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Assignme NT Topic: BCG Matrix of Microsoft Corporati On: Submitted To: MS. Alay

The document summarizes the BCG matrix analysis of Microsoft Corporation's products. It categorizes Microsoft's products and services as stars, cash cows, question marks, and dogs based on their market share and growth rates. Key star products include Xbox and Microsoft Azure. Windows 7 and Office are identified as cash cows. Question mark products with potential for growth are Surface devices, Windows 10, and Bing. The analysis identifies Windows Phone, Windows Vista, and Windows 8 as dog products with low market share and growth.

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Tooba Mukhtar
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1K views4 pages

Assignme NT Topic: BCG Matrix of Microsoft Corporati On: Submitted To: MS. Alay

The document summarizes the BCG matrix analysis of Microsoft Corporation's products. It categorizes Microsoft's products and services as stars, cash cows, question marks, and dogs based on their market share and growth rates. Key star products include Xbox and Microsoft Azure. Windows 7 and Office are identified as cash cows. Question mark products with potential for growth are Surface devices, Windows 10, and Bing. The analysis identifies Windows Phone, Windows Vista, and Windows 8 as dog products with low market share and growth.

Uploaded by

Tooba Mukhtar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 4

Assignme

nt Topic:
BCG
Matrix of
Microsoft
Corporati
on

Submitted
To:
MS. Alay
1|Page
High
High Growth Rate

Low

High Low
High Market Share

BCG Matrix Of Microsoft Corporation:

1. Star Products:

These products have high market share and high growth rate. They are
both cash generators and cash users and need high investment for higher
growth. The star eventually becomes a cash cow.
Device and consumer segment of Microsoft Corporation, can be counted
amongst the star segments. Gaming consoles like Xbox 360, Microsoft
Azure, the cloud computing software are steadily making their way upwards
in growth. There are great chances of them eventually turning into cash
cows.

2|Page
2. Cash Cows:

These products have low growth rate but high market share. They have
already conquered the potential market and doesn’t need much investment or
advertisement for their growth.
Windows 7 and all its additions and Microsoft Office suite are cash cows of
Microsoft Corporation.

3. Question Mark:

The question mark products have high growth rate but low market
share. These products are often launched recently or people don’t use them
as often. But with proper consideration of the market they have a potential to
become star products.
Microsoft products which comes under the question mark segmentation are:
Microsoft Surface, first launched in 2012 it is six generations of hybrid
tablets, 2-in-1 detachable notebooks, a convertible desktop all-in-one, an
interactive whiteboard, and various accessories all with unique form factors.
Windows 10, its new update and Bing search engine also falls under this
category.

4. Dog Products:

These products have low growth rate and low market share. In other
words, they generate very less or no cash. Some dogs maybe profitable for a
long-time and simply act as a defense to counter competitors moves.
Therefore, it is always important to perform deeper analysis of each brand to
make sure they are not worth investing in or have to be divested.
Microsoft Windows Phone, Windows Vista and 8, 8.1 falls under the
category of dogs.
Microsoft Windows Phone was beaten by android phones. Windows Vista
was too advanced to meet with the hardware and software requirements of
computers at the time of its launch and many drivers were also not
compatible with Vista.

3|Page
It was also a sudden change for people in User Interface with Windows
Vista who were using Windows Xp before.
The same thing happened with Windows 8. The user interface was confusing
and tablet like and it take too much time for the people to understand its
working. On top of it windows 8 was also buggy and caused many programs
to crash very often.

Reference
s: https://www.computerworld.com/article/2476464/did-microsoft-just-admit-
1.
windows-8-is-its-worst-operating-system-ever-.html
2. https://www.zdnet.com/article/the-top-five-reasons-why-windows-vista-
failed/
3. https://www.businessinsider.in/the-most-successful-product-microsoft-
released-since-satya-nadella-became-ceo-just-reached-100-million-
users/articleshow/69033881.cms
4. https://en.wikipedia.org/wiki/Microsoft_Surface

4|Page

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