Google was able to successfully reinvent themselves when the company reorganized under Alphabet Inc. In essence, the company was able to manage its ever growing business ventures as well as better manage and allocate its finances. This transition also helped the company to focus on specific market segments and maximize their strategic marketing strategy for internet search and advertising. The following paper will identify, describe, and thoroughly analyze the market segments that Google, Inc. has chosen to compete in and support. Specifically, taking a look at the company’s larger market segments to include, demographic, geographic, device usage and behavioral.
As a result of the Google restructuring in 2015 that created a holding…show more content… has such a huge competitive advantage over other companies in the area of internet related services that it is difficult to break down their market segments in traditional means such as geographic and demographic segments. However, “Google.com is visited most by the users in the United States with a global share of 33 percent as of May 2015. Among the leading search engines, the worldwide market share of Google in April 2015 was 88.44 percent” ("Google - Statistics & Facts | Statista," n.d.). Geographically the company is global and can be found in almost every major country in the world except China. Google and China cut ties due to censorship issues 2010 and as a result Google gave up access to a huge market. China requested that Google restrict and filter its search results and the company failed to comply and within months Google’s service was inaccessible in China. Despite the failed relationship between Google and China, Google is still working to gain a foothold in the second largest economy by investing in Chinese startups. Namely, in 2015 Google invested in Mobvoi Inc, A Beijing Based artificial intelligence startup that provides mobile voice search in China. Google is suspected to have invested $45 million in the company (Yuan,…show more content… According to Roesler (2016) 70% of users online mobile are shopping, this information combined with what type of products or services these online users are searching helps Google with many of the company’s advertising products and services. Google markets to a variety of individuals and businesses but analyzing the behavior of their client base and adjusting their strategy based on this information has been a key to their success. What makes a client purchase a certain product or service is a question that all marketers should be looking to know. For example, “a 2015 study from Google showed that that the majority (51 percent) of smartphone users have purchased from a company or brand other than the one they intended to because the information provided was useful” (Roesler, 2016). As the source of conduit to the wealth of information on the web, Google has properly employed the market segmentation process and as result in among the top brand within the