MM Solutions

GOOGLE CASE STUDY

Question – 1
With a portfolio as diverse as Google’s, what are the company’s core
brand values?

Answer:

With a diverse portfolio, Google has its underlying core brand values. These core
brand values are as follows:
Good Work Environment:
As a global corporate citizen, Google has always tried hard to be one of the
“Good Guys” in the corporate world, underneath a touchy-feely work
environment. Basically Google hires great people and expect a lot from them in
return. They also try to create an environment where people can prosper and
grow. They treat their people with justice and respect; share and welcome ideas
openly.
Doing the Right Things:
Within its corporate culture, Google always encourages well-built ethics with an
eminent founding credo: “Don’t be Evil”. Honesty and integrity in all they do and
their business practices are beyond criticism. They have a motto of making
money by doing good things.
Offering Prime Online Services:
Google adds value by providing tools to the advertisers’ better target their ads
and better understand the effectiveness of their marketing. Google Analytics, free
to Google’s advertisers, provides a custome report, or dashboard, detailing how
Internet users found the site, what ads they saw and clicked on, how they
behaved while there and how much traffic was generated.
Technology and Innovation:
Google always apply their technology abd creativity to solve important problems
and come up with new ideas. As a result they are in a quest of building the
world’s best technology and products.
Market Asset Management:
With its ability to deploy data that enable up-to-the-minute improvements in a
Web markeing program, Google supports a style of marketing in which the
advertising resources and budget can be constantly monitired and optimized.

Question – 2

What’s next for Google? Is it doing the right thing taking on Microsoft
with is cloud computing, Apple in the fight for the smart phones, and
the Chinese government on censorship search?

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Answer:

What’s next for Google?

From space elevators, robots, to curing cancer: Google works to make future
generations brighter, healthier, and more informed. After achieving Success from
its start since last 15years.Google has been the Undisputed King of the market
beating all its competitors ”Yahoo” which is rated next to Google holds only 20%
of the market share compared to Google’s 63%, which tends to increase the
expectation from its users and Investors as a result to be consistent and keep
performing Google keeps on Innovating new Products.
On 16th August 2013, Google goes down for 5 minutes, web traffic takes a
dive. Google.com was down for a few minutes between 23:52 and 23:57 BST on
16th August 2013. This had a huge effect in the number of pageviews coming
into GoSquared's real-time tracking, around a 40% drop, as this graph of our
global pageviews per minute shows," noted GoSquared. "That's huge. As internet
users, our reliance on google.com being up is huge.“ Around ten minutes after
the outage was reported, Google engineers added to the dashboard that all
problems had been resolved and the services were running fine.
With Google Glass, you are able to view social media feeds, text, Google
Maps, as well as nevigate with GPS and take photos. You will also get the latest
updates while you are on the ground.
The Google driverless car is powered by artificial intelligence that utilizes
the input from the video cameras inside the car, a sensor on the vehichel’s top,
and some radar and position sensor ttched to different positions of the car.
Sounds like a lot of effort to mimic the human intelligence in a car, but so far the
systems has successfully driven 1609 kilometres without human commands.
Is it doing the right thing taking on Microsoft with the concept of cloud
computing, and Apple in the fight for Smart phones?
Yes
. Definitely it is doing the right thing by taking on Microsoft by the
cloud computing & Apple in The Smart phone segment as it is cut throat
competition in the market, if Google does not takes on it’s competitors then they
will obviously surpass it and it will ne a very difficult for Google to retain it’s
brand value which is consistently rated as a most valuable brand by the Forbes.

EMIRATES CASE STUDY:

1.How has Emirates been able to build a strong brand in the competitive airlines
industryworldwide?
Emirates is one of the largest airlines in the middle east which is operating over 3,300 flights
perweek from its center at Dubai International Airport, to more than 148 cities in 78 countries
acrosssix continents. It is also the seventh largest airline in the world in terms of revenue and it is
AED83 billion and the largest airline in the middle east in terms of revenue, fleet size, and
passengerscarried.Its passenger number also increased from 44.5 million to 49.2 million over

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the same period,Passenger seat factor increased by 0.2% to 79.6%.They able to build a strong
brand by lean business resource, getting support from the Dubaigovernment, high employee
satisfaction, high customer loyalty, being innovative with time is theprime factors to build itself
as a brand in airline industry. It has invested in the program called “Tailored Arrivals” which
allows the air traffic control touplink to air craft new route by determining the speed and flight
profile from the air onto runway,which helps the crew to accept and fly a continuous descent
profile, and helping in saving fuel andemissions. Wide area of business activity also a reason to
be able to build a strong brand in thecompetitive airlines industry worldwide.

2.What are some of the apparent weaknesses with the company's strategic direction? How can
theairlines address them?

Emirates has strongly built their brand in airlines industry and strategically positioning
themselvesbut they are lack in taking into considerations of their competitors in determining
their futuredirections. Here is some deficient of the company’s directions-Overlooking to the
fault of marketing strategies, and over confident about their position inaviation
industry.Absence of international alliance as they are not art of any alliance.Ignoring the
competition: they totally ignore their competitors like Gulf Air CompanyGSC, Air France,
Lufthansa AG, British Airways, and Qatar Airways Group.They do not look into the pros and
cons of their competitors. for example- Etihad airwaysand many other airways have also signed
the open skies policy and are ready to competewith emirates at a very competitive price with the
same quality of service.They only target the elite class people as their customer which is also a
threat for them infuture, as because if people get same service at a low price, they will go for
that.
Solutions to above addressed issues:
♣Improving inflight service meanwhile taking cognizance of completion offerings.
♣The routes need to be extended.
♣They need to develop their products like developing private suits.
♣Incorporating in budget airlines.

♣By repositioning and aggressively evolving novel strategies as per the target
market
response.
♣They can roll out packages for non-premium class travelers.
Though Emirates has a strong brand position but if they want to keep it for the long run, they
need

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to do some changes in mentioning above in their strategic direction.
3. With the decline of fuel prices globally, airline companies continue to reap the benefits. What
impact will this have on Emirates’ business strategy in the future?
Decline in fuel price globally shall affect Emirates business strategy in the following way-
♣Company will now attract cost conscious customers through declining of fuel price.

♣To reduce price-fluctuation risk on projected operating costs, many airlines hedge
a
proportion of their future fuel needs six to 24 months in advance by buying jet fuel or crude
oil contracts from banks or on an oil futures market.
♣When the oil price is falling, options would be in favor of emirates as it is cheaper to hedge
forwards and get protection if prices go up, but if one pays a premium for options, they also
retain the potential to benefit from lower oil prices more immediately.
♣Risked slower growth in the coming years as heavy investments in new planes
and
premium-class services begin to erode profit margins

CASE STUDY: EMIRATES

1. How has Emirates been able to build a strong brand in the competitive airlines industry
worldwide?

The success of Emirates can be attributed through a combination of marketing mix which
emphasize on excellent customer service, product and equipment. In addition, Emirates is known
for its commitment to the highest standards of quality in every aspect of their business, providing
premium service be it in first, business or economy class. We will look into a few P’s of the
marketing mix that Emirates currently employ to become one of the most profitable …show more
content…

Dubai airport offers an open sky policy, thus enable other airlines to gain free access to the airport.
This enables Emirates to compete openly with other airlines, particularly other United Arab
Emirates and Arab based airlines such as Gulf Air, Etihad Airways and Qatar Airways.

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2. What are some of the apparent weaknesses with the company's strategic direction? How can the
airlines address them?

Even though Emirates has strongly built their brand in airlines industry and strategically
positioning themselves, they are lack in taking into considerations of their competitors in
determining their future directions. As they portray themselves as a global company they have got
a rivalries threat in their regional market from companies like Etihad Airways and Gulf Air which
both partly own by Abu Dhabi government. Going for expansions of their fleets solely will not
ensure the company growth in future. Having a young fleet of aircraft can be beneficial in the first
few years of operation. However, as the aircraft ages, the cost of maintaining them will also
increase and put a burden in their operational cost.

CASE STUDY IKEA

1. What are some of the things IKEA is doing right to reach consumers in different markets?
What elsecould it be doing? IKEA reaches their consumers in different markets by looking at
their culturaldifference. For example, IKEA would sell year of the rooster mats in china, or make
bigger drinking glassin the U.S market due to the original drinking glass was too small. IKEA is
looking at different countries’necessities at home and providing furniture to their consumers in
affordable prices. IKEA could also lookinto exterior design for houses, like mailboxes, outdoor
lights, or lawn decorations.

1. What are some of the things IKEA is doing right to reach

consumers in different markets? What else could it be doing?

Some of the things that IKEA is doing right to reach consumers

in diffent makets are:
- Provide products adapted to the needs of different markets. For
example: when IKEA realized that US shoppers were buying vases as
drinking glasses because they thought IKEA's cups were too small.
So IKEA changed their glass design and size according to the needs
of the US market. Or that IKEA changed the design of its showroom
from the point of view of the US consumer. IKEA realized that US
consumers thought that IKEA only sold European-sized beds. So IKEA

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quickly changed the design of its US showroom with king-size beds
and a variety of styles.
- Expand product lines based on product depth.
- A low-cost furniture business that sells reassembled furniture and
casual furniture.
- The majority of IKEA's products are stylish and customizable.
- Product adaptation according to the need of different market.
- Flat packaging makes it simple to ship to customers and
straightforward for them to assemble at home. Packaging not only
offers a pleasant consumer experience, but it also handles the
difficult problems of shipping and storage prices for furniture makers
and distributors, especially when their items IKEA originate from
many nations.
- A diverse selection of items to meet the needs of consumers. IKEA
generates a large amount of income through its low-price approach
from customers all around the world.
ϖIKEA can do more:
- IKEA can expand the market in South Asia and African countries
because IKEA does not have many stores in South Asian countries

but in South Asia, some countries like Pakistan, India, Bangladesh,

Sri Lanka, Philippines have a market. The furniture market is very
large, especially in Bangladesh. And with its low price strategy, IKEA
can beat any competition in Bangladesh and India. Alternatively,
South Africa, Mexico, Brazil and Chile could be profitable markets for
IKEA.
- Use social media to get client input and raise product awareness
globally.

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- IKEA may choose for eco-friendly items or technologies.
- Provide some smart furniture.
2. IKEA has essentially changed the way people shop for
furniture. Discuss the pros and cons of this strategy.
Pros:
- IKEA's low-cost strategy maintains it ahead of its competitors in the furniture retail
industry.
- IKEA offers low-cost, high-quality products.
- Offer items that meet market and customer demands.
This is a family-friendly establishment.
- IKEA labels its items in unusual ways so that buyers may readily identify them.
- Displaying a large range of items and designing the shop layout in a one-way style so
that clients can easily see everything in one location.
- Low cost leads to charge low price to the customers.
- Its products are accessible to everybody.
Cons:
- Customers may encounter difficulties as a result of self-assembly.
- Shifting societal trends may stifle IKEA's sales growth.
- Designing the store might be overwhelming for buyers since they may not know
where to begin

BMW CASE STUDY

Question 1: How does BMW segment its consumers? Why does this work for BMW?

Answer: BMW focused mainly on 4 segments described as follows;

1. Geographic Segmentation:
As per geographical boundaries, BMW focus on;

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•
Region : National And International Consumers

•
Density : Urban class
2. Demographic Segmentation:
Demographically, BMW’s segments are:

•
Age : 20 – 45+
•
Gender : Males & Females

•
Life-cycle stage : Bachelors, Newly Married Couples, Elderly People

•
Income : High Income Group
•
Occupation : Professionals & Executives
3. Behavioral Segmentation:
As per behavior, the segmentation can be described as:
•
Degree of loyalty : Hardcore loyal, Soft loyal, Switchers

•
Benefits sought : Reliability, Sense of achievement, Expression of high status

•
Personality : Determined and ambitious
•
User status : Non-users, Regular users, Ex-users, Potential Users, First-time users
4. Psychographic Segmentation:
Psychographic ally, the segments can be described as follows:

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•
Social class : Upper Class, Elite Class
•Lifestyle : Reformers, Aspire
Responding sensitively to unique values and purchasing behavior, enabled BMW to transcend
intended performance. The segmentation, targeting and position worked for BMW because by
targeting to difference classes and groups, it was successful to strengthen its brand image and
made
profit eventually.

Question 2: What does BMW do well to market to each segment group? Where could it
improve its marketing strategy?

Answer: BMW marketed to each segment by giving them what they needed. They targeted four
markets primarily as per below details;
1. Target Market: Modern Mainstream:
These cars targeted the ‘modern mainstream’ – a group of people who family-focused and active
but have previously avoided BMW because of high prices.
¬Car Series (Less Expensive Cars): 1, 3, 5, & 6, X1 & X3 Series, Low-priced SUVs
2. Target Market: Upper Conservative Group:
These cars targeted ‘upper conservative group’ who are wealthy consumers. These cars had
electronic components such as multiple options to control windows, seats etc.
¬Car Series (Premium-priced Cars): SUVs, Convertibles, Hybrids.
3. Target Market: Upper Liberals:
These cars targeted the ‘upper liberals’– a group of people who had achieved success in the
1990s and gone to have children and take up extra activities like golfing, biking etc.
¬Car Series (Expensive Cars): X Series
4. Target Market: Post Moderns:
These cars targeted the ‘post-moderns’– a group of people who have high income and like to

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attract attention to their showy cars.
¬Car Series (Expensive Cars): Roadsters, Convertibles

Question 3: Should BMW ever change its tagline ‘The Ultimate Driving
Machine’? Why or why not?
In our opinion, BMW should not change their tagline because it represents the brand origination
and
experience which they try to create and evolve. When consumers drive BMW, they cannot
simply
deny the fact that a BMW means moving from point A to point B and just a means of
transportation.
BMW is more than that. The sole spirit behind these cars is a luxurious experience which is
meant to
be enjoyed. Hence BMW is rightly called as “The Ultimate Driving Machine”

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