Expanding Microsofts Global Reach: Tapping into Africas Untapped Potential

Global Marketing Plan Part 2; Microsoft Janeth Demming The University of Arizona Global Campus BUS622 Week Six Instructor’s name 7/18/23 Introduction Microsoft is an American multinational cooperation and a world leader in operating systems. The company deals with cloud computing, software development, social networking, and video games. Global marketing is an integral part of each organization. Microsoft is however the most renowned Microsoft brand that is globally familiar, established by Paul Allen and Bill Gates in 1975. In 2016, the United Nations announce the internet as a basic human right yet only 62% of the world population can access internet services (Szoszkiewicz, 2020). This gives Microsoft an opportunity to diversify especially in countries in Africa who still have limited access too technology. Microsoft entered Africa three decades ago and has its locations in Nairobi, Kenya and Lagos, Nigeria. This marketing plan provides a rationale in which Microsoft can enter Africa, exemplifying Kenya as the potential for sustainability and development in the African Continent. Environmental Analysis There is a constant changing landscape regarding the economic, legal and regulatory factors, trade, economic, and social and cultural factors and Microsoft strives to navigate for its productivity and success. Microsoft strategically exploits hardware and software opportunities based on these factors. Economic Factors The ICT department is an important aspect in economic growth and promoting competition in businesses. The economic stability of countries across the globe affects company performance and Microsoft tends to thrive in companies with the strongest economies. The demand of Microsoft products and services depends on inflation, unemployment, interest and exchange rates of countries around the globe. High growth developing countries make it possible for high sales for Microsoft. The rise of the middle class globally depicts the rise of disposable income which contributes to rise in sales and revenue. Social and Cultural Factors The customer behavior and expectation affect Microsoft. The attitudes about leisure, cultural diversity, and demand of high-quality services pushes Microsoft to develop products on their customer’s tastes and preferences. For instance, gaming opportunities are common for leisure and Microsoft investing on this issue satisfies customer leisure preferences. The increasing cultural diversity is a threat to Microsoft due to the possibility of product mismatch. Microsoft needs to address to the issue on big cultural groups. The stable demand for high quality products and services is an opportunity to improve customer support services. Political, Legal, and Regulatory Services. Waste disposal for Microsoft products is a threat and opportunity for Microsoft to thrive in their productivity and sales. Increasing electronic waste disposal regulations is a platform to improve the company’s brand image. Improving Microsoft patent laws in the globe is a step towards computer software privacy. Compliance with the international laws defines the success of Microsoft. The intellectual property laws and data protection regulations affect the operation of Microsoft around the globe. Energy consumption on Microsoft products causes environmental pollution and Microsoft improvement through energy efficient computing technologies. General Strategy Microsoft needs to expand its Jurisdiction in Africa. Africa is the fastest growing continent; however, internet connectivity, digital capacity, and innovation is still a problem. Kenya is one of the fastest developing countries in Africa and makes it an opportune location for Microsoft to thrive. Kenyans have embraced technology in banking, farming, and healthcare. Microsoft needs to broaden its products and services to Kenya. Kenya’s capacity to embrace technology is a potential strategy for Microsoft to accelerate digital transformation, build strong partnerships, and create sustainability in the society. This can be achieved by promoting innovations such as cloud. Microsoft interest to fuel machine learning, AI, and innovation promotes engineering talent poising innovation across the continent. Microsoft has shown its interest in Africa by opening the first African Development Center in Kenya and Nigeria to serve as a premier center of engineering for Microsoft, where world-class African talent can create solutions for local and global impact (Furthering Our Investment in Africa: Microsoft Opens First Africa Development Centre in Kenya and Nigeria - Middle East & Africa News Center, 2019). The prime reason is to further their connection with developers and governments improving sectors in FinTech, AgriTech and Off Grid energy. The market strategy used by Microsoft is Globalization. Microsoft strives to reach all countries around the globe to market its products and services. Technological innovation ids rapid around the globe which gives Microsoft a viable market to