Summary:
Essay offers a critique on the company of Microsoft vs. Apps Inc.
Microsoft has to do certain things such as better marketing management, to be better than Apps Inc. First of all, because of the competition it has to distribute the software worldwide to make Ms Office popular and global. It has to spend money to promotion and distribution. It needs marketing concept to produce products, satisfying customer's needs; thereby, it can find a new discount system. It has to do a good marketing research to learn about their customers; what they buy, what they do not.
Because Apps Inc. is trying to destroy Microsoft it has to make a dynamic marketing, up to the point to buy the competitor. "In a world with two Microsoft's, there would be no shortage of those." Microsoft has to concentrate on a group of people (more than Apps Inc.) to use more managers and to have a good strategy.
On the other hand Microsoft has some advantages over Apps Inc. It has better quality products; therefore, it has fewer problems than Apps Inc. It also has better marketing mix. You can find every Microsoft product in every shop that sells computers and software (this is not happening with Apps Inc.). Another advantage of Microsoft is that Ms Office is pleasing people beyond their expectations. The software is easier for the user than Apps software.
Microsoft has to do a planning process. It also has to advertise more (posters on the road, magazines), and decrease the price of the product. One of the most important things is to develop new products in the current market, and meet competitor's actions. It has to do market penetration and increase sales to existing market. It also has to change the mind of the buyers.
Besides these things, Microsoft has to improve its service. All the software has to be served well and cheaply. Microsoft has to check the environment, so it will be updated regarding technology. Technology is one of the most important aspects that influences business, because of the plastic.
Microsoft has to pay attention at Apps' strategy. Who are they? What do they want from the market? It has to control the sources of their own material.
In my opinion if Microsoft does all these and because of its good brand name it will not be threatened by the competitors and it will maintain the monopoly of the market.
Microsoft has to take care of a very important issue, concerning its products, reliability. Especially as far as its software is concerned, many complaints have been mentioned from time to time. Users and programmers claim that some of Microsoft's programs lack compatibility. They also have pointed out that there are problems regarding drivers (the latest problems that influenced Greece had to do with the drivers of Windows 2000). Another remark that we should make concerns the security level of the software. Unfortunately, Microsoft has not developed any efficient way to protect its users from unauthorized access in their data and programs.
This is the complete article, containing 490 words
(approx. 2 pages at 300 words per page).
