A Comprehensive Report on Google CompanyMarketing (Essay Sample)

A Comprehensive Report on Google Company
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Abstract
Google is a global company that basically provides almost all types of internet services. This paper is a comprehensive report that adequately analyses the google company from its foundation background, it origin, founders and methods of operations. The paper exhaustively discusses the company’s business strategy, product differentiation methodology and customer identification, segmentation and isolation.
Fundamentally, it gives the sale strategy, coverage, customer focus and chain as well as the channels of distribution of goods and services. Analytically, it gives the strengths, weaknesses and threats of the company, additionally providing the recommendations that the company can apply to better its services quality, customer base and increased revenue collection.
Introduction
A company is formed by shareholders who have identified a potential business opportunity and are willing and able to provide the particular utility to the clients. Any company is therefore founded on the rationale of the quest to satisfy the customers’ needs, both goods and services that have never been provided before, or to improve the quality of such needs so as to outdo an existing company that provides low quality products. For the success of a company to be realized, a prefeasibility and feasibility studies must be conducted.
A strategic business plan is drawn and a managerial board established. Financial and personnel management are core to the setting and running a company. The company establishes its mission, vision, philosophy and the scope of its activities. Relevant laws including the patent rights and other intellectual rights are sought and approved in accordance with the laws of the country, not contradicting the international laws and the inherent values of human life. After the accomplishment of all the necessities, a company is then lawfully established. Google is such a company.
Background information
Google is an American international and multinational company whose main specialization is the provision of internet technology services and other related products. The company was founded in 1998 by Sergey Brin and Larry Page while they were at Stanford University in California, pursuing their doctoral degree. The most outstanding services of the google company include the search engine, software, cloud computing, technologies in online advertising and selling of various hardware consistent with its business objectives and mission.
On fourth September, Google was incorporated as a privately established company and an Initial Public Offering (IPO) inaugurated on nineteenth august 2004. Consequently, the company moved its newly found headquarters to California, Mountain View and it was nicknamed Googleplex. The company made it public a plan to reorganize various interests and formed a conglomerate referred to as Alphabet Inc. Google is the umbrella and apex for the Alphabet company internet services and interests. Due to managerial restructuring, Sundar Pichai became the Google Chief Executive Officer (CEO) and Larry Page became the CEO for the Alphabet Company.
The google company strategy and differentiation approach.
The rationale for the googles strategy relies on the nature of the business and the features of the industry. Because of its intensive strategy, the company remains as one of the most valuable companies across the globe. The company’s strategy is based on the porter’s model of differentiation. Generic strategy is based on a large market scope, a dominant and persistent aspect that over long has characterized the company. The generic strategy of differentiation involves the development of certain special and unique capabilities that make the company super competitive.
It is from the uniqueness of its products that the google company is able to set itself apart and differentiate itself from other competitors. The success of the uniqueness arises from the fact that Google is a highly innovative company that is determined to give the best of the goods and services as contrasted to its competitors. The inclusion of the Google fiber, the Google search, the Google Glass and other new products are manifestations and the testimony of the Googles innovativeness. The generic strategy of differentiation means that the company must maintain its competitive advantage based on the uniqueness of the products. The company also maintains a corresponding strategic objective to continue improving the existing products or develop new ones.
The google has several intensive strategies, also known as the intensive growth strategy comprise the following:
Market Penetration
One of the major intensive growth strategy for Google Company is the market penetration. The company intensively and extensively relies on the market penetration especially outside the United States of America. The company has extended its outlets for products and services to all parts of the world mainly in china, Europe, Africa, Caribbean and the United Arab Emirates. The company directly competes with other large search engines like the Bing, Yahoo mailing company and other online marketing and advertising platforms. In this respect, google strives to own the biggest and the best share of the online marketing and advertising services and products globally.
Market development
Market development is another intensive strategy that the company uses for its growth. The Fiber product is used for this specific strategy in the United States of America. The cable television and the google fiber internet services are only available in few states such as Texas, Missouri, Utah and Kansas. The reason for this discriminatory approach is to test their performance before they are distributed to other parts of the world. The essence of the product development is to enable the company to offer its products to more states and countries in the future.
Product development
Another intensive growth strategy for the Google Company is the product development. Product development is achieved through the company’s innovation. In this stand, the company continuously develops new products such as driverless cars, Google Glass and other fascinating products. The Nexus mobile technology devices are among the top product in which the company creates more avenues for income generation. The company continually expands and grows its global presence through the help of intensive strategies of market development and penetration. It is this generic strategic differentiation, based on the porter’s model that has enabled the company to own the technological leadership around the world. In the light of this, the company has been able to satisfy its mission and vision to a higher degree.
Customer segmentation, sales strategy and sales coverage
The positioning, targeting and segmentation of the Google customers and sales can be regarded as the best efforts that have seen the company maintain its market level and act as the leading in the provision of its products ( Wu, 2011). The customer segmentation criterion divides the customer into different classes with different characteristics, ranging from the products that they might require to their financial statuses. It is through customer segmentation that the company realizes different target groups for its numerous products. Targeting therefore connotes the selection of various groups identified after the segmentation of goods and services and customers. The position criterion means the identification of a market mix the most suitable customer segment. It is more of isolating the potential customer.
One of the major ways of positioning in the Google company is the mult-segment positioning. In this line, the company offers a varied wide range of services and products for example the search services, product a