Comprehensive Situation Analysis of Google: Marketing Report

This report presents a comprehensive situation analysis of Google, encompassing a competitive analysis that compares Google with Apple, Amazon, and Microsoft across various metrics like size, market share, and growth rate. It delves into Google's company analysis, highlighting its strengths such as its dominant search engine and Android OS, while also acknowledging weaknesses like advertising vulnerabilities. The product analysis focuses on the Google Pixel, evaluating its emotional and functional benefits. The customer analysis assesses buying factors and user perceptions, and the market analysis targets premium device users. The report also includes a detailed reference list of supporting literature.

Running head: SITUATION ANALYSIS OF GOOGLE
Situation analysis of Google
Name of the student:
Name of the university:
Name of the Author:

1
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

2
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.

3
SITUATION ANALYSIS OF GOOGLE
Draft
Google needs to improve a lot in the near future.
Company analysis
Strength
 The search engine of Google is used by almost all the people of the world comprising of
70 percent of the world queries.
 80 percent of the world’s mobile consists of Android as their operating system. Various
apps of Google are used daily by users from all the parts of the world.
Weakness
 Advertising being the biggest strength of Google keeps the company vulnerable from
being stagnant.
 Vulnerable to network adds of Google.
Product Analysis
Google Pixel will be selected in the product benefit ladder.
Emotional
benefits
Functional
benefits
Product
features
Target and
insights
Consumers stand
out from the
crowd after they
own the product.
Premium
android
experience and
special apps
from Google.
Good camera
quality and good
looking.
Premium
customers.
Draft
In the smartphone department the company needs to focus more on increasing their area
of expertise and rule the mid-range prices of smartphones also (Yu, Tan & Cunningham, 2014).
The premium experience which is given by the smartphone to its consumers has attracted a lot of

4
SITUATION ANALYSIS OF GOOGLE
customer over the years. Yet the company needs to think about other segments of the smartphone
markets too as the company has been very much competitive in nature and it can be said that the
company can easily stay ahead of its competitors if they bring some changes in their strategy.
The possible outcomes which the company can get from more sale of the smartphones is that the
revenue of the company will be increasing.
Customer Analysis
Buying Factor Importance Perception of user
wallets
Perception of
competitor’s wallets
Price 7 5 8
Slimness 9 8 7
capacity 9 7 9
Quality 9 8 8
Colour choices 7 7 9
The camera which has been given in the smartphone is a great one and a lot of uses has
praised its quality. The software used is very much user friendly and there are extra benefits of
Goggle for the users (Sehgal & Kehtarnavaz, 2018). The presence of headphone jack in the
smartphone makes it stand out from the crowd. The battery life of goggle pixel smartphone is
amazing and it lasts for longer time. Considering the price of the product and services provided
by it the smartphone has an outstanding value.
Market Analysis
The pixel smartphone of Google is mainly targeted at the customers who use premium
devices. Google pixel smartphones gives the customers the option of experiencing raw android
without the application of any kind of skins (Bhattacharya, Sehgal & Kehtarnavaz, 2017). The
main aim of the company was to take lead of the android smartphones. The main competitor of
the company in the mobile segment are Apple and Samsung (Privat, Pascaud & Laurichesse,

5
SITUATION ANALYSIS OF GOOGLE
2018). The company aimed to take the market away from its competitors by providing an
enhanced smartphone experiences to its consumers. In the present scenario of smartphone it can
be said that Pixel is a good addition in the long list of premium flagship smartphones and Google
might take an edge from its competitors by providing its user with premium smartphone
experience.

6
SITUATION ANALYSIS OF GOOGLE
Reference List
Bhattacharya, A., Sehgal, A., & Kehtarnavaz, N. (2017, June). Low-latency smartphone app for
real-time noise reduction of noisy speech signals. In 2017 IEEE 26th International
Symposium on Industrial Electronics (ISIE) (pp. 1280-1284). IEEE.
https://ieeexplore.ieee.org/abstract/document/8001429
Gaur, L., Singh, G., & Kumar, S. (2016, March). Google Analytics: A Tool to make websites
more Robust. In Proceedings of the Second International Conference on Information and
Communication Technology for Competitive Strategies (pp. 1-7).
https://dl.acm.org/doi/abs/10.1145/2905055.2905251
Haucap, J., & Heimeshoff, U. (2014). Google, Facebook, Amazon, eBay: Is the Internet driving
competition or market monopolization?. International Economics and Economic
Policy, 11(1-2), 49-61. https://link.springer.com/article/10.1007/s10368-013-0247-6
Privat, A., Pascaud, M., & Laurichesse, D. (2018). Innovative smartphone applications for
precise point positioning. In 2018 SpaceOps Conference (p. 2324).
https://arc.aiaa.org/doi/pdf/10.2514/6.2018-2324
Sehgal, A., & Kehtarnavaz, N. (2018). A convolutional neural network smartphone app for real-
time voice activity detection. IEEE Access, 6, 9017-9026.
https://ieeexplore.ieee.org/abstract/document/8278160
Yu, H., Tan, Y., & Cunningham, B. T. (2014). Smartphone fluorescence
spectroscopy. Analytical chemistry, 86(17), 8805-8813.
https://pubs.acs.org/doi/abs/10.1021/ac502080t

7
SITUATION ANALYSIS OF GOOGLE