A Strategic Audit of Microsoft

Microsoft reigns as a giant in the technology industry. Over the last 43 years, the company has dominated the areas of operating systems, productivity solutions, gaming, cloud, and artificial intelligence. Microsoft, under CEO Satya Nadella, has split its revenue and business model into three segments: productivity and business processes, intelligent cloud, and more personal computing. While it brings in over $110 billion per year in revenue, the company is facing changes in how people view technology. With ethics and regulations coming into question, Microsoft, and the rest of the technology industry, need to make some changes. This thesis will examine Microsoft’s current strategies, issues, and business model. It also investigates Microsoft using PEST, SWOT, and Porter’s Five Forces analyses. These analyses will be used to form alternative strategy solutions. From the possible strategies, an implementation and contingency plan will be given for the best option