Microsoft (and Apple) A Case STudy

Product/Service: Microsoft primarily sells software (Windows), applications (Microsoft Office), as well as devices such as computers (Surface) and phones.

Product Price: Microsoft Surface Pro 4 (128 GB, 12.3 in.) - $899.00


  • Brand Loyalty/Reputation
  • Easy to Use Software
  • Strong Distribution Channels
  • Robust Financial Performance


  • Poor Acquisitions/Investments
  • Dependence on Hardware Manufacturers
  • Security Flaws
  • Mature PC Markets
  • Slow to Innovate


  • Cloud-Based Services
  • Mobile Advertising
  • Mobile Devices
  • Acquisitions


  • Intense Competition in Software
  • Changing Consumer Needs
  • Open-Source Projects
  • Potential Lawsuits
Product/Service: Apple primarily sells devices, such as the Macbook and iPhone, software (Mac OS), as well as applications such as iTunes.

Product Price: iPad Pro (128 GB, 12.9 in.) - $899.00


  • Reputation
  • Advertising
  • Strong Distribution Channels
  • Vertical Integration
  • Sound Financial Performances


  • Over-Dependence on iPhone
  • Weak Distribution Channels in Various Regions
  • Low Expenditure on Research and Development
  • Incompatibility With Other Operating Systems


  • Internet of Things
  • Wearables
  • Mobile Payment Market
  • Mobile Enterprise Market


  • Competition
  • Rising US Dollar Exchange Rate
  • Lawsuits
  • Data Breaches


Created with images by JeepersMedia - "Microsoft" • tripleascholar - "Microsoft" • JeepersMedia - "Microsoft" • JeepersMedia - "Microsoft" • FirmBee - "apple imac ipad" • kropekk_pl - "iphone apple phone" • Daniel Dudek - "Apple Logo"

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