Marketing Research Paper on Microsoft



International marketing refers to strategic implications that engage different states to compete in business to create awareness of their products and services across the globe. For effective marketing, there is a need of a professional who understands the economic and cultural analysis of a given state. This paper presents a cultural and economic analysis of the United States and Microsoft Company.

Cultural Analysis of Microsoft Company

This is the US based firm that produces, issues licenses, and sells computer electronics and software. Analyzing the Microsoft firm in the US, it is ranked as the largest software company that generates a lot of revenue. Microsoft Company was founded on April 4, 1975, by Bill Gates and Paul Allen. Based in the US, the company has a mission of assisting individuals to realize their full potential and develop businesses across the globe. In this case, the country that I wish to execute trade is the US, while the products to be exported are computer electronics.

Microsoft is a company that embraces culture when it hires staff from diverse ethnic groups. For instance, the firm has over 44,000 employees in approximately sixty states. These employees play a significant role of marketing computer electronics internationally. In the US, the success and growth of the company is driven by factors, such as development in production of software applications and marketing of operational systems. This company promotes culture by training employees from different parts of the country. Furthermore, Microsoft recruits specialists who are young and talented from universities and colleges across the country. At Microsoft, individuals who conduct interviews are experienced employees, but team managers are responsible for hiring and ensuring that the new workers markets products of the company effectively.  

Culture at this company allows recruiters to hire employees with best qualifications who are then guided to take care of their job responsibilities by performing different tasks. At Microsoft, employees are paid a salary that is relatively low but compensated with excellent benefits. The culture at Microsoft is a vital factor that articulates to motivation of an employee, quality of work, and development of the firm. Furthermore, this company creates an anti-bureaucratic atmosphere that permits employees to take risks. This software business incorporates a culture that expects new hires to have knowledge concerning the material and requirements of their job responsibilities.

In the US, Microsoft incorporates eight career categories to identify the staff potential and assist in marketing. These categories include network specialist, media specialist, database administration associate, programmer analyst, information systems operator, technical writer, software engineer, and support representative. The Microsoft Company in the US provides programs that are recommendable in technical training and offer to diverse employees. The culture of this company requires creative, innovative, and bright individuals to fulfill its mission. It also incorporates values to support the culture, such as honesty and integrity among the working staff. The company advocates for technology and has a passion towards customers and partners. Microsoft’s culture allows employees to be part of self-critical questioning that commits them to self-improvement and personal excellence.

To instill marketing skills among the staff, Microsoft Company sticks to two types of training namely on-the-job that is offered at the work place and off the job that is provided at the classrooms. This is beneficial to employees because from the training, they acquire knowledge to market Microsoft computer electronics at international levels. Diversity is part of culture at Microsoft Corporation and applies to their recruitment programs. For instance, the company has initiated a Diversity Advisory Council that offers two programs, namely Business of Diversity and Diversity Awareness. These programs support different cultures at the company when they maintain talented employees from various backgrounds. Microsoft also promotes cultural diversity by giving back to the community through donating its computer products to public libraries and institutions of higher learning. In the US, Microsoft believes that diversity enriches its products and empowers them to offer excellent marketing services to the society. 

Cultural Analysis of USA

The United States is a country whose cultural history began in the late 18th century. During this period, diverse immigrant groups contributed to formation of the American culture. As a result, this culture developed and encompassed the entire country. They reflect knowledge, American customs, events, culture, social, and political settings.

Based on the geographical setting, the USA is the third largest state in the world because of its land area and population. Geographically, North America borders North Atlantic Ocean in the East and North Pacific Ocean in the west between Mexico and Canada. The climate in the USA is temperate, tropical in Florida, and arctic in Alaska. The topography in the United Sates is characterized by vast and central plain mountains in the west and broad river valleys in Alaska. In the US, social institutions consist of different categories of families in which the nuclear is identified as the traditional family. This family group consists of only children, a father, and a mother. Conversely, the extended family incorporates many members, such as a father, two wives, their children, and relatives. Culturally, the roles of parents in the US differ depending on their gender. The mother concentrates on nurturing development of the child while the father contributes by ensuring that he provides all the necessities that are required by the family. Analyzing concept of courtship and marriages, it is evident that in the America couples meet on different platforms. For instance, this happens traditionally when they are introduced through friends while others meet via Internet and plan a wedding that unites them in marriage.

 In the US society, female and male roles are changing and this is evident when initially majority of women were housewives but nowadays they struggle to balance between family and work. During recession, approximately 80 percent of jobs belonged to men rendering a large population of women jobless. However, this has changed due to equality between genders, which permits women to work and earn salary as their male counterparts. The function of education in the US is to provide opportunities to the less advantaged children to achieve their goals and become successful persons in future. The education system in this country aims at reinforcing rather than compensating for differences that exist in family backgrounds. Primary education in America consists of eight levels of development that allows children to start learning at the Kindergarten at age of five years. Secondary education takes six to seven years after which students are awarded their 12 grades and certified with a high school diploma. In the US, higher education is the last level of formal learning available for students who have completed their secondary level. Admission to universities is optional and students who are eligible to enroll are those who passed and can afford to pay the fees.

Despite the education system that is available in the US, the level of literacy has not changed for ten years. A study conducted by department of education reveals that 14 percent of the population is still illiterate. This is evident when 32 million adults cannot read, while only 21 percent read below a fifth grade level. The political system in the US is under a federal republic that consists of fifty states. This implies that power in this political structure is divided between the central government and the surrounding states. In this structure, the national and federal government consists of three arms namely legislative branch, executive and judicial branch. The political parties are the Democratic, Republican and the Third parties. Stability in the US government is evident when there are rare cases concerning violence in the country. The special taxes imposed by the local government include income, sales, imports, payroll and property. In America, the role of the local government is to attend political events and handle issues that face people in society.

Economic Analysis of Microsoft Company

At Microsoft, they contribute to the economy through international marketing that enable them to sell their products and give back to society. In 2008, the company was ranked as the second largest employer in Washington under the private sector. Employees at Microsoft receive 3.96 billion dollars as their compensation in wage. The gross wage compensation at the firm amounts to 5.98 billion dollars that incorporates non-wage benefits, wages and salaries. As a result, this motivates the staff to work hard and expand their businesses to other states. The Microsoft wage compensation per employee accounts to $100,608 and the gross wage is $ 152, 212. To support its marketing operations, the Microsoft Corporation in US purchased goods and services worth $2.15 billion from producers. The company incurred a total of $7 billion dollars in compensation with $2.15 billion allocated to operating expenditures. In total, the company contributes to the US economy when it gives back 9.16 billion dollars to the society. As a result, such expenditures boost the economy by creating job opportunities via the multiplier effect.

Analyzing capital income in a year, Microsoft Corporation contributed a total of 18.95 billion dollars to the economy. The contribution of this firm to the society lead to 267, 611 jobs that formed 8.4 percent of employment in the United States and expanded its employment rate by 13.4 percent. Furthermore, the rapid growth of development in this company made it the largest contributor to economic growth of the US. Majorities of jobs offered by Microsoft were categorized under service sectors and were also well paying jobs contrasted to those offered by other companies in society.

Economic Analysis of USA

The economic analysis of the United States incorporates statistics concerning the gross domestic products of the country. This is accomplished through an agency in the US, namely Bureau of Economic Analysis BEA that offers vital economic statistics. The Gross Domestic Product GDP of the US was expanded to 2.40 percent during the fourth quarter of 2013. These statistics are over the previous quarter and the growth rate of GDP in America marks an average of 3.24 percent from 1947 to 2013. America consists of the most technologically advanced and diversified economy in the world. Investments such as real estate, educational services, finance insurance, rental leasing, health care; professional business and social assistance contribute to approximately 40 percent of the GDP. Business activities on wholesale and retail level also create 12 percent of the wealth. 

The economic analysis of the US incorporates 13 percent of GDP that belongs to fuel, infrastructure accounts for 10 percent while Agriculture contributes only 1.5 percent of GDP. Currently, the population of the USA consists of 311 million people ranking it as the world’s third largest country in population. The growth rate in the US reflects a burden that is imposed to the country because it changes the requirements of people. Analyzing the population growth rate, the number of birth rates has decreased due to the economy that experienced recession in 2008. The population distribution in this country falls under different categories. In the US, the age of 0-14 constitute of 32,344,207 males and 31,006, 688 females. The age from 15 to 24 years, constitute of 22,082, 128 male and 21,157,025 females. The age category of 25-54 years has 63, 802,736 males and 63, 581, 749 females. From 55-64 years, the number of males are 18, 699,338 while females are 20, 097,791. The population of 65 years and above consists of 19,122,853 male and 24,774,052 females. In America, age structure in a population affects the major socio economic aspects of this country.

The Gross National Product refers to a market value of all services and products in a country on annual basis and it allocates production in relation to ownership. In the United States, GNP was initially used to check on the total economic actions before they moved to GDP. According to statistics, the country experiences inflation due to hard economic times that reduce personal income per capita. Distribution of wealth in the US relates to income that an individual earns as a salary. For instance, citizens in category of high-income classes are wealthy contrasted to those who earn less in this society. As a result, the distribution of wealth is distorted and leads to inequality creating a wide gap between the rich and the poor. 

 In the US, surface transportation incorporates ports that contribute to the economy through its shipping activities. These ports serve as a medium of transport and supports imports and exports of goods and services between the US and other foreign countries. Federal Regulation Commission is a body that controls communication in the country. For instance, the telephone systems are large and advanced because they incorporates both landlines and mobile services to enhance communication in the country. Other forms of communication include broadcast and print that have newspapers such as the Washington Post. Analyzing the working conditions, the employee relations in the US are developed through Labor and Employee Relations Network LERN that negotiate and discuss issues and trends affecting jobs in the country. This improves the economy when employees share ideas that assist to boost businesses. It creates an economy that has income inequality and in the US, this trend has grown since 1970. In this society, top earners and middle class are the groups who benefit a lot in this economy while low class suffers from poverty.

The foreign investments in the US are beneficial because they raise the Gross Domestic Products and this improves lives of residents. In addition, it creates opportunities, such as employments and incorporate different sectors that range from transport, mining, and agriculture. The international business statistics in the US provides information concerning its major imports and exports. For instance, major exports are aircraft that contributes to 8.3 billion dollars and electronic equipment that accounts for 5.4 billion dollars. The top US imports are vehicles exchanged at 52.9 billion dollars and electronic equipment that are exchanged at 20.4 billion dollars. Generally, the US economy is improving but on a gradual basis because the country still experiences a wide gap between the rich and the poor.