MICHAELA DELFINADOKENNETH SULIPAJASON QUEMM 230 - MARKETING MANAGEMENTUNIVERSITY OF THE PHILIPPINES PROF. MITA ANGELA M. DIMALANTA

GOOGLE WAS FOUNDED IN 1998 BY TWO STANFORD UNIVERSITY PHD STUDENTS, LARRY PAGE AND SERGEY BRIN.

MISSION

TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL REACHING AS MANY PEOPLE AS POSSIBLE ON THE WEB-WHETHER BY PC OR BY PHONE.

WHAT IS GOOGLE?

THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION GOOGLE ESTABLISHED ITSELF AS SEARCH ENGINE MARKET LEADER.

97%OF GOOGLE’S REVENUES

COME FROM ONLINE ADVERTISING THAT IS WHY

ADVERTISING SPACE IS CRITICAL TO THE

COMPANY’S GROWTH

GOOGLE EXPANDED BEYOND SEARCH ENGINE WITH NUMEROUS OTHER SERVICES, APPLICATIONS AND TOOLS.

IN 2009, GOOGLE HELD A

65%MARKET SHARE IN SEARCH ENGINE IN

THE UNITED STATES, SIGNIFICANTLY GREATER THAN YAHOO!’S 20

PERCENT MARKET SHARE.

THE COMPANY IS KNOWN AS THE MOST POWERFUL BRAND IN THE WORLD WITH A BRAND VALUE OF

$86 B

WITH A PORTFOLIO AS DIVERSE AS GOOGLE’S,

WHAT ARE THE COMPANY’S CORE BRAND

VALUES?

GOOGLE HAS STRIVED TO BE ONE OF THE “GOOD GUYS” IN THE CORPORATE WORLD WHERE GREAT PEOPLE WOULD WANT TO WORK FOR. ACCORDING TO GOOGLE CAREERS, THEY ARE LOOKING FOR INDIVIDUALS WHO ARE GOOD FOR THE ROLE, GOOD FOR GOOGLE AND GOOD AT LOTS OF THINGS.

TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

THEY HIRE SEVERAL THOUSAND EACH YEAR FROM MORE THAN TWO MILLION JOB APPLICATIONS FROM AROUND THE WORLD. THEY HIRE THE WORLD’S BEST TOP TECH TALENT BUT EXPECT A LOT FROM THEM.

TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

FORTUNE RANKS GOOGLE/ALPHABET AS THE NO. 1 PLACE TO WORK FOR WHILE FORBES HOLDS GOOGLE/ALPHABET EIGHTH BEST PLACE TO WORK IN 2016.

TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

GOOGLE CREATES A WORKPLACE THAT IS CONSTANTLY INNOVATING, EXPERIMENTING, AND KEEPING THINGS FUN. A MAJOR CONTRIBUTOR TO GOOGLE'S UNIQUE WORK ENVIRONMENT IS ALL THE AMAZING PERKS. THEY OFFER.

TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

MORE THAN 64,000 GOOGLE EMPLOYEES TAKE ADVANTAGE OF PERKS LIKE FREE HEALTHY AND GOURMET MEALS, LAUNDRY AND FITNESS FACILITIES, GENEROUS PAID PARENTAL LEAVE, AND ON-SITE CHILDCARE.

TOUCHY-FEELY WORK ENVIRONMENT, STRONG ETHICS, AND A FAMOUS FOUNDING CREDO: “DON’T BE EVIL.”

THE COMPANY HAS BECOME THE MARKET LEADER FOR SEARCH ENGINES. GOOGLE SEARCH ENGINE HAS BECOME THE BEST SEARCH ENGINE IN THE WORLD.

MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

ACCORDING TO WIKIPEDIA, GOOGLE.COM IS THE MOST VISITED SITE IN THE WHOLE WORLD WIDE WEB.

MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

BEING A PRIMARY DESTINATION FOR WEB USERS SEARCHING FOR INFORMATION ONLINE, GOOGLE ATTRACTS A HOST OF ONLINE ADVERTISERS WHERE THEY GET THEIR BIG REVENUE.

MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

IN ORDER TO KEEP GROWTH IN BUSINESS, GOOGLE MAKES CONSTANT INNOVATIONS. ONE OF GOOGLE’S MOST INNOVATIVE PRACTICES: ITS POLICY OF GIVING 20% FREE TIME TO ENGINEERS TO WORK ON INDEPENDENT PROJECTS WHICH RESULTED IN INNOVATIONS SUCH AS GMAIL, GOOGLE NEWS, AND AD SENSE.

MARKET LEADER FOR SEARCH ENGINES THROUGH ITS BUSINESS FOCUS AND CONSTANT INNOVATION

PRODUCT AND TECHNICAL SUPPORT ARE DESIGNED TO ENSURE THAT CUSTOMERS OBTAIN THE MOST VALUE FROM USE OF THE PRODUCT AFTER THE SALE.

GOOGLE ADDS VALUE BY PROVIDING TOOLS TO BETTER TARGET THEIR ADS AND BETTER UNDERSTAND THE EFFECTIVENESS OF THEIR MARKETING

GOOGLE, FOR ITS ADVERTISERS, PROVIDE GOOGLE ANALYTICS WHICH MAKES AVAILABLE A CUSTOM REPORT, OR DASHBOARD, DETAILING HOW INTERNET USERS FOUND THE SITE, WHAT ADS THEY SAW AND/OR CLICKED ON, HOW THEY BEHAVED WHILE THERE, AND HOW MUCH TRAFFIC WAS GENERATED.

GOOGLE ADDS VALUE BY PROVIDING TOOLS TO BETTER TARGET THEIR ADS AND BETTER UNDERSTAND THE EFFECTIVENESS OF THEIR MARKETING

GOOGLE IS ABLE TO DEPLOY DATA THAT ENABLE UP-TO-THE MINUTE IMPROVEMENTS IN A WEB MARKETING PROGRAM WHICH THEY CALL “MARKETING ASSET MANAGEMENT.” WITH THIS APPROACH, THE COMPANY IS EARNING CUSTOMER AND USER LOYALTY.

GOOGLE ADDS VALUE BY PROVIDING TOOLS TO BETTER TARGET THEIR ADS AND BETTER UNDERSTAND THE EFFECTIVENESS OF THEIR MARKETING

WHAT’S NEXT FOR GOOGLE? IS IT DOING THE RIGHT THING

TAKING ON MICROSOFT WITH THE CONCEPT OF CLOUD

COMPUTING, AND APPLE IN THE FIGHT FOR SMART PHONES?

GOOGLE BELIEVES AND USES THE 70/20/10 MODEL. THIS MEANS : 70% OF PROJECTS ARE DEDICATED TO OUR CORE BUSINESS; 20% OF PROJECTS ARE RELATED TO THEIR CORE BUSINESS AND 10% OF PROJECTS ARE UNRELATED TO THEIR CORE BUSINESS. THIS MODEL KEEPS THE FOCUS ON CORE NEEDS WHILE ENCOURAGING HEALTHY, NEW AND RELATED AREAS.

GOOGLE DOES NOT SHY AWAY FROM HIGH-RISK, HIGH-REWARD PROJECTS. ASIDE FROM THEIR INTERNET-RELATED PROJECTS SUCH AS GOOGLE EARTH, GOOGLE CHROME, AND GOOGLE VIDEO/YOUTUBE, THEY VENTURED IN THE MOBILE CATEGORY WITH THE LAUNCH OF ANDROID OPERATING SYSTEM. OTHER PROJECTS IN THE PIPELINE ARE DRIVERLESS CAR, HUMAN-POWERED MONORAIL AND OFFSHORE WIND FARM AMONG OTHERS.

 CLOUD COMPUTING IS A TYPE OF INTERNET-BASED COMPUTING THAT PROVIDES SHARED COMPUTER PROCESSING RESOURCES AND DATA TO COMPUTERS AND OTHER DEVICES ON DEMAND. THERE ARE MANY CLOUD SERVICES TO THE NAME OF MICROSOFT, INCLUDING ONEDRIVE, OFFICE 365 AND AZURE GOOGLE PROVIDES GOOGLE APP ENGINE AND GOOGLE COMPUTE. SEVERAL OTHER GOOGLE CLOUD SERVICES ARE GOOGLE CLOUD PRINT AND GOOGLE DRIVE.

GOOGLE VS. MICROSOFT’S CLOUD COMPUTING

ALTHOUGH MICROSOFT CLOUD SERVICES ARE RATED HIGHER THAN THE GOOGLE CLOUD PLATFORM, GOOGLE IS GAINING MOMENTUM. GOOGLE’S UPSIDE COMPARED TO ITS COMPETITORS IS ITS UNPARALLELED MOBILE ACCESS DUE TO THE POPULARITY OF THE ANDROID OPERATING SYSTEM. GOOGLE COMES OUT AS CHEAPER THAN ON-DEMAND PRICES COMPARED TO THE OTHER CLOUD PROVIDERS BECAUSE OF ITS SUSTAINED USE DISCOUNTS.

GOOGLE VS. MICROSOFT’S CLOUD COMPUTING

ACCORDING TO THE 2016 2ND QTR. DATA OF WWW.IDC.COM, ANDROID DOMINATED THE SMARTPHONE MARKET WITH A SHARE OF 87.6% WITH SAMSUNG AS THEIR #1 CONTRIBUTOR. APPLES’ IOS SAW ITS MARKET SHARE FOR 2016 Q2 DECLINE BY 21% TO 11.7% WITH 40.3 MILLION SHIPMENTS. WITH THIS DATA, IT CAN BE DEDUCED THAT MANY MOBILE USERS PREFER ANDROID THAN THE IOS. ANDROID IS LINUX-BASED AND PARTLY OPEN SOURCE WHICH MEANS ANYONE IS FREE TO TAKE AND MODIFY. WHEN IT COMES TO BEING FREE AND OPEN, ANDROID IS KING AS COMPARED TO IOS.

GOOGLE VS. APPLE SMARTPHONE

• REFERENCES• https://www.google.com/intl/en/about/careers/lifeatgoogle/hiringprocess/• http://fortune.com/best-companies/• Rachel Gillett; Article: 5 reasons Google is the best place to work in America and no other

company can touch it, April 28, 2016; • http://www.businessinsider.de/google-is-the-best-company-to-work-for-in-america-2016-4#/#a-

high-percentage-of-googlers-say-theyresatisfied-in-their-job-1• Kathryn Dill; Article: The Best Places To Work In 2016, December 14, 2015;

http://www.forbes.com/sites/kathryndill/2015/12/14/the-best-places-to-work-in-2016/#569eb5452fe2

• https://en.wikipedia.org/wiki/List_of_most_popular_websites• Rahul Biswal; Article: Top 10 Best Search Engines In The World, September 1, 2016;

http://www.ecloudbuzz.com/top-10-best-search-engines-in-the-world/• http://www.independent.co.uk/life-style/gadgets-and-tech/features/google-why-its-so-much-more-

than-just-a-search-engine-2114238.html• https://en.wikipedia.org/wiki/Cloud_computing• Ryan O'Leary; Article: How to Compare AWS vs Azure vs Google vs SoftLayer, March 30, 2016;

http://www.rightscale.com/blog/cloud-management-best-practices/how-compare-aws-vs-azure-vs-google-vs-softlayer

• http://www.idc.com/prodserv/smartphone-os-market-share.jsp• Kotler , P., & Keller , K. (2012 ). Marketing Excellence: Google . In P. Kotler, & K. L. Keller,

Marketing Management (pp. 30-31). Pearson Education Inc. .

MICHAELA DELFINADOKENNETH SULIPAJASON QUEMM 230 - MARKETING MANAGEMENTUNIVERSITY OF THE PHILIPPINES PROF. MITA ANGELA M. DIMALANTA