Google Company Strategic Marketing Plan - Case Study Example

The paper "Google Company Strategic Marketing Plan" is an outstanding example of a marketing case study. The Google search engine is a technology product built on the sole strategic aim and need of establishing an appropriate and relevant platform through which it seeks to enable the consumers to access a wide range of data and information in the market. As such, this has been the motive ad driving marketing objective for the organizational search engine that forms its core business besides other products offered under the Google Inc. brand (‘Google Inc.”, 2014). The role and mandate of this marketing strategy are to increase the application and use of the search engine across the globe. As such, the marketing campaign is aimed at facilitating retained engine influence rather than establishing new markets as it is perceived to have reached the optimum but facing a market ousts threat from other players such as Yahoo and Bing search engines.

Situational Analysis

A situational analysis on Google Inc and the search engine product, in particular, is developed through both an internal and external analysis review using the SWOT and PEST analysis tools respectively.

SWOT

Strength, weakness, opportunities and Threats analysis is one of the most strategic internal evaluation tools used in evaluating the structures and internal environment and process in organizations. As such, a strength analysis on the company establishes that the organization has a strong IT infrastructure. Therefore, with the supply and presence of such a stable infrastructure, the organization has established a global presence in the market. As such, this has ousted competition from competing organisations such as Bing and Yahoo which lack similar matching infrastructural base in the market. On the other hand, a weakness analysis of the organization establishes that the organization has a high traffic base. Therefore, the challenge of eventually customizing services has become an imperative challenge in ranking and profiling search requests.

On the other hand, an opportunities analysis establishes that the growing internet spread and technology development in the emerging and developing nations increases the organizational success possible in the market. However, a threats analysis establishes that the organization faces a major threat in the rise of increased search engines with geographical and specialization contents bias thus locking it out in respective market segments.

PEST

N external analysis offers a critical evaluation of the macroeconomic factors implicating and likely to implicate an organisation marketing strategies into the future. As such a Political, economic, social and economic (PEST) offers an imperative platform for such an external evaluation. Politically, the restrain and stringent regulations on internet use in the Middle East and other Muslim nations is gradually changing thus increasing opportunity for internet and technology spread across the globe into the future. Moreover, Kandemir (2013, p.216) stated that a shred of economic analysis evidence that increasing earnings across the globe and reducing inflation rates since the 2008 global financial crisis has increased the overall technology growth and development in the market. Further, social analysis evidences the rise of the Y generation that is a technology-oriented expected to increase the overall organizational success in the market. Finally, a technology analysis evidences increasing technology growth leading to affordable technology equipment in the market.