Case 1 Analysis: Google ; Case 2 Analysis: Shopify
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Textbook Questions:
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Core brand values are the organizational beliefs and what the organization stands for. It serves as a guide for the brand’s story, actions, behaviors, and decision-making process.
What is Googles?
https://element-360.com/googles10corevalues/ & https://www.linkedin.com/pulse/brilliant-examples-company-values-amazon-google-microsoft-j-d-meier
Google’s Core Values:
Focus on the user and all else will follow.
It’s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don’t need to be at your desk to need an answer.
You can make money without doing evil.
There’s always more information out there.
The need for information crosses all borders.
You can be serious without a suit.
Great just isn’t good enough.
We want to work with great people
Technology innovation is our lifeblood
Be actively involved; you are Google
Don't take success for granted
Earn customer trust and user loyalty and respect every day
Sustainable long-term growth and profitability are key to our success
Google cares about and supports the communities where we work and live
Branding is IMPORTANT in Product Strategies (4Ps)
Five Product Levels
Core Benefit
The fundamental service or benefit that the customer is really buying
Basic Product
Marketers turn the core benefit into basic product
Other Google Products
- Android Auto https://www.android.com/auto/
Apples: CarPlay https://www.apple.com/ios/carplay/
Google Apps
- Google Camera https://play.google.com/store/apps/details?id=com.google.android.GoogleCamera&hl=en_US
- Google Maps https://www.google.com/maps/@26.0621253,-80.376989,15z
- And Many others
Other Google Products
- Google self-driving cars and trucks (Waymo)
- https://waymo.com/tech/ (2 videos)
What is the Future?:
- What do you think of self-driving cars? Google has invested more in this technology than anyone else.
- Will Google Glass be beneficial to workers who do not have their hands free - they need to look something up while they are very active, e.g., surgeons, firefighters, aerobics instructors, etc.
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Other Google Products
- Google Glass
- https://www.google.com/glass/start/ (1 video plus information)
Additional Questions:
- Should Google continue to pursue a wider-range of products? Some make money and some have not.
- Google seems to like to go for the moonshot? Is this a good business strategy? (their semi-innovative products have a better success ratio)
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Other Google Products
- Google Home ($25 – $290) or use Google Assistant App $90
- https://assistant.google.com/learn/
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Other Google Products
- Google Pixel 4: $799+
Other Google Products
- Google Nest (internet, security cameras, temperature control, & speakers) https://store.google.com/us/product/google_nest_hub_max
- Google Pixelbook (notebooks & tablets) https://store.google.com/us/product/google_pixelbook
- Google Voice https://voice.google.com/u/0/about
Other Google Products
- Google TV
- Google Cloud https://gsuite.google.com/learn-more/workplace-2020.html
- Google Earth https://www.google.com/earth/
- Google Flight Simulator
- https://www.youtube.com/watch?v=RnX8DLmjkCA
- Google Art https://artsandculture.google.com/
- Google Public Data https://www.google.com/publicdata/directory
- Google Scholar
- Google Translate
Google’s Latest
- Project Soli (hand movement radar)
- Project Jacquard (computers in your jeans) https://www.theloop.ca/google-just-unveiled-some-insane-new-technology/
Drone Delivery
- Walmart has struck deals with three drone operators to test how the technology could be used for on-demand deliveries and to help it better compete with Amazon.
- It is testing different drone uses, from dropping off groceries to delivering Covid-19 at-home test kits.
- Amazon recently got approval from the Federal Aviation Administration to operate its own drone fleet.
- United Parcel Service and Alphabet-owned Wing also have FAA approval for drone delivery.
Product discovery wars 2020: Google vs. Amazon
Google renamed its Shopping Express product discovery tool to Google Shopping, and improved capabilities to make it easier for consumers to find and buy products online.
Currently, more consumers use Amazon instead of Google to research products because Amazon has made it so easy for them to shop and buy and thus Google’s market share of search ad revenue is expected to drop from 73% this year to 70% by 2021, while Amazon’s market share will grow from 12.9% to 15.9% in the same period, according to an eMarketer forecast.
Google’s defensive move to improve its product discovery platform benefits both online retailers and traditional retailers with online stores. By removing the friction from online browsing to purchase, shoppers can now more easily buy products directly through Google’s shopping platform (like they would on Amazon or another retailer’s website).
Second, traditional stores with a solid online presence can get their products in front of more shoppers.
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