MARK20100 Chapter 3: Case Study
Document Summary
Case 3: microsoft: evaluate microsoft"s product and marketing evolution over the years. Microsoft has been extremely successful in pioneering the use of personal computers and keeping their windows operating system and microsoft office relevant and popular for so many years. They also did a great job dominating in the web browser market when it first became popular. By bundling internet explorer with microsoft office, they were able to drive out competitors such as netscape. Microsoft was also successful entering the gaming industry with the xbox, and recently with the surface tablet. Microsoft did well marketing in response to apple with their i"m a pc and windows: Microsoft faltered when they took a very long time to release an updated operating system after windows xp. Apple was able to make a comeback as a result of this and. Apple"s get a mac campaign hurt the windows brand.
