MASTER OF
BUSINESS ADMINISTRATION
(MBA)
CASE STUDY
GOOGLE PORTFOLIO
Subject Title
MARKETING MANAGEMENT
Subject Code
MKT7101
Students’ Details
Name
Student no.
Email address /HP No.
Zhou WenCheng
PBS19201148
pbs19201148@grad.putrabs.edu.my
Ng Jien Hun
PBS20101013
pbs20101013@grad.putrabs.edu.my
Willie Anak Mongin
PBS20101022
pbs20101022@grad.putrabs.edu.my
Murali Krishna Dhepalli
PBS20101044
pbs20101044@grad.putrabs.edu.my
Chuah Zhang Cheng
PBS20101048
pbs20101048@grad.putrabs.edu.my
Overall Score
Table of Contents
SECTION
PAGE
1
1
1.1
1
2
1
2.1
2
3
4
4
4
4.1
6
5
7
5.1
7
5.2
8
9
1 | P a g e
1. Introduction
Google, a subsidiary of the parent company Alphabet Inc, is an American multinational
technology company, providing Internet-related services and products, which comprises of a
search engine, software, online advertising technologies, cloud computing and hardware.
1.1 History
In the year 1998, Larry Page and Sergey Brin, two Stanford University PhD students. The two
embodied Google as a California as a private company in California on September 4, 1998.
In August 2015, Google restructured its various interests as a corporation called Alphabet Inc.
Google became the leading subsidiary of Alphabet’s Inc and is continuous to be the patronage
company for Alphabet’s Internet interests. Sundar Pichai replaced Larry Page to become the
CEO of Google, while the latter became the CEO of Alphabet.
2. Marketing Management
Kotler characterizes ‘marketing’ as a cycle which is utilized to direct which items or
administrations might bear some significance with clients. Marketing is additionally
accountable for deciding the strategy to use in sales, interchanges even as business
advancement.
Then again, the term ‘marketing management’ alludes to the administration, following and audit
of an organization’s marketing procedures, exercises, assets even as missions. Proficient
marketing supervisors direct a company’s marketing plan utilizing procedures, for instance,
statistical surveying and studies. More or less, the marketing management group assembles an
association’s marketing strategy and mission.
Marketing management materializes when at minimum of one entity in a very prospective
exchange anticipates about the means of realizing sought-after responses from other entities.
2.1 Google’s Marketing Management?
Google’s marketing management may be a fine example of how carefully designed strategies
can support the expansion of an originally purely online business. Google’s marketing strategy
has different approaches thanks to the company’s diversification.
The corporate has already expanded from being a purely web-based business and now provides
an array of products and services. It a tough to understand marketing at Google without
knowing ‘Parisian Love’ and the way it catered to marketer’s experience at Google as
mentioned by Martin Chow, VP of marketing at Google
Some of the key attributes that aid their marketing approach are:
i. Accessibility
Google does marketing in a very stealth way. The largest and most successful marketing
tactic for google is its open access.
ii. Affordability/Accessibility
Most of the Google products and services are free. Some features are also limited for
some users but still they’re over adequate. At competitive pricing, products are offered