Marketing Analysis on Google Inc
Table of Contents
Introduction 2
Defining the market which Google Inc’ operates in? 3
What’s internationalization and globalization strategy? In which way Google is going? 5
Google’s retrieval from china, impacts upon globalization plan. 6
Diversification strategy working in international market 8
Thinking of Google, what product stands out? But are there too many? 10
Google’s foray into Android market, all around impact. 11
So what will happen in short-long run for the market? 12
How does Google create revenue? 13
Conclusion 15
Appendix 1 16
Appendix 2 17
Appendix 3 17
Appendix 4 17
Reference 19
Introduction
With the objective of “To organize the world’s information and make it universally accessible and useful” (Google, 2012), Google expands its business to strive towards becoming the leader of internet-related provider, in particular in Internet research and advertising technology. The company has expanded nationally and globally, providing its search service in a large number of different languages and countries through its own unique strategy. The report starts with a discussion about the market Google is operating in, how Google smartly manages its internationalisation and globalization strategy according to its own market position in different stage. Followed by the comment on whether its diversification strategy appropriate across the whole international market. The report then will evaluate this strategy mainly focus on the aspect of the potential to damage its own brand, especially based on the case of their failure expansion in the Chinese market. Then the report will look at impact for the market as Google fully enter the Android market, Google’s business model in terms of creating revenue will be described and processed by the critique of whether the model would be sustainable in the long term. The report finally will define the market Google operate in and how it enters into android market will be explained in detail.
Introduction 2
Defining the market which Google Inc’ operates in? 3
What’s internationalization and globalization strategy? In which way Google is going? 5
Google’s retrieval from china, impacts upon globalization plan. 6
Diversification strategy working in international market 8
Thinking of Google, what product stands out? But are there too many? 10
Google’s foray into Android market, all around impact. 11
So what will happen in short-long run for the market? 12
How does Google create revenue? 13
Conclusion 15
Appendix 1 16
Appendix 2 17
Appendix 3 17
Appendix 4 17
Reference 19
Introduction
With the objective of “To organize the world’s information and make it universally accessible and useful” (Google, 2012), Google expands its business to strive towards becoming the leader of internet-related provider, in particular in Internet research and advertising technology. The company has expanded nationally and globally, providing its search service in a large number of different languages and countries through its own unique strategy. The report starts with a discussion about the market Google is operating in, how Google smartly manages its internationalisation and globalization strategy according to its own market position in different stage. Followed by the comment on whether its diversification strategy appropriate across the whole international market. The report then will evaluate this strategy mainly focus on the aspect of the potential to damage its own brand, especially based on the case of their failure expansion in the Chinese market. Then the report will look at impact for the market as Google fully enter the Android market, Google’s business model in terms of creating revenue will be described and processed by the critique of whether the model would be sustainable in the long term. The report finally will define the market Google operate in and how it enters into android market will be explained in detail.