Revolutionizing Education: The Impact of Online Learning Platforms

Assignment 2
Situation Analysis
Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the
assessment questions below. Submit the completed template in the Week 10 assignment submission link.
Name: Alyson Szymanski
Professor’s Name: Theodore Gorczyca
Course Title: Principles of Marketing
Date: January 29, 2019
Company/Brand Selected (Fiat Chrysler Automobiles, Amazon, or Google):
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 of Google comprise 80% of people worldwide including of different age groups.
These include students, professionals, working-class individuals, social media users using search engine
of Google. Users prefer Google more over Bing which is also a Microsoft search engine. It is also
considered to be the biggest competitor of Google. Over the world, Google maintains high market share
except for few nations like China, South Korea, Japan and Russia. In addition, with latest analytics tools
and content of search Engine, Customers are more tend to use on daily basis.
What do the customers buy/use?
Google is being used by people as it offers benefits in terms of simplicity, relevant results and comfort
factor. Since late 1900, Google has not changed its overall design. This helps them to give more reliable
services to the user.
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.
With the advent of technology, individuals are promoting their products through various social media
sites and some of these sites are also trying to incorporate their own search engine. For Google, search
engine is considered to be their pinnacle point of business strategy. In addition, Google also offers
various products that are friendly associated with all smart and interconnected devices. Google has their
© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1156 (8-14-2015) Page 1 of 7

Assignment 2
Situation Analysis
own video channel i.e. Youtube where they are earning much higher revenue due to business and TV
advertising. Hence, it can be expected that Google may invest hugely in YouTube it attracts billion users
on their engine every day. IT was also predicted that Google can earn a $27.4 billion in 2020 from their
Youtube product portfolio (Weiss, 2016).
© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1156 (8-14-2015) Page 2 of 7

Assignment 2
Situation Analysis
2. Company
[This is what the brand is currently.]
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?
Strengths –
 Market share – 90.28 per cent (Statista.com, 2018).
 Android market share – 75.16 per cent.
 Loyal employees
 Strong reputation all over the world.
 Continuous evolvement
 Long lasting product portfolio.
Weakness –
 High advertising costs.
 Low physical presence.
 Their success is truly based on internet access.
 Lack of international control over the search engine.
However, the company has maintained top position in search engine and also succeeds in attracting the
younger generation to its side. On contradictory side, Google has failed to bring any social media sites
like Facebook and they still need to attract users from China and Russia to their search engine.
[This is what the company/brand needs to become.]
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.
Google needs to focus on more intense diversification. Many nations are still not connected with the
internet. In addition, China and Russia are not users of Google (Newman, 2018). They also need to gain
internal control in these like countries who are not opting for their search engine. The company also
needs to acquire numbers of firms to increase its market share.
© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1156 (8-14-2015) Page 3 of 7