By Zak Bryson 11/13/2005
Robert E. Garrity Business Marketing BUS 312 Sec. 2 Fall 2005
Zachary Bryson Table of Contents Executive Summary Why Google Google and Globalization (The Four Ps) Product Price Place Promotion Google TimeLine The Future of Google Conclusion
Zachary Bryson Executive Summary Google today is the most popular search engine in the world, bringing anyone who uses it access to endless information from the past and present. In 1996 Google was developed initially as a research project by Larry Page and Sergey Brin. They set out to develop a more reliable and efficient way to search the internet. Backrub the prototype name for Google indexed web pages based on a formula that could produce improved results based on different formulas, including a way for the search engine to rank websites based on the amount of users clicked on their page, how frequent the page was seen on other pages and other formulas that created the beginning of a massive search tool. Google officially became its own company in September of 1997 where Page and Brin took their research development to the global target market. (Wikipedia)
This document will discuss the many benefits of Google as a tool in the new Information Age to a Global Target , as well as their steps in the future of personal and corporate computing. I will discuss the many different products and services that they now offer. I will explain how they use a growing marketing tool called Adsense and Adwords to help contribute a majority of their $3.2 billion revenue in 2004. Google has now made a brand name for themselves, and I will like to explore how they use new product developments and branding as a way to continue their dominance in the World Wide Web.
Google as a company began in a garage has become one of the largest corporations in the world. With over 100 languages and a growing product and service line, Google is becoming a major contributor in the growing globalization of the world. Google now has over 5,000 employees and a brand new University in San Francisco, CA. Google has become a vital tool for everyone that uses the Internet. The company's overview web page states "Google's mission is to organize the world's information and make it universally accessible and useful."(Company Overview)
Zachary Bryson Why Google I chose to do my market research project on Google, because I believe Google has what it takes to become a global leader in the information age. In my opinion the reason why Google is so successfully is because they have found a way to make money through advertising to consumers that are interested in a particular product/service. This targeted advertising model would show ads that are relevant to you when you had searched for a particular subject and then Google would charge the company for how many clicks their website has been clicked on when advertised. They use hidden ad words and this in turns uses adsense to send relative advertisements to the consumer. It is a massive move into customized target marketing. Not only does Google attract new people everyday they have learned how to keep people using their software because of the quality of the search results. They have learned the best way to keep customers which is to make them find what they want. They bring the largest index of WebPages to every search in less than a second. They continue to grow in their steps to bring personalized search to every computer across the globe. It is their superior services that are available for free that makes them appeal to the majority of internet users. Probably their most successful program is their Gmail services, which provide more disk space than any other free email service today. Not only did they initially offer Gmail with a 1GB storage space, they have been increasing the space every second of everyday, as of right now the Gmail storage space is at 2663.258752 megabytes (and counting). (Gmail.com) It seems that Google is ahead of everyone when it comes to free services merging with other free services to bring together a superior product and service. Google Maps brings the entire Earth to every personal computer in the world with internet access. Google Maps is now one of the leading mapping technologies available, and its free. Not only has Google made a place in the global arena they have created a place at a local level as well. Google Local brings Google Maps to the community level. They allow people to view markets, stores, and other landmarks in a geographical interface with an added feature of driving directions and contact information for local businesses.
(Duijndam)
Zachary Bryson Google and Globalization In Thomas L. Friedman’s book The World is Flat, he states that “…it is the remarkable diversity of searches going on via Google, in so many different tongues, that makes the Google search engine (and search engines in general) such huge flatteners. Never before in history of the planet has so many people -on their own- had the ability to find so much information about so many things and about so many other people.” This to me is true; Google is now processing roughly one billion searches per day (Friedman). The image below is my representation of how I understand Google as a globalizing tool for the entire world. Sharing information and sharing free tools that help give access to information in every language is a vital ingredient to the success of a global economy. The clouds represent the World Wide Web which stretches across the entire globe. No matter where you are in the world, if you can access the internet you can access everything. Scores for a sports game, stock prices, current news, information of products, people, places, anything is imaginable now. 20 years ago, personal computing was the unimaginable, with the information age and technology nothing is unimaginable anymore.
It seems to me that everyday more and more people are able to inform and tech themselves in their own language. People are able to share information, share pictures, and other forms of media through the internet. Google has been able to capture this within their programs. One of the biggest Globalization products from Google is their Google Earth program. Bringing together technology from keyhole technologies and Google they were able to create an entire 3 dimensional world at the users screen. They are now able to merge that information with live satellite images so weather forecasts and more can become live media on people’s machines.
Zachary Bryson Product Googles product line is growing every month. They now offer many services and tools that help bring many users many different types of information. Google consist of: Google Services
Alerts Receive news and search results via email Answers Ask a question, set a price, get an answer Blog Search Find blogs on your favorite topics Catalogs Search and browse mail-order catalogs Directory Browse the web by topic Froogle Shop smarter with Google Groups Create mailing lists and discussion groups Images Search for images on the web Labs Try out new Google products Local Find local businesses and services Google Tools Blogger Express yourself online Code Download APIs and open source code Desktop Info when you want it, right on your desktop Earth Explore the world from your PC Gmail A Google approach to email Picasa Find, edit and share your photos Talk IM and call your friends through your computer Toolbar Add a search box to your browser Translate View web pages in other languages Maps View maps and get directions Mobile Use Google on your mobile phone News Search thousands of news stories Print Search the full text of books Scholar Search scholarly papers SMS Use text messaging for quick info Special Searches Search within specific topics University Search Search a specific school's website Web Search Search over billions of web pages Web Search Features Do more with search
(Google More)
Zachary Bryson Product It is these products that have helped shape Google as a leader in the Internet. Tools They provide tools that can help express yourself like an online journal so thousands of people can read about you and your accomplishments. They also provide tools to share and organize personal photos, a tool called Picasa. Like I talked about before Google Earth helps bring the world to your desktop, showing up to date satellite images of across the world in a matter of a second. Google Desktop brings Google search to your personal machine. It basically cuts out the time searching for that document you read two weeks ago and have no idea where it went. This tool is pretty remarkable as it displays what is on your machine the same way it displays the many millions of webpages Google indexes on a normal basis. The technology at Google is so sophisticated it continues to achieve new accomplishments not even sought yet, but has turned out to be so widely used now it would be hard to learn the same information in the same way we do now with out these tools. Gmail.com is the ultimate tool by providing the most advanced and remarkable email service available today. It is my opinion that Gmail has helped establish a sense of a market leader especially in the web mail market. Services The Services expand from basic web search, image search, to searching the fine print of a book. Google is expanding so rapidly it is surprising how they can manage so many services with the highest regard in quality. This company’s services help provide information to millions and millions of people across the globe. These services help establish a globalized community. Google Groups is a growing area of interest for many people. This is a place where all of the Google users can meet, join a group, and discuss whatever it is that they would like. They can even directly communicate with business leaders and help them improve on their products or services, based on surveys and consumer feedback. Google has helped reach a milestone in the global arena by collectively organizing the world information in one commonly used place.
Zachary Bryson Price One of the major Marketing mix tools is Price. According to one pricing expert, pricing involves “harvesting your profit potential.” (Kotler and Armstrong). Google is unique when it comes to Price. It seems that all of their products and services are free. Yes this is true when it comes to the basic senses, but in the past few years Google has stumbled upon a growing market. The Internet has become a huge market involving capital from all around the globe. It is this where Google was able to make so much money. They have turned their search engine into a marketing idea. Life I said before they use adwords and adsense to target their advertising to interested consumers. It is this technology that help keep Google free. Google has outrun both Microsoft and Ebay in terms of financial growth and success.
(Duijndam) The concept of price stems from microeconomics where supply and demand determine price. Google has helped change this theory to evolve into a new concept of price, the concept of free products and services and pricing the charge to the advertisers. They basically charge per click on an advertisement, keeping cost away from users and pushing costs on to businesses. The term Ad-Words is Google’s official pay per click service, which is used by website publishers that wish to bring the millions of web searchers to their specific web page. Many electronic and brick and mortar companies are increasing revenues by the use of the internet, and what better way than to advertise with the largest search engine available.
Zachary Bryson Place As I said before Google reaches a global target market, by providing a personalized web site allowing anyone to find anything they want anywhere in the world. The benefit of the World Wide Web is that it truly reaches from one side of the globe all the way to the other. The use of Google is used everywhere on this planet. There are many problems when you try and reach a global market, one of them could be the market is way to big. But Google has found an approach to that problem and has learned how to identify with regions. Providing them with the ability to search in their own home language has helped Globalize the internet. Other ways they have approached this problem is with the use of Google Local. Now people of all nations can join in on the future by being involved with the information that is available. Other problems arise when reaching a global market efficiently. These problems lie within certain governments and making the search legal for certain countries. Providing certain aspects of legal issues is a whole other subject which I will not cover in this research report.
(roodlicht.com)
Since Google is truly a virtual product/service they do not have a specific place, but Google’s corporate headquarters is at the GooglePlex in Mountain View CA. The GooglePlex is where the magic of Google is built and rebuilt.
Zachary Bryson Promotion Google’s Promotion includes its advertising, public relations, and its personal selling power. Google uses several ways to advertise to its users. One would probably be the indirect way of consumer to consumer feedback, basically the word of mouth. Others include offering free services that most other companies actually charge for. So they use the free market schema to attract potential users and they learn to keep users by becoming personalized to that specific consumer’s needs. Another way that Google helps to grab internet users is its design. Google uses a simple white background with an uncluttered and clean interface. This compared to Yahoo! And Excite.com is a major difference. There is not one advertisement on Google’s Main page, but if you were to look at Yahoo! Or Excite they are filled with advertisements from top to bottom. This has helped attract more internet users.
Zachary Bryson Google TimeLine (Google Inc.) 1995 – 1997 - Backrub Birth. 1998 – First office was used and first host was setup. $100,000 check to Google Inc was issued. 1998 – Google hit the big screen and began to produce search queries in large doses every day. 1999 – Queries continued to climb. Funding came in large doses. Google was growing faster than they could imagine. Google left Beta. 2000 – Peoples Choice Award offered for technical achievement in May 2000. Google officially became the world’s largest search engine with a billion-page index. 2001 – Google took Deja.com and began integrating the world’s largest Usenet archive into a Google format. Google introduces alternative languages. 2002 – Launch of Adwords, Google Labs, Google Toolbar, Google News, Froogle and many of its tools and services. 2003 – Blogger was released, along with Google Desktop, Toolbar 2.0, and Google Adsense. 2004 – Personalized Google is released, along with Google Maps, Google Groups, Google Print, Local Search, Gmail, and Google Earth. 2005 – Google Mini, Google Video, Google Desktop 2.0, Web Accelerator, Sitemaps, Personalized Homepages, Google talk… As you can see in the past ten years Google has become a growing community of millions and millions of users every week. It is their strength and their ambition that Google has become what they have. Their atmosphere has helped shape a growing tool in the Information Age, so what’s next? Is Google coming out with the Google OS, or Google Computers like Dell and Compaq? Will it be a new Internet Browser? The next section will help discuss where Google is going and the future of the search giant.
Zachary Bryson The Future of Google As you can see, Google has come along way to be where it is today, but what is Google’s future? What is their intent? Do they have a plan? The answer to these questions is simple. Google will continue to be one of the leading Internet companies of all time for now. It is their mission to help bring information from all over the world to everyone that has access to the internet. They are bringing new standards to the way the internet is used and perceived by millions and millions of internet users. They have plans to bring a new database system that could ultimately replace the normal web hosting methods. http://base.google.com will be the new database system of the future, using Google Local in terms of a new classified system maybe replacing recent competitors like Craigslist.org or Ebay.com. It will help distribute information and products to a global market at the local level. What will Google Earth offer in version 2.0? Will they turn these satellite cameras into space, and let the world explore the depths of our galaxy, or will Google help index the population, providing current feedback on the people on this planet? It will be the market that answers these questions. It will be what the people will want and need. The power of the strongest search engine is available to everyone in the world. With this power nothing is unreachable.
Zachary Bryson Works Cited
Duijndam, Marc. The Google Story A Company Overview. Retrieved from http://www.iab-belgium.be/Media/pdf0920052006/1/05nc09google.pdf Page viewd on November 09, 2005 Friedman, Thomas L. The World is Flat, A Biref History of the Twenty-first Century. Copyright © 2005 by Thomas L. FriedMan. Pgs (151-159). Gmail.com, http://www.gmail.com. Page viewed on November 13, 2005. Google Inc., http://www.google.com/corporate/. Page viewed on November 13, 2005. Google More, http://www.google.com/intl/en/options/. Page viewed on November 10, 2005. Kotler, and Armstrong. Principles of Marketing. Copyright © 2006 by Pearson Prentice Hall. Roodlicht.com. Image used from website. Page viewed on November 9, 2005. Wikipedia.com. http://en.wikipedia.org/wiki/Google. Page viewed on November 13, 2005.