Google Nexus 7 Tablet Case - An E-Marketing Perspective
•Download as PPT, PDF•
5 likes•6,020 views
This document provides an analysis of Google and the Nexus 7 tablet from an e-marketing perspective. It begins with background on Google, discussing its founding, products/services, and key statistics. It then analyzes Google using a BCG growth matrix and SWOT analysis. The document examines competition in the tablet market and compares features of the Nexus 7, Samsung Note 8, and Apple iPad. It evaluates the Nexus 7's positioning and differentiation. Finally, it provides four strategic marketing recommendations for Google: continue focusing on search, continue focusing on tablets, invest in smartphones, and foster innovation.
More Related Content
What's hot
What's hot (20)
Similar to Google Nexus 7 Tablet Case - An E-Marketing Perspective
Similar to Google Nexus 7 Tablet Case - An E-Marketing Perspective (20)
Recently uploaded
Recently uploaded (20)
Google Nexus 7 Tablet Case - An E-Marketing Perspective
- 1. Presented by: Group 2 Kitty Chan, Amanda Chou, Linda Danskanen, Julien Delmas, Claire Salfrant, Marie-Sib Feyens & Aaron Wang & the Nexus 7 Tablet An “E-Marketing” Perspective
- 2. Agenda 1. Google • Background • Products & Services • BCG Growth Matrix • SWOT Analysis 1. Product Positioning & Differentiation • Google Nexus 7 • Samsung Note 8 • Apple iPad 1. Recommendations
- 3. Google Background • Founded by Larry Page and Sergey Brin in 1998 • The name—a play on the word "googol" • A global technology company that offers search, advertising, operating systems and platforms, enterprise and hardware products • Operates in the US, the UK and in several other countries across the world • Headquartered in Mountain View, California and employed 53,861 people as of December 31, 2012.
- 4. Google Key Statistics • Most revenue generated by search engine • Amount of monthly Google searches: 12.477 billion (10/16/2013) • Google’s share of the U.S. search market: 66.9% • Google’s share of global digital ad revenue:
- 5. Google Key Statistics • Number of Android devices: 1 billion (9/3/13) • Android share of mobile devices: 51.8% (9/6/13) • Android share of global smartphone shipments: 81.3% (10/31/13) • Q4 2014 • Revenue was $16.86 billion, +17% compared with a year ago • Profit was $3.4 billion, +17% compared with a year ago • Number of paid clicks for Google ads +31% from the year before
- 6. Case Details • Focuses on Google’s mobile wireless devices, specifically the Nexus 7 tablet • 1. Learn more about Google and its products/services and create a BCG growth-share matrix for this company. On which products and services should Google concentrate its marketing efforts ? • 2. How is Google positioning the Nexus 7 tablet? Does this product offer significant differentiation from competing offerings so that consumers will perceive it to have higher value?
- 7. Google’s Products/Services • In the case, some Google’s products are mentioned : Nexus 7 Nexus Q Google Glass
- 8. Google’s Products/Services SEARCH ADVERTISING OPERATING SYSTEM & PLATFORMS HARDWARE Google.com Google Image Google Books Google Now Google Knowledge AdWork AdSense DoubleClick Android YouTube Gmail Google +, Maps, Docs, Earth, Desktop, TV, Mars Google Chrome Tablet Wireless devices Smartphone Laptop GoogleCar
- 10. Google SWOT Analysis STRENGTHS • Leader in internet search engine (PageRank) • Market shares of 88% • Brand • Android’s success • Increasing cash flow operations • Good financial situation • Diversified products/services WEAKNESSES • Very dependent on income from advertising –risky • Lack of integration with its other products compared to Yahoo ( competitive disadvantage) • Weaker strategy in social media advertising space OPPORTUNITIES • Growing Smartphone and Tablet market • Mobile advertisement estimated to rise • Positive outlook for global online video market • More people use the internet THREATS • Strong competition (especially on phone and tablet market) • Very dependent on income from advertising –risky • Recession • Social Media • European commission antitrust investigations • PRISM electronic surveillance program
- 12. Competition in the Tablet Market • Apple, Sony, Samsung, Asus, Acer, Dell, HP, Microsoft, Lenovo, Google, Amazon, Barnes & Noble etc. have all developed at least one tablet • Industry approaching over-saturation • Approximately 140 million tablets have been sold • 4 companies dominate the tablet market • Expand market with tablet hybrids
- 14. Nexus 7 Tablet Made for what matters
- 15. Google Nexus 7 Features FEATURES GOOGLE NEXUS 7 SD CARD No INTERNAL MEMORY 16GB or 32 GB OPERATING SYSTEM (OS) Android 4.4 KitKat PRICE NT$ 7,000 – 10,000 MATERIAL Plastic BATTERY LIFE 9h CAMERA 5MP (Back)1.2 Megapixels (Front Facing) CELLULAR VERSION Yes WEIGHT 290g Strengths + 1080p display + Wireless charging + Improved performance Weaknesses - Shorter battery life span than 1st generation - Limited space
- 17. Google Nexus 7 Positioning • Target Market: all ages • High-end device with low-end price • “Powerful, portable and made for what matters to you” • “Everything you care about, everywhere you go”
- 18. According to some N7 student users: • Great for carrying around books, documents and lectures in PDF/Powerpoint files, and reading them on the train, metro, everywhere • Dropbox works fine online and offline • Useless at taking notes (too small, not good for typing) and everything else • Can slightly edit files and draw simple diagrams, etc. • Used more to communicate (email, hangouts, Skype) and web browsing, Youtube, etc.
- 20. Samsung Galaxy tablets Features • A4 format for working and reading • Offline office • S pen: productivity • Multi Window: working • Films, games and books • Micro SD card + 2 years free 50 GB dropbox
- 21. Nexus 7 vs. Note 8 FEATURES GOOGLE NEXUS 7 SAMSUNG NOTE 8 PRICE $229-$349 $329 NOTE TAKING typing S pen! READING: SCREEN SIZE AND RESOLUTION 7”, actually smaller 1920x1200 pixels 8” 1280x800 pixels BATTERY LIFE 9-10 hours up to14 hours MEMORY 2GB, 16/32GB 2GB, 16/32GB PROCESSING SPEED faster slower ADDITIONAL FEATURES connects to other Google services Reading mode, S note Call function, Micro SD
- 22. Competitor: Apple iPad 4 & iPad Mini Tablets
- 23. Apple iPad Features FEATURES APPLE IPAD 4 RETINA USB CONNECTION No SD CARD No INTERNAL MEMORY 16 GB OPERATING SYSTEM (OS) iOS INTRODUCTORY PRICE NT$ 15,900 MATERIAL Aluminum BATTERY LIFE 10h CAMERA 5 Megapixels Strengths + Retina screen + iOS 7 + Autonomy Weaknesses - No memory expansion - Price
- 24. Apple iPad Positioning 1.Puts customers first 2.Impeccable design 3.Good promotional material - Newsletter 4.Doesn’t deliver too often - Usually updates just once a year 5.Only two categories : iPad or iPad Mini 6.Target Market: all ages (user-friendly interface)
- 25. iPad 4 (Retina) vs. iPad Mini (Retina) FEATURES APPLE IPAD 4 RETINA APPLE IPAD MINI RETINA USB CONNECTION No No SD CARD No No INTERNAL MEMORY 16 GB 16 GB OPERATING SYSTEM (OS) iOS iOS INTRODUCTORY PRICE NT$ 15, 900 NT$ 9, 900 MATERIAL Aluminum Aluminum BATTERY LIFE 10h 10h CAMERA 5 Megapixels 5 Megapixels SCREEN 9.7 in 7.9 in APPLE IPAD 4 RETINA APPLE IPAD MINI RETINA ∀ Cheaper ∀ Smaller ∀ iPad ∀ Bigger, faster, stronger ∀ Better for productivity ∀ Better photo/video manipulation ∀ Better at web browsing
- 26. Competitive Analysis of Google Nexus 7 • Nexus 7 is unable to clearly differentiate itself from it’s competitors due to the wide variety of tablets available • Great device in terms of price & quality • Must find a stronger differentiation to penetrate the market
- 29. Recommendation 1: Keep Focusing on Search Engine • Google should continue to concentrate its marketing efforts in its search engine process: • Leader of the global search engine (88% of the market share, more than 20 times its nearest competitor) • Keep a safety cash cow to be able to invest in the others SBUs
- 30. Recommendation 2: Continue Focus on Tablets • Carry on the marketing efforts in Tablet industry: • Demand is going to increase (shipment: 282,7 million units by 2016; 172,4 million in 2013) • Redefining the positioning (high competition, need to find a niche market) • Innovation to be different ?
- 31. Recommendation 3: Invest in Smartphone Market • Invest massively in the Smartphone market: • Demand on this market is increasing (shipment: 1,7 billion units by 2017 1 billion in 2013) • Particularly in emerging country (BRIC) = mainly low-cost mobile phone demand • Have their own operating system (Android), high competitive advantage (no need of a license & can be used by a wide range of products ) • New technological products (Google ARA and Google Tango 3D) ?
- 33. GOOGLE TANGO 3D Video 59s-1.23s http://www.youtube.com/watch?v=Qe10ExwzCqk
- 34. Recommendation 4: Foster Innovation • Find new innovating products & services • Google X: is a semi-secret facility dedicated to making major technological advancements (100 future projects) • Ex: Airbone Wind turbines: • http://www.youtube.com/watch?v=4CH7qmMid5g “We are only at 1% of what is possible.” - Larry Page
- 35. Concluding Thoughts Recommendations 1. Keep Focusing on Search Engine 2. Continue Focus on Tablets 3. Invest in the Smartphone Market 4. Foster Innovation
- 36. Bibliographie • Principles of Marketing, Philip Kotler & Gary Armstrong • Company Profile, Google Inc., MarketLine, 2013 • Company Profile, Google Inc., Datamonitor, 2008 • http://www.studymode.com/essays/Google's-Bcg-Matrix-482717.html • http://www.businessinsider.com/the-10-best-google-products-2012-6? op=1#ixzz2v5cPiOHQ • http://www.reuters.com/finance/stocks/companyProfile?symbol=GOOG.O • Nakaso, Dan. "Google Fourth-quarter Revenue up 17 Percent." MercuryNews.com. San Jose Mercury News, 30 Jan. 2014. Web. 12 Mar. 2014.
- 37. Questions?
Editor's Notes
- a mathematical term for the number represented by the numeral 1 followed by 100 zeros—reflects Larry and Sergey's mission to organize a seemingly infinite amount of information on the web.
- Two years ago, Google was a one-trick pony, with its revenues coming almost entirely from advertising. According to its 2011 annual report, "Advertising revenues made up 97 percent of our revenues in 2009 and 96 percent of our revenues in 2010 and 2011.” That picture changed slightly with Google's attempt to move into hardware manufacturing via its acquisition of Motorola Mobility, as you can see in this chart. But the pending sale of Motorola Mobility to Lenovo will shift things back to nearly the way they were. The "Other" category, which includes digital content and non-Motorola hardware products, is still a tiny fraction of the company's revenues. After the Lenovo transaction closes, Google's advertising revenues will go back to being more than 90 percent of its total.
- As introduced in the case, Google diversified its offer and offer now already for many years electronic devices. In the case some devices are mentioned. We show you some pictures of this devices in order you can have an idea of them.
- Cash cow :The Global search engine as reached its maturity stage. Google owns the majority of the global search engine (88% of the market share, more than 20 times its nearest competitor). It is not going to change. It should continue to improve its search engine to keep a safety cash cow which generates a sure revenue through advertising. This revenue can be invest in the different SBUs (Strategic Business Units) classified in the BCG in Star and question mark.
- Question mark : Tablets: Increasing trend expected for the global tablet markets. Tablet shipment are expected to reach 282,7 million units by 2016. (172,4 million in 2013). Asia-Pacific is estimated to account for approximately 34 % of tablet owners worldwide by 2017. It should also concentrate its marketing efforts on tablets because the demand is going to increase and it represents a growth market. Tablets should become one of the future star of the BCG matrix.
- Question mark: Smartphones : An increasing trend / increasing demand. Global smartphones shipments are projected to reach 1,7 billion by 2017 (one billion units in 2013). Market opening in emerging economies ( particularly BRICS) for low cost mobile phone : they should put their efforts to offer low cost mobile phones. So, Google should invest in developing new smartphone and increasing its market shares on the market of the mobile phones because the demand in this market is increasing and particularly for low cost mobile phone in emerging countries. Those in order smartphone become the future star on the BCG matrix. One of the most ambitious project of Google : Google ARA. May arrived on the market in 2015 A 50 $ mobile phone A block smartphone Every part can be change through the time to have a more efficient phone and with the latest technology Google Tango 3D : - A smartphone which can create a 3D model of its environment.