Microsoft Corporation’s success as a global computer technology company is founded on the fulfillment of its corporate mission and vision statements. The vision statement directs the development of the business toward a desired future condition. Microsoft’s corporate vision includes what the company can do for individual and organizational customers. On the other hand, a company’s mission statement presents the general strategic approach to grow the business and reach the corporate vision. Microsoft’s corporate mission specifies what the business aims to do to empower its customers. Also in this case, the corporate mission is strongly aligned with the vision statement. This alignment is essential to optimize strategic decision making, especially in addressing competition with firms like Apple, Google, and IBM. The Porter’s Five Forces analysis of Microsoft Corporation shows that the company deals with the strong force of competitive rivalry involving these firms and many smaller businesses that operate internationally, regionally, and locally.
Microsoft’s corporate vision and mission statements emphasize empowerment as a value or benefit that the company’s products can provide to customers. The corporate mission directly reflects the corporate vision of the computer hardware and software business. This matching enables the company in developing and applying strategies and tactics to motivate workers to achieve more, in support of business growth. This condition also ensures value for customers, especially through the implementation of Microsoft’s corporate culture. The company’s managerial decisions lead to strategic objectives based on the mission statement. These objectives are similar to the points included in the vision statement, and reflect strategic coherence in the organization, as observable in the generic competitive strategy and intensive growth strategies of Microsoft Corporation.
Microsoft’s Corporate Mission Statement
Microsoft’s corporate mission is “to empower every person and every organization on the planet to achieve more.” This mission statement shows that the business is all about empowerment of people and organizations. Such empowerment is achieved through the utility of the company’s computing products. The following components are significant in Microsoft’s corporate mission statement:
- Every person and every organization on the planet
- To achieve more
The first component of the corporate mission shows what Microsoft’s products can do for customers. For example, such empowerment can take the form of speedy data processing in offices and enhanced information access in homes. The second component of the company’s mission statement specifies the target market, which in this case involves all individuals and organizations worldwide. The company’s corporate mission also specifies that its computer technology and software products benefit customers in terms of achieving more. Microsoft’s corporate mission statement is similar to the company’s vision statement, considering that both statements pertain to empowerment. However, the corporate mission statement puts more emphasis on the practical benefit of achieving more. This benefit or value is reflected in strategies and tactics included in Microsoft’s marketing mix or 4P.
Microsoft’s Corporate Vision Statement
Microsoft’s corporate vision is “to help people and businesses throughout the world realize their full potential.” This vision statement shows that the company presents its business and computing products as tools that people and business organizations can use for their development. Microsoft’s corporate vision statement has the following components:
- People and businesses throughout the world
- Help to realize
- Full potential
The first component of the vision statement partly defines Microsoft’s target market, which is the global market. Instead of selling software products to individual customers only, the company also sells its products to organizations. The second component of Microsoft’s corporate vision statement shows what the business intends to do. For example, the company aims to provide products that assist customers toward the achievement of their full potential, which is specified in the third component of the corporate vision. Thus, Microsoft’s corporate vision presents the target market, what the company’s technology products do, and what customers can achieve through such products.
Microsoft’s Corporate Vision & Corporate Mission – Recommendations
Microsoft’s mission statement presents the global market scope of the business and a general idea about the benefit of the business to its customers. However, the corporate mission does not clearly define the business in terms of its nature or what it does. Ideally, mission statements must provide a general idea about the nature of the business and about what the organization wants to achieve. In this case, Microsoft’s corporate mission needs improvement. A recommendation is to improve the company’s mission statement by including how the organization achieves its corporate vision. For example, in terms of growing its computer technology and software business, the corporation can specify rapid innovation in computing networks and related products. Also, to improve the corporate mission statement, information about Microsoft’s strategies may be included.
Microsoft’s vision statement shows the company’s target market and product value. However, the corporate vision lacks details to effectively guide the organization’s development. Ideally, vision statements must include details on a desired future situation of the organization. In Microsoft’s case, the corporate vision does not contain such information. Thus, it is recommended that the company revise its vision statement to include information about where the business is heading. For example, Microsoft’s vision statement can present information about its target market leadership for a specific set of computer technology and software products in the decades to come.
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