Google Self Driving Car Marketing Plan

Topics: Automobile, Driverless car, Automotive industry Pages: 32 (11356 words) Published: July 28, 2013
Google self-drving cars

Instructor
Dr. Antonie J. Jetter

Team 2
Abhishek Jain
Jing Jiang
Jonathan Lui
Rohit D'Souza
Standley Limarta

Contents
1Abstract4
2Company Overview4
3Partnerships and Strategic Alliance5
4Product Analysis5
4.1Product value5
4.2Technology Assessment5
4.3SWOT analysis7
5Value Proposition9
5.1Safety9
5.2Economics10
5.3Productivity10
6Market Analysis11
6.1Market Demographics11
6.2Market Trends12
6.2.1Changing Laws12
6.3Market Needs13
6.4Customer Segmentation14
6.4.1First Segment15
6.4.2Second Segment15
6.4.3Third Segment16
6.4.4Fourth Segment16
7Marketing strategy18
7.1Positioning18
7.2Position on TALC19
7.3Product and/or service attributes.20
7.3.1Product life cycle20
7.4Place22
7.5Promotion23
7.5.1Media Advertising24
7.5.2Public Relations and Publicity24
7.5.3Direct Mail24
7.5.4Trade Shows25
7.5.5Catalogs, Literature and Manuals25
7.5.6Telemarketing25
7.5.7Personal Selling25
7.6Price25
7.6.1Costs25
7.6.2Competition26
7.6.3Customers26
7.7Branding27
8Sales forecast28
9Conclusion30
10References33

Abstract
The Google self-driving car is a project by Google that involves developing technology for driverless cars. The project is currently being led by Google engineer Sebastian Thrun, director of the Stanford Artificial Intelligence Laboratory and co-inventor of Google Street View. Thrun's team at Stanford created the robotic vehicle Stanley which won the 2005 DARPA Grand Challenge and its US$2 million prize from the United States Department of Defense. The team developing the system consisted of 15 engineers working for Google, including Chris Urmson, Mike Montemerlo, and Anthony Levandowski who had worked on the DARPA Grand and Urban Challenges [1-2, 8, 10]. The Google self-driving car is equipped with an autopilot system, and capable of driving from one point to another without aid from an operator [3-4]. Our focus in this marketing plan will be on enterprise businesses, rather than only solutions for individual end users. Google is already in the enterprise market. Our marketing plan starts with the product itself and product analysis. And then, a Technology Assessment is discussed and the product propose, components, features, and values provided to enterprise customers are explored. The market analysis shows potential customer segmentations. The decision of choosing targeted early adapters and early majority is explained, and the technology’s adoption lifecycle curve and crossing the chasm are illustrated. In the customer analysis section, the targeted customers in depth by giving a definition and exploring their activities are explained. The role of self-driving technology in the work process is shown, and the customer perceptions are investigated. The competitor analysis section gives a competitive landscape to map Google’s competitors by giving an in-depth elaboration on every competitor’s pros and cons and their place in the landscape position and uses the SWOT analysis to show Google’s points of strengths, weaknesses; current and potential opportunities and source of threats. The market strategy talks about positioning, promotion, and distribution. The finance section illustrates the product pricing, costs, revenues, revenue allocation estimates, expenses budget, and customer value pricing. Company Overview

Larry Page and Sergey Brin, two PhD students from Stanford University, founded Google because they wanted to help solve really big problems using technology. Google, incorporated in September 4, 1998, is a global technology company focused on improving the ways people connect with information. The Company generates revenue primarily by delivering online advertising. The Company’s business was focused on areas, such as search, advertising, operating systems and platforms,...

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