SITUATION ANALYSIS OF GOOGLE

Running head: SITUATION ANALYSIS OF GOOGLE
Situation analysis of Google
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SITUATION ANALYSIS OF GOOGLE
Table of Contents
Competitive analysis............................................................................................................2
Draft.................................................................................................................................3
Company analysis................................................................................................................3
Strength............................................................................................................................3
Weakness.........................................................................................................................3
Product Analysis..................................................................................................................3
Draft.................................................................................................................................3
Customer Analysis...............................................................................................................4
Market Analysis...................................................................................................................4
Reference List......................................................................................................................6

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SITUATION ANALYSIS OF GOOGLE
Competitive analysis
Google Apple Amazon Microsoft
Size The user base of
Google is around
1 to 1.5 billion
(Gaur, Singh &
Kumar, 2016).
Apple is
currently the
largest company
in the world.
The company
consists of
750,000
employees.
The company
has 148,465
employees.
Market share Google
dominates 88.47
percent of the
search engine
market.
Apple has 48.5%
of the global
market.
One percent of
the global retail
is owned by
amazon.
77 percent of the
global market of
desktop and
laptop is owned
by Microsoft.
Growth rate 1.48 % declined 4.43 % declined 7.38 % increased 1.48 % declined
Segmentation Geographic,
demographic,
behavioural,
psychographic.
Geographic,
demographic,
behavioural,
psychographic.
Geographic,
demographic,
behavioural,
psychographic.
Geographic,
demographic,
behavioural,
psychographic.
Targeting Region, gender,
life-cycle stage.
Region, age,
gender and
social class.
Demographic,
behavioural,
psychographic.
Region, gender,
life-cycle stage.
Positioning Less than 12
years old,
students,
employees and
professionals
(Haucap &
Heimeshoff,
2014).
Premium
product strategy.
Strategic
positioning.
Global
marketplace,
hard core loyal
and efficiency.
Products Internet search
engine, email.
Smartphone, PC,
MP3 players.
Home delivery
and Amazon
streaming
services.
Computer
software and
electronics along
with personal
computers.
Pricing Affordable price. Affordable
services cost.
Affordable price. Affordable price.
Promotion Online ads on
google.com.
Commercial and
printing
advertisements.
SEO, direct
marketing.
Product element
and marketing
mix.
Channel YouTube. Sundance now,
TB.
Amazon Prime. Team events and
team projects.
Technologies AI chip,
upgraded maps.
Siri, smartphone
and other
devices.
Alexa and AI
delivery robots.
Azure,
SharePoint, SQL
server.