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The Corporate Objectives And Approaches To Marketing

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Discuss about the Marketing Orientation Concepts Approaches to Marketing ?

Answer :


The chosen organization for this assignment is Google. Google being a famous multinational company specialized in Internet related products and services. The mission of Google is to organize the information from all over the world and make it universally accessible and useful. Google focuses on making Internet an enriching experience for its users (Babin & Zikmund, 2015). The vision of Google is to make the Google search engine so strong that it could understand everything in the world. Google is one of the most innovative companies in the world and its continuous quest for innovation makes it a world famous company with almost no eligible competitors. The corporate objective of Google is to push the limit of existing technology to such a level, that it is easily accessible, and easy to use of the regular users as well as for any lay man. The mission and vision of Google is stated clearly such that the employees are aligned towards achievement of those goals. This corporate objective set by Google, and the achievement of the mentioned mission makes it a distinguished company.      

Marketing orientation concepts

Marketing orientation is important for any organization, to ensure the strategies for selling their services and products. The marketing orientation concept of Google includes the use of the product concept, production concept, pricing concept as well as selling concept. Since Google is one of the most innovative companies in providing Internet based products and services, hence its research and development is a continuous process, giving rise to the production concept. The product concept includes the introduction of new products that are first of its kind in the market (Rothaermel, 2015). The two latest launches of Google include Google Allo and Google Duo. The other products are Google search, Google maps, Google translates and many more. The pricing concept of Google is unique, since most of its products are free of cost. It is available online or could be downloaded free of cost. The selling concept includes the pulling strategy of marketing. This includes attracting the customers towards the newly launched products rather than using the similar products of other contemporary companies.  


Core marketing strategies and strengths and weaknesses of the organization

The core marketing strategies of Google includes incorporating innovation in all of its products and services. This is one of the core marketing strategies of Google. In each of the products and services of Google, there is innovation (Vorhies et al. 2015). This distinguishes the products of Google from other contemporary companies. Moreover, the services and products offered by Google is user friendly. This ease of use of the products of Google is another essential marketing strategy. The products and services offered by Google is unique and most of them are available free of cost. This is also an essential marketing strategy for the services and products of Google and attracts a huge number of customers.

The SWOT analysis of Google is as follows:


  • Global presence
  • Constant innovation (Devitt et al. 2016)
  • Regular launch of new products
  • Corporate reputation
  • Brand value and integrity


  • Lack of integration among the products as compared to Google
  • Dependency of the advertisement results in unstable cash flow


  • New ventures into areas like Android development


  • Rise of Samsung with android operating system
  • Rise of new competitors such as Apple, Facebook.
  • New advertising platforms
  • Lack of a social media platform such as Facebook.

The weaknesses and threats could be overcome by incorporating the new marketing strategies such as development of Android operating system, to present a tough competition with Samsung. Dependency on the advertisement for the steady flow of money has to be reduced by Google to mitigate or curb down the weakness faced by the company.   



Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.

Devitt, C., Boyle, L., Teixeira, D. L., O’Connell, N. E., Hawe, M., & Hanlon, A. (2016). Stakeholder perspectives on the use of pig meat inspection as a health and welfare diagnostic tool in the Republic of Ireland and Northern Ireland; a SWOT analysis. Irish veterinary journal, 69(1), 17.

Rothaermel, F. T. (2015). Strategic management. New York, NY: McGraw-Hill.

Vorhies, D. W., Linhoff, S., Patwardhan, A., & Sun, W. (2015). Marketing Strategy, Capabilities, and Performance: An Organizational Learning-Based View. In Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference (pp. 219-219). Springer International Publishing.


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