The paper "Google’ s Marketing Strategy" is a great example of a marketing case study. Google is one of the leading technology companies in the world. In an increasingly competitive environment, the company has to keep on scanning the environment for new opportunities and develop comprehensive marketing strategies to push these opportunities to their customers. In this report, two opportunities that Google can invest in have been identified. These two opportunities include investing in the unsaturated smartphone market and to consolidate all its services to become the largest social media platform.
Having identified the marketing opportunities, a number of marketing concepts are used to develop a distinctive marketing strategy for the two opportunities. These concepts include perceptual positioning maps, RBV model to assess competitive advantages and capabilities, value proposition, marketing mix and finally an implementation schedule has been developed. Google’ s Marketing Strategy Introduction Strategy refers to a long-term plan which is aimed at achieving certain objectives. Marketing strategy is, therefore, a plan designed at achieving a business’ s marketing objectives (Schnaars, 2012). Developing a marketing strategy is necessary for any business since, without one, a company’ s efforts to attract and retain customers are likely to be inefficient and haphazard.
Marketing strategy focuses on ensuring that a company’ s products and services meet consumers’ needs and developing a profitable and long-term relationship with them. To achieve this, a company should develop a flexible strategy that is able to respond to changes in consumer perception as well as demand. There are various benefits to developing a marketing strategy for a business. To start with, a marketing strategy offers a clear direction to a company’ s brands. Having a clear direction ensures that every effort is focused on achieving the marketing, sales, and financial objectives.
Secondly, marketing strategy enables a company to have a competitive advantage over its major competitors (Schnaars, 2012). The marketing strategy of Google will be based entirely on communicating the value of its products to the target consumers. To do this, a comprehensive marketing mix will be developed to outline the product strategies, price strategies, promotion strategies and the place strategies. The company is looking to develop a distinctive marketing strategy for both of the suggested products. To support the marketing strategies a number of concepts will be used.
These concepts include a value proposition, Sustainable Competitive Advantage, Perceptual positioning maps, marketing mix after which an implementation schedule will be developed. Company profile Google Company was established as an international global company on 22nd October 2002. The main focus of the business is to offer a search engine, array advertisements, create android operating software, hardware products including smartphones, social media platform through Google Plus, consumer applications through Google Play, commerce and enterprise. The company main source of revenue is an online advertisement.
Google is able to deliver its products in over 100 languages and in over 50 countries worldwide. On its website, consumers can access information in different languages and in many formats. With the search engine commonly known as ‘ Google Search, consumers can find the information they are looking for by simply typing in their queries and the search engine produces multiple results for the same (Reuters, 2015).
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