Google Nexus' Strategic Marketing - Case Study Example

Google Nexus’ Strategic Marketing Conclusion 10 1.0 Executive Summary It has grown to a strong competitive corporation owing to its diverse and strong strategies. The paper will look at the strategic marketing plan employed in the production of the novel product-Google Nexus. The paper will start by giving a background of the company, its mission; the SMART objectives that have guided the firm to achieving great success in Nexus product; the hierarchy of strategies utilized; also the internal and external atmospheres are outlined. The Porters five competitive forces for Google Nexus are enumerated in details. 2.0 Introduction The Company has departed from factually a garage corporation started in 1998 by two learners from Stanford University. The scholars S. Brin and L. Page incubated the idea at the University and presumptuous reflecting company that provide employment to over 10,000 individuals at the moment. In the year 1995, the two met and devised their ideas on looking and made the effort to sell it. At a conference in 1998, they presented their research at the World Wide Web. From there, they solicited funding to start their project. In 2004, they went public and grown up to what it is today. The internet according to Google is a way of sharing information globally. It facilitates easy and speedy mechanism to obtain data which to them may be in any form (Google, 2008). The rapid growth of the company has stirred up numerous artefacts, collaborations, and acquisition that way far beyond the firm’s main search engine. It presents software that are productive. The company is the pioneer of the Android phone operating system and that Google chrome browser among other products. It is approximated to be running over one million servers all over the world and put in process roughly one billion search results (Viney & David, 2007). The internet has no geographic boundary according to them. Google formulates all its merchandise and applications operate for all section suitably as well as permitting non-profit and personal utilization to be free. They have an assortment of catchment points into modular handset trade. The rummaging around is done with tone and text messaging regarding local trade. They tender an extensive selection of materials for its products through the internet. It is exciting to recognize that they keep on complementing its merchandise to each means of interactions and data relations obtainable to its clients. The Google Nexus is one product developed to service some of these requirements (Google, 2008). 2.0.1 Mission Google’s mission is to systematize the planet’s information and make it unanimously reachable and helpful. The firm has jam-packed a lot into a comparatively young existence. From the time when Google was established in 1998, it has developed to work for hundreds of thousands of clients and consumers all over the globe (Google, 2008). 3.0 Google’s Smart Objectives 1. To concentrate on modernization. To augment the scale of novelty even as the inside headcount expands a development with a lot of engineers personnel situated all over the globe. 2. To ensure their tools are operating in all places. The attainment of this is to install Google packs for novel clients in every part of the world. 3. To have a superior communication systems for productivity. This comprises permitting customers to get a widespread search tool. 4. To be the most excellent in searching product. The focus is to eliminate the spam in user’s languages and to add information accuracy. 5. To press on their ad system. The aim is to sell new stock. Google believe that if they create the world’s catalogue accessible and all probable clients attracted. 6. To drive their societies and substance. 4.0 Market Research This involves the process of exploring and assessing the circumstances in marketing, growing and documentation of market aims, techniques, programs, evaluating and safeguarding duties to get set aims. This procedure is crucial for a business as it examines the company, offer guiding principle and headship, and make possible to recognize options and stratagem. Additionally, it can assist to enhance the superiority of decision by lessening hurried decisions and related threats. Marketing forecasting is very crucial for keeping the business in tandem with improvement in the marketplace, hand to hand with client needs, and aware of the opposition. The market research assumed is qualitative and quantitative. This will guarantee that the whole market is entirely scrutinized for enhanced infiltration and proper scheduling. On top of this, Google employs superior analytics to determine the competence of its distribution sequence. The data of user’s history is significant since the progresses search algorithms and promotion interface. Fresh technology and advertisement by its faithful consumers can get new clients and thus augment proceeds edge (Henry, 2008). 5.0 Google’s Nexus Stratagem Google unwraps a completely new row of Nexus gadgets in a variety of form and dimension, ranging from the Nexus 4 smart handset to the Nexus 10 tablet. This is a functional technique aimed at focusing the company’s objective. The introduction of these great varieties of products is targeted at enhancing the storage options and growth in the industry. The aim is to let a huge number of people to be on the internet on the move. These imply that a client with the gadget will be to connect to the internet everywhere there go with easy. The goal is to drive prices for superior hardware to an affordable point to all clients (Singh, 2012). The Google Corporation is striving to strike equilibrium amid supremacy and affordability. This is one way of putting in sustainability that is competitive. Google’s Nexus program is an investigational pathway towards the cell phone internet achievement; the closing stages are to augment its core artefact profitability by receiving as many clientele on Google software goods as possible. The position is to make costs downward, do extra with a smaller amount, find out what consumers consider necessary in mobile gadgets and develop the Nexus line to be affordable and charming to everybody. The company’s corporate stratagem is that it has the resources and scope of focus. This solid foundation to make Nexus an international scale field an inexpensive cellular phone computing. This is a terrifying scheme for contestants whose merchandise advancement stratagem depends on more conventional revenue and productivity requirements (Buncombe & Andrew, 2006). 6.0 Five Competitive Forces The five forces prototypes build up by Porter assist to describe the condition of rivalry in the soft drink market for adults. The prototype recognize five forces that are there in a business that will influence a product aggressive situation in the marketplace, being a threat of new participants, negotiating power of buyers, negotiating power of suppliers, threat of alternative merchandise, and competition among present contestants (Porter M., 2008). 6.0.1 Provider /Power Google Nexus product is not internationally domineering. The product is still in the early stages of progressing. However, the Google’s superiority and strategic positioning aids the product. The power of eradication and substitution come from Microsoft where they are embedding their search tool in their browser. Google is probably not going to do very well with the new product releases due to tough competition from Microsoft and Apple (Henry, 2008). 6.0.2 Obstacle to Entry Google’s overall obstacles in the market entry are the Yahoo and Microsoft. These companies have fundamentally enhanced their search engines and to position their search gadget in their merchandise. The struggle by other companies to produce better search engine shake Google. The competitors believe that there are not better search engine. The marketing done on line is governed by guidelines and regulations. Cloaking that is coming up will end as a big blow to Google's current products, and Google Nexus is not an exception (Viney & David, 2007). 6.0.3 Competitive Opposition There are no set ethics and regulations. Therefore, the atmosphere is possible for manipulation. Presently, there are a small number of competitors. This makes rivalry to be inclined. This might end up making individual nations put in restrictions in the future (Henry, 2008). 6.0.4 Threat of alternatives Improvement There is a high requirement for high speed and complex products. The inclination of buyers on alternate products is begged by the speed of that item. The technology requires expertise which is limited by the amount of rivalry and scarcity (Baker, 2006). 6.0.5 Buyer Supremacy The owners of Google products employ their supremacy in bargaining. This is due to the facts that their product ranking is high. On the other hand, clients utilizing the search tools become demanding because of sophistication attained thus needing more services for free (Buncombe & Andrew, 2006). 7.0 Micro and Macro Atmosphere 7.1 Micro Atmosphere Google’s main tasks in its value chain are greatly reliant on the prop up actions of management and human personnel. Google endeavors to employ the most competent and knowledgeable persons to guarantee that shine at the research and growth of its technology and structures. In fact, the corporation regularly provide talent contest and assessment to assist recruiters sift in the enormous quantity of applications they get (Levin, April 24, 2007). The servers employed by the firm permit the conduction of sales, distribution, and services. The tasks accomplished add to value chain with augmenting the firm’s revenue. The wider region covered by the company all over the globe localizes the marketing, sales, and distribution. The result is global scale revenue maximization. The cultural awareness and societal trust allows the firm to create products based on regional requirements. This geographical shift also allows the company to get the benefit of workforce diversity and hence cheap labor. Google employs superior analytics to determine the competence of its distribution chain. The data of clients is crucial in the enhancement of search algorithms (Buncombe & Andrew, 2006). 7.2 Macro Atmosphere 7.2.1 Political Formal establishments have not considerably influenced Google’s running, even though Google has confronted pressure from the Department of Justice to surrender stored search words (Buncombe, 2006) and from the Chinese administration to gag search outcome (Liedtke, 2005). In 2008, Google reacted to client apprehension when it augmented a confidentiality connection to homewards page. This connection lead consumer to a Privacy Center where they could discover Google’s guiding principle in relation to political concerns (Google, 2008). 7.2.2 Economic Technology firms such as Google are comparatively out-of-the-way from recession turbulence owing to search and accordingly internet-related adverts have turn to be steady to the globe community and financial system. Google’s concentrate on extremely besieged, quantifiable publicity formulates it more recession-free than numerous other firms in technology The vital necessity to remain well-versed and continuously linked maintain such services vivacious regardless of the scorched environment (Levin, April 24, 2007). 7.2.3 Socio-Cultural The planet is progressively being linked to the methods of interaction obtainable via the internet. As internet utilization augment amid all ages and across all civilization, people become more and more reliant on the internet searching with engines. Additionally, most novel cellular phones are internet compatible gadgets. The devices are useful in all sectors of trade and the way of life. The Company introduced the Google Nexus as a way of enabling individuals access the internet (Kopytoff, 2005). 7.2.4 Technology Technology is clearly progressing every day, and Google has taken precise procedures to ascertain it does not remain at the back. Google can utilize cheap mechanism intentionally knowing they will be unsuccessful by guaranteeing that each component for all time has a reproduction (Baker, 2006). 8.0 Porter’s Five Forces Psychoanalysis 8.0.1 Probable Fresh Contestants The obstacles to the entrance in the internet search marketplace are elevated. The present rivals a lot of servers positioned in places around the globe and have mounted up countless years’ value of data concerning customers’ behaviors. A new competitor would require offering enhanced search outcome at very quick rate to fight in this extremely aggressive market. When Google was established in 1998, Yahoo, Excite, and Altavista subjugated the search marketplace and Google have conceals them. The market at present, nevertheless, is more established with an essential path dependence to meet data on substance of web pages and history of consumers. As a result, the risk of fresh contestant in the internet search marketplace is comparatively low (Viney & David, 2007). 8.0.2 Suppliers Google’s ad structure is a dependable supply of profits. This is due to the ad-generating associate and ad-getting people who are clients of Google. Provided that Google keep its market command with the search artifact, supplier negotiation power will be low (Google, 2007). This is similar for Yahoo (Google, 2007) signifying that both firms are uniformly competent at keeping supplier-seller partnership. The aggressive opposition is sturdy and continuing in this business since large sum of marketing dollars stream to the website that has arrested the biggest amount of quest (Agence France-Presse, 2008). 8.0.3 Consumers Since 2007, 99% of Google’s proceeds are resulting from publicity (Google, 2008). Nevertheless, no solitary description give over 3% to remaining proceeds, and below 5% of the proceeds is produced by any presented network associate site (Google Inc., 2007). This implies that no solitary customer has a dominating concentration. In Google's structure, numerous clients tender on major words. This permits Google to draw both big and small firms maintaining purchase dominion low (Google, 2008). 8.0.4 Possible alternatives There is no appropriate alternative for searching. Facts can be arranged in diverse methods comprising grouping and arrange by date, but Google offer instruments to finish these activities as well as carry out searches. An alternative product might be devised in the future, but there are no apparent alternatives to arranging facts on the internet (Grimm & Malschinger, 2011). 9.0 Targeting and Segmentation Within the crusade selection, one can target situation by theme. Google scrutinize the substance of every sheet and put it beneath a chosen theme. One can aim and leave out certain themes based on the viewers intended to be connect. The other technique is making the best use of clusters. This is attained with the use of a precise person. In the other hand, Google Nexus is modelled in a way that it comes in series ranging from Nexus 4 to Nexus 10 and may be there are others variance coming. The aim is to target a particular segment of the market. This is possible since every customer has its own taste. The young teenagers also have their preferences (Kopytoff, 2005). 10.0 Differentiation and positioning When we observe the market, it appears that tablet war is becoming strong as increasingly players are with a variety of models to the market. The tendency, presentation and suitability of available Android tablets compel Google to take control in its own and introduced Google Nexus thereby providing unexpected distress to Apple’s preferred display. Google differentiated the product such that suit all targeted segments in the market. Brand positioning unique space is inculcated in the thoughts of its clients. This sends consumers to remember the company as well as the product (Grimm & Malschinger, 2011). Conclusion Google is a dominating firm in the search engine and novel developments. This will go on in the market in all facets of technology. The company takes advantage of the strategic marketing. Google’s tactic of style in internet services accessible to the common public and as well fetch archival data to the front position of the community is an unbelievable long accomplishment venture. It is appealing that chronological research will really gain from the accomplishments of a high technology corporation. It is in a different type of cluster the number of upcoming industries globally. Read More