EBM 587: Strategic Business Marketing Report on Google's Strategy

This report provides a comprehensive analysis of Google's strategic business marketing plan, focusing on the Pixel smartphone. It begins with an overview of market segmentation, including demographic, geographic, behavioral, and psychographic factors, highlighting Google's target audience. The report then examines Google's targeting strategy, emphasizing the use of artificial intelligence in their products and its competitive advantages. The positioning section details Google's value proposition, desired beliefs, and reasons to believe, using a five-box chart to illustrate these elements. Furthermore, the report outlines specific, measurable, attainable, relevant, and time-bound (SMART) goals for the company. The analysis includes a competitive analysis, company analysis, product analysis, customer analysis, and market analysis. The report concludes with a discussion of implementation, financials, and provides references to support the analysis.

Running head: STRATEGIC BUSINES MARKETING
Strategic Business Marketing
Name of the Student:
Name of the University:
Author’s Note:

2STRATEGIC BUSINESS MARKETING
Strategy
Segmentation
• Demographic
This particular marketing segment is based on the different factors like age, income, religion, and
race, job title and otter such aspects of the buyers. Google is one of the most well known tech
companies. They have developed their new product that is the pixel Smartphone. They have
mainly targeted the customers with a good inflow of income. The price of the products is high
and so the customers with a good income will be able to afford them (Dutta, Saikia & Nath,
2016). Education of customers must also be high as this will be helping the customers to
understand all the added benefits of the new and the smart technology that this product will be
providing them. Location of the customers can be anywhere over the world because the company
has been able to overcome the geographical barriers and have been able to make sure that their
products reach out to all the customers irrespective of their locations.
• Geographic
This segmentation mainly talks about the places across which the customers are distributed. In
other words it is based on the location of the different customers. Google has been able to target
customers located at many different places irrespective of the geographic barriers.

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• Behavioral
This segmentation mainly talks about the different behaviors and the attitudes of the buyers. In
other words this segment talks about the purchasing habits, spending habits and the ways in
which the customers interact with the brands. Buyers of this product are usually the premium
buyers. They want to buy the products that are designed in the best possible way and are able to
give the best experiences to their customers.
• Psychographic
This segment talks about the buying behavior or the buying patterns of the buyers. It mainly
shows the kind of mind set that is present within the buyers. For an example some of the buyers
may like to purchase the Google smart phones because they feel that buying product from
Google will be giving them a better experience than buying the products of others (Rostami et
al., 2019). There are different factors that might fall under this category like lifestyle,
motivations and priorities. In this case the motivation of people might be the fact that if they pay
the price and purchase the products like smart phones then they will be getting a memorable and
also brilliant experience. This gives the customers the option of experiencing raw android
without the application of any kind of skins.
Targeting
• Opportunity by segment
The benefits that will be derived by the customers after using these products is that they will be
getting the experience of using something that is totally new and will also give a very nice

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experience of using something very new. This is one of the most useful products because of the
installation of the artificial intelligence or the AI.
Targeting strategy
The major strategy that has been developed by them is the installation of AI or the artificial
intelligence. As per the opinion of Hoy (2018), the technology of AI that is present in the pixel or
the Smartphone is much better and well developed than the other AI devices like siri in Apple or
the Microsoft’s Cortana. In this modern day scenario all the employees are trying their best to
make sure that there is a touch of personalization that in all the services that are being give to the
customers (Hasan et al., 2018). This technology is very helpful for the entire user because this
will be helping in many different aspects like that of Google Assistant to call Uber. This helps in
adding the personal touch for the consumers because they try speaking the customers about their
preference that is what kind of service they want and also what is the place that they would like
to go. It is for this reason that they always wanted to amalgamate the software and the hardware
together so that they are able to deliver that kind of service that is actually needed by the users or
is actually being expected by the users.

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Current Belief
This will give customers a new
android experience
Special apps from Google
Current Do
The current work that the
customers are expecting is to get
a totally new and raw android
experience
Value Proposition
Customers will be able to get the
assistance from their phones in order
to
The battery life will stay for long
than the other smart phones
Desired Belief
The desired belief is that this
smart phone will be helping
them with many other
additional services
Desired Do
In the future the
customers will be
looking for even better
facilities and also smooth
android and smart phone
work
Positioning
• Five-box chart
RTB
Reasons to Believe

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• Reasons to believe (RTBs)
In order to make sure that the customers are liking the brand the company will have to make
sure that they are providing some very strong points or reasons so that the customers are able to
believe. In other words the customers must get convinced as to why they must spend on this
product and also the benefits that they will be getting after using this product
 Google Pixel smart phone will offer a very long battery life than the rest of the
phones.
 The AI being installed here in the phone will give a better and faster error free experience
to the customers than the other brands that they are using
 Premium flagship Smartphone that the customers will be getting and also the
GSM/CDMA Unlocked. In other word it means that the phone will be able to support all
carriers internationally
Goals
• Specific
This is specific in nature because the company is hoping to get about 30 percent increases in
their total sales volume. This is a specific objective in nature as it will be helping in making the
company. This is because the customers will be buying more of the products if they are able to
find something great and also unforgettable. This is because the company will always aim at

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adding some or the other additional services that will be making the product much more
valuable.
• Measurable
This is also measurable in nature because the company will be able to measure their own
progress by using the different measuring methods.
• Attainable
This is attainable because they are using a proper product that is the smart phones which will
appeal to the preferences of the modern tech savvy customers.
• Relevant
This is also a relevant or realistic goal because the smart phones will be helping the customers to
get a very new experience. This is because they will be getting the personal touch in all the
additional facilities like Google assistance and others.
• Time bound
The company will be able to attain this within 6months.Therefore this is also time bound in
nature.

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References
Dutta, S., Saikia, K., & Nath, P. (2016). Smartphone based LSPR sensing platform for bio-
conjugation detection and quantification. Rsc Advances, 6(26), 21871-21880.
Hasan, M. K., Haque, M., Sakib, N., Love, R., & Ahamed, S. I. (2018). Smartphone-based
human hemoglobin level measurement analyzing pixel intensity of a fingertip video on
different color spaces. Smart Health, 5, 26-39.
Hoy, M. B. (2018). Alexa, Siri, Cortana, and more: an introduction to voice assistants. Medical
reference services quarterly, 37(1), 81-88.
Rostami, A., Cheng, B., Lu, H., Kenney, J. B., & Gruteser, M. (2019, September). A Light-
Weight Smartphone GPS Error Model for Simulation. In 2019 IEEE 90th Vehicular
Technology Conference (VTC2019-Fall) (pp. 1-5). IEEE.