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Google Self Driving Car Marketing Plan

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Google Self Driving Car Marketing Plan
Google self-drving cars

Instructor
Dr. Antonie J. Jetter

Team 2
Abhishek Jain
Jing Jiang
Jonathan Lui
Rohit D'Souza
Standley Limarta

Contents 1 Abstract 4 2 Company Overview 4 3 Partnerships and Strategic Alliance 5 4 Product Analysis 5 4.1 Product value 5 4.2 Technology Assessment 5 4.3 SWOT analysis 7 5 Value Proposition 9 5.1 Safety 9 5.2 Economics 10 5.3 Productivity 10 6 Market Analysis 11 6.1 Market Demographics 11 6.2 Market Trends 12 6.2.1 Changing Laws 12 6.3 Market Needs 13 6.4 Customer Segmentation 14 6.4.1 First Segment 15 6.4.2 Second Segment 15 6.4.3 Third Segment 16 6.4.4 Fourth Segment 16 7 Marketing strategy 18 7.1 Positioning 18 7.2 Position on TALC 19 7.3 Product and/or service attributes. 20 7.3.1 Product life cycle 20 7.4 Place 22 7.5 Promotion 23 7.5.1 Media Advertising 24 7.5.2 Public Relations and Publicity 24 7.5.3 Direct Mail 24 7.5.4 Trade Shows 25 7.5.5 Catalogs, Literature and Manuals 25 7.5.6 Telemarketing 25 7.5.7 Personal Selling 25 7.6 Price 25 7.6.1 Costs 25 7.6.2 Competition 26 7.6.3 Customers 26 7.7 Branding 27 8 Sales forecast 28 9 Conclusion 30 10 References 33

Abstract
The Google self-driving car is a project by Google that involves developing technology for driverless cars. The project is currently being led by Google engineer Sebastian Thrun, director of the Stanford Artificial Intelligence Laboratory and co-inventor of Google Street View. Thrun's team at Stanford created the robotic vehicle Stanley which won the 2005 DARPA Grand Challenge and its US$2 million prize from the United States Department of Defense. The team developing the system consisted of 15 engineers working for Google, including Chris Urmson, Mike Montemerlo, and Anthony Levandowski who had worked on the DARPA Grand and Urban Challenges [1-2, 8, 10].
The Google self-driving car is equipped with an autopilot system, and


References: 1. Wikipedia, “Google driverless car”, Internet: en.wikipedia.org/wiki/Google_driver, 2013 [May 5, 2013] 2 3. Erico Guizzo, “How Google’s Self Driving Car Works”, Internet: spectrum.ieee.org/automaton/robotics/artificial-intelligence/how-google-self-driving-car-works, 2013[May 5, 2013] 4 5. Reuters, “Profile: Google Inc (GOOG.O)” Internet:www.reuters.com/finance/stocks/companyProfile?symbol=GOOG.O, 2013[May 5, 2013] 6 7. Dan Graziano, “Google plans to unveil secret X Lab project ‘in the coming moth’”, Internet://bgr.com/2013/03/14/google-x-lab-project-374920/, 2013[May 5, 2013] 8 9. Henry Blodget, “Here Are Some of The Problems Google Is Having With Its Self-Driving Cars”, Internet:www.businessinsider.com/google-self-driving-car-problems-2013-3, 2013[May 3, 2013] 10 11. The Associated Press, “Race for driverless cars is in full throttle “, Interne:www.usatoday.com/story/tech/2013/04/06/driverless-cars-full-throttle/2058637/, 2013[May 3, 2013] 12 13. Google, “Analytics Firm Provides Game-Changing Capabilities with Google Big Query”, Internt://cloud.google.com/files/Claritics.pdf, 2013[May 5, 2013] 14 15. GMC, “Self-Driving Car Amps Up Competitors: Google vs GMC?”, Internet:www.christianpost.com/news/self-driving-car-amps-up-competitors-google-vs-gmc-video-74098/, 2013[May 5, 2013] 16 17. Doug Mataconis , “Driverless Cars A Threat To Personal Privacy?,” Internet: www.outsidethebeltway.com/driverless-cars-a-threat-to-personal-privacy/, May 13, 2013 [May 26, 2013] 18 19. Gerry Smith, “Driverless Car Could Be Hacked By '14-Year-Old From Indonesia, ' Senator Warns,” Internet:www.huffingtonpost.com/2013/05/17/driverless-car-hack_n_3292748.html, May 17, 2013 [May 26, 2013] 20 21. Colum Wood, “Toyota Prius Ranked World’s Third Best Selling Car so Far This Year,”Internet: www.autoguide.com/auto-news/2012/05/toyota-prius-ranked-worlds-third-best-selling-car-so-far-this-year.html, May 29, 2012 [May 26, 2013] 22 23. Declan McCullagh, “Robo-cars face a new threat: Lawyers,” Internet: news.cnet.com/8301-13578_3-57578655-38/robo-cars-face-a-new-threat-lawyers/, April 9, 2013 [May 27, 2013] 24 25. Wikipedia , “Autonomous car,“ Internet: en.wikipedia.org/wiki/Autonomous_car, [May 27, 2013] 26 27. Forbes, “Fasten Your Seatbelts: Google 's Driverless Car Is Worth Trillions,” Internet:www.forbes.com/sites/chunkamui/2013/01/22/fasten-your-seatbelts-googles-driverless-car-is-worth-trillions/, [May 5, 2013] 28 www.forbes.com/sites/chunkamui/2013/01/30/googles-trillion-dollar-driverless-car-part-3-sooner-than-you-think/, [May 5, 2013] 29 30. KPMG, “Self-driving cars: The next revolution,” Internet: https://www.kpmg.com/US/en/IssuesAndInsights/ArticlesPublications/Documents/self-driving-cars-next-revolution.pdf, [April 16, 2013] 31 32. Megan Hickey, “Self-driving cars aren 't too far off,” Interne:www.usatoday.com/story/money/cars/2013/04/10/self-driving-cars/2071607/, Apr 10, 2013 [May 27, 2013] 33 34. Mark Whittington, “Cost of Self-Driving Cars Plummets Thanks to Romanian Teenager 's Invention,” Internet: voices.yahoo.com/cost-self-driving-cars-plummets-thanks-romanian-12145959.html?cat=15, May 21, 2013 [May 27, 2013] 35 36. Chris Matyszczyk, “A self-driving car, but thankfully a BMW,”, Internet:news.cnet.com/8301-17852_3-57367893-71/a-self-driving-car-but-thankfully-a-bmw/, Jan 28, 2012 [May 27, 2013] 37 38. Wikipedia, “How many cars are currently in the US?” Internet:wiki.answers.com/Q/How_many_cars_are_currently_in_the_US, [May 27, 2013] 39 40. Chris Isidore, “Toyota 's rental car problem,” Internet: money.cnn.com/2010/02/19/news/companies/toyota_rental_cars/, [May 27, 2013] 41 44. Wikipedia, “Autonomous cruise control system”, Internet: en.wikipedia.org/wiki/Autonomous_cruise_control_system [May 27, 2013] 45 46. Census 2010, “Interactive Population Map”, Internet: www.census.gov/2010census/popmap/ [May 17, 2013] 47 48. Wikipedia, “Autonomous Car”, Internet: en.wikipedia.org/wiki/Autonomous_car [May 29, 2013] 49 50. Mark Whittington, “Law Proposed in Texas to require Licensed Driver in Self-Driving Vehicles [May 29, 2013]
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