in part by strong franchises like Minecraft, which has sold more than 106 million copies to date. Microsoft’s gaming roadmap over the next 18 months is anchored by two significant console releases – Xbox One S and Project Scorpio – and investments in growth areas such as virtual reality, video, and eSports (Annual Report, 2016).

During the fiscal year 2016 the company generated USD 85.3 billion in revenue, USD 52.5 billion in gross margin, and USD 20.2 billion in operating income. Adjusting for Windows 10 revenue deferrals and impairment, integration and restructuring expenses, revenue was USD 92.0 billion with USD 27.9 billion in operating income. The total cash return to shareholders for the same period reached USD26.1 billion, up 12 percent from last fiscal year (Annual Report, 2016).

Microsoft business strategy can be classified as product differentiation. The company develops advanced technological products and services and sells them for premium costs. Moreover, Microsoft business strategy is currently focused on “cloud-first, mobile-first”, growth through mergers and acquisitions and exploring business opportunities related to augmented and virtual reality. The multinational technology company also has certain weaknesses that include lack of innovation, weak position of Internet Explorer browser application and dependence on hardware manufacturers.

Microsoft Corporation Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Microsoft. Moreover, the report contains analyses of Microsoft’s business strategy, leadership and organizational structure and its marketing strategy. The report also discusses the issues of corporate social responsibility.

1. Executive Summary
2. Business Strategy
3. Leadership
4. Organizational Structure
5. Organizational Culture
6. SWOT Analysis
6.1 Strengths
6.2 Weaknesses
6.3 Opportunities
4.4 Threats
7. PESTEL Analysis
7.1 Political Factors
7.2 Economic Factors
7.3 Social Factors
7.4 Technological Factors
7.5 Environmental Factors
7.6 Legal Factors
8. Marketing Strategy
8.1 7Ps of Marketing
8.2 Segmentation, Targeting & Positioning
8.3 Marketing Communication Mix
8.3.1 Advertising
8.3.2 Sales Promotion
8.3.3 Events & Experiences
8.3.4 Public Relations
8.3.5 Direct Marketing
8.3.6 Personal Selling
9. Porter’s Five Forces Analysis
10. Value-Chain Analysis
10.1 Primary Activities
10.1.1 Inbound Logistics
10.1.2 Operations
10.1.3 Outbound Logistics
10.1.4 Marketing and Sales
10.1.5 Service
10.2 Support Activities
10.2.1 Infrastructure
10.2.2 Human Resource Management
10.2.3 Technology Development
10.2.4 Procurement
11. McKinsey 7S Framework
12. Corporate Social Responsibility (CSR)
12.1 CSR Programs and Initiatives
12.2 CSR Criticism

List of Figures

Figure 1 Microsoft Organizational Structure
Figure 2 Cloud leadership by revenue
Figure 3 Market Share of Internet Browser Applications
Figure 4 Annual lobbying by Microsoft Corporation
Figure 5 Microsoft’s ‘Scroogled’ Marketing campaign
Figure 6 Example of Microsoft print advertisement
Figure 7 Microsoft Porter’s Five Forces
Figure 8 Global market share of desktop operating system as of April 2017
Figure 9 Microsoft value chain analysis
Figure 10 Microsoft production supplier locations
Figure 11 Microsoft McKinsey 7S model

List of Tables

Table 1 Microsoft SWOT analysis
Table 2 Microsoft product categories and products
Table 3 Microsoft segmentation, targeting and positioning

Adobe Systems
Alphabet Inc. (Google)
Apple Corporation
CA Technologies
Cisco Systems
Facebook Corporation
Microsoft Corporation
Mojang Synergies AB
Nokia Corporation
Red Hat
Skype Global S.á r.l.
Yammer, Inc.

  • Published: May 2017
  • 11317Words
  • 46 Pages

If you've used the last few versions of Word, you'll know it's really hard to pinpoint exactly what's changed. Word might feel feature complete right now, but Microsoft isn't giving up on adding new and interesting features. This month, Microsoft is adding a new Researcher feature to Word. As the name implies, it's designed to make research paper writing a lot easier.

Researcher uses Microsoft's Bing Knowledge Graph to query content from the internet and then pull it straight into Word. Microsoft has a curated list of trusted sources and reference materials which the company plans to expand upon over time. If you add source material, it will even automatically create the citation in your bibliography as part of your research paper. If you're a student using Office 365 then Researcher is available immediately, and Microsoft is planning to bring the feature to mobile variants of Office in the future.

Alongside Researcher, Microsoft is also introducing a new Word Editor feature. While Word has had grammar and spellcheck features for years, this new Editor feature is more of an advanced proofing service. Microsoft is using its machine learning skills to process content, and the Editor will suggest improving your writing by flagging words that are used too frequently. It's more of a style guide initially, but Word will start teaching you words or phrases later this year to improve your writing style. Spelling edits will still be underlined with a red squiggle, and grammar with a blue double underline, but writing style suggestions will get their own gold dotted line.

Elsewhere, Excel might not be getting any new features this month but Outlook and PowerPoint haven't been left behind. Outlook is getting the Focused Inbox feature typically found on the mobile version of the app. It works the same way, allowing you to move email into the other section and ensure all your important messages remain in the focused version of your inbox. Mentions using the "@" symbol are also arriving today, letting you flag people in emails. Microsoft is planning to bring mentions to Outlook for iOS, Android, and Windows 10 Mobile in the future, but they're available for the desktop PC and Mac versions of Outlook today.

PowerPoint got a really interesting Morph feature last year, and Microsoft is introducing a similar Zoom addition today. Zoom is designed to make presentations a little more engaging so you can present slides with the use of sections. It's really designed to let the audience know exactly how long is left in the presentation, with a clear view of what section is being covered. Microsoft is introducing Zoom to PowerPoint 2016 on Windows PCs today.

Windows 10 Anniversary Update

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