Google Case Analysis

Marketing Mix and SWOT Analysis

Marketing Mix

Google’s marketing mix is the major aspect of the company’s global success. The company’s products are diverse and growing.  

• Product: Google has a diverse set of products, most of which are market leaders; this could be a reflection of the company’s strategy of growth and expansion. Google’s main products are web-based, mainly it’s online search.  Other products include Operating systems, desktop apps, mobile apps and hardware products.

• Price: About 89% of Google's US$66 billion in revenue came from advertising. Google's majority revenue comes from two advertising platforms — Google AdWords and Google AdSense. Google does have different pricing strategies for the different products they have. The four main ones are Freemium pricing (which they charge for premium services like the premium version g-mail for businesses), Marketing oriented pricing; determines pricing based on the market conditions. Penetration Pricing involves low prices that allows the company to expand its market share compared to its competitors. Lastly, Value based pricing, which determines prices based on customer’s perceived value of the product.

• Place: The company is located in Mountain View in California. The work environment allows employees to maximize their time. The channel that Google uses is mainly Internet. The distribution component is mostly online businesses.

Promotion: Google does minimal promotion. Since it is one of the greatest companies in the world, it doesn’t need to do extensive advertising. This is beneficial for the company because it doesn’t have to spending millions for promotional campaigns.