Since its establishment, Microsoft has consistently maintained dominance in the Operating System market through its Windows products. Changes in technology from personal computers to mobile devices and tablets have increased the company’s competition from the consumer and corporate markets (Ahson, 2006). The main competitor is Apple which has actively participated in the growth of the mobile market. On the contrary, Microsoft has reacted slowly to the fast market in terms of convincing handset manufacturers in order to generate an environment where individuals can write mobile applications using Windows. This means that the company stands to lose out on the apps and the mobile OS markets (Beyazitoglu, 2010). The company should consider developing apps that run on Apple’s operating system (iOS). This will enable customers to see Microsoft’s product which has the potential to increase the company’s revenues, though marginally. This would be a shorter solution as the company increases its efforts in establishing itself in the mobile market. This opportunity is a single as it has the potential to avoid the company’s complete loss of the mobile market.
Even though Best Western has been in existence for a while, it is no longer has the reputation of running high-end hotels (Garrod, 2005). This is because there is no consistency in the quality of products offered by its franchises. Some franchises offer high quality services while others are offer substandard services. The company should consider rewarding the well performing franchises (Sugars, 2005). This can be achieved by encouraging and rewarding customers who post pictures of their best moments in any of the franchises. The photos can be posted through the company’s online portal, especially on Pinterest. This creates goodwill among customers and also motivates them to visit the best franchises. This would in turn challenge the poor performing franchises to enhance their service delivery in order to compete with the other franchises. Customers can be rewarded using gift vouchers or hotel stays. This opportunity would be a home run for the company because it would be a form of free advertising and enhance the company’s revenues.
Recent years have seen the company reduce its advertisement campaigns as an environmental conscious company. This is despite the company’s commitment to the environment following the oil spill Prince William Sound in Alaska (Juhasz, 2011). The abandonment of advertising campaigns could be advised by the association of irresponsibility to BP due to its recent oil spill. Apart from spending on numerous environmental programs, the company also promotes safety aspects of offshore drilling. Even though promoting drilling safety is important, it is vital to let customers know about the company’s commitment to the environment (Murray, 2011). The company should start an advertisement campaign to inform their customers about the successes of the environmental programs that they have started. This would help in eliminating the perception that all big oil companies are ecologically irresponsible. It would also help in ensuring that it does not suffer from BP’s activities. This proposal is a low hanging fruit because it does not have the capacity to increase revenues significantly. The main objective of the campaign would be to build the company’s brand image that will be crucial for its long-term success. Following recent pollution by oil companies, many people would like to know what oil companies are doing to protect the environment. This would be a good opportunity to create awareness among customers that Exxon is an environmentally responsible company.
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Beyazitoglu, F. (2010). Business Marketing - the Case of Microsoft. New York: GRIN Verlag.
Foley, M. J. (2008). Microsoft 2.0: How Microsoft Plans to Stay Relevant in the Post-Gates Era. New Jersey: John Wiley & Sons.
Garrod, A. F. (2005). Tourism Marketing: A Collaborative Approach. Chicago: Channel View Publications.
Juhasz, A. (2011). Black Tide: The Devastating Impact of the Gulf Oil Spill. New York: John Wiley & Sons.
Murray, M. B. (2011). Corporate Responsibility. Oxford: Oxford University Press.
Philp, R. B. (2012). Environmental Issues for the Twenty-First Century and Their Impact on Human Health. London: Bentham Science Publishers.
Sugars, B. S. (2005). Successful Franchising. New York: McGraw Hill Professional.