Microsoft Case

The decision which the company must make is whether to engage in extensive customization for the various foreign markets, or to write only minimal modifications. Country managers historically hold a strong level of influence in their respective markets, and they understand the idiosyncrasies of those markets. Because there are significant differences in the local expectations and even the way the programs will be used, Microsoft should take on a high level of localization (the process of making the software compatible to a given market) even though it may delay release of the product by a short time.

The internal situation at Microsoft is one of informal management styles where even the CEO remains active in daytoday operations. Because the company relies on electronic communication (such as electronic mail)

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tes and should be popular in the international market, as well. Works is a way that new computer users can gain the power of integrated software packages (those that combine spreadsheets, word processing and databases) without having to take on the challenges of learning very complex programs. For many users, including small business owners, the power that Works offers should be adequate for their needs. The popularity and advances of the personal computer are driving the opportunity behind Works. As IBM-clones become increasingly popular, users will need software to run on those machines. More and more businesses are putting personal computers on their employees' desks, and employees are likely to purchase similar systems for their home. Having software available which is similar or which can run applications in both environments is a key driving factor behind the Works development. The increase in demand of microcomputers represents the most important opportunity for Microsoft at this point, although Apple certainly remains a primary focus. Looking at the global sales of IBMcompatible machines (included in the exhibits), it becomes obvious that the global component of these sales is increasing rapidly; the United States
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Approximate Word count = 2443
Approximate Pages = 10 (250 words per page)

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