The current situation of Microsoft on the market is defined by the presence of various competitors, which increase the risks for the business. The strongest of them are Google and Amazon, and their involvement in the development of software systems and cloud computing poses a threat to the company by creating the need to keep up with their ideas (Liu, 2020). Therefore, it has to implement a marketing strategy to remain a significant player on the market with regard to the specified technological solutions.
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The first rival, Google, is known for its rapid elaboration of innovative solutions. For instance, Google Drive and Google Cloud became the most popular cloud platforms, and its Google Workspace and Google Apps successfully compete with Microsoft’s similar offers (Rosenbaum, 2020; Griffith, 2020; Hastings, 2021). One of the most important innovations is Google Cloud since it uses no-code software (Rosenbaum, 2020). Amazon has AWS (Amazon Web Services) and is also one of the leaders in the cloud market (Gillis, 2020; King and Bass, 2021). Hence, they provide sufficient numbers of alternatives to Microsoft’s products.
The situation of Microsoft compared to Amazon and Google seems less favorable and requires interference. It is complicated by legal issues related to its monopoly through bunding their programs with devices, whereas Amazon is currently leading concerning image (Kan, 2020; Snider, 2018). Microsoft’s managers already started to realize that accelerating innovation and updating products is the best way to remain competitive (Brands, 2019; Truax, 2021). Therefore, the best marketing strategy they can rely on is product development.
To summarize, the presence of Amazon and Google on the market poses a threat to Microsoft. These companies bring innovative solutions and thereby increase their share. Considering this fact alongside the above factors, the best way for Microsoft to successfully compete with them is to present programs, which have no analogs. In other words, product development is the most suitable marketing strategy in this situation.
Brands, C. (2019) Winning the modern-day consumer in the world of consumer goods. Web.
Gillis, A. S. (2020) What is Amazon Web Services (AWS). Web.
Griffith, E. (2020) What is cloud computing? Web.
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Hastings, N. (2021) The best alternatives to Microsoft Office. Web.
Kan, M. (2020) Slack to Microsoft: Bundling teams with Office is an antitrust violation. Web.
King, I. and Bass, D. (2021) Why Amazon, Google, and Microsoft are designing their own chips. Web.
Liu, S. (2020) Microsoft – Statistics & facts. Web.
Rosenbaum, E. (2020) New Microsoft, Google, Amazon cloud battle is over a world without code. Web.
Snider, M. (2018) Amazon maintains top brand reputation, Apple and Google reps dip. Web.
Truax, D. (2021) Expanding opportunities for partners in the Cloud Solution Provider program. Web.