Honors Program


Document Type


Date of this Version

Spring 2019


Eitzman, A. (2019). A strategic audit of Microsoft. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Alexander Eitzman 2019.


This paper provides an analysis of Microsoft’s current market placement and performance, based off external and internal factors, as well as tools such as SWOT analysis. The goal of this audit is to provide an understanding of Microsoft’s current positioning and strategy, as well as a look into possible paths going forward. Additionally, alternative strategies are discussed, and a recommendation is made to which Microsoft should pursue to continue its success. The recommendation reached is that Microsoft should focus on keeping numbers of active Windows users up, as well as pursue a subscription-based model for Windows updates and pricing. The audit provides an implementation plain for this recommendation as well as contingencies and metrics to judge it by.