Microsoft Marketing Strategy - Research Paper Example

The qualitative approach will include the use of observations and the focus of multinational corporations. The quantitative approach will involve the use of journals, magazines, and online stuff from different websites. The marketing plan will further elaborate few key issues, like will Windows 7 be able to conquer the market share from existing operating systems like XP, Vista, and Mac? What will be the strategic issues that may arise from the application of technology by other competitors? What must marketing strategy be adopted by Microsoft to release its new operating system in a successful manner?

Microsoft has earned a high level trusted reputation by conducting its business worldwide with integrity, innovation, and respect. The company has delivered hundreds of different software related brands on a global scale.

It also manufactures, licenses, and offers a wide range of products that are related to the computer field. The company has $73.72 billion dollars in revenue by the end of 2012, while its total assets are more than $121 billion dollars. More than 94,000 employees are working under Microsoft at the global level (Microsoft Corporation Financial Statements, 2011). Microsoft has promoted a culture of progression and innovation. The company has invested a huge amount of money in its operating system sector to gain a competitive advantage on product innovation.

Millions of people across the globe today enjoy a wide range of operating systems offered by Microsoft in all segments of retail, from operating systems of XP and Vista to other software and hardware tools. The most successful products that Microsoft has offered are its operating systems Windows and Microsoft Office. The operating system Windows is presently capturing more than 90% of the global market share by beating Mac of Apple and Linux. Microsoft is continuously improving and enhancing the performance of Windows, and the release of Windows 7 will be another step to this continuation.