IntroductionTechnology is part of our daily lives and continues to revolutionize with time. It is not surprising to see new products launched for different markets in this technological era. Two great companies that started in the 1970s and changed the world of computing and technology are Microsoft and Apple. At first, these companies only focus on one product without worrying about their marketing strategy. However, with the success they experienced over the years, they began to enter new markets. Through the different products launched by these two companies, there is a difference in the target market and market strategies to successfully meet the needs and wants of their customers. Microsoft and Apple are direct competitors who offer similar products. There are, however, differences between the two that have allowed them to succeed in the same market. The similarities and differences between the two have allowed customers to identify with a specific brand. Across their different products, each product has specific target markets and market strategies. Microsoft's Target MarketMicrosoft has revolutionized over the years since its company's inception. With these changes, their market strategy has changed. Microsoft has released many products that have been very successful and others that have not been successful. Each of these products targets different markets. There are certain products that Microsoft has had since its beginnings and which have allowed it to be the market leader. Windows and Office are two operating systems that have become the brand's flagship product. The target markets for Windows and Office are primarily large businesses, then medium-sized businesses, and finally individuals. These ...... middle of paper ...... gadgets similar to the iPhone. Apple's indirect competitors include Kodak. Kodak is an indirect competitor to Apple because of the camera and video camera that Apple products have. Microsoft's direct competitors include ¬¬¬¬¬¬¬Google. Google and Bing are both search engines competing in the same industry for market share. Microsoft's indirect competitor includes Dell. Dell is in the same industry, but does not offer the same products. Works Cited James, Geoffrey. CBS News: How Kin Became Microsoft's Worst Failure. July 7, 2010. the web. November 2, 2013.Kerin, Rogers A., Hartley, Steven H., Rudelius, William. Marketing MKTG 305 California State University-San Bernardino. McGraw-Hill Education, 2013. Print. McCormack, Fion. Yahoo Small Business: Apple's iPhone marketing strategy exposed. October 27, 2013. the web. November 1, 2013.Unknown. Microsoft. and Web. November 1 2013.