Jodalyn C.

Chua
Krisha Roquesa B. Dy Cezar
Eunice Carey A. Gabriel
Keith B. Magnetico
Doreen Denise C. Rodriguez

Short History of Google

Google began in 1996 as a project by Larry Page and Sergey Brin. Larry And
Sergey were both studying at Stanford University California. In their research project
they came up with a plan to make a search engine that ranked websites according to
the number of other websites that linked to that site (and ultimately came up with the
Google we have today). Before Google, search engines had ranked site simply by the
number of times the search team searched for appeared on the webpage, and the duo
set out to make a more “aware” search engine.

The domain google.com was registered on September 14th 1997 and Google
Corporation was formed a year later in September 1998. Also in 2001 co-founder
Larry Page stood down as the CEO of Google and former CEO of Novel. Eric
Schmidt was appointed as the new CEO of Google.

Google moved its offices to its large Google estate (nicknamed GooglePlex) in
Mountainview, California in 2003, and is still based there today.

In 2004, Google launched its own free web-based email service, known as Gmail.
This service was made to rival the free online mail services supplied by Yahoo and
Microsoft (hotmail). This new free email service shook up the very foundation of free
email with its enormous 1 GB of email storage which dwarfed its rivals’ ten-fold. An
interesting fact in the history of Google is that in September 2005, Google made a
new partnership with a very interesting company - NASA. This involved building a
1-million square foot research and development centr at NASA’s Ames Research
Center. This was interestingly followed a few months later by the launch of Google
Mars and Google Moon: two Google maps style applications built on pictures of the
moon and the planet Mars.
 With the many many applications and products that Google has brought out, and
the control it has over the internet it is possible that Google will become a very very
influential part of all of our lives in years to come.

Strengths

1. Open source products and services

2. Quality and customer experience are the primary objects
3. Financial situation
4. Access to the widest group of internet users worldwide
5. Strong patents portfolio
6. Product integration
7. Culture of Innovation

Weaknesses

1. Relies on one source of income

2. Unprofitable products
3. Patent litigation

Strategies Being Employed

The Google marketing strategy, or mantra, for the past decade has been to organize
the world’s information which satisfies the key marketing goal of customer
satisfaction.

This goal has been implemented through the company’s focus on search, ads and
applicants. These three pillars provide for the other key elements of any good
marketing strategies. The search engine is the core platform upon which increasingly
relevant results are provided. You & I no doubt use the engine day-in-day-out.
Advertisements (via online marketing tools such as AdSense) provide increasing sales
and the new streams of programs and product channels provide ever-increasing ways
to achieve a sustainable competitive advantage.

The key to the search engine success as detailed on many business management
degree programs has been the relevance of its results which has resulted in a great
many Internet business opportunities.

The Google search marketing team were smart enough to realize that highly relevant
results were key to making the product easy to use and cut down on search times for
users. This in itself resulted in a learned behavior pattern of users to really only
consider the top three results on page 1 of the search (as these are perceived as being
highly relevant).

Primary Reasons for Being a Global Brand

According to the analysis in the infographic, consumers are excited about google
which launches products more frequently by enticing consumers and building
excitement with series of beta launches before a completed product is fully launched.

This is actually a form of perpetual marketing that can be very effective. Each time
Google makes a small tweak to a product and announces a new version, there is
inevitable buzz about it online.

Google pursues a broad differentiation strategy with products that surround

consumers with Google branded experiences. As the infographic points out, Google
has mobile products, wearable products, cloud-based products, productivity tools, and
even driverless cars.

Google’s corporate culture focuses on a team of creative and innovative people

working together to organize the world’s data and launch products that make life
easier.

Short History of Apple

Apple all started with three men - Steve Jobs, Steve Wozniak, and Mike Markkula -
who together in the late 1970's designed and marketed the Apple II series of
 computers. It was the first commercially successful line of personal computers, and
led to the Apple Lisa in 1983 - the first computer to use a mouse-driven GUI
(graphical user interface). One year later, the Apple Macintosh was born (launched by
one of the greatest ads of all time, 1984), and with it, the Apple legend began to grow.

Strengths

1. Strong brand image

2. High profit margins
3. Effective rapid innovation processes

Weaknesses

1. Limited distribution network

2. High selling prices
3. Dependence of sales on high-end market segments

Strategy imposed
Apple’s generic strategy and intensive growth strategies directly relate to the
company’s strategies in pricing, marketing, and other areas of the business. As one of
the most valuable companies in the world, Apple shows that its generic strategy is a
major determinant of advantage against other firms like LG, Samsung, and
BlackBerry. Also, Apple’s intensive strategies for growth support the firm’s ability to
maintain its strong position in the global market. With a high rate of innovation and
emphasis on excellence in product design, Apple succeeds even with its relatively
high selling prices. This successful position indicates Apple’s effectiveness in using
its generic strategy and intensive growth strategies.Apple’s generic strategy, based on
Porter’s model, aligns with the company’s intensive growth strategies. In particular,
the intensive growth strategy of product development is key to fulfilling this generic
strategy and supporting Apple’s success.

Mission in the Marketing strategy of Apple

Apple designs Macs, the best personal computers in the world, along with OS X, iLife,
iWork and professional software. Apple leads the digital music revolution with its
iPods and iTunes online store. Apple has reinvented the mobile phone with its
revolutionary iPhone and App store, and is defining the future of mobile media and
computing devices with iPad.

Vision in the Marketing strategy of Apple

We believe that we are on the face of the earth to make great products and that’s not
changing. We are constantly focusing on innovating. We believe in the simple not the
complex. We believe that we need to own and control the primary technologies
behind the products that we make, and participate only in markets where we can make
a significant contribution.

We believe in saying no to thousands of projects, so that we can really focus on the

few that are truly important and meaningful to us. We believe in deep collaboration
and cross-pollination of our groups, which allow us to innovate in a way that others
cannot. And frankly, we don’t settle for anything less than excellence in every group
in the company, and we have the self- honesty to admit when we’re wrong and the
courage to change. And I think regardless of who is in what job those values are so
embedded in this company that Apple will do extremely well.

Primary Reasons for Being a Global Brand

Consistent Branding

Apple execs have often talked about making their products intuitive. And that
user-friendly interface has gone mostly unchanged in recent years, with the aesthetics
of Apple hardware and software remaining consistent.

This branding strategy has made Apple recognizable in any market, and as pointed out
in USA Today, the strategy makes consumers buy Apple’s phone, not one they can
configure and turn into their own.

Unlike other mobile brands, Apple has made it easy to spot one of their iPhones – the
look and design are always the same. This ups brand recognition.

Localizing the Message

Although Apple’s consistency may be veiled as a one-size-fits-all approach, the

company’s localized branding for other countries makes it successful worldwide.

Log onto Apple’s website and you’ll have the option to visit sites customized for over
100 different countries. Localizing products and marketing info for all of your target
markets is important, and Apple’s success is a prime example of that.

The numbers tell the story: CNBC reported late last year that Apple had raked in 91
percent of global smartphone sales.

Apple also customizes its stores based on their location. The company has almost 500
Apple stores worldwide and makes a point to tailor each to its geographic region.
Brand Quarterly reports that an Apple VP of retail development said the brand tries to
“make sure the store has an inviting appeal that matches its surrounding culture and
environment. It’s about ‘getting out into the street’ and feeling what the local feels.”

Apple’s international success is evidenced by the fact that the company is almost
non-existent on social media. Search for Apple on Twitter and you’ll find an account
with 959,000 followers and no Tweets. Apparently Apple’s success has allowed them
to circumvent popular marketing techniques on social media.

“Think Different”

Not only does Apple attract consumers with its global branding consistency and sleek
products, but it also caters to buyers’ emotions.

Apple’s “Think Different” television commercial from the late nineties featured
images of Einstein, John Lennon, Gandhi, and Martin Luther King. Referring to these
icons as “the crazy ones,” the ad’s narrator talks of “pushing the human race
forward,” and says that “the people who are crazy enough to think they can change
the world are the ones who do.”

The ad is an example of Apple attempting to connect emotionally with viewers,

creating a brand that denotes progress, innovation and creativity. Who doesn’t want to
be associated with those traits? Creating connections like these are no doubt part of
the reason Apple was recently named the world’s most intimate brand. Fortune
reports that consumers who took part in the survey to nominate Apple said the
company manufactures items “they can’t live without.”

Of course, there’s no telling how sales will do – Apple’s success doesn’t make it
impervious to release flops. But if the company continues to keep messaging
consistent globally and cater to consumers’ emotions and geographic regions
worldwide, it’s likely Apple will remain on top of its game.