As a result of the Google restructuring in 2015 that created a holding company called Alphabet and placed the Google search company and its other initiatives as subsidiaries under this new company, the company was able to streamline its market segments. Despite the initial shock of the announcements, marketing professionals began to appreciate the genius of the company, “formerly named Google”, the new leaner Google, Inc. no longer had to worry about the market segmentation of Google Fiber or the Google Car, instead the company could hone in on the markets that have been the most lucrative for the company, internet products such as, Search, Ads Commerce, Maps, YouTube, Apps, Cloud, Android, Chrome, and Google Play, as well as technical infrastructure and newer efforts, such as Virtual Reality. In addition, Google Inc., would remain in charge of its hardware products such as Chromecast, Chromebooks, and Nexus ("GOOG - Stock quote for Alphabet Inc. - MSN Money," 2016).
Geographic and Demographic Segments
Google Inc. has such a huge competitive advantage over o...
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...ith 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 world.
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