Part 1 Questions from Case study will need to be answered 
Part 2 must be at least four pages in length. Follow APA Style when creating citations and references for this assignment. 
Support Part 2 with at least three sources outside of the textbook. As aforementioned, keep in mind that Part 1 and Part 2 will be submitted in one document.

See attachments for case study and assignment instructionsMicrosoft Case Study

Case studies are an essential learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides in order to formulate a recommendation for the challenges faced by the company.
For this unit, review the “Marketing Excellence: Microsoft” case study on pp. 94–95 of your textbook. This assignment will be comprised of two parts; one part will ask you to respond to questions, and the other will require you to complete a case analysis. 

Part 1

Evaluate this case and respond to each of the following questions using both theory and practical managerial thinking. 
· Evaluate Microsoft’s product and marketing evolution over the years. What has the company done well, and where did it falter?
· Evaluate Microsoft’s recent expansion into areas such as search engines and smartphones. Do you think these are good areas of growth for Microsoft? Why, or why not?
· Review the potential ethical implications of Microsoft’s situation. How might they revise their strategies to align with good ethical practices?
Your Part 1 response must be at least two pages in length. Follow APA Style when creating citations and references for this assignment. Note that you will submit Part 1 and Part 2 in one document.

Part 2

Complete a case analysis of Microsoft. This requires that you conduct research on Microsoft beyond the case study material in the textbook. In the case analysis, you will look at the situational analysis, problem, and alternatives, and you will provide a recommendation. Refer to the instructions below as you construct your analysis.
· Situational Analysis
. Discuss the external environment through the compilation of a PEST (political, economic, sociocultural, and technology) analysis.
. Discuss the internal and external environment through the compilation of a SWOT (strengths, weaknesses, opportunities, and threats) analysis.
· Problem
. Identify at least one organizational problem that Microsoft is currently having or one that you project it will have in the future. Base this on your research and critical thinking.
· Alternatives
. Compile three or four potential marketing-related solutions to the problem above. Remember that these are potential alternatives; you will not select all of the alternatives to solve the problem.
· Recommendation (Marketing Strategy)
. Select one or two of the alternatives above to solve the problem that you identified in this case analysis.  
. Discuss your rationale for choosing these and not the others. Include supporting research that will increase the depth of your analysis.
In order to successfully complete Part 2 of this case study, you need to review the video and task learning guides (TLGs) below. The following resources will provide you with the skills to research industries/competMarketing Excellence Microsoft

Microsoft is the world’s most successful software company. Bill Gates and Paul Allen founded it in 1975 with the original mission of having “a computer on every desk and in every home, running Microsoft software.” Today, Microsoft is the fifth most valuable company in the world and has a brand value of $61.2 billion.
In the early 1980s, Microsoft developed the DOS operating system for IBM computers. The company leveraged this initial success to sell software to other manufacturers, quickly becoming a major player in the industry. Initial advertising efforts communicated the company’s range of products, from DOS to Excel and Windows, and unified them under the Microsoft brand.
Microsoft went public in 1986 and grew tremendously over the next decade as the Windows operating system and Microsoft Office took off. In 1990, Microsoft launched Windows 3.0, a completely revamped version of its operating system, including applications like File Manager and Program Manager that are still used today. It was an instant success; Microsoft sold more than 10 million copies of the software within two years, a phenomenal accomplishment in those days. In addition, Windows 3.0 became the first operating system to be preinstalled on certain PCs, marking another major milestone for the industry and for Microsoft.
Throughout the 1990s, Microsoft’s communication efforts convinced businesses not only that its software was the best choice but also that it should be upgraded frequently. Microsoft spent millions in magazine advertising and received endorsements from the top computer magazines in the industry, making Microsoft Windows and Office the must-have software of its time. The 1998 slogan “Where Do You Want to Go Today?” promoted not individual Microsoft products like Windows 98 but rather the company itself, communicating that Microsoft could help empower companies and consumers alike.
During the mid-1990s, Microsoft entered the notorious “browser wars” as companies struggled to find their place during the Internet boom. Realizing what a good product Netscape had in its 1995 Navigator browser, Microsoft launched its own, Internet Explorer later the same year. By 1997, Explorer had grabbed 18 percent of the market.
Over the next five years, Microsoft took three major steps to overtake Netscape. First, it bundled Internet Explorer with its Office product, which included Excel, Word, and PowerPoint. This meant that consumers who wanted MS Office automatically became Internet Explorer users as well. Second, Microsoft partnered with AOL, which opened the doors to 5 million new consumers almost overnight. Third, Microsoft used its deep pockets to ensure that Internet Explorer was available free, essentially “cutting off Netscape’s air supply.” By 2002, Netscape’s market share had fallen to a meek 4 percent.
Microsoft’s fight to become the browser leader was not without controversy; some perceived that the company was monopolizing the indusBusiness Summary
Microsoft is a technology company that develops and
supports software, services, devices, and solutions.
Co. provides a range of services, including cloud-
based solutions that provide software, services,
platforms, content, solution support and consulting
services. Co. also delivers online advertising. Co.’s
products include operating systems; cross-device
productivity applications; server applications; business
solution applications; desktop and server
management tools; software development tools; and
video games. Co. also designs, manufactures, and
sells devices, including personal computers, tablets,
gaming and entertainment consoles, other intelligent
devices, and related accessories.

Pricing Summary
Time Period: 1 week

Yesterday 5 Days 30 Days
Close 214.65 219.66 202.54

Key Executives
John Thompson Age
Chairman 70

Bradford (Brad)
Smith Age Salary

President,Chief
Legal Officer

61 850,000

Satya Nadella Age Salary
Chief Executive
Officer

52 2,333,333

Christopher
Capossela Age

Executive Vice
President,Chief
Marketing Officer

48

Jean-Philippe
Courtois Age Salary

Executive Vice
President,Region
Officer

57 798,000

Key Financials
(In USD as of 06/30/2020)

Income Statement
Revenue 143,015m
Net Income 44,281m
EPS from Continuing Operations 5.76
EPS – Net Income – Diluted 5.76
Revenue per Share 18.74
Balance Sheet
Total Assets 301,311m
Total Liabilities 183,007m
Shareholders’ Equity 118,304m
Total Assets per Share 39.80
Net Assets per Share 15.63

Microsoft Corporation (NMS: MSFT)

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https://www-mergentonline-com.libraryresources.columbiasouthern.edu/companydetail.php?compnumber=46247&isprintpage=1%23

https://www-mergentonline-com.libraryresources.columbiasouthern.edu/companydetail.php?compnumber=46247&isprintpage=1%23

https://www-mergentonline-com.libraryresources.columbiasouthern.edu/companydetail.php?compnumber=46247&isprintpage=1%23

https://www-mergentonline-com.libraryresources.columbiasouthern.edu/companydetail.php?compnumber=46247&isprintpage=1%23

https://www-mergentonline-com.libraryresources.columbiasouthern.edu/companydetail.php?compnumber=46247&isprintpage=1%23

Volume 22,720,603.00 26,050,037.00 39,789,995.00

52 Week
High/Low
:

231.65 –
135.42

% Price
Change
(100
Days) : 3.73
200-Day
Moving
Avg. : 198.82

Company News

Corporate Events
Conference Call Announcements – October 22 2015

Earnings Announcement Data – October 22 2015

Earnings Announcement Data – July 21 2015

Conference Call Announcements – July 21 2015

Earnings Announcement Data – April 23 2015

Conference Call Announcements – April 23 2015

Conference Call Announcements – January 26 2015

Event Type: Company Meeting Meeting Type:
Annual Annoucements – Date: December 02 2020

Cash Flows
Cash from Operations 60,675m
Cash from Investing -12,223m
Cash from Financing -46,031m
Capital Expenditures 15,441m
Cash Flow per Share 7.90

US lawsuit against Google claims old
Microsoft antitrust a




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