Name of the Business: Microsoft
1. SBU: Microsoft Mobile
2. Contact details: Headquarters at Espoo, Finland.
Company Description
Microsoft Mobile is a global mobile phone and tablet manufacturing company, based in
Espoo, Finland. It is owned as a subsidiary of Microsoft. The company focuses on design,
develop, manufacture and distribution of mobile phones, smart phones, computer tablets
and related accessories. Microsoft Mobile was formed after the purchase of Nokia’s
devices and services division by Microsoft.
Macro Environment
Core Competencies
Microsoft Mobile seeks to use its core competencies to achieve a sustainable competitive
advantage, in which competitors cannot provide the same value to consumers that
Microsoft Mobile does. Already, Microsoft Mobile has developed core competencies in (1)
offering a high-quality, branded product whose image is recognizable among consumers;
(2) creating a sense of community among consumers who purchase the products; and the
firm intends to build on these competencies. Through marketing efforts that increase the
number of products offered as well as distribution outlets. By forming strong relationships
with consumers, retailers, Microsoft Mobile believes it can create a sustainable
competitive advantage over its rivals.
Competitive Analysis
Samsung
For over 70 years, Samsung has been dedicated to making a better world through diverse
businesses that today are of the best technology, such as semiconductors, construction of
petrochemical plants, fashion, medicine, finance, hotels and more. The company’s staple,
Samsung Electronics, is a leader in the global market in technology, manufacturing, and
digital media.
Its products and services are innovative and reliable; Samsung is leading the world in new
directions. The manufacture of cell phones represents about 23% of the company’s net
profit. Currently Samsung is positioned in the world as the second best company dedicated
to the manufacture of cell phones thus controlling 28.4 % of the market worldwide.
Samsung has been called the best mobile brand in America.
Apple
Apple is an American multinational corporation that manufactures its own hardware,
operating systems, and programs to run on their operative system, as well as ancillary
equipment for their hardware, among other things. Apple was introduced to the market of
cellular telephony with the iPhone through strategic alliances AT&T Mobility LLC. This
technology has generated a lot of companies dedicated to the development and
manufacture of cell phones try to imitate as iPhone capabilities in their smartphones. Apple
controls 42.4% of cellphone market, making the world leader in cellphone manufacturing.
Although Apple is not responsible for all of the most up-to-date technology on the market,
