Create a marketing strategy for your selected company (Alphabet inc.) that includes the below components: ? Product ?(Smart Contact Lenses) Price Promotion People Process P

Running head: MARKETING DYNAMICS FOR ALPHABET INC. 1

MARKETING DYNAMICS FOR ALPHABET INC. 1

MARKETING DYNAMICS FOR ALPHABET INC.

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

November 16, 2022

MARKETING DYNAMICS FOR ALPHABET INC.

Market position

Alphabet Inc., as a parent company of Google Inc, uses the same marketing strategies by dividing the groups of consumers into segments. These characteristics can help the company maintain analytics in choosing suitable advertisements for selling products and services. Marketing segmentation also helps the company find suitable consumer targeting modes.

Multi-segment market positioning: The multi-connected apps of email, maps, YouTube, chrome, and search engines (via Google) form part of the unique target position.

Standby positioning: Prediction and future demands have escalated the production and investment in robotics for self-driving cars, artificial intelligence, and mapping, and even space exploration projects.

Imitative positioning: Although chrome was a copied model of internet explorer, innovation by Alphabet Inc. has expanded the range and solutions provided for social networking. Thus, Google chrome today has become at the top of the market by targeting more than 90% of the consumer market (Ritson, 2015).

Market segmentation

Geographic: This market segmentation includes the region or area of the consumers and the consumer density. Secondly, it considers the age ranges of the consumers and their genders. For Alphabet Inc., the reach is for consumers on a global scale. The area density includes both rural and urban settings. The age range typically includes youngsters as young as 11-12, who can search and browse for content on search engines. All genders are included in the use by Alphabet Inc., as genders do not contribute to any difference.

Demographic: This includes the stage of life cycle, where the major users of the products and services include people from young ages to retired veterans. The stage also includes women of all ages, mothers, fathers, and all literate groups. The average consumption of the services offered by Alphabet Inc. has a higher rate for students, employees, and professionals in all settings.

Behavioral: The first aspect is the degree of loyalty. Alphabet Inc., and Google Inc., have trusted hardcore loyal consumers who do not shift to other substitute products or services. The second aspect includes what consumers can gain (Pratap, 2018). This includes being able to find information quickly. This information can be recreated and used in any form and can be updated. The third aspect includes all forms of regular, first-timers and potential users who will use the services soon.

Psychographic: All social and economic classes are included; therefore, there is no discrimination amongst the user's status. People from all economic classes, such as the middle, upper, lower, and working classes, are included. Additionally, people from all levels of society and lifestyles are equal users of the internet and search engines.

B2B vs. B2C characteristics

B2B refers to 'business to business selling of products and services. This is where a business makes products and services to be sold to other businesses. Thus, the consumers, in this case, are other competitive businesses in the same or different industries. While a B2C refers to 'business to consumers' selling products and services. This is where a business makes products and services to be sold in the consumer market. When evaluating Alphabet Inc. (or even Google Inc.), it can be concluded that the company is both for B2B and B2C markets. Search engine optimization, website creation, networking sites, social media, internet connections and many artificial intelligence services are demanded and used by all consumers and businesses. Therefore, Alphabet Inc. provides unique, customized, and general services to consumers in all segments and industries around the globe.

References

Pratap, A. (2018, 9 7). Alphabet Strategic Analysis. Retrieved from notesmatic.com: https://www.notesmatic.com/alphabet-strategic-analysis/

Ritson, M. (2015, 8-11). Why Google’s new corporate brand Alphabet is a huge strategic move. Retrieved from marketingweek.com: https://www.marketingweek.com/why-google-new-corporate-brand-alphabet-is-a-huge-strategic-move/

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Running head: SWOT ANALYSIS 1

SWOT ANALYSIS 2

SWOT Analysis of Alphabet Inc.

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

November 11, 2022

SWOT Analysis of Alphabet Inc.

The corporate headquarters of the enormous American corporation Alphabet Inc. are in Mountain View, California. As a result of Google's reorganization on October 2, 2015, it was established and is now the parent organization of Google and numerous other exes – google companies, including YouTube, Android, and Nest. Page and Sergey Brin, the two co-founders, continued to be stockholders, members of the board, and members of staff at Alphabet.

Strength

Undefeatable: No rival has yet come close to displacing it from its present role, much less capturing its market share in search results. In relations of market share among computer search engines globally, Baidu 0.68 %, Yahoo 2.84 %, and Bing 6.43 %, are Alphabet's following three main competitors (Tan, 2022).

Brand valuation: Agreeing to the Forbes Brands Grade for 2019, Alphabet has a worth $ 207 billion.

Strong market leadership in phone software and operating systems Android, which would be controlled and operated by Alphabet Inc., powers over 72 % of all smartphones.

Search Inquiries: This strong brand averages processing over 40,000 search terms per minute, or over 3.5 billion inquiries every day.

High Income: Alphabet's massive $ 161.86 billion annual revenues (as of 2019) from advertising has guaranteed its expansion (Tan, 2022).

Flexibility: Alphabet can go head-to-head with Apple's latest thanks to its adept adaptation of mobile and Android technology.

Weakness

Privacy policies: Alphabet has been under fire from expert committees for its overemphasis on privacy, notably when it originates to thumping the truth about technologies.

Increased reliance on Advertising: There are more rumors about future of Alphabet because of its overreliance on marketing. 83.9 % of the firm's corporate revenue in 2019 came through advertising initiatives (Clement & Xia).

Boycott of YouTube and Alphabet by Advertisers: Major Businesses boycotted YouTube and Alphabet After Learning That Their Advertisements Was Showing Next to Extremist, Hate-Filled Content; top brands boycotted YouTube and Alphabet. It has harmed Alphabet's reputation.

The collapse of the Social Media Rebellion: Before social media behemoths such as Facebook and Twitter emerged, most users depended on Alphabet to get the latest headlines online. Individuals can now get the most current update over social media.

Employees Protest: Consumers feel contempt productions that upkeep social wrongs and domination or work with the authoritarian (Tan, 2022).

Opportunities

 Wearable Market: To contend with Samsung and Apple in the profitable and expanding gadget smartwatch and fitness wristband) sector, Alphabet bought Fitbit in November for $ 2.1 billion.

Remote Work: Due to recent events, the need for remote options has significantly surged, with Microsoft and Zoom generating trillions from their video chatting services.

Cloud Store: Public cloud can be critical to Alphabet's business because of its store and cloud services.

8. Non-Advertising Revenue: Alphabet must develop a non-Ad Marketing Strategy as part of diversification.

Additional business acquisitions: Having facilities worldwide, Alphabet is one of the most significant income corporations. A corporation like Alphabet has an advantage over other businesses because it can more easily invest in new innovations and companies.

Global Opportunities: As online activity and saturation rise in emerging economies; the business will have access to more sources of revenue.

Threats

Market share decrease: As per information obtained from a market research firm, Alphabet's American digital advertising revenue is anticipated to experience a market share decrease. This was 36.2 % (2019), 37.2 % (2018), and 38.8 % (2017) (Tan, 2022).

Antitrust Controversies: Alphabet has been the subject of competition disputes for decades from American and European legislators.

Censorship Policy: Alphabet has not been successful in fending off criticism of its censorship plan.

Increasing Competitors: Facebook and Amazon, two of Alphabet's main rivals, pose the biggest challenge to the company.

Ad Blocking Innovations: PPC and ad revenues are the primary sources of money for Alphabet (Pay per click) (ECK)

Economic Uncertainty Caused by the Pandemic: Recent incidents have severely harmed several businesses, notably Alphabet, in revenues and revenue.

Conflict with China: Because of escalating conflict, Alphabet was compelled to abandon plans to offer cloud services in China. The activities of Alphabet around the globe may be impacted if the political upheaval spreads to certain other regions of the world.

Conclusion

The SWOT assessment of Alphabet Corporation presented above identifies the business's strengths, weaknesses, potential advantages, and potential threats. The SWOT analysis results show that Alphabet is a genuinely innovative business because it strives to offer customers an exceptional reputation in its offerings. This research shows that the positioning strategy's strengths are significantly higher due to its steady fiscal and stock market efficiency.

References

Tan, F. (2022). Development Prospect Analysis of Alphabet. In  Proceedings of the 5th International Conference on Economic Management and Green Development (pp. 330-339). Springer, Singapore.

Clement, J., & Xia, B. The Release of Alphabet Home & The Impact on Stock Values.

ECK, A. Urban BACHER, Ph. D.  Under the auspices of the President of the Republic of Croatia, 555.

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Business Summary

Everyone across the globe has heard of Google, but how many have heard of the

company called Alphabet? Alphabet has been the parent company to Google since 2015

when founders Lawrence Page and Sergey Brin created Alphabet to reorganize Google

Inc.’s many interests in being a multi-industry company (CH, 2022). Alphabet operates in

two segments, one being the Google segment and the other being the other than the

internet services (CH, 2022). Alphabet has become one of the world’s most valuable

brands by being an umbrella company operating in two segments that’s purpose is the

betterment of its subsidiaries and its people.

Alphabet is an American based company that has subsidiaries and products

globally. Alphabet is an internet services and retailing industry company that is based out

of Mountain View, California and has over one hundred and seventy-four thousand

employees and has a market value of one thousand and three hundred and nine billion

dollars (Fortune, 2022). Alphabet is ranked eighth in the Fortune 500 rankings. It also has

over one hundred and sixty subsidiaries operating under its umbrella and because of all of

those businesses Alphabet has become one of the largest companies across the world

when it comes to marketing capitalization (Rangaiah, 2021).

As Alphabet (2022) says its mission statement is Empowering great

entrepreneurs and companies to flourish. Investing at the scale of the opportunities and

resources we see. Improving the transparency and oversight of what we're doing. With

that mission statement in mind Alphabet’s amazing marketing team lead by Brianna

Garcia and accompanied by Lacy Myers, Randall Wise, and George Dominguez will be

working out of their main headquaters in California and virtually to design and market a

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new product that will make technology even easier and smoother to share over more

platforms as they make Apple collide with Android and all Alphabets other subsadaries

like Google, Cloud, and Chrome.

Welcome to the future! A future where technology changes by the day and

keeping up with all the different devices, software, providers can be overwhelming for

the average person. What better company to trust in than that of Alphabet which is the

umbrella company to the king Google, along with Android, Youtube, Nest, and many

more. The future lies with Alphabet. There is suprize in what lies in the product they will

put out next!

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Alphabet Inc. Marketing Strategy

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

November 16, 2022

Identify and discuss the marketing goals for Alphabet Inc.

The marketing goals for Alphabet Inc. are to increase awareness of the company and its products and services, generate leads for potential customers, build brand loyalty among existing customers, and increase sales and market share (Mahoney, 2017). Alphabet Inc. is a large multinational conglomerate with a diverse range of businesses and products. As such, increasing awareness of the company and what it has to offer is a key marketing goal. This can be done through various marketing channels such as advertising, public relations, and content marketing. As such, awareness-building is an important goal for the company's marketing efforts. Making potential customers aware of Alphabet Inc. and its offerings can help generate leads and sales. Building brand loyalty is also an important goal for Alphabet Inc.'s marketing efforts (Mahoney, 2017). This can be done through initiatives such as customer loyalty programs, which offer rewards for customers who continue to purchase from the company. By creating a strong emotional connection with customers, the company can encourage them to continue doing business with Alphabet Inc. over the long term. Increasing sales and market share are other key objectives of the company's marketing strategy. This can be done through various marketing strategies such as pricing, promotion, and product placement.

What metrics will Alphabet Inc. use to assess the performance of the marketing strategy?

There are a few separate ways that Alphabet Inc. could measure the performance of their marketing strategy. They could look at the number of people who visit their website or use their products, the amount of engagement with their marketing campaigns, or the level of brand awareness (Farris et al., 2015). The number of people who visit the Alphabet Inc. website or use their products can be a good metric to assess the performance of the marketing strategy. This is because it shows how many people are interested in what the company has to offer. If the number of people using the website or products goes up, it means that the marketing strategy is working, and more people are becoming aware of the company. Another metric that can be used to assess the performance of the marketing strategy is the amount of engagement with the marketing campaigns. This can be measured by looking at the number of people who click on the ads or interact with the content. If the numbers are going up, it means that people are finding the marketing campaigns interesting and are more likely to remember the company. Finally, the level of brand awareness can also be used to assess the performance of the marketing strategy. This can be measured by looking at how many people recognize the Alphabet Inc. brand. If the brand is becoming more well-known, it means that the marketing strategy is working, and more people are becoming aware of the company.

References

Farris, P., Bendle, N., Pfeifer, P. E., & Reibstein, D. (2015).  Marketing metrics: The manager's guide to measuring marketing performance. FT Press.

Mahoney, P. (2017, December 16). The top 12 marketing goals for your 2018 plan. Medium. Retrieved November 16, 2022, from https://medium.com/multiplier-magazine/the-top-12-marketing-goals-for-your-2018-plan-e5722b734955

Wikipedia. (2022, November 11). Alphabet Inc. Wikipedia. Retrieved November 16, 2022, from https://en.wikipedia.org/wiki/Alphabet_Inc.

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