Marketing Strategies of Google: SWOT Analysis and Recommendations

Running Head: Marketing
Google
Marketing

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Table of Contents
Introduction......................................................................................................................................2
Description of Company..................................................................................................................2
Google’s marketing environment....................................................................................................4
Micro-environment Analysis (Porter’s five forces).....................................................................4
Macro-environment Analysis (PESTLE).....................................................................................4
Recommendations for improving Marketing Mix...........................................................................5
SWOT Analysis...........................................................................................................................5
Marketing mix..............................................................................................................................6
Product......................................................................................................................................6
Price..........................................................................................................................................6
Place.........................................................................................................................................6
Promotion.................................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
Google LLC is a multinational corporation mainly engaged in rendering internet-based services
across the globe. Company will soon complete its 20 years as rendering these types of services.
Its primary activities are linked with the business to business sector and in this sector; Google
provides number of services to businesses and to the consumers also. Google Maps, Google
mobile services, Google Pay, Google cloud services, dashboard, finance, Gmail, etc. All these
services are availed by number of business entities and consumers which ease the operations of
the organization. Google is rendering various services to the business enterprises so that they
could easily attain their set goals and objectives. Collection of data and sampling them as per the
requirements of various business enterprises, Google is helping its clients. Company renders its
services to all types of companies irrespective of their nature (Britannica, 2018).
This report will cover organizational products and services which are rendered in the market and
on the basis of this; appropriate marketing activities adopted by organization will be discussed to
overcome with the challenges faced by the organization. Further, the report will discuss the
marketing activities through which they could easily differentiate their services with the business
to consumer sector. Second phase of the report will discuss organization’s marketing
environment with the help of Porter’s five forces and PESTLE framework to analyse internal and
external marketing conditions. The last phase of the report will include recommendations to
improve the current marketing mix to enhance the effectiveness of organizational services along
with identification of organizational strengths, weaknesses, opportunities and threats so that
appropriate recommendations could be provided to support organizational marketing strategy.
Description of Company
Google LLC is an American multinational technology company that is specialised in internet-
related services and products and it also includes online advertising technologies, software,
hardware, search engine and cloud computing. The company was founded in 1998 and since
then, it has established its effective presence in the global market. When Google entered into
internet-based services such as search engine, few companies such as Yahoo and MSN were
ruling the whole industry. Google took it as a challenge and with its huge product and service

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offering, it has made its effective position in the global market along with gaining leading
position later on in the global market. Company’s growth triggered with chain of products like
Google Search engine, Google Docs, Sheets, Gmail, Google Drive, Google Calendar, etc. An
initial public offering took place in 2014 and then Google moved towards new headquarter in
Mountain View, California and it is known as Googleplex. In 2015, Google’s services was
reorganised as conglomerate known as Alphabet Inc. Google is the leading subsidiary of
Alphabet and it continues to be the umbrella company for Alphabet for rendering internet related
services and Sundar Pichai was appointed as the new CEO of Google replacing Larry Page who
became the CEO of Alphabet (Britannica, 2018).
Organizational primary B2B services are web-based services such as search tools, advertising
services, communication and publishing tools, development tools which includes security tools,
map-related tools, operating system, mobile applications, etc. (B2B Marketing, 2018). Amongst
these services, search engine is the core product of Google which receives over 3 billion search
queries per day and along with this, Google provides regional search option. Google has
numerous services and products for directly customers as well as for the business organizations.
With regards to this, organization has adopted various marketing activities for the purpose of
enhancing organizational performance in the market along with promoting their products and
services in the target market. Following are the options available for Google in terms of
marketing choices which could be used for promotion and advertisement:
 Social media
 Direct marketing
 Sales promotion
 Television
 Radio
 Bill boards
 Email marketing
 Sponsorship of events
These marketing channels are available in the market for the purpose of promoting products and
services in both B2C as well as B2B market. Although, both markets are different from each