Introduction
Microsoft, Inc., has grown to become one of the largest software companies in the world. However, there is room for more growth, but that requires the company to address current issues before deciding on the path forward. In this presentation, I will be discussing the company’s strategy analysis, specifically SWOT analysis and the underlying strategies. The key idea behind a SWOT analysis is to determine how the company can be positioned to take full advantage of opportunities and to avoid or minimize threats within the business environment (Hitt et al., 2019). The formulation and implementation of new strategies will be subject to the company’s strengths, weaknesses, opportunities, and threats.
SWOT Analysis
The SWOT analysis for Microsoft reveals that despite being well-positioned in the market, a few issues can threaten the company’s success. The company’s greatest strengths include a reputable brand, customer loyalty, and market leadership in the software industry. According to Balsara (202), Microsoft dominates brand loyalty ahead of other tech brands, including Apple. Since Microsoft is a dominant firm in operating systems, it has a global presence backed by loyal customers. Its growth has also meant that it controls a large market share and has a large market capitalization. Opportunities also avail themselves for the firm, especially in areas where Microsoft lags behind other players. These include cloud computing and artificial intelligence.
Microsoft’s weaknesses include overexposure to the PC markets, meaning the firm faces vulnerabilities arising from vendors. Similarly, all tech firms face cybersecurity concerns, and Microsoft has not offered the ultimate protection against cyber threats. These weaknesses are compounded by threats found in the external environment, including aggressive competition from Google and Apple and changing consumer preferences. Addressing these concerns will allow the firm to ensure its survival and prospects.
SWOT Analysis Strategy
The company’s brand reputation and loyal customer base can be leveraged for a product diversification strategy. Microsoft has been successful with its Windows operating system. However, it has not seen the same success in cloud computing and artificial intelligence. Product diversification can also include smartphones, an area where the firm lags behind such brands as Apple and Samsung. Leveraging brand reputation and customer loyalty should allow the company to build a bigger product portfolio encompassing new software and hardware products. Artificial intelligence is booming, as many firms are leading research and development. Recent trends in artificial intelligence should be used as a guide in deciding areas in which Microsoft should invest and issues to consider when dealing with artificial intelligence. These include generative AI, ethical and explainable AI, and augmented working (Marr, 2022). Cloud computing is not as new as AI, but it offers critical benefits for users.
The company’s overexposure to the PC market hints at gaps in supply chain management. Therefore, integrated supply chain management is a strategy that can help eliminate vulnerabilities in the PC market. The essence of integrated supply chain management is sharing information flows in such areas as supply logistics, order distribution, customer service, and product line planning. Using this strategy at Microsoft gives the firm a firm grip on the supply chain and eliminates vulnerabilities. Sharing information also allows the company to understand the markets better and respond to changes, especially regarding consumer preferences. Innovative solutions to emerging trends help satisfy customers and develop an edge in a highly competitive market. Some firms have remained competitive through innovation, especially in the software segment. Innovation can help Microsoft revive its dying internet browser segment.
Competitiveness Strategy
Cost leadership is one of the most difficult strategies to deploy since a firm is forced to constantly work on reducing costs to remain competitive. As a market leader in operating systems, Microsoft can ensure that its primary product offering remains the most competitively priced in the market. The same strategy can be used across all other products the company offers. Some competitors in the software and hardware segments offer expensive products, which limits their expansion. Cost leadership can help Microsoft conquer new markets with new products. Another strategy that can help Microsoft remain competitive in product innovation. Technologies are highly dynamic and volatile, meaning that only constant innovation can help a tech firm remain relevant. In the case of Microsoft, innovations for new products and improvements in current product offerings remain critical for future growth.
Profitability Strategy
A company’s profitability is subject to the revenues generated and the expenses incurred in revenue generation and other operations. Therefore, cost-cutting and revenue growth strategies are often the first to consider. A company with a large market capitalization can afford to make investments that facilitate revenue growth and cost reduction in the long run. First, Microsoft can make further investments in automation, ensuring production efficiency. Automation also reduces the costs of production, which raises the product margin. Automation can be implemented across all manufacturing departments. Additionally, the use of robotics can also help automate complex and intelligent tasks. Expansion and product diversification seek to boost revenues and further raise profits. Expansion and diversification should be leveraged on the company’s brand reputation and customer loyalty. Therefore, the executive should ensure that new markets and product offerings reflect the company’s brand image.
Communications Plan
The company’s competitiveness is the responsibility of the top management. However, other stakeholders become involved once the strategies are implemented. In this case, competitiveness depends on the ability of the company to understand market dynamics and respond effectively. Therefore, the key aspect of a communication plan will involve stakeholder feedback and market research. Stakeholders are urged to become involved in the deliberations surrounding the development of new products and areas of cost reduction. Employees in the research and development market can offer the most important feedback, especially since they are actively involved in market research. Feedback from consumers remains critical, so the marketing department has to play a critical role. The communication plan for internal stakeholders comprises internal communication channels. Memos and emails are efficient for one-way communication. However, interactive channels, including social media, can help with feedback.
The profitability strategies target both cost leadership and revenue growth. Therefore, both internal and external stakeholders are involved. The communication plan for external stakeholders is designed to ensure maximum outreach. In this case, new product launches and social media marketing are critical in ensuring the entire planet is aware of the company’s expansion efforts and new products. Highly mediated product launches are a communication strategy intended for publicity. Social media marketing offers a new perspective on customer engagement due to the interactive nature of social media. Internally, stakeholders must be made aware of the departmental and business unit changes, meaning changes must be communicated to those affected. Targeted communication may work, but the company may use social media tools. The rationale is that the company size requires channels with wide outreach, and social media rivals all other channels.
Conclusion
Microsoft has made several efforts to be a responsible and ethical corporate citizen. The company’s website outlines several initiatives under its corporate social responsibility, including inclusive economic growth, protection of fundamental rights, and a sustainable future. The protection of fundamental rights entails addressing issues of racial injustices and inequities in such areas as education, health, and employment. A sustainable future is part of the broader sustainable development objectives. In this regard, Microsoft makes several efforts to achieve zero waste, water-positive, protection of ecosystems, and carbon-negative. For example, the firm seeks to become carbon-negative by 2030 and to remove its historical emissions by 2050.
The company’s bottom line is affected by the efforts to become an ethical corporate citizen. Essentially, these efforts require hefty capital investments, which, in the short term, represent a major expense. The current company’s profitability is significantly affected by these investments. However, the market dynamics dictate that firms have to become responsible. Ethical businesses attract more customers and retain the current ones. Therefore, the company’s long-term bottom line is positively affected by the efforts to become an ethical citizen. Customer loyalty and sustained sales ensure sustained profitability.
References
Michael A. Hitt. 2020. Strategic Management: Concepts and Cases: Competitiveness and Globalization 13th ed. Cengage Learning.
Balsara, S. (2022). Study reveals Microsoft dominates brand loyalty for productivity devices. IT World Canada. Web.
Marr, B. (2022). The 5 biggest artificial intelligence (AI) trends in 2023. Bernard Marr & Co. Web.