Microsoft SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Microsoft analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Microsoft SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Microsoft to benchmark its business & performance as compared to the competitors and industry. As of 2020, Microsoft is one of the leading brands in the IT & Technology sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Microsoft competitors and includes Microsoft target market, segmentation, positioning & Unique Selling Proposition (USP).

Microsoft SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table


Parent Company
Microsoft Corporation

IT Product and Services


IT & Technology


Be Whats next


Microsoft is one of the top technology companies of the world

Microsoft STP
Microsoft Segmentation

IT Solutions/software retail and business

Microsoft Target Market

Microsoft targets nearly all individuals and business who use a computer

Microsoft Positioning

Microsoft is one of the world's best technology company

Microsoft Product Portfolio

1. Skype

2. Xbox

3. Internet Explorer

4. Bing

5. Microsoft Lumia

6. Linkedin

7. Hotmail

The above mentioned brands are the prominent products under the Microsoft product portfolio.

Microsoft SWOT Analysis
Microsoft Strengths

Below are the Strengths in the SWOT Analysis of Microsoft:

1. Microsoft is the world leader in computers, softwares, consumer electronics & services

2. Microsoft Office is one of the most widely used products across the world by individuals and enterprises

3. The company has got an extremely strong financial position owing to its strong business

4. Strong legacy of the brand since its inception in 1975

5. Microsoft has constantly evolved and strengthened its market dominance with acquisitions like Skype, Linkedin etc

6. Internet Explorer and Bing search are among the leading internet solutions provided by the company

7. PCs have been running on operating systems like Microsoft Windows 10, 8, 7, XP etc since a long time

8. The company has flagship stores at prime locations across the world

9. Excellent advertising and branding of the brand done through TVCs, online ads, print ads, sponsorships etc

10.More than 100,000+ people are employed with Microsoft

Microsoft Weaknesses

Here are the weaknesses in the Microsoft SWOT Analysis:

1. Some Microsoft products are vulnerable to imitations and hacks which have hurt the brand image

2. Reduction in workforce due to layoffs generated a negative new for the company

Microsoft Opportunities

Following are the Opportunities in Microsoft SWOT Analysis:

1. Microsoft can continue to be a market leader in innovation in technology as its has the resources & funds

2. With increasing data penetration, the brand can tap a wider audience worldwide

3. Provide more solutions to enterprises especially in online security, smartphone solutions etc 

Microsoft Threats

The threats in the SWOT Analysis of Microsoft are as mentioned:

1. Many technology companies coming up with internet boom have reduced the dominance of Microsoft

2. Concerns over confidential information of users being vulnerable to leaks

Microsoft Competition

Below are the top 8 Microsoft competitors:

1. Apple

2. Google

3. HP Hewlett-Packard

4. Oracle

5. Apple

6. Facebook

7. Amazon

8. IBM

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Microsoft. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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