Google
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
Contents
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 google.com 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
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
Contents
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 google.com 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
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 Internet * The History of Google (online) (cited 18 April 2012) * Our History in depth (online) (cited 18 April 2012). Available from <URL: http://www.google.com/intl/en/about/company/history/> * Google Swot Analysis (online) (cited 19 April 2012) * Google denies staff ‘brain and drain’ (online) (cited 20 April 2012). Available from <URL: http://news.bbc.co.uk/2/hi/7389179.stm> * 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: http://www.theregister.co.uk/2009/08/21/google_book_fight_heats_up/> * Top eight competitors of Google (online) (cited 21 April 2012) * Google (Online) (Cited 20 April 2012) Available from <URL: http://answers.yahoo.com/question/index?qid=1005123005924 > * Opendb.net (online) (Cited 20 April 2012) “Google’s is the most popular internet search engine”. Available from <URL: http://www.opendb.net/nf/terms.php> * Google (Cited 20 April 2012) “Technology Overview”