Write a Swot analysis of google and its competitors………………

Table of Contents
1.0 EXECUTIVE SUMMARY. 3
2.0 MARKETING PLAN.. 3
2.1 Customer Analysis. 4
3.0 SWOT ANALYSIS OF GOOGLE AND ITS COMPETITORS. 4
3.1 Strength. 4
3.2 Weaknesses. 5
3.4 Threats. 5
4.0 Google’s SMART analysis. 5
5.0 THE MARKETING STRATEGY. 6
6.0 THE MARKET MIX. 7
6.1 Product planning. 8
6.2 Distribution (Place) Decisions. 8
6.3 Promotion of the Google products. 8
6.4 Pricing of Google products. 9
7.0 Cost/Benefit Analysis. 10
8.0 Recommendations. 11
9.0 Conclusion. 12
10.0 References. 13
 

MARKETING PLAN FOR GOOGLE INC.

1.0 EXECUTIVE SUMMARY

Google Inc. Is a company offering internet search engine, cloud computing and advertising avenues for their products. Google offers the following products in the market; advertising program, Google search services, productivity tools, enterprise products and other products and services. The Google market ranks second in the cloud storage services where the Amazon cloud drive rules the market and the Apple i cloud close behind Google. It is therefore of much necessity that Google formulates a solid marketing strategy to beat its main rivals such as Amazon and Apple. This will entail a formidable pricing strategy, setting the target market through proper product distribution mechanism and good promotional techniques. The internet market has a stiff competition which requires the different market participants to constantly formulate strategies that are able to meet the changing consumer demands. The Google Inc. Satisfies the Social needs of Maslow Hierarchical needs. The following describes a possible market plan which can be adapted by Google in the bid to beat its core rivals in the internet search engines.

2.0 MARKETING PLAN

A marketing plan describes in details the actions necessary to obtain the targeted marketing objectives through extensive and intensive market research, a brand choice and pricing, promotion and distribution of the products. Google Inc. is not yet the number one company but its one the leading internet search engine company. Google is yet to achieve its core objective of becoming the number one internet Search engine company. Its marketing strategies are not achieving the desired objectives due to some stipulated weakness that this paper will address.

2.1 Customer Analysis

Most of the Google customers are based in US only denying other customers in other parts of the world to access its usage. The customers use internet everyday and hence the need for the multiple technology device-Androids. The current users of Google are the loyal customers which imply Google has miles to climb in getting new customers and recovering the original users who went to competitors’ base.

3.0 SWOT ANALYSIS OF GOOGLE AND ITS COMPETITORS

Swot analysis involves a clear analysis of the strong point, faults, break through and the available risks to any business:

3.1 Strength

Google has a strong brand name which enables it to be easily pronounced, memorised and identified by its customers. The name is fairly short and resembles the products that Google offers. Besides Google has presently many users across the world who boost their advertising space by other companies. Google also offers a variety of products to its customers at a very operational cost in 88 different languages across the continents. In addition, the company offers Google cloud music with 80GB free storage and support streaming sweet memory system. The Google cloud music has a high social reputation among its users and different stakeholders which holds it at the top.
On the other hand, the Apple icloud has the strength of shorter time for uploads and that it has deals with four main music companies (entertainment Music by Sony, EMI group, the Universal Music group and Warner Music group). The deals promote promotional strategies of the company. Moreover Apple Icloud has iTunes dominance in the digital music.

3.2 Weaknesses

Google posse’s weaknesses that are capitalised by its competitors to beat the company in the market: these include; lack of privacy, copyright and censorship which make it possible for the competitors to easily identify and strategize how to beat them. This is because their database can easily be accessed by competitors thereby moving a head before Google does so.  Besides Google music cloud has a relatively low awareness and it lacks licences with the major labels while the competitor’s Amazon has a high support streaming. Moreover, the Google cloud music is accessed from Androids devices only while its competitor’s Amazon can be accessed from PC, Mac, Androids and Apple devices limiting its download and use by its customers.
3.3 Opportunities
Google has an opportunity with Google music cloud where there is a possible future increase in its usage as per the current trend. The trend shows the Google music cloud is slowly penetrating the market as its existence and use is being absorbed by the customers.

3.4 Threats

Google has a potential threat of facing a stiff competition from cloud computing companies such as Amazon icloud. The competition is slowly increasing which may jeopardize its operation unless urgent measures are undertaken by the management to counter the competition.

4.0 Google’s SMART analysis

SMART analysis takes care of analysing the objectives of a company as being specific, measurable, achievable, and realistic and time bound. The objectives consist of;
v  To have an up to date search tools containing all public information
v  To be the best in search
v  To avail their tools everywhere
v   To be the best in the scale of creativity and advancement.
Google objectives are specific in the sense that the company aims being number one internet search engine in the world. It is for this reason that they are launching more new products with free bundles and easy access to its customers. They offer their services in 88 different languages internationally recognized to suit various users. These objectives are measurable and achievable as seen from the continued growth in the market of their products. Many internet users can easily search for information and download music from YouTube at any time, cost and place. In addition their objectives are realistic and have a time bound. This is in respect to its social reputation among the users of Google music cloud. They are given 80GB free for storage of the download. These services are charged at a low cost attracting more and more users of Google applications. In terms of innovation Google scouts around for the best talents in invention and innovation who chip in new ideas hence innovation. Google releases timely products like a new prototype for News on Google is one of the best and improved invention that permits other new sources and firms and persons debate particular issues.

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