Entrepreneurial Marketing

Assignment 4

Topic: Marketing Excellence Microsoft

Submitted by:

Hassan Shahbaz (L1F18BBAM0059)

Submitted to:

Syed Shujaat Ali Shah

Date:
27th- Jan- 2022

1
Q1. Evaluate Microsoft’s strategy in good and poor economic times?
In good economic time, Microsoft did a controversial but effective strategy when they tried to
get the monopoly position in the industry by merging all necessary product together including
Internet Explorer and Office, etc. With all consideration about possible needs of customer,
Microsoft provided customers a “package” of convenient, efficient, and compatible products
and rapidly took the major market share.
However, in the poor economic time, Microsoft did not have efficient strategy when their
technological innovation could not surpass the attack from Apple and was not launched in the
right time. Customers had to wait too long, and Vista operating system completely
disappointed them with bugs and problems. Microsoft also believed that some of their main
product was good enough and did not think about changing and developing them, such as
Internet Explorer, and as a result, those products was quickly obsolescent and Microsoft lost
their market share.
Q2. Discuss the pros and cons of Microsoft’s most recent “I’m a PC”
campaign. Is Microsoft doing good thing by acknowledge Apple’s
campaign in its own marketing message. Why or why not?
Pros: Microsoft built strong employee morale and customer loyalty by making them proud
of being owners of PC, that the PC was suitable with all ages, all career, etc.
Cons: This campaign was believed not very creative because it was just a response to Apple
ads “Get a Mac” with the similar character. It might be criticized by Apple fans and people
who loved technology. All good features of a PC were not stressed particularly but generally,
they said they were different, but they did not prove it.
It was good to acknowledge Apple’s campaign in its own marketing message, but Microsoft
would better use that campaign to differentiate them strongly. If they could not do that, they
should not use Apple’s campaign.

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