Analysis of Google's Market Position: Advantages and Disadvantages

This report provides an analysis of Google's market position, examining its advantages and disadvantages within the context of consumer behavior and digital marketing. The report begins by highlighting Google's dominance in the search engine market, emphasizing its user-friendly interface and innovative services. It notes that Google's services are often preferred by consumers. The advantages discussed include the ease of use and the ability to provide personalized information based on user interests. However, the report also addresses the disadvantages, such as privacy concerns related to data collection from Gmail accounts and the potential distortion of the online economy due to increased advertising costs. The report concludes with a list of references, including academic journals, books, and online resources, to support its findings and provide additional context.

CONSUMER MARKET

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Advantages .................................................................................................................................1
Disadvantages.............................................................................................................................1
REFERENCES................................................................................................................................3

INTRODUCTION
Google has become the synonym for a research site which is preferred by almost 90% of
users on internet. The Google use top dominate the market in terms of its services provided by it
in the information search area. It is evident that internet is a platform where entry barriers are
very less because of which anyone can enter in this field at a lower cost. In this sense, Google
dominates the market but due to few number of competitors it can be accepted as Oligopoly. The
services provided by said company is of superior quality than its competitors due to which it has
become the most preferable site for researches. While on other hand, many times Google has
been interrogated for its data holding and search domination. Therefore, Oligopoly of Google in
market has advantages which can be in following ways:
Advantages
 The analogue services provided by Google is omnipresent but it is an intangible service
which provides much of the advantages to consumers as well as to company itself. The
single click made by users, give the organisation opportunities to make money. While on
other hand, Google is a easy and and user friendly which gives consumers easier way to
search for required information.
 The services provided by Google are innovative and attractive due to it controls a very
high market share. It uses the information of consumers for making them available
information according to their interests. This has made it more successful while it does
not create entry barriers nor have any transaction cost on switching of consumers. Thus, it
does not create monopoly.
Disadvantages
 The data collected by Google is based on information and interests of consumers on their
Gmail account and many other sources. This makes the personal information of
customers more exposed to Google which cannot be considered right from privacy
concerns.
 The Google has also distorted the online economy as it accelerates the prices of
advertising on it where increased cost burden is shifted to consumers by the marketers. In
return, Google collects data of customers from such advertising companies.
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REFERENCES
Journals and Books
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer New York.
Chaffey, D., Smith, P.R. and Smith, P.R., 2012. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Online
Is Google Becoming A Monopoly?.2015. [Online]. Available through:
<http://www.investopedia.com/articles/investing/060315/google-becoming-
monopoly.asp>. [Accessed on 10th January 2017].
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