Marketing Excellence: of Google - Case Study Example

Marketing Excellence: Google Name Course Instructor College Date of Submission Table of Contents Google’s Brand Values 2 Summary of Decision Situation 2 Alternatives 3 Key decision criteria used to evaluate each alternative 3 Comprehensive analysis of each alternative 4 Recommendations and Implementation 4 What Next for Google? 5 Summary of Decision Situation 5 Alternatives 6 Key decision criteria used to evaluate each alternative 6 Comprehensive analysis of each alternative 6 Recommendations and Implementation 7 References List 8 Google’s Brand Values Summary of Decision Situation Google, initially just a search engine company, was initiated by Larry Page along with Sergey Brin (two Stanford University PHD students) in 1998, purposefully “to organize the world’s information and make it universally accessible and useful.” Since then the company has grown to be the market leader for search engines. Google has a wide range of products and services broadly classified under five categories namely: Desktop Products: Google Earth, Google Chrome, Google Video (You Tube), Google Toolbar Web Products further sub-divided into: Advertising: AdWorks, DoubleClick, Click-to-Call Communication and Publishing: Google Docs, Google Calendar, Google Gadgets, Wave Development: Android, Google Code Mapping: Google Sky, Google Map Search: Google Dictionary, Google Alerts, Google Scholar Statistic: Google Trends, Google Analytics Mobile Products Hardware Products Other Products Alternatives Offering free products Product diversification User friendliness Key decision criteria used to evaluate each alternative The aim of getting hold of extra online advertising space Google’s target to reach a lot of people Google’s online search technology paradigm is intended to meet up the wishes of users Comprehensive analysis of each alternative Google has stretched out afar its search aptitude with a lot of other services, applications, as well as tools. With the aim of getting hold of extra online advertising space, Google deals out its products for free; 97 percent of the company’s income is got from online advertising. Luckily Google has a big ready market for each product. Also Google has put forward a wide range of products and services including web, product and image searches, blogs plus online translations along with document sharing. The company still stands out on the cutting edge of information technologies and services. Google’s target is to reach a lot of people as achievable on the web, for the reason that the extra users it reaches on the Web, the additional advertising Google is able to put up for sale. Google’s online search technology paradigm is intended to meet up the wishes of users, always perk up the accurateness of key words and consistency, and get rid of those awkward pages "optimization" to allow users to find the page they require in the shortest time possible. For that reason, users get from Google lots of truly helpful things, meet up several pressing requirements of their own, shaping a feel-good brand understanding, and also it is open to make use of. Recommendations and Implementation Thorough product unveiling process: The company has as well adopted a three step stage of innovation maturity in Google’s Laboratories: First is the listing of new inventions available for testing followed by the beta status that entails actual testing of the products by selected people and finally the Gold Stage where the invention becomes a core product or service ready for use. Google should keep on using the above approach so as to ensure it is able to put up for sale high-quality products. Research to grow knowledge: When the two Stanford PHD students were drafting Google's search engine antecedent, they gained knowledge from an academic piece of writing, "based on advertising revenue, search engine advertising will be biased Lord, to deviate from the user's needs". As a result, they became aware that to meet up the actual desires of customers the substance of setting up a user-centric idea, they have to wholly take into account those actual desires of users. Therefore, this strategy should not be swept away. Constant research is the key to identifying gaps thereby coming up with apposite quality products. Continuous innovations: Google gets its main stream big revenue from online advertiser who target web users searching for information online. In the highly dynamic and unpredictable IT industry, the company should ensure continuous innovations so as remain and grow in business. What Next for Google? Summary of Decision Situation Google has a wide range of products including among others email, web browsers, as well as social networking. The company has had superior effect on the present day’s life. Google has proved to be more alert than a rather outdated Microsoft by spotting the mobile device uprising initiated by Steve Jobs. Google at present not only leads in the software industry but also smart phones as well as tablets with its celebrated Android operating system. The future of technology apparently lies with Google, Samsung, along with Apple. Google in this day and age is engaging directly with large companies such as Microsoft with its scheme of Cloud Computing as well as Apple’s iPhone with the initiation of Android as a dais for the smart phone revolution. Alternatives Stick to and grow its primary product Take advantage of its approach to product development Venture into new unidentified areas Key decision criteria used to evaluate each alternative Google would be centred on online search Take advantage of its approach to product development Explore fully the private Web Comprehensive analysis of each alternative Well it cannot be disputed that the greatest development of our generation is the Internet. For that reason, Google would be centred on the Internet, conceivably offering the main function of connecting the world together online. Other than this, the company would not just stick to its past, but to its future, and engender the aspiration to think big; it would be lively as much as necessary to take note of fresh developments and find its feet in them, evolving in the course. Definitely this calls for an organizational culture of ingenuousness, inventiveness plus a clear drive to create and innovate. Although Google lacks the aggression in marketing as well as product design compared with Apple, both these companies brag of utterly unlike approaches to product development. Save for if you mull over an outlay in Google as an investment in the Internet (in all its diverse forms), really no one can lay a wager against it. Google is a business that presently appears to continue growing; its growth has provided mammoth gains for investors. Google is desiring to grow to be the main player for the public Web as well as the concealed Web of undisclosed databases, animatedly created pages, controlled-access sites, plus Web servers inside organizations that are generally approximated to be around tens or hundreds times big than the public Web. Also in this basket is the information stored on PC hard drives as well as data on end user devices such as PDAs, iPods, cell phones, digital cameras, and TiVo players. This presents an enormous growth opportunity to Google’s founders who definitely appreciate the extent it presents. In addition, Google is planning to introduce a superficial update plus a feature centre of attention on recommendation on its Play Store. The update will cover all Google Play platforms with applications first followed by books, magazines, movies and music later on. Moreover, the store will engender materialization of applications customized for tablets. Recommendations and Implementation Improve on architectural design: Structural design wars by and large start on a stern rivalry for market share. In due course, the market settles on an actual pattern, a leading design under the proprietary command. Google has skilled software engineers who can put up a dominant architectural point of one company. Afterwards, just a small number of competitors continue to exist under the leader’s gloom, as the leader builds its realm into virgin markets. Keep and hire competent staff: A lot of the corporations beaten by Microsoft more than the precedent 20 years underwent a good deal of self-inflicted abrasion as from Microsoft’s predation. In Eric Schmidt, Google has a CEO with the technical profundity and utterly attained knowledge crucial to surviving Bill Gates. Google’s primary services run on a stage that Microsoft does not have power over - the online search. Also in some cases, for example, the fight against Linux, Microsoft’s software is at the moment expensive. Learn from others mistakes: Microsoft is without a doubt a terrifying rival, with amazing capability to control Windows applications. However it is a middle-aged corporation that moves far more gradually than it did a decade ago, when it initially acknowledged the Web threat. Microsoft has not at all times become victorious: Adobe plus Intuit are performing just very well, MSN has not exterminated AOL or Yahoo, and also the Xbox has not conquered the play station. And at last, Microsoft’s latest entry in the online search wars with its beta version of MSN’s online search means is definitely nothing special. So the desire to conquer Google is not an unavoidable finale. In fact, if Google does all things correctly, it possibly will grow to be an extremely prevailing and money-making business, indicating the most severe confrontation Microsoft has come across. But if Microsoft gets stern regarding online search Google will require radiant line of attack and watertight implementation just to continue to exist. References List Bott, E. (2013, April 7). Microsoft, Google and Apple: Which one faces doom in 2017? Retrieved 5 July 2013 from ZDNet, Claburn, T. (2013, May 20). Google To Apple: Catch Us If You Can. Retrieved 6 July 2013, Evans, J. (2012, August 27). Forget Apple v Samsung, coming soon it’s Apple v Google. Retrieved 6 July 2013, from Computerworld, < http://blogs.computerworld.com/smartphones/20896/forget-apple-v-samsung-coming-soon-its-apple-v-google> Intankya. (2011, November). Google Brand Value. Retrieved 5 July 2013 from Studymode, < http://www.studymode.com/essays/Google-Brand-Value-829843.html> Optimer, M. P. (2009). Brandz top 100 most valuable global brands. Retrieved 6 July 2013, from Millward Prime Optimer: Read More