University Marketing Management: Google Case Study Analysis

This assignment presents a case study analysis of Google's marketing management. The student examines Google's core brand value, emphasizing its focus on accessible information and technological innovation. The analysis covers Google's strategies for maintaining its market position and addresses the company's vision for data access and its approach to competition, including its ventures in cloud computing and smartphones. The assignment references key marketing concepts and utilizes scholarly sources to support the arguments. The student discusses Google's challenges and opportunities in the competitive landscape, highlighting the importance of adapting to changing market dynamics and redefining its brand. The assignment provides a comprehensive overview of Google's marketing strategies and their impact on the company's success.

Running head: MARKETING MANAGEMENT
Marketing Management
(Google)
Name of the student:
Name of the university:
Author Note

1MARKETING MANAGEMENT
Understanding Marketing Management for Google:
Answer to question number 1:
Google’s core brand value lies under the universal accessible information. They have
invested their resources for organizing the information of the world and make that useful and
accessible universally. With great human beings across, they challenges other’s ideas and develop
innovation in due time openly (Nilsson & Alanko, 2018). Moreover, they have created the best
product and technology of the world. For instance, the Google ads are helping the clients in
developing sales and revenues and analyze and review the service and products. Again, products and
apps of Google are been innovative and gaining others attention. They are been affordable to buy
and have high quality. It helped them to gain trust that further helped them to extend their corporate
market beyond expectation. Irrespective of challenges coming from different competitors, they have
taken steps to maintain and survive in the marketplace (Kotler & Keller, 2016).
Answer to question number 2:
Google already has their priorities for data access in the form of vision. They play vital roles
like digital TV and media agency. Thus their next step must be to change their main vision. Besides,
they are denoted to be inconsistent as brand. Hence, they require to redefine the things for what they
actually stand for. Google need to look back at their prior failures and take decision about the latest
vision. Here, the most complicated part of the changing stage (Thieu et al., 2017).
They are undertaking proper step by taking Microsoft having the idea cloud computing along
with Apple for fighting for the smart phones. Their attempt has been to break Microsoft’s monopoly
in applications and documents. From customer’s point of view, Google’s involvement provide more
scope such that people get similar product having cheaper price and high quality. Further, Google

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can redefine their perspective and seek for the suitable product to involve (Cant & Van Rooyen,
2017).

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References:
Cant, M. C., & Van Rooyen, N. (2017). The Use of Search Engines in the Marketing of
Accommodation Establishments: Adopt or Reject the Use of Google AdWords?.
International Review of Management and Marketing, 7(3), 281-287.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). England: Pearson.
Nilsson, R., & Alanko, C. (2018). STREAMLINE THE SEARCH ENGINE MARKETING
STRATEGY: Generational Driven Search Behavior on Google.
Thieu, B. T., Hieu, N. T. M., Le Huyen, N. T., Binh, P. C., & Hoang, N. V. (2017). Linkages
between Marketing Mix Components and Customer Satisfaction: An analysis on Google in
Hanoi, Vietnam. Journal of Economics & Business Research, 23(1).