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Marketing Communication - Essay Example

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Microsoft, a multinational computer technology corporation, was established in 1975 and is currently the leader in software, services, and solutions (Microsoft.com). Its owner and current Chairman, Bill Gates, is constantly ranked the…
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Download file to see previous pages The hyphen was later removed. Their first office was located in Albuquerque(History of Microsoft ).
The turning point for Microsoft came when it introduced its Graphical User Interface (GUI) based operating system. The first version of its GUI based operating system, namely Windows 1.0, was launched in 20th November, 1985. From there onward, Microsoft continuously improved its operating system, adding new capabilities and functions, the latest being Windows 7. It also started its web based services later.
The Net Income of Microsoft was $14.57B as of June 30, 2009. It employees about 91,005 people, among which 75.4% are male and 24.6% are female. An astonishing number of 36,875 employees work in Sales & Marketing Support Group (Microsoft.com).
Gates considers “innovation” as the main factor of their success. He thinks their decision of creating a software industry around the personal computer was the most innovative thing(Corcoran, 2008).
There is always a reason for the establishment of an organization. These reasons are expressed through vision and mission statements. A company may have a clear purpose or mission initially, but as it grows, its mission may become unclear as the organization adds new products or markets in its portfolio(Philip & Gary, 2003). Same happened with Microsoft. Initially, Microsoft was only a software provider, so it had a simple mission statement of:
Microsoft initially had a product oriented Mission Statement. A product or technology oriented mission statement do not last forever because they become obsolete. On the other hand, market oriented mission statement lasts for ever because it considers the basic market needs (Philip & Gary, 2003).
Microsoft’s current mission statement includes most of the qualities of a good mission statement such as it is market oriented, realistic, achievable, inspirational and motivational; and it fits the market environment.
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