Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation looks at Google's various digital marketing business and analyzes its position vis-a-vis the competition.
patents received by the top 5 technology companies Sumit Roy
THE ‘BIG 5’ PATENTS REPORT
Patent activity and trends across Amazon, Apple, Facebook, Google,and Microsoft
OVERALL PATENT ACTIVITY FROM BIG 5 COHORT ON
THE RISE
Applications trend upwards: Collectively, these IP powerhouses
have applied for more than 52,000 patents since 2009. Total
applications have steadily risen as each company diversifies its
research activities, with annual combined applications nearing
10,000 in 2013.
Microsoft leads, Facebook lags: Microsoft has filed for the most
patents, applying for over 16,800 since 2009, with second-place
Google applying for more than 14,500. Apple was in 3rd and
Amazon 4th, with Facebook lagging significantly behind.
Grants also rising: Although somewhat dependent on the USPTO
approval process, annual grant publications for this cohort have
also consistently grown. Google is now surpassing Microsoft for
the top spot here in part thanks to the reversal of its anti-patent
stance early in the decade.
INDIVIDUAL PATENTS REVEAL BROAD INTERESTS IN AI,
AR/VR, AND VEHICLES
AI activity skyrockets: 2014 applications with AI-related keywords
have already set an annual record, with more applications likely to be published. Microsoft leads with Google quickly rising in second,
while Apple lags all of its peers thus far.
Facebook picking up: Although behind the other four in overall
filings, its activity is on the rise and recently published applications reveal its efforts to automate the removal of objectionable contentusing machine learning.
Apple targets vehicles, wearables: Apple came in second behind Google in our keyword analysis of vehicle-related tech. Individual filings point to research in autonomous vehicles and AR/VR.
Amazon broadens activities: The e-commerce company has
moved from consumer devices like e-book readers and tablets to drones, cybersecurity, and potentially tech to support its Go stores.
In 1995 when the internet was only 3 years old 2 students Larry Page 22 years old and Sergey Brin 21 year old from Stanford university begin working on a search engine called back rub at that time they were 13 search engines to choose from but none of them the same potential as back rub did September 15 1997 Larry Page and Sergey Brin who were the founders of back rub decided to change the name of the search engine, and the inspiration came from the term used for a number with one hundred zeros googol with a slight change in the spelling its now called google as Larry Page quoted thanks for the name change no one today is asking did you back rub it (Our history in depth – company – Google, 2014) . Google is well known for its famous search engine, email service, web browser ,and a great number of applications downloaded into our smart phones ipads and pcs that we use daily at work at home and on the go.
Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation looks at Google's various digital marketing business and analyzes its position vis-a-vis the competition.
patents received by the top 5 technology companies Sumit Roy
THE ‘BIG 5’ PATENTS REPORT
Patent activity and trends across Amazon, Apple, Facebook, Google,and Microsoft
OVERALL PATENT ACTIVITY FROM BIG 5 COHORT ON
THE RISE
Applications trend upwards: Collectively, these IP powerhouses
have applied for more than 52,000 patents since 2009. Total
applications have steadily risen as each company diversifies its
research activities, with annual combined applications nearing
10,000 in 2013.
Microsoft leads, Facebook lags: Microsoft has filed for the most
patents, applying for over 16,800 since 2009, with second-place
Google applying for more than 14,500. Apple was in 3rd and
Amazon 4th, with Facebook lagging significantly behind.
Grants also rising: Although somewhat dependent on the USPTO
approval process, annual grant publications for this cohort have
also consistently grown. Google is now surpassing Microsoft for
the top spot here in part thanks to the reversal of its anti-patent
stance early in the decade.
INDIVIDUAL PATENTS REVEAL BROAD INTERESTS IN AI,
AR/VR, AND VEHICLES
AI activity skyrockets: 2014 applications with AI-related keywords
have already set an annual record, with more applications likely to be published. Microsoft leads with Google quickly rising in second,
while Apple lags all of its peers thus far.
Facebook picking up: Although behind the other four in overall
filings, its activity is on the rise and recently published applications reveal its efforts to automate the removal of objectionable contentusing machine learning.
Apple targets vehicles, wearables: Apple came in second behind Google in our keyword analysis of vehicle-related tech. Individual filings point to research in autonomous vehicles and AR/VR.
Amazon broadens activities: The e-commerce company has
moved from consumer devices like e-book readers and tablets to drones, cybersecurity, and potentially tech to support its Go stores.
In 1995 when the internet was only 3 years old 2 students Larry Page 22 years old and Sergey Brin 21 year old from Stanford university begin working on a search engine called back rub at that time they were 13 search engines to choose from but none of them the same potential as back rub did September 15 1997 Larry Page and Sergey Brin who were the founders of back rub decided to change the name of the search engine, and the inspiration came from the term used for a number with one hundred zeros googol with a slight change in the spelling its now called google as Larry Page quoted thanks for the name change no one today is asking did you back rub it (Our history in depth – company – Google, 2014) . Google is well known for its famous search engine, email service, web browser ,and a great number of applications downloaded into our smart phones ipads and pcs that we use daily at work at home and on the go.
Google Corporate Overview- Past and FutureTomer Melman
A corporate backgrounder and overview on Google’s current and future business trends and their impact on the company and its competitive industry- look for Google Presnetation under my slideshare profile
TBEX June 2022_Marbella_Michael Collins_Travelmedia.ie_What the FLoC_with typ...TravelMedia.ie
What the FLoC? Google Topics and How New Data Tracking Affects Publishers, Advertisers and Platforms.
https://tbexcon.com/2022-europe/speakers/michael-collins/
My final paper for my MBA Capstone class, based on "Google's Strategy in 2012" by John E. Gamble. Includes a SWOT analysis and suggestions on how Google can move forward.
Running head CAREER CONNECTION Final Strategic Plan1CAREER.docxsusanschei
Running head: CAREER CONNECTION: Final Strategic Plan
1
CAREER CONNECTION: Final Strategic Plan 21
CAREER CONNECTION: Final Strategic Plan
Avonda Ellison
BUS/475
October 24, 2016
Ramzy Noel
Table of Contents
I. Executive Summary ………………………………………………………………………….3
II. Strategic Plan Part 1: New Business Division; Vision, Mission, and Value Proposition.……4
III. Strategic Plan Part 2: SWOT Analysis and Supply and Value Chain Analysis … ....……….7
IV. Strategic Plan Part 3: Assumptions, Risk and Change Management Plan; Summary of Strategic Objectives; Balanced Score Card and its impact on stakeholders; the Communication Plan........................................................................................................…….8
V. Conclusion………………………………………………………………………………..…..9
VI. Reference Page……….……………………………………………………………………..10
Executive Summary
Google Company plans to introduce a new product and division. The new division that will be directly in charge of the proposed product will be referred to as the virtual reality division. The consideration of this new division is informed by the need for Google to meet the changing needs of consumers and narrow the innovative gap between it and its competitors such as Facebook and Microsoft. For the proposed product to gain competitive advantage, a proper strategy, mission, vision, as well as communication plan should be put in place. These are elements that will establish the roadmap for the product and the success of the new department. Comment by Avonda Ellison: This needs to be added to. It has to be 350 words Comment by Avonda Ellison: Comment by Avonda Ellison: Comment by Avonda Ellison:
Strategic Plan Part One
The New Business Division
The new company division that will deal with the proposed product is the virtual reality division. Google will establish its internal and committed virtual reality division for virtual reality computing. This comes after considerations by the organization to comply with the emerging plans to establish viable enterprises. This proposed division will focus on virtual reality computing. This move comes in the wake of rising rivalry from organizations such as Facebook and Microsoft. One proposed product for virtual reality computing is the Cardboard. This product will deal with transforming smartphones and other mobile phone devices into a 3-d viewing device. The cheap product will be an accessible device that will serve the purpose of bringing mobile virtual reality to consumers. To ensure that the proposed division works effectively, the organization will form partnership with various firms such as GoPro.
Mission
Google’s mission statement is indicative of the high status of the entire organization and the newly proposed division. The company’s mission is to reorganize the global information and transform it into a universally accessible and useful resource (Google Company, 2015). From the time of its formation to the present moment, Google has p ...
Running Head DIAGNOSING THE CHANGE DIAGNOSING THE C.docxjoellemurphey
Running Head: DIAGNOSING THE CHANGE
DIAGNOSING THE CHANGE
Diagnosing the Change
Within Google and YouTube Using the Star Model
Abstract
This paper uses the star model to diagnose how Google and YouTube execute their change mission. Both websites are under the Google Inc. leadership, whose goal is to provide free useful information, while profiting from online advertising. Google Inc. supports its strategy by investing in research and development, outlining a clear mission statement for employees, and rewarding network members by sharing advertising revenue. The paper also covers Google Inc.’s SWOT analysis. It is a leader in the web search and video sharing industry, and makes most of its profit from the growing internet advertising business. However, Google Inc. is facing steep competition from other companies in the industry, and some of its attempts to explore other ventures have failed.
Introduction
The internet continues to grow exponentially as more people from around the world gain access. One of the most interesting things about the internet is that it is very democratic. Anyone can purchase a web page with very little capital and share their opinions. Another reason for the growth in internet usage is that there are more platforms with internet usage capabilities, such as cell phones, and motor vehicles. Advertisers cannot ignore this growth in internet usage. In fact, the revenue from internet advertising is catching up with the revenue of TV advertising. This creates opportunities for web-based companies to increase their profits. Google and YouTube are profiting from this shift in advertising by adopting advertising based platforms. This paper covers their strategies, people and practices, structure, rewards system, and SWOT analysis.
Strategy
Google and YouTube are under the same leadership, with very similar strategies to success. As mentioned in previous papers Google and YouTube lacked direction when both companies began. Under new leadership, profitability was added to the equation, using an advertising model. The new leadership saw both companies as game changers due to the competitive advantage of the growth in internet use, the popularity of search engine use, and the increasing power of video sharing. Both companies were/are leaders in their sectors.
Google Inc’s leaders had a clear vision for both companies, to provide free and useful information/products, while profiting from advertising. This way, users of the free products and information can advertise Google and YouTube, reducing the need for a widespread advertising campaign. For example, college students learn about various topics watching YouTube videos, while drivers all over the country benefit from Google maps. When those users talk about the benefits of using these features, Google Inc. gets free advertising, while profiting from businesses advertising on both websites.
People and Practices
Its ...
Content
I. Introduction
II. Company overview
III. Products and services
IV. Main competitors 2015
V. Profitability and US market share 2013
VI. Market Segmentation
VII. SWOT analysis
VIII. Google innovative corporate culture
IX. Business strategy
a) Early success
b) Google’s way of business expansion
c) 4Es of Google strategy
Answer Sheet
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Business Model and Strategic Plan Part II: SWOTT Analysis Paper
Avonda Ellison
BUS/475
October 10, 2016
Ramzy Noel
Google SWOT Analysis
SWOT Analysis Table
Strength
Weaknesses
-Company enjoys high global reach
- The company is compliant with intellectual property laws
-Economic stability and growth in different parts of the world catapults Google’s development
-Political goodwill in many countries such as US and Europe
- Still not strongly established in some parts of the globe that is slow to adopt broadband internet.
-Green Energy laws increase its costs
-Economic recession in some countries affects its performance in such markets
-Political instability in some nations threaten its existence globally
Opportunities
Threats
-Some developing countries across the globe are increasingly adopting internet
- Presence of world intellectual property laws is an opportunity for expansion in most parts of the world that observe such rules.
-America and Europe’s recovery from world economic recession provided opportunity for revenue increase
-There are increasing cases of political support, especially in Brazil and India
-High global presence of its competitors such as Social Media
-Large markets such as China have not fully implemented patent laws.
-Economic instability of certain countries such as Syria and Middle East
-Some nations’ political state are unstable and unpredictable. There are also cases of lack of political goodwill for the firm.
Economic, Legal, Regulatory Forces and Trends
Economic
Google’s operating environment is affected by economic factors and forces. These forces have the power to change the organization’s market opportunities that are available to the business. There are various economic elements that are highly relevant to the company’s operation and progress (Google Company, 2015). First, economic stabil.
Part B Your Marketing PlanPatrick FrostMKT 500 Dr.docxherbertwilson5999
Part B: Your Marketing Plan
Patrick Frost
MKT 500
Dr. Adina Scruggs
February 15, 2015
Strayer University
Running head: PART B: YOUR MARKETING PLAN
1
PART B: YOUR MARKETING PLAN
5
Google Market Plan
Google is irrefutably one of the most popular and successful companies globally. This is one of the fastest growing companies as from when it was founded in 1998, it has grown into a multibillion dollar company. Google’s mission over the years has been to “organize the world's information and make it universally accessible and useful” (Google, 2010). In order to do this the company has implemented a very effective branding strategy that has enabled it to emerge the better amongst the companies that offer related services. Google as a company has played a major role in the promotion of globalization. For any company to be successful, the marketing process has to be implemented flawlessly in order to ensure the company has an upper hand over the competitors. Google as a company has at the forefront in ensuring that their branding strategy guarantees the company is well placed and positioned in the market.
Google’s corporate identity is one of the most profound brands in the world today. Just like any other companies, Google has to work towards promoting its identity through spreading the company believes and services which creates a collective sum of what the organization stands for. Differentiation has been one of the major strategies that have propelled Google towards becoming better than the competitors. Google has been at the fore front in trying new things hence having a better platform in ensuring consumer satisfaction. Branding for any of Google’s products has been very important especially in positioning of the company (Levi, 2007). One of the major Google products over the years has been the mobile phones and mobile software. Google although having entered into a very competitive market several years ago has managed to become one of the major mobile phone makers.
Google as a brand in the mobile phone industry needs improvement as none of the products can compete effectively with the other products provided by the competitors in the market. The product this case is a state of the art smart phone as a new brand. The name is “Google Smart”. The Google smart series of phone will include a very flashy look and simplified software interphase so as to ensure it has got the upper hand when compared with the other products in the market today. The product slogan will be “the life partner” as with the different support programs for the day to day use the phone will offer support for most of the activities surrounding ones activities. The phone will be releases in phases according to different regions as different regions have different specifications. The different specifications require different product specification settings and hence the difference the launch for the regions globally.
The product design and the production of.
https://bit.ly/BabeSideDoll4u Babeside is a company that specializes in creating handcrafted reborn dolls. These dolls are designed to be incredibly lifelike, with realistic skin tones and hair, and they have become increasingly popular among collectors and those who use them for therapeutic purposes. At Babeside, we believe that our reborn dolls can provide comfort and healing to anyone who needs it.
The Healing Power of Babeside's Handcrafted Creations
Our reborn dolls are more than just beautiful pieces of art - they can also help alleviate stress, anxiety, depression, and other mental health conditions. Studies have shown that holding or cuddling a soft object like a stuffed animal or a reborn doll can release oxytocin, which is often referred to as the "love hormone." This hormone helps us feel calm and relaxed, reducing feelings of stress and anxiety.
In addition to their physical benefits, reborn dolls can also offer emotional support. For many people, having something to care for and nurture can bring a sense of purpose and fulfillment. Reborn dolls can also serve as a reminder of happy memories or loved ones who have passed away.
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
Collocation thường gặp trong đề thi THPT Quốc gia.pdf
Consumer Behaviour Work Example
1. Consumer Behaviour
European Master in Business Studies
Select a sector/category of product and a firm. The firm
is trying to improve their sales by analysing consumer
behaviour when buying the product (from the start, with
recognition of needs).
A former EMBS student
24/05/2009
2. Table of contents
Table of contents ..................................................................................................................................... 2
Introduction............................................................................................................................................. 3
How would you describe the attitude towards the brand on the market? ............................................ 4
Privacy issues: Big Brother aspect: ...................................................................................................... 4
Commercial aspect: ............................................................................................................................. 5
Conclusion: .......................................................................................................................................... 5
Are there differences between groups of consumers?........................................................................... 7
How could the firm improve attitudes towards the brand? ................................................................... 9
Which function of attitude will play a key role in the strategy ? .......................................................... 10
Describe the perception of the brand regarding competitors (positioning map) ................................ 11
Analyse how the perception of other stimulus can affect the brand image (perception of the outlet,
price…) as well as other influencers (use of the product…) .................................................................. 13
Google home page and display of results: ........................................................................................ 13
Google new services: ......................................................................................................................... 13
Define the strategy and a draft of the implementation to consolidate/improve that perception ....... 15
A former EMBS student – European Master in Business Studies – 2007/2009 2
3. Introduction
Google Inc is an American public corporation, specializing in Internet search and
online advertising. It is a popular search engine, a tool for finding resources on the World
Wide Web.
Google is for the third year in a row, recognized as the most valuable brand in the
world according to BrandZ1.
Evaluated at $100 billion and as the number 2 in term of reputation2 behind Toyota.
Google has not for primary scope to sell any products or services to its users. It
however displays them some advertisements which will afterward provide him some
revenues.
In order to answer the problematic which is how to increase revenues I have to figure
out how Google can display more advertisement to Internet users.
To reach this objective I have to define Google consumer behavior when using its
services.
1
http://www.brandz.com/output/
2
http://seekingalpha.com/article/134363-google-ranks-as-most-valuable-brand-in-the-world-at-100-billion
A former EMBS student – European Master in Business Studies – 2007/2009 3
4. How would you describe the attitude towards the brand on the market?
Google got since the beginning a good image towards Internet consumers. Launched
in 1998 Google was there during the Internet Gold Rush by providing the most useful and
pertinent service(Internet orientation) and this for free. Google is in a certain way: our friend
and/or a part of our life on Internet.
This was a long time ago, before that it became so popular as it is now. Popularity has
good and bad points and generate a lot of envy either from competition than public opinion.
Privacy issues: Big Brother aspect:
Medias have taken recently the privacy wave phenomenon to highlight how
potentially Google is dangerous. The most recent news which is denouncing it are the
pictures taken by Google in the street for his application Google Street Views. 3
The recent launch of Google Chrome4, an Internet web browser is enforcing the Big
Brother reputation that some want to give to Google in plus of its commercial aspect.
In 2007 a survey made in the United Kingdom on 1,101 persons shows that 60% of
the respondents were unsure that Google will keep their information private5. However in
comparison of all the leaders present on the market Google is the one that Internet users
trust the most keep their information private.
3
http://www.reuters.com/article/internetNews/idUSTRE54C22R20090513
http://www.washingtonpost.com/wp-dyn/content/article/2009/05/20/AR2009052002776.html
4
http://tempsreel.nouvelobs.com/depeches/medias/multimedia/20080905.ZDN6592/google_chrome_ou_la_cr
ainte_dun_navigateur_big_brother_.html
5
http://www.bigmouthmedia.com/live/articles/survey-results-uncertainty-over-googles-data-pri.asp
A former EMBS student – European Master in Business Studies – 2007/2009 4
5. So on one hand people do not trust search engines in general regarding data privacy
issues. However if they had one in which they should give their trust it would be Google.
Those consumer fears can be easily understood by the following statements:
"All of the major search engines collect data about our use of their services, and it
adds up to a considerable amount of information. How much access do we have to view
and control that information? Very little, really. How easy is it for us to find out what
information is being collected about us and how it is used? What assurances do we have as
to the usage of that information? How much control do we have over it? Would they be
willing to let us remove that data? Should they create Ombudsman offices?"6
Commercial aspect:
In 2007 a survey made in the United Kingdom asked to 1,000 British Internet users
about the following question “Is Google becoming too commercial?”. To this question 23 %
of women answered no and 35 % of men said yes7.
"Google now dominates in so many areas that some people perceive it as all-
powerful or arrogant. In some ways, that's true - but Google still adheres to its "do no evil"
mantra in my opinion."8
Google is for sure more and more powerful, with more than 60% of market shares
around the world. The advancement of technology made him customizing every
advertisement on the Internet we faced which enforce this feeling.
However as we can see Google is not considered yet as too commercial.
Conclusion:
As a conclusion for this part I would say that Google has the chance that Microsoft
got one of the worst reputation in the software and ICT industry by providing costly
solutions for lock-in configurations.
6
http://www.bigmouthmedia.com/live/articles/bigmouthmedia-investigates-big-brother-survey-rev.asp/3710/
7
http://www.bizreport.com/2007/05/gender_split_in_attitude_toward_google.html
8
http://www.bizreport.com/2007/05/gender_split_in_attitude_toward_google.html
A former EMBS student – European Master in Business Studies – 2007/2009 5
6. It gives then to Google the example to not follow and allow him to adopt a clearly
different strategy: providing to everyone who has an access to Internet a highly demand
technology for free.
Google took since the beginning the “Don’t be evil9“10 slogan which means: “don’t
think about short-term strategies which consist in exploiting consumers”.
So let’s say a “don’t kill the golden goose”11 strategy.
However the “Don’t be evil” slogan is hard to keep in mind when Google is making 37
times more revenues than in 2002 and that the primary objective of a firm is providing
increasing returns to shareholders.
The recent launch of some of its products: Google Maps, Google Chrome, raised a lot
of issues and questions regarding privacy issues.
Google was also attacked recently this year by medias on environmental issues.12
We can say that the success of brands like Google, BlackBerry, Apple and Amazon is
amazing. Each of these brands is delivering an experience that is not only easy, friendly and
fun to use, but one that is customized to each user.
Google has today the reputation of being a part of our Internet experience life, we
grew up with him and really recognize it as a trustful brand. However by getting more and
more bigger people are seeing it as new Microsoft with the fear one day to be controlled by
him.
9
http://www.smh.com.au/news/biztech/dont-be-evil/2008/04/15/1208025168177.html
10
http://searchengineland.com/14-is-google-evil-tipping-points-since-2001-10174
11
http://en.wikipedia.org/wiki/The_Goose_that_Laid_the_Golden_Eggs
12
http://www.pcworld.com/article/156899/study_searching_google_damages_the_environment.html
A former EMBS student – European Master in Business Studies – 2007/2009 6
7. Are there differences between groups of consumers?
According to a study untitled “Search Engine attitudes” from 2004 made on 1649
American users, 98,8% of Internet users are using search engines and among those 98,8%
the following configuration can be observed:
Here we have definitely three groups of consumers:
- Loyal consumers;
- Loyal consumers but loyal to other search engines as well;
- Not loyal;
Among the most famous brand in this sector:
Google is the search engine to which Internet users are the most loyal to.
This study is even highlighting the fact that 91% of Internet users would modify and
re –launch their query if they are unsatisfied by the first three pages of results. So there is
A former EMBS student – European Master in Business Studies – 2007/2009 7
8. once more a certain trust in using a specific search engine. This is moreover a trend which is
increasing because in 2002 this rate was fixed at 71%.
“Users tend to have more confidence in their search engine of choice than in their
own ability to formulate a query that will return their desired results”.
Moreover as in all market we have also the two extremes, on one side the Google
aficionados using every services of Google in order to get the best part of it and on the other
hand the ones considering Google as evil and going for huge boycott of Google.
However those two groups may be marginal in terms of volume.
Among the mass user population we may have as well a strong division between
Internet users which are aware of privacy issues, the one who are and the ones who are
but do not care.
For example most of adults aware of privacy issues and their risks may be reluctant of
giving some personal information on Internet whereas young people seem to care far less
about it such as the Facebook phenomenon is illustrating it.
A former EMBS student – European Master in Business Studies – 2007/2009 8
9. How could the firm improve attitudes towards the brand?
As we saw Google is facing criticisms on three sides: commercial aspect, privacy
issues and environmental problems.
However in the field of search engines Google is still considered as the most trustful
brand.
So in order to improve attitudes towards the brand Google can play on those three
aspects.
The main aspect concerned seems to be the one of the privacy. Google could
changed it by giving the possibility to its users to choose if they accept or not to give their
personal information.
In this case Google would restrict his data collection letting people feeling freer.
However the firm in this case may have more to lose by providing such freedom to its users.
This is the same situation for advertisement, the personalization of each
advertisement is enforcing the big brother aspect, Google should pay attention to it maybe
by providing random advertisement.
Regarding environmental issues Google recently invested for 30 millions in green
projects in creating start-up firms researching on solar-thermal and high-altitude wind
power.13
13
http://planetsave.com/blog/2008/02/07/google-to-outspend-us-government-on-environment/
A former EMBS student – European Master in Business Studies – 2007/2009 9
10. Which function of attitude will play a key role in the strategy ?
The Knowledge function will have a key role in this configuration. The reason is
because mainly the only way for Google to make people change their attitude is to make
them read a user agreement. Most of the people on Internet do not read user agreement
and contracts which are incredibly long.
Here everything is about information.
A former EMBS student – European Master in Business Studies – 2007/2009 10
11. Describe the perception of the brand regarding competitors
(positioning map)
The main satisfaction reasons about the search engine market are coming from the quality
of their services(mainly search services but also the convenience of associated services such
as mail services, blogs, news…). The main unsatisfaction criteria could come from privacy,
lock-in strategy, commercial aspects such as advertisement so in one word the commercial
aspect.
Explanations of the positioning map:
Google was formerly a company providing a competitive technology to Yahoo with an
advantage in the pertinence of results. Google at that time was not as popular as it used to
be now and then the privacy issues was not a day to day conversation topic. Right now
Google is accumulating an incredible amount of data due to the number of services they are
A former EMBS student – European Master in Business Studies – 2007/2009 11
12. offering for free which are moreover high demanded services. So I would say that from time
to time Google moved from a mid quality of service Internet tools provider to a high quality
one.
However in order to reach such level of quality you need an incredible amount of data, just
the fact of gathering those data can be seen as a change in Google commercial approach.
Moreover when the user is seeing that advertisement which are displayed to him are really
focus on his personality he can then be aware that a use of those data have been made.
So this is why I would say that during the couple of years Google success made him moved in
the positioning map.
Yahoo on the other hand did not really much move its commercial perception because it is
as successful as before… or even less. But it is sure of two things, first Yahoo as Google
increase its portfolio of services(emergence of Mail services, Video Search etc…) increasing
the quality of service to offer. Second thing before the gap between Yahoo and Google was
not as big as nowadays.
Microsoft is as we know the extreme in terms of making business: lock in effect, bundling.
The quality of its service regarding search engine is under the ones of Yahoo and Google
however it is still offering an interesting portfolio of services linked to this product.
Baidu the Chinese search engine has the reputation of getting a lot of its revenues by
companies ready to pay a lot of money to change the results of display. So one could say
that it is a very commercial approach in comparison to Google and Yahoo. In terms of quality
Baidu is still not providing key services such as emails and foreign languages interfaces.
Kosmix is a young Indian search engine really revolutionary in his way of displaying request
results however nowadays in the field of search engine you need far more than providing a
search experience to your users.
The same observation can be made to Xquick which has the reputation of being an
anonymous search engine, which means no customized ads and even no ads at all.
A former EMBS student – European Master in Business Studies – 2007/2009 12
13. Analyse how the perception of other stimulus can affect the brand
image (perception of the outlet, price…) as well as other influencers
(use of the product…)
According to me two aspects can influence the Google brand: the home page and the
way results are displayed and the new services(innovations) that Google is providing.
Google home page and display of results:
The day that Google will change its home page it will have a tremendous effect on his
brand image. Until now Google is the only company which almost did not reconsider his
home page design for almost ten years. Always considering that Google has before all to be
sober, cool and most of all easy to use. According to them Internet user need simple
products.
And until now all we can say is that they were right in their strategy. From more than
11 years this trend seems to be the same:
Figure 2: Google home page in 1998
Figure 1:Google page results in 2001
And it is the same when displaying its results.
However as technology are moving up Google will have one day to change one of
those two aspects or even both and from this change we will see how it affects Google.
Google new services:
The new functions that Google is adding everyday can be seen from two different
perspectives.
A former EMBS student – European Master in Business Studies – 2007/2009 13
14. If it is a useful and original service people are tend to see Google as cooler as ever
this is the case of the integration of iGoogle or Google Mail.
On the other hand when Google is copying products and services from other companies just
for competition we really have the vision of a shark ready to take the control over all the
technologies.
The examples of Knol (encyclopedia to compete with Wikipedia) or even Lively (to
compete with second life) are good examples of this ambition:
Figure 3: An article about Insomnia on Wikipedia
Figure 4: An article about Insomnia on Knol
Figure 5: A print screen of a scene in Second
Figure 6: A print screen of a scene in Google Life
Lively
A former EMBS student – European Master in Business Studies – 2007/2009 14
15. Define the strategy and a draft of the implementation to
consolidate/improve that perception
For me here there are two different things:
- Don’t copy but create;
- Don’t be evil;
The first is in fact joining in a certain way the second.
I really think that Google should stick to his motto. Most of Internet users have been
educated with Google and made their first step with it on the Internet. Google is a part of
our life and we saw it growing years after years. I would say that Google is our friend and
that we have a certain trust in it. We are however seeing him more and more as a Microsoft
with the will of having an overall control of everything.
Having a control over everything is not really a problem but it is when the technology
provided are inferior to some others and this is what it is all about.
The second point is about the Big Brother and commercial aspect. Google’s strength
is mainly based on the information they get from their users, reducing the number of
collected information is for Google like reducing their strengths. However sometimes you
need to make some sacrifices. I guess that Google is accumulating enough information on
their users and that reducing the amount of collected data to six months as requested is not
such a big deal.
I really think as well that Google comes to be more and more influenced by marketing
people rather than pure engineers. We are living in an economical system where almost
every business is driven by marketing orientation and this is more or less the model that
Google is adopting. However it does not have to be that always that way. So far Google
succeeds with an economical model which was far different from all the other ones.
Microsoft motto has often been associated to the following “Build a better
mousetrap, and the world will beat a path to your door."
Whereas actually Google used the one of make the customer happy and then get
your profit out of it and not the other way around.
A former EMBS student – European Master in Business Studies – 2007/2009 15