Microsoft's Business Strategy Essay Example | Topics and Well Written Essays - 750 words

Microsoft's Business Strategy - Essay Example Google has revolutionized the aspect of using a range of online sources such as books, journal, directories and others. Even it has the first mover advantage due to technological leadership in the search engine category and Google’s employees are always suggesting innovative ideas for enhancing the firm’s performance in the market so that it can remain competent and a market leader. It is evident from the case that Microsoft has undertaken a range of initiatives for giving a tough competition to the players in the search engine domain. Despite all of its efforts, it has been unable to offer the services in alignment with the demands of the customers. However, it is still considered to be the dominant company in hardware and software category as it is the pioneer of developing Operating Systems for providing a diverse range of tools to the customers. In order to excel in the search engine market, Microsoft tried to distinguish the Live Search feature so that it can meet the expectations of the customers effectively. Some of the efforts undertaken by the company comprised of integrating internal search service with Microsoft Encarta Encyclopedia, changing the service name from ‘MSN Search’ to ‘Live Search’, development of Live Search Club, Live Search provided the advertisers an opportunity of gathering information about user’s demographics in addition to the query, creation of ‘Opinion index’ for providing reviews about the latest products, introduction of cashback program and many more. The ongoing endeavors of Microsoft’s development team shows that it is keen towards dominating the search engine market, however, it is lagging behind due to rapid advancements done by Google. As it is evident that the users develop loyalty with the companies having first mover advantage, Microsoft will have to look for avenues which are untouched by the market leader. Even the