Morete, Aira Krisha A.

BSBA4.1A

Task Performance in Marketing Management

Google Case Study

1. With a portfolio as diverse as Google’s, what are the company’s core brand values?
The company's core brand values are that they want to have a good work
environment because they have strived to be one of the "good guys" in the corporate
world since the beginning, they support a touchy-free work environment, have strong
ethics, and they have a famous founding credo: "Don't be evil." As a result, Google hires
exceptional employees with strong ethics who will contribute to the company's growth.
In terms of Marketing Management, Google has an ability to deploy data that
enable up-to-the minute improvements in a Web marketing program. They support a style
marketing in which the advertising resources and budget can be constantly monitored and
optimized. Google's strategy is known as "marketing asset management," which implies
that advertising should be treated like assets in a portfolio and managed according to
market conditions. Google also offering prime real estate for advertisers, Google adds
value by providing tools so businesses can better target their ads and understand the
effectiveness of their marketing.

2. What pushed Google to go for the mobile market?

Google pushed for a priority on the mobile industry after observing how the world
has grown increasingly mobile. Google launched android mobile operating system that
went ahead with Apple’s iPhone. The most significant difference between the two was
that Android was open-source, free, and backed by a multibillion-dollar investment.
They'd also like to work with partners to help develop and design Android over time. In
just a few years, it surpassed Android as the most popular mobile operating system.
3. What’s next for Google? Is the company right to put so much focus on Mobile?
Google's ultimate goal is to reach as many people as possible on the Internet,
whether they are using a computer or a mobile device. The more people who use the
Internet, the more advertising Google can sell. This will have a major impact on their
business, whether they use a PC or a mobile device.

4. Who are the Google’s competitors in the mobile market? Do they stand out among their
competitors? If yes, how? If not, what can their competitors do for improvement?
Since Google expanded into mobile technology, they immediately became the
leader and standout among their competitors in mobile advertising with a 75% market
share for search ads and 50% market share for all ads. They bought Motorola and
released the Nexus 7, a tablet that competed directly with the iPad and Kindle when they
joined the mobile device market.