A company self-examination. What are we known for? Who do we want to become?, assignment help

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  • 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: Fiat Chrysler, Amazon.com, or Google.

    Each of these three (3) companies (Fiat Chrysler, Amazon.com, and Google) has been through numerous changes in recent years. For this assignment, select only one (1) company / brand. 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.


    Submit the completed template via the Assignment 2 submission link.

    *Remember to only select one (1) brand from the options below (click on Option A, Option B, or Option C to view each available brand).



    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.


    *************HERE IS THE TEMPLATE TO GO BY THANKS**************

    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]

    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]

    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]



Tutor Answer

SIMPLIFIED
School: New York University

MARKETING

Name
Instructor
Course Title
Date

MARKETING
Market Analysis of Google Incorporation
1. Customers
The current customers
Customers of Google Incorporation are based all over the world as it has managed to penetrate
the global market. Its diversified clients are drawn from far and wide with different backgrounds
and preferences.
Demographics characteristics
Basically, the demographic features involve age, gender, ethnicity, education level and income
level among others:
Age; the Google Incorporation expects its customers to be above eighteen years of age till the
sunset years as long as those individuals have the capability to operate available applications.
Gender; the products of Google Company are not gender specific therefore they integrate both
male and female operators (Wedel, 2012).
Ethnicity; Google Incorporation is not ethnic oriented when it comes to its customers as it
embraces the benefits experienced from different cultures.
Income level; for the customers of Google to comfortably afford the products and services
offered by the company, then they have to earn higher income level which would enable them to
smoothly meet the demands of their needs.
Education level; in order for a customer to comfortably operate the products and services offered
by Google Incorporation then he or she has to have a high education level thus empower him or
her to run and manage the available applications.

MARKETING
Psychographic characteristics
Integrally psychographic features of a specific target market of Google Company encompass
attitudes and lifestyle (Wedel, 2012):
Attitude; the customers of Google incorporation tends to be extroverts, this is because they apt to
communicate mostly with one another thus they require platforms to reach out to each other.
Lifestyle; Google customers have the tendency to engage in explorer lifestyles as they like to
obtain and try the new products which are new in the market.
Buying behavior characteristics
Google’s current customers have different purchasing behavior characteristics
Price sensitivity; this can be described to be the degree unto which the price of a particular
product or service is the determinant of the consumer purchasing power. Google customers have
low price sensitivity levels thus they are influenced by factors like low substitute awareness
effect and low difficult comparison effect.
Customer satisfaction; it can be expressed as the fulfillment that is inherently provided by the
services and products of a particular organization that is determined by the number of repeat
custom...

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Anonymous
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