13 Dec SWOT Analysis of Alphabet Inc: ALPHABET INC MARKETING SEGMENTATION AND TARGETING, AND COMPETITIVE ENVIORNMENT

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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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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Creating a Marketing Strategy for Alphabet Inc.

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

December 1, 2022

Creating a Marketing Strategy for Alphabet Inc.

Alphabet Inc. will be looking to venture into smart contact lenses to help people with eye problems such as glaucoma and color blindness. Providing patients with flexible smart contact lenses that can sense eye pressure and release a drug on demand could see the company help many patients suffering from eye diseases. The company can undertake mass production because of its advanced software development experience and the manufacturing ability at Alphabet Inc. It will also have the legitimacy of creating a strong product because it already has strong market leadership in software and operating systems such as Android, known for powering over 72% of smartphones worldwide. The reliability levels and customer loyalty for Alphabet Inc. products is a strength that will propel the launching of smart contact lenses to the level of existing companies dealing with the same product domain, Alphabet Inc. Therefore, the companies marketing strategies will leverage the strengths and opportunities available to reach customers.

Product

Alphabet Inc. smart contact lenses are a product that will help deliver drugs on demand to patients through sensing eye pressure and help people with color blindness visualize colors well. The new model integrated with a multifunctional bio-sensing ability provides an important stage in diagnosing eye disease and treatment (Salih, 2020). The product will be fitted with biosensors that monitor eye characteristics, including pressure and ocular fluids enabling doctors to know the real problem affecting the patient. The integrated system will also be able to collect information that will help diagnose blindness causes such as glaucoma and keratitis. The information collected by the smart lenses will be stored and transferred to the doctors through an android system, helping them make effective clinical decisions for the client. The lenses will also be fitted with polymethyl methacrylate and a red dye to help filter wavelength properties. The contact lenses will be a game changer in the field, as they will solve some of the leading eye problems

Price

The price of this product will be available in eye clinics and other health facilities at the cost of between $120 to $2000 a year. Our price model will be accommodative to all, including allowing the use of insurance covers for health care to pay for the lenses. The pricing will be payable with credit points earned on our online platforms for selling the lenses.

Promotion

Alphabet Inc. will leverage its rich network in promoting the product to the market. For instance, the company will create a YouTube ad running on all geographical areas we are targeting to create sensitivity on eye care through Alphabet Inc.'s smart contact lens. Before the product is released to the market, a launch will be conducted at our headquarters to announce the collaborative effort of other partners and Alphabet smart lenses.

People

The lenses will target people with eye problems and color blindness. The company will rely on the large customer base using our established products worldwide. All our dealers will collaborate with eye care experts to provide needed information on how the product works and the importance of choosing this product over others that have already been in the market. There will be an open platform where customers can leave feedback and a direct mailing that will enable customers to conduct us in case of any complaint or compliment.

Process

The process of marketing Alphabet smart lenses follows five steps: defining the brand, identifying the customer profile, creating strategy, executing, and receiving feedback. After undertaking the first three steps, the company wants to execute the program and receive customer feedback. After feedback, the company will undertake any corrective measures or apply improvements.

Physical Evidence

Our product will have physical evidence worldwide, as they will be able to purchase our product online as well as in medical eye care outlets near them. The product will be packaged uniquely to distinguish our product from other related products. It will have our parent company's logo. It will also use modern technology to prevent any damage or exposure to germs. The packaging will include a lottery so customers can win android products when purchasing.

References

Salih, A. E., Elsherif, M., Ali, M., Vahdati, N., Yetisen, A. K., & Butt, H. (2020). Ophthalmic wearable devices for color blindness management.  Advanced Materials Technologies,  5(8), 1901134.

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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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Alphabet Inc. Promotional Channels

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

December 11, 2022

Alphabet Inc Promotional Channels

Alphabet Inc. will be looking to launch and promote its contact lenses through different avenues. The company's strategy for the promotional mix aims at meeting the target customer at their point of need as well as creating enough awareness of the product in the market through partnerships and collocations. Using the best Marketing mix strategies, the company is looking to leverage traditional and nontraditional marketing campaign strategies to produce a success story.

In caving an effective communication strategy for brand promotion, the company is looking to follow its identity structure, as it will ensure that customers identify with the company and its cultural excellence throughout the years. According to Cornelissen (2020), the key to corporate communication is the idea of corporate identity. Alphabet Inc. wants to portray a profile of a high-tech leader by implementing an initiative-taking strategy. It will include the integration of verbal communication with visualization of the product in question. The style will allow the company to express its views on the usage, advantages and problems solved by the contact lenses, as well as the benefits customers get for connecting with the company. The messages will be drafted in such a way that they are appealing to all demographics to avoid resistance.

The components of the company's promotional communication mix include advertising, public relations, and sales promotion. The company will use mainstream media, including radio, television, and newspapers, to advertise the new product, as these have a greater reach in rural areas. Public relations promotions will involve the company conducting activities in different cities, helped by certified doctors to help the public understand the new product, its uses, and its benefits worldwide. Messages of success stories will be drafted for the media airing an advertisement in print. It will also involve philanthropic activities involving people with the targeted problem of getting free products as a way of helping them. Their stories will be a tremendous public relation strategy to sell throughout the promotion.

For sales promotions, the company will include a mix of entry deals for early buyers as well as free eye checkups for corrective measures. Such a mix will attract customers to run for eye checkups, ensuring they buy the right eye lenses compared to purchasing the lenses using a previous diagnosis. Customers will also be given brochures explaining the use of the lenses and the new improvements that have been made to protect better and care for their eyes.

According to Kakalejčík et al. (2018), determining the marketing promotional channels for the communication plan requires understanding the value and importance of the channel. When value and importance are assigned to each channel, the company can choose from the list of which one to be given high priority. As shown with the selected channels, Alphabet Inc. will not depend on one channel, but the channel that will provide high reach and sales conversion will be more utilized.

As highlighted, the promotional mix will include advertising, public relations, and sales promotions. These have other elements, such as television adverts, newspapers, brochures, offers and discounts, which are overly expensive to maintain. A company such as an alphabet Inc. will leverage its digital footprint to reduce its budgetary cost as well as involve partners to help in digital advertisements. The budgetary impact of the launch of the promotional mix is estimated to be half of the production budget, but as the market share increase, it will go down. After identifying the market niche that is more likely to be profitable, the company will be looking to reduce the budgetary allocation from other areas and invest in that opportunity.

References

Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice.  Corporate Communication, 1-336.

Kakalejčík, L., Bucko, J., Resende, P. A., & Ferencova, M. (2018). Multichannel marketing attribution using Markov chains.  Journal of Applied Management and Investments,  7(1), 49-60.

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