REDMOND, Wash. (AP) -- Microsoft Corp. has reorganized its international leadership team as the company tries to strengthen its position in China.

The Redmond, Wash.-based company said Friday that Simon Leung, chief executive for the greater China region, is leaving the company this month for personal reasons. He will stay on in an advisory role through August.

Microsoft has appointed two new executives to take over its business in China. Ralph Haupter, currently its area vice president in Germany, has been named corporate vice president and CEO. Gordon Frazer, managing director in the United Kingdom, will now serve as chief operating officer for China.

The company's current managing director in China, Michel van der Bel, will take on the same role in the United Kingdom.

Haupter has held various international positions for Microsoft over the past seven years.

"China represents an unprecedented opportunity for growth across the breadth of our business," Jean-Philippe Courtois, president of Microsoft International, said in a statement.

He said he was confident in the management team's ability to help reach the growing market of consumers in China.

Microsoft has operated in China for 20 years, but it has struggled with software piracy and labor issues there.

Consumer product companies of all kinds are putting a heavier emphasis on emerging markets like China to help grow their sales to a large and expanding base of middle-class consumers.

Microsoft shares fell 5 cents to $30.93 in afternoon trading.