Google’s Channel Strategy
Google’s corporate strategy can be divided into four segments: Product and Marketing strategy, Competition strategy, Growth strategy, and Financial strategy. Google has a strategic orientation of immediate policy focus, for example, the company’s concern for competition associated matters. In other words, Google is more inclined to find the need to beat rivals rather than being held up with a strategic policy.
Therefore, product orientation strategy has an immense predisposition to identify faults and space of rivals and getting in there to diminish the competition.
They are also highly focused on which segments of the mass market are neglected and would afford their products. This includes whether to expand in a certain region or pull out of an area due to failure to achieve set goals. The marketing strategy is influenced by the approach of product placement. Google would like to make the glasses accessible to everyone. It is a device that can be used by the mass market and Google has the background and tools to market successfully to those targets. They want to make it usable for all groups and that means making the device simple and easy to use.
Google’s growth is immensely mounting and is directly associated with the managing of customer relations. Google’s made a great choice to grow through their customers because their technological capabilities such as detection of bad practices, customer feedback, information management and result analysis have improved greatly through staying connected to a loyal customer base. Through the eyes of the customer, Google has matured through new products and services such as Google Calendar, Groups, Gmail, Docs, Mobile, Maps, Blogger, and more that have all successfully given the customers their satisfaction.
Their growth ties in with their devotion to focus on the user and having all else follow. Google knows that they are a Search Company first. This means that Google recognizes what they are best at, and to do that one thing, which is to solve search problems, to the best of their ability and focus mainly on that. Secondly, they try to improve in the areas that they are somewhat weak in. But this doesn’t mean they lose focus of their strategy of putting their strengths first and improving them to such a degree to create an everlasting competitive advantage. Google’s distribution objective is to increase exposure to the business markets.
We will be exclusively dealing because it encourages marketing support. We will be able to work with another company in getting the product out there and making it known while Google doesn’t have to bear the whole burden. It also allows Google to be a step ahead of its competitors in having a big retailer to sell through and having them only committed to Google. This gives Google a great advantage over their competitors and separates Google from their competitors. There are three main goals for distribution. First, Google will have functioning marketing channels within 1 year after launch.
This will allow them to transport and store goods as well as gather information and market research in order to plan and assist in exchange. Second, Google will gain market share in the consumer cell phone market within 2 years. From this, Google then poses a challenge towards its competitors by offering a better performance through introducing an innovative new product and gaining a competitive edge. The last goal is that Google Glasses becomes the dominant business communication tool within 3 years. It’s a one of a kind product as or right now and getting a head start allows Google to achieve this objective.
Their strategy for differentiation is to gain direct access to business clients to support distribution goals. With goals come key issues that affect the attainment thereof. Google has to create relationships with its channel members. They need to have cooperation and collaboration to create synergy. Along with this, proper training and execution of sales force to target business market needs to be implemented. Creating such a motivating channel member force will only bring positive rewards towards making this product a success and accomplishing our goal to get it in the hands of those that Google is pursuing.