Santa Monica College Costco Wholesale Company Story Research Paper Hello, so you completed the title page, executive summary, company history, company over

Santa Monica College Costco Wholesale Company Story Research Paper Hello, so you completed the title page, executive summary, company history, company overview, key product lines and competition. Now you have to complete the Marketing Analysis, Recent Events, and Three Strategic Recommendations. And please just add the rest of your works cited to the page of works cited you sent me before. Please read and take a look at the instructions and example I attacthed Business Report
Business 32
Overview
The final project, which includes an individual paper and a group presentation, is an opportunity
for you to take what you have learned this semester and apply it to a company you are interested
in. It is critical to edit your work and use the Business Tutoring Center to produce a final draft
that is of business professional level writing quality.
Formatting
The paper should be double-spaced and use 12-point Times New Roman font with 1 inch
margins.
Paper Submission & Due Date
The Final Report will be submitted in three parts:
1. Final Report #1 April 23
2. Final Report #2 May 7
3. Final Report #3 May 14
Grading
Business Report 230 Points
Content, Writing Mechanics, and Formatting are all critical for this paper. You will need to spend
time researching, writing and revising to be successful.
Academic Integrity
As a member of the SMC community we are all committed to the SMC Honor Code, upholding
an environment conducive to learning characterized by academic integrity. All content and
sections of the paper should be your original work. You can use quotes and are required to do
outside research which you much cite your sources. Your instructor will use Turnitin to check
paper originality. There will be consequences if any sections of the paper are plagiarized.
Make sure you are paraphrasing properly by taking an idea and putting it in your own words
concisely. Also, make sure to cite appropriately using APA or MLA style.
Paper Structure
Title Page- Include Company name, logo, date, class name, student name, and instructor name
Table of Contents
Executive Summary-1-1.5 Pages Max
Summarize your entire paper and focuses on key points. Write after all sections are complete.
Suggested format: Short Intro Paragraph, History and Overview Paragraph, Key Product Lines
and Competition Paragraph, Marketing Analysis Paragraph, Financial Information Paragraph and
Key Strategic Recommendation Paragraph.
Company History- 1.5 Pages
Focus on the founding, 3-5 defining events in the company’s history and end with details about
the company today
Company Overview-1 page
A brief description of the company. What does the company do? How do they make money?
What industry are they in? Where is it located? Where and who are their customers?
Write this section as if you are describing your company to someone who is not familiar with it.
Key Product Lines and Competition- 1-2 Pages
Focus on the most important product lines and competitors. Do not include long lists but include
details on the main 2-5 product lines and competitors.
Marketing Analysis-1 Page
Describe and evaluate the company’s marketing strategy. You should cover both traditional
marketing (advertising, PR, promotions) and social media marketing. Include an evaluation of
the company’s social media efforts. Also, include comparisons of number of followers/likes with
competing companies in a table and discuss in the body of the text.
Include your own observations, by visiting their website, social media marketing pages and
maybe even search YouTube for the company’s commercials.
Recent Events- 1 Page
Briefly describe two to three recent events where your company was in the news and describe
how they affected the company. Make sure to have both in-text citations and citations in the
references or works cited page.
Three Strategic Recommendations- 1 Page
If you were the CEO of this company, what changes or new initiatives would you take on over
the next 3 years. Be bold but realistic with your ideas here. Should be written after other sections
are completed to incorporate what you have learned in researching and writing the paper.
This should be written in the third person since this is a formal report.
Key Strategic Recommendation- 1 Page
Choose your strongest strategic recommendation from the three you generated in the previous
section and justify why this is the best option. Also, provide more details about the strategy and
how it would benefit the company.
Works Cited or ReferencesUse MLA or APA style for a citations page at the end and use in-text citations as well. You will
visual aids within the body of the report (stock analysis chart, revenue and profit tables) and
ensure to provide your source beneath the visual aid. You should reference the company’s annual
10-K report and MarketLine Report. There should be references in every section and you are
required to have a minimum of 8 sources.
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Yingyu Piao
Professor Marlea Welton
Business Communication 32
05/20/20
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Table of Contents
Executive Summary……………………………………………………………………. 3
Company History………………………………………………………………………. 5
Company Overview……………………………………………………………………. 7
Key Product Lines and Competition…………………………………………………… 9
Marketing Analysis……………………………………………………………………. 11
Recent Events…………………………………………………………………………. 13
Strategic Recommendations…………………………………………………………… 14
Key Recommendation………………………………………………………………… 16
Sources………………………………………………………………………………… 17
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Executive Summary
Microsoft is one of the biggest, if not the biggest, technological corporations in the world.
It is renowned for creating an operating system-the Microsoft operating system- that has been
used and continues being used to date. In addition to creating operating systems, Microsoft also
makes phones, tablets, computers, and other related software.
Microsoft was founded by Bill Gates and his childhood friend Paul Allen on April 4th in
the year 1975. The name Microsoft came about as a result of the suggestion by Paul Allen to
shorten the words microcomputer and software and merge them into one word. Therefore, micro
was derived from the word microcomputer as was soft from software.
Microsoft is renowned worldwide because of two of its most popular product linesMicrosoft Office and Windows Operating System. In addition, Microsoft also manufactures
mobile phones, tablets, and computers. The biggest competitors to Microsoft are companies such
as Sony, Google, Android, and Apple, among others. However, Apple and Android are the main
competitors, given they have their own operating systems.
Microsoft has invested a lot in their marketing by advertising their products through the
mainstream media as well as social media. Most of the advertisements that they do on the
mainstream media happen during prime time and popular television shows, making the company
gain traction of prospective users. Also, the company has had partnerships with social media
giants such as Facebook, to market its products.
To progress as a company, Microsoft needs to do a few things. First, simplify operating
systems on devices such as mobile phones and tablets to make it easier to use. Second, from time
to time, reward loyal customers with free samples when they do an upgrade to an operating
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system or any other devices that they manufacture. This will not only create loyalty but also
make the customers ambassadors for their products. Lastly, Microsoft should consider investing
heavily in a social media platform where it will advertise its products and cut on the cost of
advertisement.
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Company history
Microsoft Company is one of the biggest and diverse technological corporations in the
world. It is best known for creating the Microsoft operating system, which has been used by
many in their computers over the years. Apart from the operating system, Microsoft also makes
computers, tablets, phones, and other related software (MarketLine, 2019). Microsoft was
founded in the year 1975, April 4th, to be specific by Bill Gates and his childhood friend Paul
Allen. Their collaboration was due to their shared interest in the field of computer programming.
The headquarters of the Company are located in Redmond, in the state of Washington.
Initially, Bill gates and Paul started by creating a basic interpreter for a microcomputer by
the name of Altair 8800 that had been featured in a magazine. When they went to the present,
their idea is worked very effectively. The Company that had created the Altair 8800 agreed to
distribute the microcomputer together with the program which they had created (MarketLine,
2019). The name Microsoft was suggested by Paul Allen in which micro was a short form of
microcomputer, while as soft was a short form for the word software.
1980 marked the year when Microsoft entered fully into the business of the operating
system. This was when MS-DOS was created, making Microsoft be the leading operating system
vendor in the country. The Company further attracted other markets after the creation of
Microsoft mouse and Microsoft press, which was used for publishing purposes. In the year 1983,
Paul Allen resigned from the Company after contracting a disease. He later invested in other
fields leaving Bill gates as the lone owner of Microsoft.
In 1985, the Company launched the Microsoft windows, which was a further
development of the MS-DOS, which a Bill gate was working very hard to develop (MarketLine,
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2019). In 1986 the Company went public and attracted people from all over to be able to buy
shares for their Company. By doing this, the Company made four billionaires and 12000
millionaires from their lot of employees who were the first to invest in buying the company
shares. Later in the year 1990, the Company launched the Microsoft office, which was
accompanied by Microsoft word, and Microsoft excels application. These applications enabled
the printing of names and complicated mathematical operations on the computer.
1995-2007 saw the release of Windows 95, which was an improved version of Windows
3.0 containing some developed features, and later windows seven was launched in 2007, which
was an enhanced version of Windows 95. It is seen that Bill gates were always working hard to
develop and make Microsoft better with time. It was also at this error when Microsoft explored
further into other lines, for example, creating Xbox in the gaming sector and windows explorer
in the web sector (Hueter, Geoffrey and Steven 2019). Up to date, Microsoft continues
dominating the technological market with phones, tablets, and games like Xbox being top-rated
and hence increased revenue. Windows also remains the most powerful operating system,
especially in computers. Today Microsoft continues to grow with a market capitalization of over
1 trillion us dollars joining the likes of Amazon and Apple. At the close of the market, the
company shares were valued at 1.034 trillion dollars. The company has also increased the
number of employees to over 151000 workers all over the world.
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Company overview
Microsoft is one of the well-known and widely accepted technological Companies in the
world. Bill Gates and Paul in 1975 founded it, and they are initial headquarter was in Bellevue in
Washington before moving to Redmond in the same state. Microsoft is in several business
ventures, which include developing, manufacturing, licensing, and selling computer software,
selling computers, selling games, for example, Xbox and other electronic related devices
(MarketLine, 2019). Nevertheless, their most common and popular product includes the
Microsoft Office application, which contains things like Microsoft word and excels, and also the
Microsoft Windows operating system, which is mostly used by almost all computers in the world
and even some mobile phones.
The vision of Microsoft Company is to help individuals and companies to realize their
full potential through their products. This has, over the years, been the most beautiful thing about
this Company, whereby they have created applications and operating systems that enable people
to work efficiently and conveniently to achieve their dreams (Hueter, Geoffrey and Steven
2019). For example, windows explorer is a web search application that has allowed very many
companies to conduct research and improve tremendously in their activities. The mission of
Microsoft is to empower individuals and companies that use their products to progress and help
them achieve more and more every single day.
Microsoft makes its revenue by selling the various software and hardware that they
develop or the ones they have created over the years. Furthermore, through licensing for
individuals and companies to use their products, they are also able to earn hefty revenue out of
the process. They also reciprocate by offering job opportunities to the people of the world. To
date, Microsoft has offices and pop up shops almost in every country in the world. Therefore,
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Microsoft has employed over 130000 workers in the world as a whole who oversees the
operations of the Company in their respective countries. Microsoft enjoys a variety of customers
all over the world who use their products. For example, there are computer companies who
acquire a license to use Microsoft Windows as their operating system. Furthermore, the people
who buy Microsoft hardware like phones and computers are included as their customers.
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Key product lines and competition
Although Microsoft is known for its various lines of business venture, its most popular
product lines are the windows operating system and the Microsoft office. The windows have
evolved over the past years, starting from the first windows version, which was windows 3.0 to
the current windows 10 (Bayar et al. 2019). This system allows the computer to operate by
providing a platform where various programs are incorporated to ensure the efficient running of
the machine.
Furthermore, Microsoft Office is a program that has the word, excel, PowerPoint, and
other platforms that help in the presentation of words and figures in the different forms on the
computer. For example, Microsoft word ensures that an individual can type, edit, and save
documents in the network for future reference. Excel, on the other hand, provides that scientific
issues and database are well presented.
The gaming sector is another field that Microsoft has ventured into as a technological
corporation. These come about in the early 2000s when they came up with the Xbox video game
capsule (Bayar et al. 2019). This box has the number of games saved in it that the consumer can
easily play. Moreover, the Xbox has been installed with a program that can read and perform
other game that is compatible with the Xbox.
Microsoft also deals with the manufacturing of computers, mobile phones, and tablets.
Most computer companies all over the world directly or indirectly depend on Microsoft for their
operating system. Therefore, Microsoft took the opportunity and created its computers, which
have been proven to be very efficient and have an advantage of coming with an already installed
operating system. Microsoft also acquired Nokia Company and developed mobile phones and
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tablets with the Windows operating system (Bayar et al. 2019). Windows explore a web platform
that Microsoft created to enable its consumers to be able to access the internet.
The major competitors of Microsoft include other technological companies, which
include Google, Apple, and Sony, among others. When it comes to the Google Company, its
competition with Microsoft comes in since both of them are web companies that consumers or
potential customers use to access information from the internet. However, windows explore is a
more advanced platform that allows the user to view or open more than one address on the
internet. In addition to that, Windows explorer also comes with other programs that can boost its
efficiency.
When it comes to the gaming field, windows brought Xbox on the table, which changed
the whole area. The Xbox comes with several games installed in it, plus the user is also able to
play other games. Previously Nintendo was the most popular game, but its capabilities are low
when compared to that of the Xbox (Bayar et al. 2019). Nintendo can only play one game, but
the Xbox can play a lot of games. Xbox also saves on the cost since it comes with its games,
while as in Nintendo, the player has to buy games continually.
Apple and Android are the main competitors of Microsoft when it comes to the field of
the operating system. But the windows operating system is more convenient and straightforward
to use since it comes with its known programs and application. Compared to Apple and Android
operating systems which the consumer has to spend more time and money downloading the apps
for these operating systems to facilitate their use.
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Market Analysis
Microsoft has invested a lot in the marketing sector to ensure that the masses know about
their products. Previously Microsoft’s advertised its products through the mainstream media
where ads where played in the press in between popular television shows, for example, the
Jimmy Kemmel (Prasad, 2019). This saw a boost in the sales of Microsoft products since many
people who were fans of the popular show became potential customers. When they decide to
consume Microsoft products, increased sales were leading to increased overall revenue.
Currently, the Company is using the internet, mainly social media platforms, to market its
products. Over the years, Microsoft has formed a partnership with companies like Facebook,
which is a social media platform to ensure that there is the promotion of products (Hueter,
Geoffrey, and Steven 2019). For example, when they create a page on Facebook and then post a
product on their page, the masses that use Facebook can learn about the products.
The company has been working tirelessly to ensure that it can interact directly with its
clients on social media platforms. This has been made possible by the creation of a social media
department that enables the company to engage with its followers continually. The interaction
includes the posting of new information and products that the company creates or manufactures.
Furthermore, answering and clarifying any issue or problem that any customer might have with
the company’s product.
Upon careful study and evaluation of the company’s social media pages, for example,
Facebook and twitter, it is observed that the company is doing very well in terms of customer
handling and interactions. First of all, their advertisements are easy to comprehend, thereby
making people understand more about their products. Moreover, when they tweet or post about a
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product, they are keen to address any issue that the customer might have in their comment
section.
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Recent Events
Recently, the news that has dominated all the media spheres are the ones about COVID19 and how different nations are dealing with the pandemic. Even more importantly, the news of
how this pandemic is wreaking havoc in various sectors of the economy has hit the headlines.
Workers are being laid off in companies that are worst hit. However, companies such as
Microsoft seem to be doing fine, given the investment the company had made in a live broadcast.
Microsoft has been in the news for the reason that schools can broadcast live events on Microsoft
Teams, in the wake of this pandemic (Endicott). In addition, the audience size for streaming live
events has been increased to 20,000 (Endicott). With this recent news, the company has been
forced to put in extra effort to ensure that the live streams live up to the expectations, given the
situation in which we find ourselves in. This is so because the changes to the live stream to
increase the audience size is temporary and ends on July 1. The company has had to work dayand-night to ensure that the increased numbers are possible.
Also, various news outlets are rep…
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