Topics: Google, Web search engine, Google search Pages: 15 (4489 words) Published: March 10, 2013
BA (Hons) BUSINESS STUDIES (Marketing)
Subject: Digital Marketing
Module tutor: Tzempelikos Nektarios
Team’s members: 1. Kalogeropoulos Ignatios
2. Mitsionis Alexandros
3. Skempi Maria
Deadline Draft: 24-4-2012
Deadline: 11-5-2011
Words: 3950
Athens, 2012


i. Brief explanation of Google……………….…… P. 3

ii. Marketplace assessment of current online
microenvironment. …………………………..… P. 4-6

iii. SMART Objectives………………….…………. P. 7-8

iv. Target group of Google Inc…………………...... P. 8

v. Digital Strategies adopted by Google Inc ……… P. 9-11

vi. Evaluation of existing Digital strategies……...…P. 11-13

vii. Conclusions…………………………………..… P. 14

viii. References……………………………………… P. 15-16

Brief explanation of Google
Google is an American large business company and software corporation, which operating in several countries around the world. To be more precise, Google specializes in Internet research, cloud computing and advertising technologies. Google develops a huge number of internet-based services and products and its main source of revenue coming from advertising through its Adwards program, which includes local, national and international distribution. Google began as a research project in March 1996 by Larry Page and Sergey Brin, who graduated their PhD Degree from the University of Stanford in California and firstly it based in a fellow student’s garage in Menlo Park in California. In their research, Larry Page and Sergey Brin came up with a plan in order to make a search engine which contains websites according to the number of other websites that linked to that site. The domain was registered on September 14th 1997 and Google began its operation in September of 1998. Also, it must be stressed that Google sold advertisements with the use of a keyword and as a result created Google AdWords. In 2003, Google moved its offices and its facilities to its large Google estate which is located in Mountain View in California and even now it based there. In 2004, Google created its own free web email service, the Gmail. The service of Gmail aimed to compete the free online mail services, such as the services supplied by Yahoo and Microsoft, known as Hotmail. Moreover, in 2004 Google launched Google Earth which is a perfect map of the earth based on a satellite appearance. In 2005, Google cooperated with NASA on a variety of areas such as large data management and massive distributed computing. Consequently, this cooperation involved a building one million square foot at NASA’s Ames Research Center. In 2006, Google added to the Oxford English dictionary as a verb (to Google), so the brand of Google was very popular and allow other companies to use the Google brand in their own brad, without fear. (The History of Google, 2006)

Parallel, in 2007 Google announced cooperation with China Mobile which is the largest mobile telecom carrier in the world, in order to provide mobile and internet search services in China. Nevertheless, in January 2009 Google announced cooperation with the Pontifical Council for Social Communications, thus the Pope have his own channel on YouTube. Finally, in 2011 co-founder of Google Larry Page became CEO. Today, Google is a top web estate in all big global markets and the advertising program of Google provides all businesses with measurable results and company’s general mission is to organize information around the world and make it accessible and useful. (Our History in depth, 2012)

Market assessment of current online microenvironment
S.W.O.T Analysis
In last years the firm that has impacted on our lives is Google. Precisely, Google is one of the most powerful search engines in the world and it can be said that Google is the most popular and most visited web site in the world. One of the most popular ways in order to attempt to improve the corporate strategy of a company is...

References: * Berkowitz E.N. (2011). Essentials of Health Care Marketing (Third Edition). Jones and Barlett Learning: London
* Ferrell, O
* Henry, A., (2008) Understanding Strategic Management. Oxford: University Press
* Murmann, J
* The History of Google (online) (cited 18 April 2012)
* Our History in depth (online) (cited 18 April 2012). Available from <URL:>
* Google Swot Analysis (online) (cited 19 April 2012)
* Google denies staff ‘brain and drain’ (online) (cited 20 April 2012). Available from <URL:>
* Microsoft Says Google success a ‘‘wake-up call’’ (online) (cited 20 April 2012)
* Microsoft, Amazon, Yahoo! to join anti-Googlebook war (online) (cited 21 April 2012). Available from <URL:>
* Top eight competitors of Google (online) (cited 21 April 2012)
* Google (Online) (Cited 20 April 2012) Available from <URL: >
* (online) (Cited 20 April 2012) “Google’s is the most popular internet search engine”. Available from <URL:>
* Google (Cited 20 April 2012) “Technology Overview”
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