Business Level And Corporate Level Strategies Of Google Marketing Essay

Google is derived from the mathematical term Googol means 1 followed 11 zeros. This term refers to the mission to organize the world’s information and make it universally accessible and useful.

The company’s search engine, www.google.com give peoples’ access to different kind of information including news, case studies, articles, movie schedules, weather, stocks, phonebook listings, driving instructions, recipes, maps, images, etc. People love Google because of it is easy to use and is available in different languages.

Business and Corporate Level Strategies of Google

Business level strategies

Google is following ten business strategies to remain in the market and meeting the changed face of the web.

Google focus on the user: Google’s main strategy is enriching user’s experience by providing simple and clear homepage.

Believe in constant improvement: Google solve searched very well and is constantly working to make it better, this improves Google to large extend.

Speed is priority: Google believes that seeking answer to the search question should be done faster and they are the only people in the world who want users to leave the page as soon as possible. Google chrome is the fastest browser to match modern needs and continuous work is being done, to make it even better.

Democratic approach is used: Google depends upon millions of individuals who post their links on websites to determine other sites also that provide valuable content. Google has open source software development which is known for its innovations and all these innovations are done by Google’s highly qualifies professional programmers.

Physical presence at the desk is not required: Google enables you to make your searches even when you are not at your desk. Like Google search is available on phone and Google also offers Android, a free, open source mobile platform.

Make legal money. Google help you to earn money by posting your ads using AdWords and taking advantage of AdSense program to deliver ads relevant to their site content.

Has endless information on one topic: Google has never ending information on one topic and it has left scope of finding more information about any topic.

Need of information is superior: Google is available in different languages and is accessible in all countries.

Take works seriously by enjoying it: Google is challenging website but it take challenging in fun way. Google has maintained right culture to make its employees energetic, passionate, creative, and full of life.

Hungry of betterment: Google believes great is the beginning stage because they always raise their expectations and stretch their arms to meet those goals and strategies.

Business level strategy important for long-term success

Presently Google uses generic business level strategy of differentiation. Google has a strong and wide consumer base to which it provide many different kinds of products and services. This strategy gives Google a competitive edge over its competitors.

Google is mostly known for its search engine service. Google web search engine has differentiated itself from competing search engines by utilizing a patented system called PageRank. To obtain better and reliable results, Page rank algorithm is updated constantly. Also Google employees keep their page rank criteria secret and then it becomes difficult for its competitors to imitate the intangible product and hence give Google a competitive advantage and will continue to do so for a long period of time.

There is another product that is helping Google’s differentiation strategy is Google’s internet-search-driven advertising known as Google AdWords. Its main purpose is to reach qualified audience as efficiently as possible. Google manage to create ad text and manage online advertising accounts without any upfront payment required.

Google has segmented its market into many segments including Gmail, Google Earth, AdWords, Picasa, Google Chrome, and the G1 phone

Advantage of differentiation

Google’s differentiation business strategy develops customers’ loyalty which is the greatest advantage of this strategy. Google’s web search engine is the most common search engine and mostly used because of its simplicity and reliability. And its online advertising business Adwords also holds 69 percent market share in the online advertising market.

Corporate level strategies

There are four main types of corporate level strategies:

Stability Strategies

Growth Strategies

Retrenchment Strategies

Combination Strategies

Stability Strategies

Company use stability approach and set its present course as steady. In this strategy company will focus on its resources and develop competitive advantage in the market.

Growth Strategies

Company has opted for sustainable growth strategy

Retrenchment Strategies

When any company’s survival is at stake, it can go for retrenchment strategies. It is of many types: turnover strategy, disinvestment strategy and liquidation strategy.

Combination strategies

It is the combination of all stability, growth and retrenchment either simultaneously or sequentially. It is very hard to find any company following one of the above mentioned strategies, usually company follows combinations strategies in this dynamic and ever changing environment.

Google’s Corporate Strategy is to accelerate innovation and strengthen brand loyalty through transformational changes while creating an open-source environment. Its corporate strategies increased corporate overall value. It involves strategic planning at corporate level and often called as corporate strategic planning.

Competitive environment

Google has gained an edge over its competitors like Microsoft, Yahoo and other search engines because of its four components.

Comprehensiveness: It has clearly design website which is clean and uncluttered.

Relevance: It delivers everything which is relevant in an organized way.

Speed: It has impeccable speed.

User experience: Users are at ease while searching.

The Google’s technical department is working hard to develop a search engine that “understands exactly what you mean and gives you back exactly what you want”.

As compare to other search engines Google has gained its position because of its search queries using technologies like; PageRank Technology and Hypertext-Matching Analysis.

Competitive environment in slow-cycle and fast-cycle markets

In fast cycle market, benefits are mostly driven by first movers but firm lacks loyalty to the product in fast cycle markets. In fast cycle markets firms will struggle for gaining market share. Lawsuits over patent and copyright infringements are more common and intense in a. fast-cycle markets because the market is innovation-driven. Companies in fast-cycle markets are required to earn quick profits because the technology used by them in producing innovative products is not proprietary, and prices of the components increase very fast and prices of the products fall quickly and sometimes competitors counterattack rivals.

In fast cycle markets, Google to survive have to depend upon innovation and must focus on the development of new competitive advantages. Google technology is not easy to imitate and thus it become costly. When Google technology remains secret, it will the firm a competitive edge over its competitors and make competition dynamic. Therefore, Google will develop high market share, striving for customer brand loyalty, and also control their operations to provide customers consistent experiences. Competitive advantages are partially sustainable if the firm can continuously upgrade the quality of its capabilities making its competitive advantage dynamic. Fast-cycle markets are volatile and the pace of innovation is turbulent and therefore when Google is placed in fast cycle, it also needs to go through rapid innovations to earn profits and to take competitive advantage.

While in slow markets firms are shielded with imitators for long period of time and make imitation costly. Even in the slow market, Google can expect a counterattack by its competitors on the launch of new product. If Google is placed in slow-cycle market it has to concentrate on protecting its unique competencies to gain market share. In slow cycle, Google find difficulty in gaining competitive advantage over its competitors. Google will be benefited in slow cycle because it will not be well understood by its competitors and its imitation is costly.