Marketing Plan, Alphabet Inc, Marketing Segmentation and Targeting and Competitive Environment

Running head: MARKETING DYNAMICS FOR ALPHABET INC. 1

MARKETING DYNAMICS FOR ALPHABET INC. 1

MARKETING DYNAMICS FOR ALPHABET INC.

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

November 16, 2022

MARKETING DYNAMICS FOR ALPHABET INC.

Market position

Alphabet Inc., as a parent company of Google Inc, uses the same marketing strategies by dividing the groups of consumers into segments. These characteristics can help the company maintain analytics in choosing suitable advertisements for selling products and services. Marketing segmentation also helps the company find suitable consumer targeting modes.

Multi-segment market positioning: The multi-connected apps of email, maps, YouTube, chrome, and search engines (via Google) form part of the unique target position.

Standby positioning: Prediction and future demands have escalated the production and investment in robotics for self-driving cars, artificial intelligence, and mapping, and even space exploration projects.

Imitative positioning: Although chrome was a copied model of internet explorer, innovation by Alphabet Inc. has expanded the range and solutions provided for social networking. Thus, Google chrome today has become at the top of the market by targeting more than 90% of the consumer market (Ritson, 2015).

Market segmentation

Geographic: This market segmentation includes the region or area of the consumers and the consumer density. Secondly, it considers the age ranges of the consumers and their genders. For Alphabet Inc., the reach is for consumers on a global scale. The area density includes both rural and urban settings. The age range typically includes youngsters as young as 11-12, who can search and browse for content on search engines. All genders are included in the use by Alphabet Inc., as genders do not contribute to any difference.

Demographic: This includes the stage of life cycle, where the major users of the products and services include people from young ages to retired veterans. The stage also includes women of all ages, mothers, fathers, and all literate groups. The average consumption of the services offered by Alphabet Inc. has a higher rate for students, employees, and professionals in all settings.

Behavioral: The first aspect is the degree of loyalty. Alphabet Inc., and Google Inc., have trusted hardcore loyal consumers who do not shift to other substitute products or services. The second aspect includes what consumers can gain (Pratap, 2018). This includes being able to find information quickly. This information can be recreated and used in any form and can be updated. The third aspect includes all forms of regular, first-timers and potential users who will use the services soon.

Psychographic: All social and economic classes are included; therefore, there is no discrimination amongst the user's status. People from all economic classes, such as the middle, upper, lower, and working classes, are included. Additionally, people from all levels of society and lifestyles are equal users of the internet and search engines.

B2B vs. B2C characteristics

B2B refers to 'business to business selling of products and services. This is where a business makes products and services to be sold to other businesses. Thus, the consumers, in this case, are other competitive businesses in the same or different industries. While a B2C refers to 'business to consumers' selling products and services. This is where a business makes products and services to be sold in the consumer market. When evaluating Alphabet Inc. (or even Google Inc.), it can be concluded that the company is both for B2B and B2C markets. Search engine optimization, website creation, networking sites, social media, internet connections and many artificial intelligence services are demanded and used by all consumers and businesses. Therefore, Alphabet Inc. provides unique, customized, and general services to consumers in all segments and industries around the globe.

References

Pratap, A. (2018, 9 7). Alphabet Strategic Analysis. Retrieved from notesmatic.com: https://www.notesmatic.com/alphabet-strategic-analysis/

Ritson, M. (2015, 8-11). Why Google’s new corporate brand Alphabet is a huge strategic move. Retrieved from marketingweek.com: https://www.marketingweek.com/why-google-new-corporate-brand-alphabet-is-a-huge-strategic-move/