Assignment 2: Situation Analysis A company self-examination, Marketing Assignment Homework Help

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Question description

A company self-examination. What are we known for? Who do we want to become?
In this assignment, you will create a Situation Analysis for one (1) of the following companies / brands: 

Google.

This company (Google) has been through numerous changes in recent years.  Use the information listed, as well as your own knowledge and research, to complete the provided situation analysis template. Additional research should include the use of the company's Website, the course textbook, and other online sources,please fill in every section and question asked in the template .


The template to be filled in is attached.


Google

History

Founders Larry Page and Sergey Brin met at Stanford University in 1995. By 1996, they had built a search engine (initially called BackRub) that used links to determine the importance of individual Webpages.

Larry and Sergey named the search engine they built "Google," a play on the word "googol," the mathematical term for a 1 followed by 100 zeros. Google Inc. was born in 1998, when Sun co-founder Andy Bechtolsheim wrote a check for $100,000 to that entity-which until then didn't exist.

In 2000, we introduced AdWords, a self-service program for creating online ad campaigns. Today our advertising solutions, which include display, mobile and video ads as well as the simple text ads we introduced more than a decade ago, help thousands of businesses grow and become successful.

On April Fools' Day in 2004, we launched Gmail. Our approach to email included features like speedy search, huge amounts of storage and threaded messages. Our Initial Public Offering of 19,605,052 shares of Class A common stock took place on Wall Street on August 18, 2004.

We acquired digital mapping company Keyhole in 2004, and launched Google Maps and Google Earth in 2005. Today Maps also features live traffic, transit directions and street-level imagery, and Earth lets you explore the ocean and the moon.

In 2006, we acquired online video sharing site YouTube. Today 60 hours of video are uploaded to the site every minute. Cat videos, citizen journalism, political candidacy and double rainbows have never been the same.

Amidst rumors of a "Gphone," we announced Android-an open platform for mobile devices-and the Open Handset Alliance, in 2007.


The first part of this assignment is attached as well . This is the seconf part of it to be done.



Assignment 2 Situation Analysis Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment questions below. Submit the completed template in the Week 10 assignment submission link. Name: Professor’s Name: Course Title: Date: Company/Brand Selected (Fiat Chrysler Automobiles, Amazon, or Google): 1. Customers Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty. For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others. [Insert response] What do the customers buy/use? [Insert response] What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats. For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features. [Insert response] © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (8-14-2015) Page 1 of 3 Assignment 2 Situation Analysis 2. Company [This is what the brand is currently.] Identify strengths and weaknesses of the company/brand as it exists today. What does the company/brand do well and not so well at this very moment? [Insert response] [This is what the company/brand needs to become.] How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well. [Insert response] 3. Context Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales. For example: You could perhaps discuss the current trends and conditions for this Industry and for the brand. It’s possible to include information about how the Economy affects this industry. This could include changes in income: are people losing jobs, or getting paid more? Changes in spending habits could be considered as well. Other factors such as use of public transportation and shopping online may also be relevant. Whether or not the product is high-tech, or state-of-the-art can be also be included in describing the context. For example, are there other companies producing new versions of the product? Is the market changing quickly? How is technology affecting this product or service? Are there any new laws that may affect the brand? [Insert response] 4. Collaborators Define the business partnerships. Does the company/brand have any current partnerships? What other company/brand may be a good partner for them? [Insert response] © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (8-14-2015) Page 2 of 3 Assignment 2 Situation Analysis 5. Competitors Who are the main competitors? [Insert response] 6. Recommendations Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected? 1. [Insert response] 2. [Insert response] 3. [Insert response] © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (8-14-2015) Page 3 of 3
Assignment 1 Positioning Statement and Motto Use the provided information, as well as your own research, to assess one (1) of the stated brands (Alfa Romeo, Amazon, or Google) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link. N a m e : P r o f e s s o r ’ s N a m e : C o u r s e T i t l e : D a t e : Company/Brand Selected (Alfa Romeo, Amazon, or Google): 1.Target Customers/Users Who are the target customers for the company/brand? Google does not have a specific group of customers that would be probably identified through their age, sex, color or even race. The company targets all types of people across the world. All that a person has to do to quality to be their customer is to have an electronic device that has internet connection so as to access their services. In a recent interview, the marketing boss said that the company targets all types of people from all over the world. How could/does the company reach its customers/users? What methods and media might and/or doesthe company use to reach the customers/users? The company has been using various methods to advertise the products and services offered. First Google has been using TVs adverts to get their message to the customers, magazines and news papers are also used and the social media is their most used advertising platform. The reason why the company has not been using excess advertising is the fact that they are dominant in the market. © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 1 of 5 Assignment 1 Positioning Statement and Motto There are other methods that the company can use to reach the customers. One of these methods is sponsorship. The company could sponsor major events where people from all over the world are meeting and through this method the company will create product awareness and people will buy more of their services. Google could also work with major brands in the market that are well known such as the phone company known as Apple. Such partnerships with giants will make it to be well known and will continue dominating the industry. What would grab the customers/ users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc).How do they want to be perceived? The customers who are targeted by Google would be easily attracted by things which make them happy based on their age or gender. For the youths, it would be easier to catch their attention by relating Google with some of the things that they love most such as music, games, sports and movies. For the women it would be easier to get their attention by associating feminine products with Google or probably advertising these products on Google ads. For those who are rich the company would be compared to some of the luxurious things that these people love. A Google would be compared to a vehicle that such people love and the speed of this search engine related to that of the vehicle. Anyone across the world can be Google’s customer as long as there is internet connection and the prices are standardized across the world. The customers who rely on this company’s products are not limited to age and anyone of sound mind can rely on this company. The prices are standardized across the globe and people with all types of incomes can use the products from © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 2 of 5 Assignment 1 Positioning Statement and Motto this company. A customer who uses the products should be educated so that he can understand all the processes involved. The company wants to be perceived as the best search engine among the many in this industry. The value they offer to the customers has made them to have the best reputation and the company intends to be more popular by offering the best services across the world so as to continue dominating this industry. What do these target customers’ value? The customers value speed and the ability of a search engine company to cater for all the questions that they ask. There are those search engines where a customer will search for something and fails to get an answer yet in Google there are answers. 2. Competitors Who are the brand’s competitors? Some of the competitors in this industry are Ask.com, Yahoo publisher network, Find What.com and Kanoodle. What product category does the brand fit into? The products from this company could be categories under computer applications because most of the customers have to install them on their gadgets so as to enjoy the services and products. What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to? © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 3 of 5 Assignment 1 Positioning Statement and Motto The choice made by customers depends on the speed of the search, ease of use, diversity and the price charged when using the company’s products. Other brands that are competitors and would be relied on are Ask.com, Yahoo publisher network, Miva and Kanoodle. 3. USP (Unique Selling Proposition) How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition? Google is better than others because it has a wide range of products on offer in the market. Diversification is the strategy that they use. The other advantage is that it is easy to use this search engine because it is fast, cheap and has more to offer. What is the brand’s uniqueness? The brand uniqueness is the fact that it is the most preferred and currently it is the best search engine and most people have used the word ‘Google’ instead of using the word search when looking for something on the internet. They have more to offer and they have dominated in the market. What is the competitive advantage of the brand? How is it different from other competing brands? The search engine has competitive advantage by having standardized prices and the fact that they are diversified and offer more to customers. The company has a large customer base than any other. Does the brand have any attributes or benefits that dominate competitors? © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 4 of 5 Assignment 1 Positioning Statement and Motto Google has become famous and the attribute that makes it better than others is the fact that most people use the word ‘Google’ when they actually mean search for something on the internet 4. Positioning Statement & Motto The best positioning statement for this company is ‘The unique brand that is your caring and listening research partner. The new motto for this company would be, “You need it, and we have got it. “ © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 5 of 5

Tutor Answer

agneta
School: University of Maryland

Assignment 2
Situation Analysis

Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Fiat Chrysler Automobiles, Amazon, or Google):

1. Customers
Who are the current customers/users? Include information related to demographics,
psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
The current customers of Google are basically from all different groups in the society.
They also come from all the different cultures that are found in the world and this makes them to
be able to have customers from all the different parts of the world. The first type of customers is
the large companies that used the company’s internet services to be able to run their day to day
activities. They use this to run their data from one place to another and this is necessary
especially when they have their operations across the world.
It is also commonly used by the youth for different reasons. The first is that they use it to
access information about things that they may be interested in. this could be sports or music. This
is the most common use among the youth. There is also a large population that uses this in an
effort to make sure that they get correct information for their research in education matters.
© 2015 Strayer University.All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100Assignment 21156 (8-14-2015)
Page 1 of 6

Assignment 2
Situation Analysis
There is also a general use by ladies for shopping for things that they are interested in while the
larger grown up population widely uses this as a means of communication as well as source
information.

What do the customers buy...

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