Google Marketing Plan

Strategic planning Analyzing Googles strategic planning performance Googles Strategic planning Strategic planning is the process of growing and maintaining a fit between the organizations goals and capabilities and its ever-changing merchandising opportunities. Googles story is not that different from many startups in the fresh 1990s. At first, the operation was run out of Pages lobby room with borrowed and refurbished equipment. The newly incorporated company, funded by angel endowors, moved shoot campus and soon, at the height of the dotcom boom, attracted $25 million in support from cardinal venture capital firms.In 2004 the company went public with a prospectus that proposed the truism Dont Be Evil and described an auction to teach its unbuttoneding sh ar price. footprintS IN STRATEGIC PLANNING STEP ONE DEFINE THE MISSION Googles mission Organize the worlds development and make it universally accessible and useful. STEP TWO SET OBJECTIVES AND GOALS Googles objectives Enabling users to seem a larger base of entropy, Google began with the Internet search railway locomotive in 1998.They want to make the perfect search engine that understands exactly what you mean and gives you back exactly what you want. At that time, Google need to invest in research and development for a better search engine. So being profitable becomes an objective. Developing tracking mechanisms and new advertising technology, as their main profit was from Internet advertising, they dug deeper in this field and introduced AdWords, a self-service program for creating online ad campaigns in 2000.It help thousands of businesses grow and be successful. This program has become the main profit resources now. Creating patents and intellectual property pull up stakes hold the keys to gaining war-ridden returnss in the market and retaining and recruiting the best human resources Google has liberal to offer products beyond search, but the spirit of the mission remains. From sea rch to chrome to Gmailtheir goal is to make it as easy as possible for you to examine the information you need and get the things you need to do tangle withe.In 2011, Eric Schmidt, CEO of Google, writes rough the companys plans for the coming years, saying as I think more or less Googles strategic initiatives in 2011, I realize theyre all about mobile. Thanks to geolocation and the baron of the phones Web browser platform, its possible to deliver personalized information to users about where you are, what you could do there right now, and so forth, and to deliver such a service at scale. At this point, Google decided to devote most of their aptitude in the mobile field, as it can provide the customer with useful information very easily.This objective is persistent with Googles mission. STEP threesome Designing the Business Portfolio Nearly everything the company does , including construction big selective information centers ,buying optical fiber , promoting free Wi-Fi acc ess ,fighting copyright restrictions , supporting open source software ,and giving away Web work and selective information , is aimed at reducing the cost and expanding the scope of Internet use . In year 2011, Google began working on a mobile payments service called Google specie, in according with the mobile field development objective.Googles products a) For item-by-item Google search Google chrome Gmail Aim to help you find the needed information easily and conveniently and spare more time for yourself, family and friends. b) For companies Google AdWords to find prospects you dont have to pay until you ad has been clicked. Google Apps Gmail Google Calendar The Cloud book Google document Help to improve work efficiency. Google Analytics optimize your website c) For network Chrome AndroidAnalyzing the current business portfolio (BCG Analysis) Product Market Share Market harvesting Type Android spunky advanced Stars Browser Low High Question marks Ads High High Stars Sear ching engine High Low Cash cattle Youtube High Low Cash cows Developing strategies for growth and downsizing Market Penetration Google is now expanding in different areas especially in American markets by following the perceptivity strategy and the customers are targeted by the advertisers in different geographical locations.Market instruction Google search in present market is involved in changing the trends just because of the customers need. Google is now enhancing the features of the search engines to become more attractive for the customers. diversification Strategy Google has always been investing heavily in internal R&D projects with the aim of solving the worlds problems victimisation technology. It is now much more than a search engine it is using its massive retained profits to diversify into a wide escape of seemingly unrelated industries.STEP FOUR PLANNING MARKETING AND OTHER usable STATEGIES Google has sought to employ the power of specialisation to create a co mpetitive advantage understands exactly what you mean and gives you back exactly what you want Applying coaxial diversification focus on the core product of search services the company has also been able to benefit from a competitive advantage in faster response times, greater scalability and lower costs Hence, not only does Google have a high advantage in the differentiation arena, but a cost and speed advantage as well.Google offers unstinted stock options and provide relaxed working atmosphere to retain the best genius and align employee interests with shareholder interests. (Google provides free lunches every day for employees and encourages participation in the weekly roller hockey games. The company regularly sponsors employee outings such as picnics and skiing trips) WHAT ROLE MARKETING PLAYS IN THIS PROCESS?First, marketing provides a guiding philosophy that suggests that company strategy should revolve around building profitable relationships with important consumer grou ps. To maximize customers benefit, satisfy the latest demand, Google develop the technologies that parcel out spates life and work. Second, marketing provides inputs to strategic planners by help to identify attractive market opportunities and by assessing the firms say-so to take advantage of them.As the development of mobile equipment, more and more people choose the mobile instead of fixture. Google spend much energy in the mobile equipment these years, marketing lead Google to this development direction Finally, within psyche business units, marketing designs strategies for reaching the units objectives. Marketing strategies and programs are developed to support marketing objectives.