...Google is the leading search engine used by millions of internet users all over the world. The organization started with a search engine in 1996. The organization’s mission is to “Organize the world’s information and make it universally accessible and useful”. Since the company started, the world has evolved tremendously. Over the past twenty years, society has become reliant on the accessibility of information on the internet. The demographic of internet users has advanced since the beginning of the new millennium. When most people think of finding information online, Google.com is usually the preferred search engine. Although the organization has an excellent success story, there have been legal matters that affect the way business is conducted at Google. When the founders initially started Google, the owners were attempting to identify the importance of individual web pages. After fifteen years, the organization has grown and is available all over the world. In the year 2000, Google introduced the first 10 language versions of the search engine. The company identified the need to expand the capabilities of the search engine. Google was able to bring the fast paced search service to customers globally. After the initial ten languages, the organization quickly added new languages to the site. This introduction of the languages also carried over into the different companies under the Google umbrella. According to the 2010 U.S. Census Bureau statistics, over 70...
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...Assignment A: Design Adwords Campaign with top keywords shortlisted by using Google Keyword Tool and Google Trends. Define the KPIs for the shortlisted keywords. (Max 50 keywords – across categories) Objective of Adword Campaign: Whenever we design an adword campaign we have to get the goal as what are objectives we want to attain. With the use of adwords our major task would be to increase: * Sales * Brand Awareness * Increase site visit Adword Campaign: The Campaign is ran for a month for selected cites where helmet wearing is compulsory while driving 2- Wheeler. These would be Tier 1 cities. As of the 2011 census, there are 8 tier 1 cities in India – Ahmedabad, Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Mumbai and Pune and 8% of Indian population reside in tier 1 cities. We will try to makes these people aware of the brand and encourage online sales. There will be a campaign that one focus just on the helmets and the Accessories. Build awareness amongst people who may not have heard of your brand before or whose perception we want to influence. Targeting to influe the decision of people who are researching Helmets but haven’t yet made a purchasing decision. We will use the Bid Strategy which defaults to manual CPC with enhanced CPC enabled but offers the option to switch to auto-bidding, CPM, Conversion Optimizer or Flexible bid strategy settings and Dynamic Ad Settings for dynamic availability of ads . The Different ad groups...
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...company. A SWOT approach should not only result in the identification of a corporation distinction competencies - the particular capabilities and resources that a firm possesses and the superior way in which they are used – but also in the identification of opportunities that the firm is not currently able to take advantage of due to a lack of appropriate resources (Wheelen, Hunger, Hoffman, and Bamford, 2015). I chose to conduct my SWOT analysis on Google. STRENGHTS Perhaps the biggest strength of Google is that it is the undisputed leader in search engines, which means that it has a domineering and lion’s share of the internet searches worldwide. It has more than 68% of the market share for internet searches and the competitors do not even come close to anywhere that it does (Tower, 2014). Google has become a household brand in the world, just like McDonalds, Apple, and Facebook. Its ability to drive internet user traffic is legendary and this has helped it become one of the most powerful brands in the world. Indeed, Google averages more than 1.2 Billion hits a month in terms of the unique searches that users perform on the site. This gives it an unrivalled and unparalleled edge over its competitors in the market. Its revenue model wherein it garners humungous profits through partnerships with third party sites has held the company in good stead as far as its ability to mop up resources and increase both its top-line as well as bottom-line is concerned. This is another...
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...Doing Business in Japan Japanese Leading Brands Vs. US Winning Japan Market MBA Iris 2012 Business with Japan January 26, 2013 Overview The Case Study Only a half decade ago the portable computer-laptops industry had thrive with the variable sizes, multifunctions, different weight, thickness and colors, manufactured by different vendors. (DELL, HP, Sony, Samsung, LG, Asus ...) Early 2007 when Apple introduced the first iPhone to the US market, there were already many kind of Smartphones in the market (HTC, Palm, Samsung..) but non of them created such a customer experience as the iPhone did. The iPhone became the ultimate portable office in the pocket of its owner. Sending and receiving emails and instant messages became easier, browsing content at the internet and navigation as well plenty application and capabilities. Everyone realized that the man with the iPhone will win – the iPhone became a big advantage for any business man. In addition, the leisure culture starts changing. The ease of browsing internet content with the iPhone anywhere, accessing Facebook and reading emails was significant. Playing gaming at you free time with the iPhone became an addiction to everyone. Apple with great precision has read the map and introduces the first iPad on 2010 which became a game change in the portable PC industry. With a larger screen size, the iPad was the ultimate entertainment...
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...Google’s main brands in a GE Matrix University of Lincoln Author: Submission date: Subject: Words: Max Adler 11th January 2010 International Marketing Strategies / MKT 3084 3018 Table of contents List of figures 1 Introduction 2 Google’s major brands 2.1 Search engine 2.2 YouTube 2.3 Chrome Browser 2.4 Maps, Earth and Street View 2.5 AdWords and AdSense 2.6 Other Google brands 3 Portfolio analysis via matrices in the 21st century 3.1 Why portfolio analysis? 3.2 Portfolio analysis and Google 3.3 Companies like Google 4 Conclusion Reference List II 1 2 2 3 4 5 5 6 7 7 8 10 11 III I List of figures Figure 1: McKinsey / General Electric Matrix Figure 2: Google’s brands in a GE Matrix 2 7 II 1 Introduction According to the list FT Global 500 from the Financial Times, Google is worldwide on position 39 from the companies listed in the stock exchange (Financial Times, 2009). Google was founded in 1998 by the software engineers Larry Page and Sergei Brin. Nowadays, only 12 years later, it has grown to one of the greatest international companies which has a huge influence on the daily life in industrial nations. Furthermore with 66 billion US-Dollars Google is the most valuable brand in the world. They started with a search engine which has pushed the former competition like AltaVista out of business. Google Inc. had in 2008 a turnover of almost 22 billion US-Dollars and it is still growing (Google, 2010). At the beginning they had a positive press...
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...processes in an organization Currently google has been the trend setter in terms of verity of online products that range from simple email services to complex cloud computing and high video streaming technology via “YouTube”. To be successful google not only needs to stay ahead of the market but also protect its brand through high barriers to entry. Google was previously much engaged on the development of BCG which was interlinked with their creativity, this later resulted in google being good at maintaining a creative level but not innovative enough. They were more focused in categorizing their products and their respective remedies rather than developing newer techniques to capture bigger market share. Development: In terms of profitability google has far exceeded its expectations with ~11 billion in gross earnings and had been world’s most valuable brand for 5 consecutive years till 2012. The critical success factor in this self-appraisal and evaluation was the development of their own management model. Inside view: The model included the following steps: 1 Dynamic Capabilities- These are the company’s ability to adapt and reassess its internal and external environment to and implement the changes required accordingly. 2. Continuously changing environment: the ability, willingness & the focus required to change in a proactive manner with least amount of resistance. 3 a people centric approach: here google emphasizes that all employees must be given...
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...The Academy of Economic Studies Marketing strategy of Aura Scarlat Elena Nichifor Ioana Carmen Mechis Ioana Petric Magda Ungureanu TABEL OF CONTENT Introduction …………………………………………………………………..…………….….… 3 1. Situation analysis ………………………………………………………….…………….……4 2.1. Industry analysis …………………………………………….……………….4 2.2. Sales analysis . …………………………………………….…………………5 2.3. Competition analysis ………………………………………………………...6 2.4. SWAT analysis ………………………………………………………............7 2.5. Analysis of marketing strategy …………………………………………….8 2. Marketing strategy . ………………………………………………………..............................9 3.6. Marketing segmentation strategy …………………………………………… 9 3.7. Targeting strategy and position in map ……………………………...……...12 3.8. Product life cycle ……………………………………………………….......14 3. Marketing programs ………………………………………………….…….............................16 3.1. Marketing mix ……………………………………….………………...........16 3.2. Loyalty programs ……………………………………………………….......18 3.3. Customer service and support ………………………………………………20 3.4. Market research ………………………………………………………..........22 3.5. Trust & Credibility ……………………………………………………….....25 4. Implementation plan ………………………………………………………...........................28 4.1. Product design and development . ………………………………………….28 4.2. Marketing and sales ………………………………………………………...29 4.3. Scheduling Gantt ………………………………………….…………….......30 5. Financial information …………………………………………………….…... …………….32 5.1....
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...E-Marketing Plan: Mealshare Connor Anderson, Marla Stephen, Paige Dinneen, Priya Gill, Tram Nguyen, William Keenan Oatway MacEwan University November 27, 2013. Marketing 414 CU01 Instructor: Jeff Ryan TABLE OF CONTENTS Executive Summary 3 Situation Analysis 3 Environmental factors 3 Legal 3 Technological 4 Market Related 5 SWOT Analysis 6 Strengths 6 Weaknesses 6 Opportunities 7 Threats 7 E-Marketing Strategic Planning 8 Segmentation 8 Targeting 8 Differentiation 8 Positioning 8 Objectives 9 E-Marketing Strategies 10 Offer 10 Value 12 Distribution 14 Communication 14 Customer Relationship Management 16 Implementation 17 Budget 18 conclusion 19 Appendix 20 references 21 Executive Summary Mealshare is a unique non-profit organization that partners with restaurants in order to not only provide aid to people in need, but to also assist in the marketing of partnered restaurants. As a fairly new organization, Mealshare has acknowledged that it needs an online presence in today’s market. The organization touts a Facebook and Twitter page, as well as a website with information regarding their operations. However, our team of marketing researchers found that Mealshare is not using their resources effectively. Through analyzing Mealshare’s strengths and weaknesses, as well as assessing the environmental forces at play, we have outlined new e-marketing objectives...
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...History of the Company Google is an American multinational corporation specializing in Internet-related services and products. These include search, cloud computing, software and online advertising technology. Most of its profits are derived from Adwords. Google was founded by Larry Page and Sergey Brin . Together they have about 16 percent of its shares. They are included in Google, as a private company in 4th September 1998 year. Initial public offering followed by 19th August 2004. Mission of Google from the outset was "to organize the world's information and make it universally accessible and useful " , and its unofficial slogan was : «Do not be evil». Nowadays the head office is located in Mountain View, California. Why we chose Google Main Competitors We've done the research between companies and chose top 5 companies that meet the criteria. ◦ These criteria are: ◦ Frequency output of new products ◦ Series of events, which is new or have a new function. ◦ Well-known brand among customers. ◦ Unique business policies. Top 5: Apple, Yahoo, Google, Facebook, Boeing. Our choice - Google We chose Google for several reasons: - 3rd place of the most innovative companies in 2013 (BCG ) The Boston Consulting Group added a new category to its 2013 survey—Up-and-Coming Companies—companies that are still relatively young or have yet to reach the scale of the top 50 global giants but are nonetheless making themselves known for innovation. A...
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...Journal of Case Research in Business and Economics Google: searching for value Ronald Kuntze The University of Tampa Erika Matulich The University of Tampa ABSTRACT Google is a company well known for providing a unique work environment for employees that provides plenty of benefits. However, these benefits come at a significantly higher cost structure. Are these costs worth it? How does providing value to the employee also provide value to the firm and to the customer? Can employee value be sustained during recessionary times? Keywords: Google, value, employee benefits, human resources Google: Searching for Value, Page 1 Journal of Case Research in Business and Economics Introduction The Google search engine has become so popular that it is now listed as a verb in the dictionary (Merriam-Webster 2009). The American Dialect Society members voted “Google” as the most used word of the year 2002 (Google, Google Milestones, 2009). Co-founded by Larry Page and Sergey Brin while students at Stanford University, Google was incorporated as a privately held company in 1998 (Google, Google Milestones, 2009) and is a textbook example of modern ‘employee-centric’ policies and benefits. Google has come a long way from its modest beginnings as a university project called the Backrub (Google, Google Milestones, 2009) to a billion-dollar company; but they have retained the collegiate vision of creative campus-like corporate environs and unparalleled employee perks...
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...MICROECONOMICS Project Group: LE THI THU HIEN LE THI NGOC YEN TRUONG TU QUYNH NGUYEN HONG CAM BINH Summer 2012 An overview Facebook was realized on February 4, 2004 by an American computer programmer and Internet entrepreneur- Mark Elliot Zuckerberg. Facebook has said it will be valued at up to $96bn (£59bn) when it sells shares to investors this month in a record-breaking flotation. The first investment from Peter Thiel was $500,000 into Facebook. Facebook has minted four billionaires: Mark Zuckerberg, Dustin Moskovitz, Eduardo Saverin and Sean Parker. The 27-year-old Zuckerberg's net worth was estimated at $17.5bn on the 2011 Forbes list of the wealthiest Americans. Moskovitz had a net worth of $3.5bn but pipped Zuckerberg for the title of world's youngest billionaire, being eight days younger. The Brazilian-born Saverin, who left Facebook early on after a falling-out with Zuckerberg, had a net worth of $2bn. Parker, the Napster co-founder who briefly served as Facebook's president, had a net worth of $2.1bn On November 15, 2010, Facebook announced it had acquired the domain name fb.com from the American Farm Bureau Federation for an undisclosed amount. On January 11, 2011, the Farm Bureau disclosed $8.5 million in "domain sales income", making the acquisition of FB.com one of the ten highest domain sales in history Nowadays, 1 in every 13 people on earth uses Facebook, more than 900m active users, with over 250 million of them who log in every day. The average...
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...Case no 4: Restructuring Google into Alphabet Google is valued on Wall Street at $350bn is to be reconfigured so that its big money-spinning Google-related businesses like Search, YouTube, Chrome, Android and GoogleMaps remain part of Google, and its proliferating “moonshot” projects like its high-speed Fiber network or its anti-aging project Calico, or its self-driving carare each contained in separate companies. They will all be part of a giant umbrella group called Alphabet Pros: Google would be run by Sundar Pichai who is one key players in the development of both the Google toolbar and Chrome, two crucial components of the company’s growth. Pichai also oversaw the development of Google apps including Gmail. Google will be run autonomously, with each being able to focus on its own particular business. This would mark a massive shift from the current setup, with Google in charge of a number of diverse companies, some of which are wildly divergent from Google’s core business. Page claims that the move will allow for cleaner operations and more accountability; some experts theorize that the restructuring is an attempt to mollify investors annoyed by Google’s increasingly wild investments. The reshuffle provides the company a bit of insulation from regulatory issues, in the EU. Google itself is still a massive beast, which will have to tread carefully around regulators, but it will be easier to present firms such as Nest, Calico and Fiber as separate entities if they...
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...Case Study Mob War: “Google V/S Facebook Mobile Ad Revenue Shootout” Submitted By: Amaan Ansari ABSTRACT With the advent of tablets and smartphones the mobile advertisement segment has got a shot in the arm like never before. Initially termed as unnecessary cluttering of the device has entered a whole new dimension it seems as the latest reports by a World Wide Web giant, Facebook, suggest its success. So is the mobile advertisement heading for happily ever after? Reports by another World Wide Web giant, Google, suggest otherwise. The case takes into consideration the popularity, inherent qualities and limitations, pricing, challenges and scope of improvement of mobile advertising with respect to two biggest contributors to this segment i.e. Google and Facebook. So what exactly is the scenario? Let’s find out. INTRODUCTION Advertisers in the online realm are spoilt for choice. They have the option of utilizing large sites or a plethora of specialized websites, both large and small, to reach consumers with varied interests. However, few plans can be complete without including the big daddies viz. Google or Facebook - or both - because their sheer dominance on the web. In India, their combined estimate comes out to two-thirds of the total advertising moolah. In 2012, Google’s earnings were almost $44 billion from advertising worldwide as compared to marginally over $5 billion for Facebook. The latter is significantly smaller but plays a special role in...
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...Journal of Case Research in Business and Economics Google: searching for value Ronald Kuntze The University of Tampa Erika Matulich The University of Tampa ABSTRACT Google is a company well known for providing a unique work environment for employees that provides plenty of benefits. However, these benefits come at a significantly higher cost structure. Are these costs worth it? How does providing value to the employee also provide value to the firm and to the customer? Can employee value be sustained during recessionary times? Keywords: Google, value, employee benefits, human resources Google: Searching for Value, Page 1 Journal of Case Research in Business and Economics Introduction The Google search engine has become so popular that it is now listed as a verb in the dictionary (Merriam-Webster 2009). The American Dialect Society members voted “Google” as the most used word of the year 2002 (Google, Google Milestones, 2009). Co-founded by Larry Page and Sergey Brin while students at Stanford University, Google was incorporated as a privately held company in 1998 (Google, Google Milestones, 2009) and is a textbook example of modern ‘employee-centric’ policies and benefits. Google has come a long way from its modest beginnings as a university project called the Backrub (Google, Google Milestones, 2009) to a billion-dollar company; but they have retained the collegiate vision of creative campus-like corporate environs and unparalleled employee perks and benefits throughout...
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...Google Glass and its implications: It is slated for release in the second half of 2012, Google had created its own brand of smart style Wraparound glass. Google mirror right in front of online interactive activities the user with the Search function. Depending on the success of the product, the potential social impact can be huge. If it was successful, smart Google Goggles prices as cheap and smart technology of the future can be used to change the way society perceives. The field of smart wearing glasses vision of Google in front of mirrors made to display information in Real time. Google X, Google owns and operates a secret place in a laboratory created. Glasses are not sure of the exact details, but rumours and leaks to collect information from Google based on images captured by the camera attached to them, do not work. Information is one of objectives in a smaller screen. Smart wear glasses, even in places where people used to gather information. The Android operating system is based on a version of the glasses and the ability to provide Internet connectivity and GPS. Users of the device can be controlled by gestures and voice commands. (Gorman, 2006) Smart features for the arrival of the opportunity to have both positive and negative effects on society. On the positive side, wearing glasses and cannot use their hands, especially when the information is always there when you need it, you can win. Slightly negative impact on the effectiveness...
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