Case study - Microsoft

1.Evaluate Microsoft's strategy in good and poor economic times.

Microsoft's marketing strategy focuses on keeping its image and being in a continuous growth. Microsoft makes strong advertising and communication efforts to attract customers, to overtake its competitors but mainly to succeed in having a brand recognition.

However, Microsoft's marketing strategy did not change to reflect consumer's changing buying priorities. In good times, people's willingness to buy products based on prestige and popularity is greater than in less robust economic times when priorities are evaluated more closely.