1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
The current customers/ consumers of Google are the global users of internet that uses the company’s link to search different information. Therefore, it is difficult to obtain demographic information about the Google’s users. In addition, more than half of the Google search results is requested by people outside United State as it offers search website in more than 100 languages. With respect to psychographics and buying behavior, mostly the users of Google service are students, scholars and professional users which reflects that the users have “on-the-go” behavior with active and busy life style, and want to access information quickly. The services provided by Google are free of cost and generates higher level of satisfaction to its customers.
What do the customers buy/use?
The customers of the Google uses “search” services to access huge database and vast information provided through internet.
What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats.
Google can take benefit from different opportunities such as increasing use of intenet by millions of customers globally, cloud computing, and development of Google+ which would help to improve its services. In contast, increasing completion from Bing, Yahoo and other search provides could affect the company’s dominance in the market which is the major threat posed by Google.
2. Company
Identify strengths and weaknesses of the company/brand as it exists today. What does the company/brand do well and not so well at this very moment?
Presently, Google has most dominant market share of 67.3% (Schwartz, 2015) and has distinguishable search engine algorithm. Moreover, it his the generator of highest user traffic as compared to its competitors. Google’s services could also e accessed through mobile and android technologies. In contrast, the company excessively relies on secretcy and the declining ad rates has affected the profitability of Google. Moroever, the company also has poor compatibility with future generation devices.
How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.
In order to overcome the weaknesses and compete on the basis of its strengths, Google needs to improve its distinguishable search engine algorithm which will help the company to maintain its exitsing market dominance. Moreover, by using advance technology and entering into partnerships with various technological companies, Google can offer its services through future mobile and other similar electronic devices.
3. Context
Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.
The political factors that could affect Google’s operation include unstable political climate in its key markets and state-sponsored online organizations. For instance, Google was accused by the Chinese government for interfering with email system wof Gmail (The Guardian, 2011). With respect to economic factors, the revenues of the company is largely dependent upon the interest rates, USD value, inflation rate and economic slow downs. However, the company’s reveunes were less affected by economic factors as in 2007-2008 crisis. With respect to legal factors, the regulations on intellectual property rights and online privacy could affect the company’s operations. Google is a technological organization and therefore it is important for the company to adapt latest technology to remain competitive in its market. Finally, with respect to social factors, increased use of social media could affect the company negatively.
4. Collaborators
Define the business partnerships. Does the company/brand have any current partnerships? What other company/brand may be a good partner for them?
Google has entered into several partnerships since its formation. In 2005, the company has entered into partnership (for research purposes) with NASA and Sun Microsystems. However, recently, Google has recognized as a subsidiary company of Alphabet Inc (Barr and Winkler, 2015). These partnerships and parent company has widely benefitted Google to achieve their business goals and maintain profitability.
5. Competitors
Who are the main competitors?
The main competitors of Google include Apple, AT&T, Amazon, Facebook and Microsoft’s Bing (Marsan , 2010).
6. Recommendations
Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected?
1. It is highly recommended that googale should menatin is position in market through its search engine algorithm
2. It is also recommended that google should enter into future partnership with technological research orginisation and increase its research facility with NASA
3. Google should improve its services in mobile technologies and make it more user friendly browsers
References
Barr, A., and Winkler, R. (2015). Google Creates Parent Company Called Alphabet in Restructuring. Retrieved from http://www.wsj.com/articles/google-creates-new-company-alphabet-1439240645
Marsan, C. D. (2010). Google's 10 toughest rivals. Retrieved from http://www.networkworld.com/article/2241485/lan-wan/google-s-10-toughest-rivals.html?page=2
Schwartz, E. (2010). Is Google’s Search Market Share Actually Dropping?. Retrieved from http://searchengineland.com/googles-search-market-share-actually-dropping-237045
The Guardian. (2011). Google accuses China of interfering with Gmail email system. Retrieved from https://www.theguardian.com/technology/2011/mar/20/google-gmail
