1. Evaluate Microsoft’s strategy in good and poor economic times.

Throughout its history, Microsoft has used a variety of tactics based on the current state of
the economy. Microsoft has prioritized aggressive expansion strategies, savvy marketing, and
innovation throughout prosperous economic times. For instance, the business prospered in the
1990s and the first decade of the 2000s by releasing updated versions of its operating system,
Windows, and office productivity software. With the introduction of Xbox, it also entered the
gaming sector. Microsoft spent millions of dollars on advertising at this time and obtained
endorsements from prestigious computer journals, turning Windows and Office as the standard
software for the market.
2. Discuss the pros and cons of Microsoft’s most recent “I’m a PC” campaign. Is Microsoft
doing a good thing by acknowledging Apple’s campaign in its own marketing message?
Why or why not?
In response to the negative effects of Apple's "Get a Mac" campaign, which showed the Mac
as a cool, sleek, and virus-free computer in contrast to the PC, which was portrayed as nerdy,
out-of-date, and prone to crashing, Microsoft created the "I'm a PC" campaign. The goal of
Microsoft's advertising strategy was to increase customer and staff loyalty by presenting the PC
as a convenient and cost-effective purchasing option. One benefit of the "I'm a PC" campaign
was that it helped restore Microsoft's reputation, which Apple's successful marketing had
damaged. The message connected strongly with consumers who were looking for affordable
solutions in the television advertising, which showcased a broad range of people who were proud
to be PC users.