Marketing Management Report: Analysis of Google's Strategies

This report examines the marketing strategies employed by Google, focusing on its corporate objectives and marketing orientation. It delves into Google's mission to make information universally accessible, aligning its objectives with providing user-friendly, fast, and comprehensive services. The report highlights Google's emphasis on innovation and infrastructure development to support its expanding workforce and product development. It also explores the concept of marketing orientation, specifically how Google aligns with the product concept by offering high-quality, innovative products such as Pixel phones and Chrome notebooks. The core marketing strategy of providing free services is analyzed, discussing its strengths, such as attracting a large user base, and weaknesses, including limited profit maximization. The report concludes by emphasizing Google's commitment to innovation and its strategic positioning to maintain user loyalty and achieve its corporate goals.

Running header: Marketing Management 1
Marketing Management
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Table of Contents
Introduction......................................................................................................................................3
Concept of corporate objectives......................................................................................................3
Marketing Orientation Concepts......................................................................................................3
Google’s Core Marketing strategy...................................................................................................4
References........................................................................................................................................5

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Introduction
In this paper, my focus will be on the Google Company. This is an American
multinational company whose main niche is internet and technology. Over the years, Google has
managed to provide quality services to its end users due to its heavy investment in quality web
marketing (Schmidt & Rosenberg, 2014). Therefore, due to the top-notch user experience,
meeting its objectives has been quite easy. In addition, its brand image has grown tremendously
due to its marketing strategies.
Concept of corporate objectives
Google designed a mission statement with an emphasis on making information
universally accessible and useful. The company has strategically aligned its corporate objectives
in order to be able to achieve its mission successfully. To begin with, Google has been pushing
the limits of technology with an aim to provide an accurate, easy to use and fast service to
individuals seeking access to information (Schmidt & Rosenberg, 2014). Providing fantastic
consumer experiences has been Google’s focus through the promotion of elements such as
relevance, freshness, and comprehensiveness in its strategies.
Secondly, Google wants to build and maintain an improved infrastructure in order to
ensure more productiveness from its engineers. As the company looks forward to expanding its
workforce in readiness to reach more international markets, development of new products will be
more effective and efficient. Lastly, Google is also pushing the adoption of the ad system by
thousands of advertisers thereby growing its Google AdWords program (Vise, 2007). Innovation
makes up the concern for Google since competitors such as Facebook; Apple has become a
challenge hence forcing Google to focus also on the development and research of new products.
Marketing Orientation Concepts
Marketing orientation concept refer to strategies firms can employ in order to satisfy
consumer needs, maximize on profit and increase in sales (Lee et al, 2015). The concepts are
divided into five. To begin with, we have the production concept. The concept states that
consumers tend to favor highly affordable and available products. Secondly, we have the product
concept. The theory holds the view that consumers will prefer products with higher performance
and quality. Thirdly, the selling concept states that customers may not purchase plenty of a
firm’s products unless a firm promotes large-scale selling. Fourthly, we have the marketing

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concept. This concept holds the view that knowing the needs of the target market ensures
organizational goals are achieved.
Lastly, we have societal marketing concept that states that a marketing strategy should
ensure delivery of value to consumers in a manner that improves both the societal and consumer
well-being. Google company follows the product concept. Consumers prefer quality and
innovative products hence Google has taken the responsibility to provide the products (Schmidt
& Rosenberg, 2014). For example, Google pixel phones, Chrome notebooks, Google assistants
are some of the high-quality products that Google has designed to meet customer needs. Besides,
the Google pixel smartphones are considered to be one of the best smartphones on the market.
Google’s Core Marketing strategy
Google’s core marketing strategy is the provision of free services for all. Google
considers this strategy to be the most successful marketing tactic (Bharadwaj, El, Pavlou &
Venkatraman, 2013). However, this strategy exhibits both strengths and weaknesses. To begin
with the strengths, by offering a free platform Google draws more users without any concern
since its free. Secondly, it’s clear and simple search interface has proved effective and fast.
Google search engines are also preferred due to their easy usability and lack of annoying ads.
On the other hand, this strategy exhibits some weaknesses. To begin with, the marketing
strategy is still a risk since different factors can influence users to stop using Google’s services.
This would be a massive blow to Google; therefore, the company is on a spree for innovation so
as to remain relevant in the industry. Secondly, due to the free services, Google does not
maximize profits on services such as Google Maps, Gmail, Google earth and other related
services.
Innovative free services bring about a compelling technique to users. Therefore, Google
has positioned this strategy to attract more people hence being able to achieve the company’s
corporate objectives. Through this marketing strategy, people become loyal to their services
(Vise, 2007). For example, Google’s provision of Gmail has attracted more people to use the
service. However, in order to maximize on the strategy, Google ensures that the service is
frequently needed so as to become a daily driver. For example, in android devices, a Gmail
account is necessary to accessing services such as play store.

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References
Bharadwaj, A., El Sawy, O., Pavlou, P., & Venkatraman, N. (2013). Digital business strategy:
toward a next generation of insights.
Lee, Y. K., Kim, S. H., Seo, M. K., & Hight, S. K. (2015). Market orientation and business
performance: Evidence from franchising industry. International Journal of Hospitality
Management, 44, 28-37.
Schmidt, E., & Rosenberg, J. (2014). How google works. Hachette UK.
Vise, D. (2007). The google story. Strategic Direction, 23(10).