Because of the brand value of Microsoft, any product it launches gets a good positioning. If we talk about the positioning of Microsoft, then its operating systems and several software are simply top of the mind positioned in the market. However, in mobiles and developer tools, Microsoft needs to have a differentiated target as these products have a lot of competition and the market is divided based on the features offered.įrom rebranding its products & services to logos company underwent a turnaround recently to reposition itself as a value based company mean to enrich the life of the individuals worldwide. In office and Windows or overall in operating systems, the population is homogenous and the target is the complete world which has access to computers. It has presence in large number of hardware & software businesses ranging from operating system to mobile manufacturing & selling.ĭue to having a wide product & service portfolio Microsoft uses mix of differentiated & undifferentiated targeting strategy. Behavioral segmentation is used for products like Microsoft Windows server operating system or for the Windows mobile phones. Demographic segmentation is used for products like Operating systems and Office products which are applicable to everyone. The tech giant uses mix of demographic & behavioural segmentation strategies to segment the market in groups with similar characteristics. Segmentation, targeting, positioning in the Marketing strategy of Microsoft Market analysis in the Marketing strategy of Microsoft.Competitive analysis in the Marketing strategy of Microsoft.Brand equity in the Marketing strategy of Microsoft.Distribution in the Marketing strategy of Microsoft.BCG Matrix in the Marketing strategy of Microsoft.Competitive advantage in the Marketing strategy of Microsoft.Segmentation, targeting, positioning in the Marketing strategy of Microsoft.
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