Assignment 3 - Nguyen Huynh Nhut Quang - Google Glass Products

ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2. Marketing Essentials
Submission date Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student names & codes Final scores Signatures
1. Tran Nhat Thanh Thanh – GBC18031 TNTThanh
2. Ton Ngoc Thao – GBC18121 TNThao
Group number: 3. Nguyen Huynh Nhut Quang – GBC18016 NHNQuang
4. Tran Anh Tai – GBC18027 TATai
5. Truong Thi My Tien – GBC18058 TTMTien
6. Tran Quoc Duy – GBC18102 TQDuy
Class GBC0701 Assessor name Tran Thi Dieu
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.
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P4 M4 D2
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Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID Number:
Unit Number and Title: Unit 2 Marketing Essentials
Academic Year: 2018/2019
Unit Assessor:
Assignment Title: Marketing Plan
Issue Date:
Submission Date:
Internal Verifier Name:
Date:
Submission Format:
This is a group project. Each groups have no more than 6 members.
This should be written in a course, formal business style using 1.5 lines spacing and font size
12. You are required to make use of headings, paragraphs and subsections as appropriate,
and all work must be supported with research and referenced using the Harvard referencing
system.
Please also provide a bibliography using the Harvard referencing system. The recommended
word limit is 7,000 words, although you will not be penalized for exceeding the total work limit.
You are also required to deliver a 30-minute group presentation. Each member will be
assessed individually during this presentation.
Unit Learning Outcomes:
LO3 Develop and evaluate a basic marketing plan
Assignment Brief and Guidance:
Your team is the marketing team of company X. Your team is assigned to develop a detailed,
tactical marketing plan for one product/service of the firm.
You are allow to choose any product/service and firm which you wish to carry out the task
with. You might choose to develop a marketing plan for an existing product/service, or even
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create a new product/service. Creativity is highly appreciated.
The content of your marketing plan should include:
• Executive Summary
• Situation Analysis (the external environment, market information, competition,
company’s internal capabilities, etc)
• Objectives and issues
• Marketing Strategy
• Action Program
• Budget
• Controls
However, these parts could be changed due to your team preferences as long as the content
is clear, detailing, logical, and coherent.
Relevant theory/concepts should be explained as the foundation for any suggestions you
make in the marketing plan.
Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction
LO3 Develop and P4 Produce and M4 Produce a LO2 & 3
evaluate a basic evaluate detailed, coherent D2 Design a
marketing plan a basic marketing evidence-based strategic marketing
plan for marketing plan for plan that tactically
an organisation. an applies the use of
organisation. the 7Ps to achieve
overall marketing
objectives.
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TABLE OF CONTENTS:
EXCUTIVE SUMMARY …………………………………………………12
I. SITUATION ANALYSIS ………………………………………………12
II. OBJECTIVE AND ISSUES …………………………………………...25
III. MARKETING STRATEGY ………………………………………….27
IV. ACTION PROGRAM …………………………………………………36
V. BUDGETS ………………………………………………………………39
VI. CONTROLS …………………………………………………………...44
VII. CONCLUSION ……………………………………………………….48
REFERENCE LIST ……………………………………………………….48
EXCUTIVE SUMMARY: Google Inc. is a technology mammoth with its foundations

identified with a few programming and equipment items. Well known items in tech world
like YouTube, Google earth, Sky, Drive, Maps, Android, Chrome, Nexus phones and tablets
originated from this organization Their new item is designated "Google glass" which was
begun as one of their few Google extends and was at first called as Project glass. Google
glass makes to some degree new item classification in the tech advertise. Albeit enlarged
reality or wearable innovation which the Google glass go under is certifiably not another
thing, it's been observed cautiously by the world because of the support of Google and its
ongoing accomplishment in android and chrome. This new item will be seen as a seat mark
for the classification. Before its model was created restriction and analysis likewise ascended
from certain corners. The dispersion of this item is intricate as its application can be found in
a few different fields and is growing moreover. In this arrangement we attempt to concentrate
on the item's development system, approach to improve client experience and on the
advancement of new variations dependent deliberately for various clients.
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I. SITUATION ANALYSIS:
1. THE EXTERNAL ENVIRONMENT:
PESTLE analysis is an apparatus utilized in business to pick up data about Google

organization's conditions, and what may happen to them. In this analysis, rotates around the
political, economic, social, technological, legal and environmental factors that influence the
company. For a mechanical monster like Google, the PESTLE investigation is exceptionally
basic as their services address truly every part of the market situations analyzed. Next, the
portion of the significant appraisals can be acquired from doing a PESTLE analysis of
Google. The PESTLE investigation beneath recognizes various powers, which have an effect
on dynamics of industry.
Political Factors: There are numerous criticisms that Google is exclusive. This has
prompted antitrust activity, particularly in Europe. In 2015, there have been calls to boycott
or to force Google to change the way it looks for information. There are additionally a few
conclusions that Google has a lot of power over the progression of data. Social researchers
Robert Epstein and Ronald E. Robertson even expressed that Google query items could
influence the outcome of the election, according to "More Proof That Google Could Be the
Most Powerful Company in the Universe" by Daniel. This prompted a call for nationalization
or closer government oversight of Google.
Google is one of the US corporations that utilizations money in remote ledgers to

confine US corporate income taxes. For political weight in the US to constrain these
organizations to bring that cash into this nation, if this occurs, Google income can be
genuinely influenced, according to Rubin "U.S. Companies Are Stashing $2.1 Trillion
Overseas to Avoid Taxes" in 2015. This may likewise power Google to make costly abroad
exchanges just to keep away from taxes. Additionally, Google has not been able to attack
various exceptionally rewarding markets, for example, China, for political reasons. This may
restrain the business's future development.
Economics Factors: Google's revenue is impacted by a lot of macroeconomic factors

such as inflation rate, value of US dollar, interest rate, the level of financial subsidence and
different elements. Currency fluctuations are one of the fundamental economic components
influencing income. Worldwide income represents about 53% of Alphabet’s combined
income in 2016 (Alphabet's Annual Report 2016). From December 31th, 2016, the
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organization has the hugest financial presentation, specifically the English Pound, Euro and
Japanese Yen (Alphabet's Annual Report 2016).
At the same time, it is intriguing that the effect of these components on Google's
exhibition has demonstrated to be not the same as the effect of comparable factors on
numerous different organizations in and outside the business in electronic trade. For instance,
as showed in the figure underneath, in spite of the seriousness of the worldwide money
related and monetary emergency of 2007 - 2009, Google's income just diminished by 3% in
the principal quarter of 2009, while Numerous organizations, including Google's opponents,
encountered an a lot more grounded decay toward the start of the emergency.
Google revenues before and during the global economic crisis (Provided by research-methodology.net)
Social Factors: These incorporate the cultural, security and social gatherings that
prominently use innovative services. For instance in China, Google clients were observed to
be primarily in the range of 18 and 24 years old. The majority of these clients were
knowledgeable and arranged in urban zones and furthermore of a higher social class. The
security of these clients must be considered and Google subsequently needs to always
execute estimates that ensure its clients as per the nearby guidelines.
Technological Factors: This incorporates territories of innovative work just as

robotization or automation and the changing of technology. As a giant of technology, Google
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puts intensely in research, advancement and rolling out certain improvements to meet its
colossal client base. This influences new contestants to the technology services advertise on
the grounds that they can barely contend with Google.
Legal Factors: Google is slowly entering firmly controlled zones, for example,
finance, insurance, telecommunications and automobiles. This may result in genuine
confinements on its task. Liabilities and legal expenses may increment as Google takes part
in regions, for example, protection and delivery service.
Fruitful antitrust activity in Europe may offer similar protests elsewhere, particularly
in the United States. This could prompt costly claims and endeavors to change Google's plan
of action. Players established in industries such as insurance can use lawsuits in an effort to
stop Google. This may build legal costs and lead to decisions that may confine the expansion
of Alphabet Inc.
Alphabet Inc. in order claims countless licenses; claims will rotate around copyright
issues.
Environment Factors: The American Clean Air Act authorizes EPA to set National
Ambient Air Quality Standards (NAAQS) to secure general wellbeing, welfare and
contamination control (EPA 2017). The US is one of the world's with a high amount of waste
after China. With affection for enormous vehicles, huge houses and forced air systems
detonating, the United States has contributed a ton to environmental carbon dioxide as of now
consuming the earth (Gillis and Popovich 2017). Accordingly, Google has joined forces with
the UN Environment to change the planet by consolidating natural science, Big Data and
unprecedented availability.
This stage will utilize Google's open cloud lists and earth perception to permit
governments, NGOs and people in general to follow advancement objectives identified with
explicit conditions with the interface. Google-accommodating client (UN Environment
2018).
2. MARKET SEGMENTATION:
Google fragment its product and service dependent on demographics, geographic and
psychographic factors in order to take into account the developing needs of the innovation
advertise. Google position itself dependent on worth based position procedure as it's their
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service which is making the life of an individual simpler or organizations to support their
development (can be clarified as the pith of organization's promoting endeavors).
Multi-segment positioning: provide consumers services and products such as Online

search engine, Android, Google Chrome, YouTube and Google Assistant... to focus on
customer segments.
Standby positioning: Some projects about robotics, self-driving car Waymo and
Lunar XPRIZE space exploration… are waiting for the opportunity to appear in the market.
Imitative positioning: Google Chrome imitated Internet Explorer and G+ imitated

Facebook.
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The illustrate table of segmentation, targeting and positioning of Google by John Dudovskiy.
[1]According to Cross Cultural Consumer Characterization by Young & Rubican
Moreover, there are four more target market of Google have been added:
Organizational Customers: Google acquires the income from its promoters

dependent on what number of clients click on AdWords, or site distributers to show Google
related advertisements using AdSense. From Google yearly report, it wins 89.86% (on total
revenue) from advertising and 70.08% from its site (CSIMarket).
Student Segment: Undergraduate (18-25) and graduate (23-30) understudies who are
progressively agreeable to online life, organizing destinations and connects with their time in
Youtube or G+.
Entrepreneurial Enterprise Segment (The most lucrative customer segment for

Google): This section needs to achieve their clients through advertisements, need speed of
date sharing and constant usefulness.
Income Group: There are two different segments as per pay gathering. Firstly,
upper-middle or white collar class families use Google products for leisure purpose,
correspondence or entertainment. This is a technologically proficient segment and keeps an
eye on more web shopping and want to having nice items. Secondly, the low income group
middle-aged family and live inside certain spending limit. Less leisure, and use web for
contact and budgetary purposes, less capacity to update mechanical gadgets. So they are
focus on quality and not loyal to any brand.
3. MARKET TRENDS:
In the present generation, everybody requests various kinds of gadgets like

smartphone, smart home gadgets, wearable gadget, and others. Every one of these things are
quickly expanding in the online market. Online buy in the present year adds to the worldwide
web based business showcase that drives incredible deals and leads. The shopper hardware
industry is required to achieve a worldwide tallness in the market. The gadgets classification
assumes a significant job to accomplish the market development. You can peruse a important
pattern that depicts eventual fate of the energizing business. For examples, leverage the
capabilities of retailers, great demand for smart devices and consumer contact point issue.
Nowadays, more and more consumers take the products through a mobile device or shopping
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online for convenient factors. Create the best digital products and strategies along with
advanced technology is good choice for the industry's development.
4. PURCHASING POWER PARITY:
According to GfK Temax's research, the retail market of electronic products in

Vietnam in 2017 is 9.5 billion USD and achieved a growth rate of nearly 300% compared to
2016. With higher income, awareness of better convenience and modernity, more time to
entertain and satisfy needs, high-class groups promise to be potential consumers, bring high
profits to the Company. In general, smart electronic devices are potential products for
consumers.
5. COMPETITIVE REVIEW:
COMPETITORS PRICE RELEASE DAY

Meta Pro $2,985 - £1,829 - AU$3,349 June 2014
Vuzix Smart Glasses M100 $999.99 - £611 - AU$1,116 Available Now
Optinvent Ora-S AR $949 - £699 - AU$1,059 March 2014
The Competitors of Google in Smart Glasses industry. Provided by techradar.com

Meta Pro: The company is directly confronting Google's display by deploying the
"giant 3D hologram" that provides 15 times larger screen area than Google Glass. With both
the right eye and the left eye can see the 3D interface of Meta Pro, there is an impressive two-
degree binocular field of view compared to Google Glass's 14-degree one-eye field. It also
has the ability to recognize interactive hand gestures and reflections with your devices,
including phones and laptops. Selling them is "the most powerful wearable computer
available", Meta Pro's specifications include 1.5 GHz Intel i5 CPU, high-power GPU, 4GB
RAM and 128 GB SSD. The "visionary" marketing promise of Meta Pro and META.01 for
developers became a reality in June 2014.
Vuzix Smart Glasses M100: Self-proclaimed "world first commercially available

Smart Glasses", the Vuzix M100 Smart Glass had a "no blink" competition with Google
Glass and delivered on time. The existing rival Google Glass is sarcastically running an
Android-based operating system and is compatible with thousands of applications, according
to Vuzix. What's more, its one-screen screen and five-megapixel camera with HD video
recording capability are suitable for what the Explorer version can wear. There is also a range
of on-board 3-axis sensors: gyroscope, accelerometer and compass, making it suitable for the
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target audience of "industrial, medical, retail and prosumer applications". It is also
significantly cheaper than $ 1,500 Google Glass and is gray or white. The M100 also has the
older mini B USB port, 4GB of flash storage capacity (compared to Glass's 16 GB) and no
fancy touch screen.
Optinvent Ora-S AR: This is achieved by combining augmented reality with the
control panel mode in which the image can be centered in the user's vision or in their
peripheral vision to "info snacking". "Sounds tasty" - Matt Swider said. The fact that the two
settings were changed by adjusting the wing-like lever protruding from the edge of these
Android-based glasses. The trade-off is the bulky Ora-S with a larger 4: 3 screen with a 24-
degree viewing angle compared to Google Glass's 14-degree FOV. The lack of unique
specifications is in the camera. Optinvent chose for a less revolutionary VGA snapper. The
developer version of Optinvent Ora-S AR eyewear has two modes that cost less than what
Google Glass Explorers.
6. PRODUCT REVIEW
PRODUCT PRICE RELEASE DATE

Google Glass Explorer Edition $1,500 February 2013
Google Glass was created by Google X ( Velazco, Chris 2012) the office inside
Google innovative headways, for example, self-driving car (Houston, Thomas 2012). The
Google Glass model took after standard eyeglasses with the focal point supplanted by a head-
up display. In April 2013, the Explorer Edition was made accessible to Google I/O
developers in the US for $1,500, as per Mack in 2012. In early 2013, intrigued potential Glass
clients were welcome to utilize a Twitter message, with hashtag #IfIHadGlass, to qualify as
an early client of the item. The qualifiers, named "Glass Explorers" and numbering 8,000
people, were told in March 2013, and were later welcome to pay $1,500 and visit a Google
office in Los Angeles, New York or San Francisco, to get their unit following "fitting" and
preparing from Google Glass guides.
The contrasts between the Google Glass tech specs and the internals of its rivals are
subtle. Every one of them highlight within hands cameras and most have video overlays to
enlarge reality. Be that as it may, the aims of these Google Glass options change; some are
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intended for games, others for way of life, and a couple are bound to improve social
collaborations.
FOR AGAINST
Smooth, comfortable design Expensive
Hands-free cameras are easy to shoot Poor battery life
Google Now rocks 5MP but needs more lightning
Navigation tracking is surreal The number of applications is limited
Start the conversation
The features of Google Glass:
Touchpad: The touchpad is placed next to Google Glass, allowing users to control the
device by swiping through the interface displayed on the screen.
Camera: Take 5MP photos and record videos with 720p quality.
Display: The Explorer version uses liquid crystals on silicon (LCoS) (based on LCoS
chips from Himax), field sequential color systems, LED lighting screens. External
beamsplitter (a partial reflector, not a polarizing beam splitter) reflects another collimated
light 45 ° and into the wearer's eye.
Advantages of using smart glass and impact on industry 4.0: Technology is

refreshing, updating and improving - in principle - the world as a rule, and industrial,
business and social procedures specifically. Based on the industry highlights 4.0, will exploit
the advantage of the smart glass for assembling forms, towards computer generated reality
and enlarged reality.
The benefits of using smartglass and their effect on industries 4.0. In this case,
conveying computer generated reality and increased reality in industry 4.0 brings virtual
reality, for example, plan enhancement, upkeep and control of mechanical offices,
operational preparing and continuation, learning for laborers, just as specialized help to
investigate and give arrangements.
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Additionally, the execution of utilizing these devices prompts a scope of preferences,
for example, process improvement, diminished holding up time, cost reserve funds and
expanded security, which will all be reflected in the organization main concern.
What job does Google Glass Enterprise play in this situation? A standout amongst the
most intriguing of these is the worked in GPS, which gives a speedy, advantageous approach
to get area data and bearings to the ideal goal for an assignment. . Also, the incorporated
camera gives a simple method to take photographs and videos, to make sight and sound
reports and counseling materials for laborers and organizations.Another huge favorable
position is the improved network to cooperation, utilizing the camera to straightforwardly
share all circumstances that happen inside the laborers' vision at a given time. The benefits of
using smart glasses behind the business wonder 4.0 are expanding perceivability.
7. MARKETING STRATEGIES OF GOOGLE:
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The Branding Strategies of Google. Provided by SocialMedia (onlineclasses.com)

Mission – “Organise the world’s information and make it universally accessible and
useful.”
Vision- “Not Available”
Tagline – “Do the right thing”.
Product: Google product lines are extremely diverse and rich, including Google
AdWords, Google Earth, Google Scholar, iGoogle, the evolving ever list of products includes
Google finance, Google news, YouTube, etc. Anyway Google is a worldwide organization
that spends significant time in development and technology. Then again, pundits contend that
Google is a device for copyright infringement - basically deceiving by going off crafted by
others as your own when submitting evaluations at school, school and college. It is equivalent
to replicating and is frequently rebuffed. And specifically about Google Glass, wearable
device with an OHMD (optical head mout display).
Place: The company is located in Mountain View in California, a working

environment that enables employees to maximize their time. Futhermore, looking at Google's
position as an online business and using the internet as a distribution channel. For Google
Glass product, exclusivity on introduction phase – “The Glass Explorers”.
Price: Google Glass have the highend pricing - $1.500. And look in a general way,
how does Google make money? Through an extraordinary advertising program called
AdWords. By offering for worthwhile catchphrases this raises the cost and Google profit.
Sponsors are making more than their interest in publicizing, and this makes it an engaging
project for business.
Promotion: Google uses AdWords itself for almost all of the products. Smartglasses
of Google also have some distribution like Dedicated Websited; New York fashion; WoM.
People: In 2008, Google recruited 20,000 individuals. A large number of Google's

early employees came from Stanford and other first class US university. Google uses top
cerebrums and individuals like to cooperate in innovative business culture. Employees are
urged to exploit 20% of the time - it is a working day every week in their own pet task. They
played sports at lunchtime, with Larry and Sergey enjoying hockey. Its motto is ‘Don't be
evil". Google X division; The Glass Exploreres is the “People” in Marketing mix 7Ps of
Google Smartglass.
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Process: Google retains the user's search terms, collecting data to help refine search
algorithms for more relevance. So don't think that you can search anonymously. Google links
the keywords to the user's computer address and then to the customer. Although Google may
not want to follow you, the government may be interested in the search habits and this is a
matter of civil liberties. Have a look about smartglass process, targeting highly educated,
mid-high class with high income. Early adopters => WoM through social media.
Physical Evidence: The original name of the organization is Googol, which means a
number followed by 100 zeros. Unfortunately, the founders had confusion when registering
and Google became their domain name. Modular design is a physical element of smartglass
product.
8. SWOT ANALYSE:
This section presents a SWOT analysis to examine the company's micro-environment

that specifically reflects Google's strengths and weaknesses and the opportunities and threats
that the company must respond through the association of Company strengths with those
forces. A SWOT analysis is often used, as a strategic tool to enable the presentation of the
company's resources and capabilities, which can be further developed to support a
competitive advantage. Therefore, a SWOT analysis reinforces the development of future
strategic options.
Strengths of Google:
King in Search Engine: Google is the undisputed king of the online search engine
division. It handles nearly 2% of queries in the world.
Huge market share: Currently, Google has more than 28% of the worldwide desktop
search market share.
Impossible to beat: Until now, no competitor has come closer to challenging

Google's position, let alone achieve the business stake.
Biggest traffic generator: Each month, this powerful brand generates more than 1.2
billion visits. This is the largest traffic creation tool and has clear advantage over rivals like
Bing, Yahoo, Baidu.
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High revenue: Huge revenue (2017) is 65 billion dollars that Google has obtained
through many partnerships with various websites that have ensured Google's growth.
Adaptability: Google Group has successfully adapted mobile and the technologies of
Android, bringing the potential to compete directly with the smartphone (iPhone) of Apple.
Google’s Weaknesses:
Privacy policy: Google has been condemned by many experts for its over-reliance on
privacy, especially for hiding information about algorithms. The organization tried to resolve
the allegations.
Decline of market share: According to data from marketers, Google's advertising

revenue has witnessed a decline of about 37.2% in 2018 and 38.8% in 2017. Partly due to
photos From the ongoing economic recession and fierce competition from Facebook.
Excessive advertising: Google receives 86% of its revenue from advertising-related

projects. Experts say the potential change in revenue can cause serious damage to the
company.
Calls aim to boycott Google and YouTube by big advertisers as they discover ads
running alongside extreme content. This has negatively affected Google images. In addition
to brands like Johnson & Johnson, L’Oreal, RBS, British retailer Marks & Spencer, etc; even
the British government was ostracized.
Opportunities of Google:
Android operating system: The most viable opportunity for Google is the
remarkable efforts in providing Android OS. This creates the prospect of competing directly
with Apple iOS.
Non-advertising business model: Google should adopt a diversification process and

aim to build a non-advertising business model - it will ensure sustainable revenue.
Google Glasses and Google Play: Promoting Google's progress and development.
Cloud computing: With cloud and storage solutions, cloud computing can play an
important role in Google's marketing.
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Google’s Threats:
Compete from Facebook: The advent of social media has seriously threatened
Google's position in the internet world (features are increasing on Facebook and Twitter).
Mobile computing: The main threat is that the newer companies seize the
opportunity to enhance the presence of mobile computers.
9. MICHAEL PORTER’S FIVE FORCES MODEL:
Michael Porter’s Five Forces Model of Google. Provided by Manmohan Anand (slideshare.net)
II. OBJECTIVE AND ISSUES:
Particularly in Vietnam market, the smart glass product line is still very new, so there
will be many favorable conditions to develop products and achieve goals, but also with some
difficulties and challenges need to handle. Because Vietnam's market is still very new, its
market share will be 100%.
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1. OBJECTIVE:
Google has set aggressive but achievable objectives for Google glass for the first three
years of market entry. The profit of the company will be equal to the total revenue minus the
costs.
First-Year Objectives
During the initial year on the market, Google aims for smart glasses to achieve sales
of 1.500.000USD. With an average retail price of
1.500USD , that equates with a sales goal of 1000 smart glasses. In the first year, the
company needs to develop advertising campaigns to let people know more and promote
growth in big cities, building trust among customers.
Second-Year Objectives
During the second year, based on the foundation of the first year, the company will
gain experience and develop the company's strengths to increase sales to 3.000.000USD. And
in the next year will expand the market and increase advertising campaigns so that people
know more.
Third-Year Objectives
During the third year, this is the final year of the plan, so marketing strategies need to
be promoted to increase revenue for the company and the third year goal is to reach
5.000.000USD. The profits will continue to be reinvested to research and develop products.
2. ISSUES:
The appearance of a variety of potential competitors: Currently in the world

market and especially in the United States, a variety of alternatives for Google Glass with
rich features and much cheaper rates have been announced. Among them, Oculus Rift is the
most outstanding product, with the ability to support perfect gaming. Sony, Samsung and
Microsoft are also working on their own projects.
Google Glass is sold at a high price: 1,500USD is the price to pay for owning
smartglasses of Google, most users think this is too expensive compared to what this smart
glasses can bring.
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Low battery: The device can only work within a few hours if used to record videos,
run some applications and do to view navigation maps.
Camera on Google Glass is not "worthy": Google Glass is equipped with 8

megapixel camera and 720p video recording capability. Basically, the camera of the camera
gives the image quality normal, not sharp. With outdoor photography testing, the device also
led to a lack of detail as well as poor color reproduction ability. In addition, Google Glass
does not carry as many shooting modes as on smartphones.
III. MARKETING STRATEGY:
As mentioned ealier, Google have 3 different objectives when creating and publishing
the Google Glasses out to the market:
Increase the awareness of the product for the clients
Create a loyalty from the customers perspective for future merchandises
Have a huge market share in Viet Nam market
But according to the Ansoff Matrix, there are 4 different type of growth in makerting
developing:
The google glasses marketing plan is basically fall in the “Market Development”,
because our group are targeting Viet Nam market to be our primary objective, The reason is
simply because Google Glasses has appeared in many of the tech capital of the world, but
Vietnamese people seem quite strange with this technology. This is entirely consistent with
the criteria of "Market Development" with an existing product and penetrating new markets
like Vietnam. One data showed that, in a study on access to technology and smartphones,
among 54 countries surveyed, with an average of 59%, Vietnam stood at 25 with 53%,
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However, the technology market is not very well developed, which is also beneficial for
google launches.
First thing first, the Market Development

is perfect because the main purpose is to catering
to a different customer segment. And we can
focus on two arrays that are "place" and
"promotion". Especially in the “promotion”,
because Vietnamese love sales and promotion on
the product, they are the master of bargain and
sales hunting. Second, because this is such a new
market that this product will constantly become
a “market monopoly”, there will be absolute no
competitors with the Google glasses. But
everything has two sides, the bigger the benefit,
the larger the risk. Not just because you are a
unique goods does not means everyone will like
it, you still need to have a careful yet balance
marketing strategy in order to success, but first
we need to learn about market statement.
© Provided by The Vietnam Post Newspaper
1. SEGEMENTATION:
Demographic segementation: Customers semegation is the most important factor to

increase ROI (Return of Investment). Because if you make good use of it, you can better
distribute your advertising budget and take advantage of the opportunity to sell cross-selling
and increase sales. There are several different type of customers semegation, but we are only
focus on the demographic segementation for “Google Glass”. The target market for the
Google Glass product was for individuals with higher socioeconomic status, education and
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professional occupations. The cost of the Beta product was 1,500 dollars, which would
require the potential buyers to have a large disposable income. Google attempted to design
the Google Glass for “certain professional niches, such as: medical training, scientific
exploration, [broadcast journalism] and photography” (Danova, 2013; Elizetxe, 2014). Thus,
the target market for the Google Glass was for individuals situated in higher socioeconomic
status and white-collared occupations.
Geographic segementation: The Google Glass product was chiefly distributed on-
line and was solely discharged in four retail stores in London and therefore the u. s..
However, Google could be a worldly best-known corporation and it “serves ample folks
round the world in additional than forty countries” (Google INC., 2015b). before the
discharge of the merchandise, it absolutely was a extremely publicized product in fashion
magazines and tv shows. As a result, this product became well-known worldwide before the
merchandise unleash, however the few thousand purchases were chiefly sold within the
u.s… But in Viet Nam market, it is a whole different story,… We want a whole different
thing, we want to place our mark right here in Viet Nam, to turn it is our own market.
Behavioural segementation: We tried to focus on high socioeconomic category

innovators that have a lot of technological information than the typical individual; but, there
have been several downfalls in targeting such a distinct segment. We tend to wished our users
to look at the Google Glass because the new potential item that might rework their daily
lives; sadly, this targeted niche had several negative responses to the present product. Though
within the past, this innovative plan did have potential in remodeling skilled spectrum, like
the medical and business worlds, however the execution of the Google Glass was too
oversimplified and quality. However in 2015, our company Google's was currently
remodeling the Google Glass to specifically target the business, a project known as “Glass at
Work”. And make a lot of wanted and top quality quite the Beta version of Google Glass.
Psychographic Segementation: The beta model of the Google Glass was only sold-
out to their technologically savvy innovators: the “Glass Explorers” in 2015. However we
tend to tried to transform their product for skilled fields, such as: medical, journalism, and
business occupations, particularly for a developing country as Viet Nam as a result of it will
improve the standard of everyone life in distinctive ways in which. The merchandise would
modify people in these professions to be a lot of precise and economical. As an example,
within the business or journalism field, it might modification the note taking method from
29
word transcriptions to video-transcriptions through the Google Glass device. Business fields
may even be modified by the device, wherever people would be able to do video
conferencing through the Google Glass. The Google Glass has potential to vary however
regular higher category people, that aren't as technologically savvy, to go looking for
directions, take images and videos instantly, and different functions that smartphones possess
with simply a click of their wearable device. The device will even be used for leisure
functions, such as: recording videos. As a result, the device will remodel the private and
skilled lives of people that are located in higher socioeconomic statuses with income.
For the wining value preposition, we are all agree to choose “More for more”: most
upscale product at a higher price. As I keep talking throughtout this report, our company has
the advantage of exclusive the market, so there will not be any struggle in competition and
we can used the exciting excited psychology when exposed to a trend of new products has a
longstanding reputation.
2. MARKETING MIX:
PRODUCT:
Product feature: The development of the Google Glass was terribly innovative,
wherever a wearable device possesses an equivalent functions as sensible technology. The
Google Glass permits the individual to be in a very virtual bubble, wherever they'll surf the
web, take photos and videos, use it as a GPS, and communicate with others. The device was
conjointly designed to be terribly adjustable and sturdy to suit any face form (Google INC.,
2015e). The device conjointly comes with 2 completely different nose pads sizes that the
individual will use to regulate to their comfort (Google INC., 2015e). Google Glass will even
be bespoken consistent with the individual’s eyewear prescriptions (Eadicicco, 2013). Google
did receive facilitate from the style trade on the planning and advertising aspects of the
device, however customers weren't happy once the merchandise was discharged in 2014.
Afterward our company will offer support services touching on the Google Glass on their
website, wherever users will receive assistance on the way to operate and take care of their
devices (Google INC., 2015e). People can even purchase warranties for his or her devices,
just in case of flaws within the device or damages (Google INC., 2015e). As a result, the
innovative wearable device was an excellent plan however the execution wasn't up to
consumers’s standards.
30
Analysis: Core, Actual and Augmented
In this sector, the three product levels performed on Google Glass will be analyzed:
core, real and enhanced. Google Glass ' key level is to allow customers to access their social
media and internet browsers, as well as interact with others, and capture images and videos
through their wearable device. The Google Glass can be customized to the real product level.
For example, customers can choose from a multitude of colors to customize their purchase
(Google Inc., 2015e). As well as being durable and fashionable, the Google Glass was also
advertised to be manufactured with high-quality materials. We will provide customers with
plenty of ways to obtain assistance for their Google Glass in the increased rate of product
evaluation. We will provide internet support facilities designated for their Google Glass
product, for instance, and they will also provide guarantees for it.
Analysis: Consumer Buying Behaviour
The Google Glass is a special product where internet searching for the item
specifically needed the consumer. This device is located in a greater cost sector and has been
marketed solely to targeted customers of Google. Our business is well recognized all over the
globe and the brand allows customers to see the product more credibly and create brand
loyalty. Although out brand is well known, the company has only distributed this product for
a limited amount of time in a total of four stores in the U.S. and England, limiting how
consumers can achieve the Google Glass product. But luckily, via website such as: Shoppee,
Lazada, VietNam can have a stable supply.
Product Life Cycle
31
PRICE:
The Google Glass device was sold-out for $1,500 USD, whereas the producing value
is barely $152.47 USD. This leads to our company having an oversized margin of profit and
also the device is located in an exceedingly higher worth market. Thus, our group’s
evaluation strategy is to focus on higher socioeconomic class shoppers and have social class
consumers read the Google Glass as a luxury item. We additionally tried to focus on people
with education and white collared professions, that successively, these people would
presumably be located in higher socioeconomic standing. The shoppers that purchase the
Google Glass would even have an oversized income to undertake the innovative device in its
Beta section. additionally, to the current, we are going to solely sold-out our devices to their
eight,000 higher category innovators, of whom we have a tendency to know as their “Glass
Explorers”. As incontestable higher than, we have a tendency to are target exclusivity as our
evaluation strategy.
PROMOTION:
There are so many ways in order to promote a product, especially for a developing
country as Việt Nam, our group opinion is to maximize the profit beneficial, it is best to
choose: Public relation and Advertising. When I mentioned public relations, such as websites
and social media, to help promote a good image of their company and device (Google
Developers, 2015; Google Inc., 2015a; Google Inc., 2015b; Google Inc., 2015e). For
instance, Google attempted to regulate the safety concerns that individuals have from the
Google Glass through a FAQ (Frequently Answered Questions) (Google Inc., 2015e). Our
company also regulated and updated their supporters for the Google Glass through their
Facebook Page (Facebook, 2015). Thus, Google used their public relation tools to address
and regulate their overall image of the products and company. The company also used
advertising to promote and benefits and demonstate the product’s unique innovative qualities.
This is one of the great advantages for promting google glass product in Vietnam. There are
currently two flatforms that the number of ad viewers is dominating especially in Vietnam:
video advertising in television. According to a report on advertising in Vietnam in 2018,
Vietnam is one of the users countries who tend to watch the highest quality computer and
mobile advertising videos in Asia Pacific.
32
(Smart business management software, 2019)
We will tend to use many creative appeal techniques, where they were featured in
popular television shows, fashion magazine and had immense amounts of celebrity
endorsements. Some examples of this include: Being feature on the mid comericial of the
show: “chay di cho chi” ( running man). And we going to use 3 different foundation to
upload our digital banner: Facebook, Instagram and youtube, because they have the most
user, especially the techonological teenagers ones.
And after that, we will invite Son Tung MTP to wear this device, because according
to a famous online news, he is in the top eight of most influence performancer of Vbiz in the
early of 2019.
33
Plus, this is one efficient mix is to combine the PR with sales promotion. We will
provide a prototype, one of the first come to VN to a tech youtube group called : ”Schannel”
to review the device for us.
Sales promotion: That is not the end of it, we are providing one chance only at the
premire of the google glass, only at the first week when the product come to Viet Nam. The
company will reportedly allow anyone, regardless of whether he or she is in the Explore
Program, to cough up to $1200 for a pair of its smart glasses as a part of one-week
promotion. The company is also throwing in a free sunglasses shade of its recently
announced prescription frames with the Google Glass.
PLACE: We emphasizes that our product is a specialty item, where individuals that
want their Google Glass product must actively seek it. The Google Glass device was mainly
distributed online and we tend to keep it that way. Our company can not place a headquarters
34
in Viet Nam yet, just because the facility condition is not fit for our standard. Our’s
distribution strategy is very exclusive, where we limit how the consumer can purchase their
product. Google mother company did develop a partnership with a company called Luxottica,
where they manufacture and distribute eyewear products. ). Our company did receive help
from Luxottica with the manufacturing and design of the Google Glass, but they did not use
the partnership for distribution purposes. Although the original device can not be bought from
the site Google, but we tend to cooperate with a third pard seller which popular in Viet Nam,
for example: Shoppee, Sendo and Lazada.
PEOPLE: Because our goals is primary selling online so we will not need any real
employees, instead we will focus on recruiting and training any appropriate candidate to
becomes telesales staff, the standard for this is that they need to be confident, well-behaved
and have a good patience, because not every clients will be easy on them. Another aspect of
employees is the customers support departments. Our product definitely not easy to use, so
there will be needed a lot of guidance for them. Google is always famous as one of the
world's top employee remuneration regimes, such as a regular recurring schedule, and google
tours of the US headquarters and study sessions for those who are serious about advancing in
the search industry.
PHYSICAL ENVIDENCE:
Online website have information about google glass:

https://www.google.com/glass/start/
The website included every needed information about Google Glass, from the design,
creators to every information about the glasses.
Amazon’s website used to sale google glasss: https://www.ebay.com/b/Google-Smart-

Glasses/178894/bn_1518132
This is a third party seller, Amazon as an example about when the product come to
Viet Nam and through Lazada, shoppee and some online selling site, it is included the price,
the shipper and the one who responsible for all of that.
35
IV. ACTION PROGRAM:
Task Start End time PIC Place How

time
Communicate In End of 2020 Marketing Social Network In order to maintain customer
with target early department loyalty with brands in general
customers 2020 and products in particular, we
have conducted customer
surveys on social networking
sites such as Facebook and
Instagram about the level of
customer concern about safety.
Products and levels of
customer acceptance,
incentives that customers want
when using products. When
customers conduct these
surveys, they will receive a
discount code or promotion
code of services owned by
Google.
Advertisement In End of 2021 Marketing Social Network We carry out advertisements
early department targeted at customers who are
2020 interested in technology. In this
advertisement, we use
advertising to promote the
benefits and present products
with unique and modern
creative qualities. In addition,
the advertising section also
highlights the production
process and the quality of the
product. This ad will appear on
36
their news feed if they have
searched for keywords related
to new technology or smart
glasses, in this article there will
be a link to the sales website.
us. The effectiveness of this
method is calculated on the
number of times customers
access the link of the
advertisement
KOLs In End of 2020 Marketing TV, Social We invite singer Son Tung
Marketing early department Network MTP to represent and promote
2020 our products on social
networking sites and TV
channels, we mainly apply ads
on social networks Facebook
and Instagram. , and YouTube.
Because according to statistics,
these three websites are most
used by young Vietnamese, in
the advertisement, singer Son
Tung MTP will use and show
the functions of our products.
Sales The 2nd week of Marketing Nationwide In addition to indirect
promotion first January department advertising and increase
week 2020 awareness of the brand. We
of also display products for
Januar distributors, trial products. At
y the original price of $ 1500, we
2020 implemented a 20% discount
policy for customers who buy
or pre-order products during
the first week of the product
37
launch in Vietnam. With a 20%
discount, the price offered for
the first week is only $ 1200.
This promotion will be
published along with
advertisements and KOLs.
Public relation In mid-2020 Marketing Nationwide More than half a year, we have
early department to spend a large amount of
2020 money to help the nonprofit
organization, invest in a
number of social campaigns,
communities, and donate
charities to poor students who
overcome difficulties, floods in
Central Vietnam.
Research and In End of 2021 (R&D) research room Research and development
development early department (R&D) Research and
(R&D) 2020 development activities often
focus on quality and
composition, raw materials,
product design. In addition,
product research and
development includes research,
improvement and improvement
of existing product quality to
have the highest technology
and necessary for higher
technical research and
development.
Customer In End of 2021 Marketing Nationwide After making advertising plans
access early department for customers to have product
38
2020 information and celebrity
faces, the next step is to release
the product and sell it to
distributors.
V. BUDGETS:
Budget is a list of all planned costs and revenues. This is a plan for saving and
spending.Budget is an important concept in microeconomics, which uses budget lines to
illustrate the trade-off between two or more goods. In other terms, the budget is an
organizational plan outlined in the currency terms.
After analyzing the Marketing strategy, and based on Google Glass's Action Program, then
we analyze the budget that the company has to spend on products and promotions.
1. PRODUCT COSTS:
The smart glass developed by Google Glass in the structure is not too complicated,
the total component value does not exceed $ 80. Google Glass lost an additional $ 20 in
assembly costs, and brought the total cost to nearly $ 100. Below we will give you a look at
the Google Glass configuration and the cost of components.
Configure Google Glass:
Configure Google Glass
Operating system Android 4.0.4 Ice Cream Sandwich

Screen 640 x 360
Battery 570 mAh
Camera 5 MP
Connectivity & Sensors Wi-Fi /Bluetooth, GPS, Acceleration, Compass, Gyroscope
Memory 16 GB
SDRAM 1GB DDR2 SDRAM
Processor Texas Instruments OMAP4430
Table 1: Configure Google Glass (Source: Genk, 2014)
39
Figure 1: Configure (1) Google Glass of Teardown (Source: Teardown, 2014)
Figure 2: Configure (2) Google Glass of Teardown (Source: Teardown, 2014)
Cost of components (estimated):
Figure 3: Google Glass components (Source: Genk, 2014)
40
The most expensive component within Google Glass is the Texas Instruments OMAP
4430 application processor, priced at $ 13.96; In addition, the camera costs $ 5.66, $ 3 screen
and Toshiba NAND memory for $ 8.18. Calculating the total cost of components, the
assembly price for Google Glass is $ 79.78. Components prices we can follow in Table 2.
Cost of components (estimated)
Release date
Screen / Touch screen & glass $3,00
The battery $1,14
Camera $5,66
Connect $10,79
NAND $8,18
SDRAM $4,68
Processor $13,96
Power / audio processor $3,52
Non-electronic components $13,63
Other $11,32
Supporting material $1,75
Assembly & inspection $2,15
Total $79,78
Table 2: Costs components (Source: Genk, 2014)

This year our company plans to release 50,000 Google Glass units, at a price of $
1500 each. The total cost of our company is $ 75,000,000. Next, we will calculate the total
cost of advertising and give evidence why Google Glass has such a high price.
2. PROMOTION COSTS:
According to the Marketing strategy, to get more people to know about our products,
we need to promote our products by Advertising, Youtube, Remarketing banner, Pr, ...
Activities Quantity Unit Unit Price (VND) Total Cost (VND)

1. TV Advertisement 2 Session VND 80,000,000 VND 160,000,000
2. Youtube 90 Day VND 2,044,000 VND 184,000,000
Advertisement
41
3. Remarketing 3 Articles VND 2,500,000 VND 7,500,000
banner
4. PR (Son Tung M 1 Time VND 30,000,000 VND 30,000,000
TP)
5. Customer survey 10 Fraction VND 3,500,000 VND 35,000,000
gifts
TOTAL COSTS VND 416,500,000
Table 3: Total cost of promotion Google Glass Company

In addition, when customers buy products that have just been launched on the market,
customers will receive a discount of $ 150 each when buying a Google Glass and warranty
for 2-3 years.
According to Table 3, the total cost of promotion is only a temporary estimate,

because there are many additional costs incurred during the company's sales promotion
process. Since the number of customers cannot be determined, and the preparation of gifts is
only an estimate, after the eyes of the product we will fully update the details of advertising
costs.
Based on table 3 we can see, total promotion spending amounted to VND

416,500,000, which is nearly $ 18200. Total company budget with production cost of $ 100
and promotion cost of $ 18200 then the company has to spend nearly $ 18300. With a selling
price of up to $ 1500 each Google Glass, many people think that this price is very high
compared to the cost of components and promotion costs, but our company still has to invest
a lot more money, of Improvements to the project due to the cost of machinery, development
costs ... and a lot of other money that we can hardly evaluate. So we think that many people
who value the $ 1500 for each Glass now "exorbitant" would be a misjudgment. More than
half a year, we have to spend a large amount of money to help the nonprofit organization,
invest in a number of social campaigns, communities, and donate charities to poor students
who overcome difficulties, floods in Central Vietnam cost nearly $ 44,000,000.
42
Appendix
Giá Biể u Phát Sóng Quảng Cáo Trên HTV7 & HTV9 Năm 2019
(áp du ̣ng từ 01/04/2019)
I. Kênh HTV7 (TVC)
Thời gian Mã giờ QC Vi ̣trí Tên chương Trình Giá QC
5’ 15’ 30’
Từ 19:00h đế n trước 20:30h
7D1TY 7D1TY- Sau 12,000 23,000 38,000
G1 HH, Thám tử tiǹ h
19g00- giữa 1 yêu (T6
19g30 7D1TY-G2, Giữa 2, ) 13,000 25,000 42,000
7D1TY-S trước
Ending
7D1CD 7D1CD- Sau Chuyê ̣n đó 10,000 21,000 35,000
19g00- G1/2 HH, chuyê ̣n đây
19g30 giữa (từ 12/6/2019 (T7
1/2 thay cho )
Trước Robot đa ̣i 12,000 23,000 38,000
Ending chiế n)
7T7DN Sau HH 14,000 27,000 45,000
7T7DN- Giữa 17,000 33,000 55,000
G1/2 1/2 Đùa như thâ ̣t (T7
19g00- 7T7DN- Giữa (từ 17/11/2018 ) 18,000 36,000 60,000
21g00 G3/4 3/4 – 30/03/2019)
7T7DN-S Trước 21,000 42,000 70,000
Ending
7T7DN Sau HH Cha ̣y đi chờ 21,000 42,000 70,000
7T7RM- Giữa chi (Running 24,000 48,000 80,000
G1/2 1/2 Man- Viê ̣t
19g00- 7T7RM- Giữa Nam) từ (T7 24,000 48,000 80,000
21g00 G3/4 3/4 06/04/2019- )
7T7RM- Trước 13/07/2019 27,000 54,000 90,000
S End
7T8TH Sau HH Tiế u lâm nha ̣c 12,000 24,000 40,000
7T8TH- Giữa hô ̣i- Xuân 17,000 33,000 55,000
19g00- G1/2/4 1/2/4 2019 (từ
20g30 7T8TH- Giữa 3 23/12/2018- (C 18,000 36,000 60,000
G3 05/05/2019) N)
7T8TH-S Trước 21,000 42,000 70,000
End
Table 4: Advertising Broadcast Rates On HTV7 and HTV9 2019 (Source: Gardenmedia, 2019)
43
Bảng báo giá đặt Banner Quảng Cáo
Di ̣ch vụ Mô tả Chi phi ́ Khác
Banner tiếp thi ̣ lại Hiển thi ̣ quảng cáo Chi phi ́ trọ n gói,
Banner sau khi khách miễn phi ́ thiết kế
hà ng đã truy cập và o 2,500,000 Benner nếu thanh
website đồng/tháng toán 1 lần 6 tháng
(youtube.com,
facebook.com,
instagram.com,
zalo.com, …)
́ chủ
Banner nhăm Hiển thi ̣ quảng cáo Không hạn chế số
đề Banner theo nhóm từ 5,000đ- 7,000đ click, khách hà ng có
khóa, ngà nh nghề, độ thể đặt ngân sách,
tuổi, khu vứ c đi ̣a lý số lượ ng click trung
bình cho mỗi ngày
Table 5: Advertising Banner price list (Source: Adtimin, 2019)
Figure 4: Quotation of advertising services on Youtube (Source: Quang cao sieu toc, 2019)
VI. CONTROLS:
Control is one of the managerial functions like planning, organizing, staffing and
directing. It is an important function because it helps to check the errors and to take the
corrective action so that deviation from standards are minimized and stated goals of the
organization are achieved in desired manner. Control in management means setting
standards, measuring actual performance and taking corrective action
Management control in a corporate environment can be defined as a systematic effort

by business management to compare performance to predetermined standards, plans, or
objectives in order to determine whether performance is in line with these standards and
44
presumably in order to take any remedial action required to see that human and other
corporate resources are being used in the most effective and efficient way possible in
achieving corporate objectives.
Planning is a process by which an organization's objectives and the methods to

achieve the objectives are established, and controlling is a process which measures and
directs the actual performance against the planned objectives of the organization
The process of strategic and operational control is to review and evaluate the
performance of the system against these established norms. Rewards for meeting or
exceeding standards may range from special recognition to salary increases or promotions.
On the other hand, a failure to meet expectations may signal the need to reorganize
(organizational control), change strategic direction or redesign (strategic control)
In contrast to strategic control, operational control serves to regulate the day-to-day

output relative to schedules, specifications, and costs, by the formulation of policies and
execution of corresponding procedures. Is the output of product or service the proper quality
and is it available as scheduled? Are inventories of raw materials, goods-in-process, and
finished products being purchased and produced in the desired quantities? Are the costs
associated with the transformation process in line with cost estimates? Is the information
needed in the transformation process available in the right form and at the right time? Is the
energy resource being utilized efficiently?
The purpose of strategic control is to see that the specified function is achieved. The
objective of operational control is to ensure that variations in daily output are maintained
within prescribed limits. It is one thing to design a system that contains all of the elements of
control, and quite another to make it operate true to the best objectives of design. Operating
"in control" or "with plan" does not guarantee optimum performance.
Operational control is the authority to perform those functions of command over

subordinate forces involving organizing and employing commands and forces, assigning
tasks, designating objectives, and giving authoritative direction necessary to accomplish the
mission. Operational control includes authoritative direction over all aspects of military
operations and joint training necessary to accomplish missions assigned to the command.
Operational control should be exercised through the commanders of subordinate
organizations. Operational control normally provides full authority to organize commands
45
and forces and to employ those forces as the commander in operational control considers
necessary to accomplish assigned missions; it does not, in and of itself, include authoritative
direction for logistics or matters of administration, discipline, internal organization, or unit
training.
For control activities with operational programs, it must be checked regularly during
the operational period of one year to ensure the best performance and frequency of Google
Glass's program performance. most effective. At the beginning of the program there are
benefits and adjustments for the program itself. In terms of Gooogle Glass's marketing
program, it is an old product, but it will operate on one, then the new school will provide
customers especially in Vietnam because this is a product from overseas so that Vietnamese
consumers will not know about Google Glass too much, so with the program of marketing
activities, it will help this product to reach Vietnamese consumers. In terms of need to adjust
because when operating, it is impossible to avoid the clarifications that need to be checked to
be adjusted appropriately when it is done, the controller needs to be prepared in advance to
respond in time points when there are risks. For example, first, for a customer survey
program for Google Glass products, a small risk is that this is a new product for Vietnamese
customers, so the survey may have a problem that will have We can receive quite a few
feedbacks from customers because they do not have high demand for products. Secondly, for
advertising activities for Google Glass, the risk is that for an advertising program for a
product that only targets customers who are interested in technology, product promotion will
not be promoted and Advanced . The third thing is that for PR activities for products from
celebrities, its risk is that the representative tries to make a long-term commitment to the
company's product promotion program, thanks to that person can collect can attract a large
number of customers for the company and the salary payable can meet the demand for this
representative not from the company and the desired marketing department. that when
starting with the project, the investment cost could be $ 10,000 but it could generate higher or
less for the business. In addition, for human resources, they do not have much experience
with this product for Vietnamese people and the last possible risk is that for events organized
by the company, the number of participants may be low. more than expected when starting
with the operating strategy of the company's product is Google Glass.
Strategic control is the process used by organizations to control the formation and
execution of strategic plans; it is a specialised form of management control, and differs from
other forms of management control (in particular from operational control) in respects of its
46
need to handle uncertainty and ambiguity at various points in the control process.Strategic
control is also focused on the achievement of future goals, rather than the evaluation of past
performance.
When the controller wants to adjust, the controller must rely on different criteria for
each activity from the marketing programs to get the most reasonable adjustment steps. For
the Google Glass product marketing program in terms of events to survey customers, ads and
KOLs marketing, the control of Google Glass's marketing program through social networking
sites such as Facebook, Instagram, Youtube and Television, the controller will rely on views,
interaction comments and sharing of the online community to many others using those sites
to contribute desirable ideas and requests about real estate. Google Glass products from
which the supervisor will adjust if the product interaction is high when the revenue from
advertising and the face of Son Tung MTP is represented, the plan has gradually become
complete and it has reach consumers about this product and a part n with the Google
application can find information about products very quickly because Google Glass is a
Google product. On the contrary, if the amount of interaction in the media does not have
positive feedback, then the controller must adjust the marketing strategy effectively and the
communication department operates with a more open market. In the framework, it only
meets the demand of technology enthusiasts, but nowadays people often stick with
technology so almost everyone uses technology so the controller will consider
communication for Google Glass products so that it can be widely known and used. In
addition, for event-organizing activities to promote products, the controller must find out that
the number of people who know the product and the number of people participating in the
program is organized to ensure that the event That is enough to meet the number of
participants since then Google Glass will be understood by many people. In addition, the
company's human resources must control that human resources can meet the requirements of
customers who want to know information about Google Glass products if they cannot meet
them. The controller must learn and offer solutions such as there will be courses and
investment in human resources a number of knowledge about the characteristics of Google
Glass to solve the problem of experience for human resources in the company. Moreover, for
capital policy to control, the controller must keep track of the company's budget when
investing in the product is Google Glass, first the cost of the product source, the second is the
resource. Profit can be collected in a new market, Vietnam, the controller must study the
Vietnamese consumer market and the development of Google Glass that it can meet the needs
47
of customers for a product. Modern technology with reasonable investment does not allow it
to surpass the specified amount or may be less than originally planned to be able to generate
stable or higher capital and consumers. It is also easier to access with different prices to
ensure the budget always n the product by the company has invested.
To sum up, people control the programs and marketing activities of Google Glass
products from risks to necessary adjustments for products to ensure products can grow more
stable in the future and present. . Therefore, for operators and programmers from then on they
will draw for themselves the lesson that they have learned for themselves to be able to apply
it to research and development and control chapters. submit and operate in a better way in the
future.
VII. CONCLUSION:
With the marketing plan, our team is completely confident with the campaign to bring
the company's new products to market and will achieve success and achieve the intended
target.
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ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2. Marketing Essentials

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Tran Nhat Thanh Thanh – GBC18031 TNTThanh

2. Ton Ngoc Thao – GBC18121 TNThao

Group number: 3. Nguyen Huynh Nhut Quang – GBC18016 NHNQuang

4. Tran Anh Tai – GBC18027 TATai

5. Truong Thi My Tien – GBC18058 TTMTien

6. Tran Quoc Duy – GBC18102 TQDuy

Class GBC0701 Assessor name Tran Thi Dieu

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Grade: Assessor Signature: Date:

Signature & Date:

Unit Number and Title: Unit 2 Marketing Essentials

Academic Year: 2018/2019

Assignment Title: Marketing Plan

Internal Verifier Name:

Unit Learning Outcomes:

LO3 Develop and evaluate a basic marketing plan

Assignment Brief and Guidance:

The content of your marketing plan should include:

Learning Outcomes and Assessment Criteria:

EXCUTIVE SUMMARY …………………………………………………12

I. SITUATION ANALYSIS ………………………………………………12

II. OBJECTIVE AND ISSUES …………………………………………...25

III. MARKETING STRATEGY ………………………………………….27

IV. ACTION PROGRAM …………………………………………………36

VI. CONTROLS …………………………………………………………...44

VII. CONCLUSION ……………………………………………………….48

REFERENCE LIST ……………………………………………………….48

EXCUTIVE SUMMARY: Google Inc. is a technology mammoth with its foundations

1. THE EXTERNAL ENVIRONMENT:

PESTLE analysis is an apparatus utilized in business to pick up data about Google

Google is one of the US corporations that utilizations money in remote ledgers to

Economics Factors: Google's revenue is impacted by a lot of macroeconomic factors

Technological Factors: This incorporates territories of innovative work just as

Multi-segment positioning: provide consumers services and products such as Online

Imitative positioning: Google Chrome imitated Internet Explorer and G+ imitated

Organizational Customers: Google acquires the income from its promoters

Entrepreneurial Enterprise Segment (The most lucrative customer segment for

In the present generation, everybody requests various kinds of gadgets like

4. PURCHASING POWER PARITY:

According to GfK Temax's research, the retail market of electronic products in

COMPETITORS PRICE RELEASE DAY

The Competitors of Google in Smart Glasses industry. Provided by techradar.com

Vuzix Smart Glasses M100: Self-proclaimed "world first commercially available