Marketing Plan for New Google Product

This report prepares a marketing plan based on detailed situational analysis that can be used by Google to launch the Google Pixel 3A XL, its brand new smart phone in the American market.

Running head: MARKETING PLAN FOR NEW GOOGLE PRODUCT
Marketing Plan for New Google Product
Name of the Student
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Author Note

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Executive Summary
Google is one of the leading manufacturers in mobile technologies and software
products across the globe and is well known for services and products such as Android OS,
Google Drive, Google Maps and Google Mail among others in addition to Google Search
which is the most used search engine in the whole world. However it only very recently that
the company has started manufacturing mobile smart phones in the way that Windows has or
Apple Company has. This report prepares a marketing plan based on detailed situational
analysis that can be used by Google to launch the Google Pixel 3A XL, its brand new smart
phone in the American market, given that the USA is where the company runs its operations
globally from. The report concludes with a number of important recommendations by which
the company can gain success in its marketing activities for Google Phone.

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Table of Contents
1. Introduction.........................................................................................................................3
1.1. Background to the Company.......................................................................................3
1.2. Purpose of the Report..................................................................................................3
2. Macro Environment Analysis.............................................................................................4
2.1. PESTEL Analysis of the USA.....................................................................................4
2.2. Analysis of the US Market using Porter’s 5 Forces....................................................5
3. Micro Environment Analysis..............................................................................................7
3.1. Swot Analysis of Google.............................................................................................7
4. Segmentation, Targeting and Competitive Positioning......................................................8
4.1. Segmentation...............................................................................................................8
4.2. Targeting......................................................................................................................9
4.3. Competitive Positioning..............................................................................................9
5. Marketing Mix..................................................................................................................10
Conclusion/Recommendations.................................................................................................10
References................................................................................................................................12

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1. Introduction
1.1. Background to the Company
Google is one of the most reputed and well known multinational companies in the
entire world. Google is based in the United States of America, and runs operations in each
and every part of the globe. The rapid rate of expansion that Google has experienced ever
since the time of its incorporation in September 1988 has led Google to become a large scale
provider of internet services and internet related products, with some popular examples in this
respect being Google Docs, Google Drive, Google Mail or G Mail as it is commonly referred
to, Google Chat or G Talk, Google Maps, Google Translate and many more over and above
its famous search engine known as Google Search, which is the most visited and most used
search engine in the whole world. The mission of the Google Company is to organize
information across the globe in the most useful and effective of ways and to make this
information universally as well as readily accessible and also useful (Duhigg, 2016).
1.2. Purpose of the Report
Although Google is a renowned provider of internet and internet related products as
well software products and services, one of the areas that it has not experimented with in the
domain of information technology is the manufacture of mobile phones until only very
recently, with the latest in this respect being the Google Pixel 3A XL. . Google for the
longest span of time had been known for its mobile apps that are used in phones serviced by
an android based operating system, but it had not been manufactured phones until over the
last couple of years. This report prepares a marketing plan based on detailed situational
analysis that can be used by the Google Company to market its latest smart phone, the
Google Pixel 3A XL in the United States of America where it is headquartered. The report
concludes with effective recommendations and suggestions that can be taken into

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consideration by Google in order to get its new smart phone widely accepted by its target
audience in the USA.
2. Macro Environment Analysis
This section will concentrate on analyzing the macro business environment of the USA
for the launch of the Google Pixel 3A XL. The tools that will be used for this purpose are
PESTEL analysis and Porter’s 5 Forces.
2.1. PESTEL Analysis of the USA
Political – The United States of America is one of the largest democracies in the whole world
with the head of state being the President of the country. The president of the USA is elected
for a term of four years, and can at the most, hold two terms. Elections in the country take
place in a free and transparent manner and the USA today is characterized by a relatively
stable political climate. Google will therefore be able to take advantage of the flexible, liberal
and democratic political environment that prevails in the country to push forward its plan of
launching the Google Pixel 3A XL and making this a successful venture (Masih et al., 2019).
Economical – Economically, the USA is quite a powerful country. Although recession is
something that hit the country rather badly in the year of 2009, things began to improve from
2015 once again, with unemployment rates falling drastically, and with income levels also
rising and improving by the year of 2016. Google will therefore be able to locate a target
audience that can afford the Google Pixel 3A XL and although labor is not as cheap in the
USA, as it is in India, Mexico and in China, it will still not cost Google an exorbitant amount
to invest in labor in the USA given that the supply of labor in the country is relatively decent
(Masih et al. 2019).

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Social – US society is a cosmopolitan society with people of various economic and ethnic
societies residing over here. Most people living in the USA are characterized by a liberal
mindset, although the country did recently witness a phenomenon as unpleasant as racial
tensions and racial outbursts. Socio economic mobility in particular is on the upward swing in
the USA, which is positive for a company like Google, given that it can rely on a target base
of middle income customers who would be interested in and also be able to afford the Google
Pixel 3A XL (Duhigg, 2016).
Technological – The United States of America can be regarded as a global leader when it
comes to matters such as science and technology. Google itself is a leading tech company that
is based in the USA and it is accompanied by other leading tech companies of the world in
this respect such as Apple, Facebook and Microsoft among many others. The various
advances in technological innovation that can be witnessed in the United States of America is
something that the Google Company can utilize in order to produce the Google Pixel 3A XL
at a competitive price for its target audience in the USA (Masih et al., 2019).
Environmental – The geography, climate and wild life of the United States of America is
extremely diverse in nature. However, the country has recently been a victim of
environmental disasters such as storms, floods and wind storms, such as Hurricane Katrina
among many others. Google will have to take care to manufacture and produce the Google
Pixel 3A XL in a manner that prevents any harm from being done to the natural environment
of the country (Masih et al., 2019).
Legal – Legal governance in the United States of America is seen to vary from one American
state to another. By and large though, the legal system in the country is quite strong, with
intellectual property rights being well protected. Google can fall back on this strong legal

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system to protect its legal interests when producing the Google Pixel 3A XL for the
American market (Masih et al., 2019).
2.2. Analysis of the US Market using Porter’s 5 Forces
In this section, the US market will be analyzed using Porter’s 5 Forces for the launch of
the Google Pixel 3A XL.
Competitive Rivalry – Given that the Google Company is about to launch a new product
that is a smart phone in the US market, it needs to be aware of the fact that competitive
rivalry in this respect is likely to be immense. There are numerous smart phone providers
across the length and breadth of the United States of America such as Samsung, Apple,
Windows Phone and Xiaomi phones among many others. Google will therefore have to
position the Google Pixel 3A XL as uniquely as possible in order to get the American
audience to accept it and use it over the long term (Chernev, 2018).
Supplier Power – Due to the fact that there are so many mobile phone manufacturers in
operation in the United States of America, there is a constant demand for the supply of
essential technological raw materials need for the manufacture of phones. As a result, the
supplier power for components and raw materials required to make smart phones in the USA
is quite high (De Pelsmacker et al., 2018).
Buyer Power – Once again, due to there being many mobile phone companies in operation in
the United States of America and smart phone manufacturers at that such as Apple, Xiaomi,
Apple and Samsung, the power of buyers in the USA is very high. There are many options
that customers can fall back on as far as the purchase of smart mobile phones is concerned so
every effort will have to be made on the part of Google to make the features of its Google
Pixel 3A XL really stand out in the American market (Fine, 2017).

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Threat of Substitution – The demand for smart phones among the US population is quite
high, due to socio-economic mobility and technological progress in the country both being
relatively advanced. Since the large scale demand for smart phones implies that the market
for mobile phones is an excellent one, and that mobile phone producers can incur sufficient
profit if they decide to launch a business in mobile phone manufacture in the first place. If
Google is not careful about maintaining uniqueness when it comes to its new smart phone,
then it will face the risk of easy substitution by other up and coming mobile phone producers
in the US market (Kenny & Dyson, 2016).
Threat of New Entry – The high demand for smart phones in the US market implies that a
new mobile phone business can emerge at any point of time that could be as successful if not
more successful than Google Phones. Google therefore needs to be cautious of the threat of
new entry and undertake special efforts to advertise, promote and manufacture high quality
competitively priced smart phones, to take on new entrants and existing rivals quite
effectively (Kenny & Dyson, 2016).
3. Micro Environment Analysis
This section will focus on analyzing the micro business environment in the USA for the
launch of the Google Pixel 3A XL. The tool to be used for this purpose is the SWOT
analysis.
3.1. Swot Analysis of Google
Strengths – Google is known as the market leader when it comes to search engines. The
company’s search engine which is referred to as Google Search is the most used search
engine in the world, drawing traffic to websites online from all corners of the globe. Google
has the ability to generate internet user traffic by as much as 1.2 billion hits in a month. The
revenue model that is followed by Google for running its business operations all over the

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world is capable of incurring huge profits through internet advertising as well as display.
Google is single handedly responsible for introducing mobile technologies like Android OS
which has a huge success rate all over the world (Duhigg, 2016).
Weaknesses – Google tends to rely a great deal on secrecy in order to be successful not just
in the USA but worldwide (Goel et al., 2019). Google is not willing to divulge the algorithm
that is uses to run its search engine or even the basic formula that is makes use of for carrying
out its searches. As a result it becomes difficult for related or other companies to collaborate
with Google on a local and global level, both (Duhigg, 2016).
Opportunities – The android operating system that has been introduced by Google as well as
the cloud computing system that it has also recently introduced puts the company in a
position to sell its internet services and internet related products very successfully in the US
and world market (Duhigg, 2016).
Threats – Google faces a lot of competition today from social media platforms such as
Facebook and Twitter. Mobile computing is also something that poses a threat to the
operations of the Google Company with plenty of competitors being present in the field in
this respect such as IBM Cloud and Amazon Web Services (Duhigg, 2016).
4. Segmentation, Targeting and Competitive Positioning
4.1. Segmentation
Demographics – The Google Pixel 3A XL is a new product that will cater to people in the
age group of sixteen to sixty five years. This is because the maximum number of people who
use smart phones in the USA and across the world, belong to this age group (Kreutzer, 2019).

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Psychographics – The Google Pixel 3A XL is a product that will meet the needs and
requirements of people who lead an active lifestyle, mostly working professionals or busy
university students or both (Toffoletti & Thorpe, 2018).
Lifestyle – People engaged in busy lifestyles, where they work and indulge in entertainment
a lot at the same given time, are the type of people who the Google Pixel 3A XL is meant for.
Beliefs and Values – The Google Pixel 3A XL is a phone that will cater to people of all
religious beliefs and values, regardless of whether they are atheists, Christians, Hindus,
Muslims, Buddhists, Pagan, Wiccan or Animist (Kenny & Dyson, 2016).
Life Stages – The life stages of individuals for which the Google Pixel 3A XL is meant for
are the life stages that began from adolescence and end with late middle age (Pompe et al.,
2019).
Geography – The Google Pixel 3A XL will be marketed in the cities of New York,
Washington DC and Los Angeles to begin with, and based on its success in these three cities,
the market operations will be expanded to other American cities and towns (Fine, 2017).
Behavior – The Google Pixel 3A XL will cater to the needs and requirements of both loyal
Google product users as well as avid and active users of mobile phones in the US market
(Kenny & Dyson, 2016).
Benefit – All customers of the Google Pixel 3A XL are likely to benefit from being able to
use all Google internet and other products in one single platform, while making and receiving
calls and sending and receiving text messages at the same given time (McDonald & Wilson,
2016).

10MARKETING PLAN FOR NEW GOOGLE PRODUCT
4.2. Targeting
Google will make use of the differentiated targeting approach in order to ensure good
sales and high profit margins for its Google Pixel 3A XL. It will reach out to large sized
groups in the total mobile phone market in the US for this purpose (McDonald & Wilson,
2016).
4.3. Competitive Positioning
Based on the theory of competitive advantage, Google will launch the Google Pixel 3A
XL in the American market by giving it certain features that make it truly stand out. The
Google Pixel 3A XL will offer users an android operating system, with all Google apps and
mobile technologies like Google Translate, Google Cloud, Google Docs, Gmail, G Talk and
Google Maps among other’s all being available for access on one single platform (Ducange et
al, 2018). The phone will be of a convenient size and design so that it is easy to use and to
carry around from one place to another without difficulty (Govindan et al., 2019).
5. Marketing Mix
Product – The product being marketed is the Google Pixel 3A XL. This is a brand new
product launched by the Google Company, given that it has before this manufactured mobile
phone technologies and not a mobile phone in particular as such, and that too a smart phone
(Fine, 2017).
Place – The place where the Google Pixel 3A XL will be marketed is the country of
America. The three main American cities that Google is going to focus on for marketing its
Google Phone are New York, Los Angeles and Washington D.C (Bauman et al., 2018).

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Price – To begin with, Google will keep its Google Pixel 3A XL competitively priced at $
550. Based on its success in the initial stages of operation, the company will gradually hike
up the price of the phone over time (Sinha & Sheth, 2018).
Promotion – Google will make extensive use of social media platforms like Facebook,
Twitter and Instagram as well as e commerce platforms like Amazon and E-bay to get its
Google Pixel 3A XL marketed in the most successful of ways (Olson et al. 2018). It will also
generate official advertisements for the launch of the Google Phone on Youtube.com, on
American radio and on American television (McDonald & Wilson, 2016).
Conclusion/Recommendations
 Google needs to make sure that the Google Pixel 3A XL is a product that is
manufactured and packaged in an eco friendly manner. This is because large sections
of the American population are becoming increasingly environment conscious and
want to lead a lifestyle and use products that are friendly and safe for the natural
environment (Chaffey & Ellis- Chadwick, 2019).
 The Google Pixel 3A XL should contain an automatic updates feature for all the apps
that are situated in this smart phone, so that these get updated automatically without
phone users having to bother about this (Chernev, 2018).
 The Google Pixel 3A XL should be characterized by a friendly user interface that is
easy for customers to navigate (Chen et al. 2, 2018). A complicated user interface can
take customers plenty of time to understand how to use the phone, leading to the
development of disinterest in the product, which is something Google would not want
at all (Kasempsap, 2018).

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