Assignment 1

Assignment 1

Part A: Question One (A)

Introduction

Google is the world's leading online search and advertising company of today and has a market share of about 70 % of an industry that is estimated worth more than $25 billion a year. Bringing out new products from time to time with innovative ideas and aligning itself to the current market trends and placing itself in various segments of the market helped Google to be a Strategic Marketing Planner and to be known as the top most businesses in the dot com industry.

Google's Strategy

Unlike many other companies, Google has an experimental culture that empowers its employees but also at the same time defends its core. The approach that the company takes can be broken into four parts as shown below:

The first part of the strategy is related to earning and in this part most of the earning for Google comes from advertising. The second part of the strategy involves attracting people to a wide range of products and services that it offers and that can also help in either delivering ads or collecting data to improve targeting. There are still other things that fall in the third category i.e. the Expand category which is the aim to increase the use of internet which will ultimately benefit Google. Projects such as Wi-Fi balloons in Africa fall under this category. The final category i.e. experiment category allows the employees to experiment out of which some become products that it adds to its range of products while other experiments are regarded as start-ups that might someday help in the development of other products.

Google has defined the strategic mission to be one that aims to 'organize the world's information and make it universally accessible and useful' and the company has through various means ensured that such an achievement is possible (www.google.com/about/). It brings in innovations for the people and for that it pursues the strategy of mergers and acquisitions with other related businesses.

Linear approach on the other hand is a simple one; the company initially identifies its strategy, and then on the basis of the targeted market potential customer is identified. As the potential customer is identified the company sets its directions, the possible resources are analyzed, values and expectations are ensured, the competitive advantage is maintained, scope of the strategy and values is evaluated and accordingly the rules of the game are changed. The factor of risk is minimized and the organization tries to play with what is most feasible.

As we compare the Google model and the linear planning model they have few similarities yet they are very distinct. In terms of similarities the basic similarity is both are analysis based models and do measure the consequences of every action which a company takes upon its strategy, another similarity is that both are focused to maximize the revenue. However, the linear model is a simple one where the amount of risk involved is minimum and due to the lack of risk the ...