Marketing Research on Selected Two Major Competing Brands Essay

Marketing Research on Selected Two Major Competing Brands - Essay Example As the paper stresses the marketing case study analysis of the Google Inc presented by Abt had demonstrated the marketing programs of Google precisely. Taking insights from his work, the most important facet of Google’s marketing program is that it aims to make its applications and products accepted by all the market segments. Another important aspect of Google is that it allows both private and non-profit organization to use this search engine at absolutely free of cost. It is of no surprise to mention that Google works on the marketing motto that information gathering is a phenomenon of individuals, non-profit organizations and small and large businesses. This discussion declares that the external environment of Google is dynamic in nature and thus also provides opportunities and threats to the search engine. Google is on high demand and to remain competitive in this dynamic environment, it needs to predict the changes and accordingly adapt systems, cultures, strategies and also the process of alignment with the changes. In this respect, Google until now has undertaken several changes like that of the decision taken by Larry Page to step down from the role of Vice President and make Eric Schmidt the front man for Google (CEO). This indicates that Google follows dynamic strategies within its internal environment to cope up with the ever changing external environment. Google holds the top most position in the web and this position allows it to control any of the growth areas. Google has been so far applying marketing penetration strategies in the web industry for remaining on top. Free exposure and free benchmarking are some of the stra tegies that have been helping Google over the years. They always keep themselves aware of the competitive positioning and this trait of the company helps in achieving the competitive advantage over other competitors. The strongest element of Google’s marketing mix is their ‘universal search product’. This element always allows Google to either vote for or against any form of information and it is believed that this product type of Google is the ultimate generator of its