SRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT AND

INFORMATIONAL TECHNOLOGY

A MINOR PROJECT REPORT

ON
MARKETING STRATEGIES AND FINANCIAL STATEMENT
ANALYSIS OF GOOGLE

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT

FOR THE AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION BBA (B&I)
Submitted by
ANMOL LUTHRA
Enrollment No.- 02690201822
Under the Guidance of
MS. AMARPREET KAUR

SRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT AND

INFORMATION TECHNOLOGY
Affiliated To Guru Gobind Singh Indraprastha University, Delhi
(2022-2025)

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DECLARATION
I hereby declare that the project work on "MARKETING STRATEGIES AND
FINANCIAL STATEMENT ANALYSIS OF GOOGLE" Submitted to the Guru Gobind
Singh University is a record of an original work done by me under the guidance of Ms.
Amarpreet Kaur, Sri Guru Tegh Bahadur Institute of Management, and Information
Technology.

Place: Delhi Signature of the scholar

Date: Anmol Luthra
Enrollment no.- 02690201822
BBA B&I MORNING SHIFT

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CERTIFICATE
This is to certify that I, Anmol Luthra, Enrollment No. 02690201822, Bachelor of Business
Administration BBA (B&I) student of Sri Guru Tegh Bahadur Institute of Management and
Information Technology has done project work on "Marketing Strategies and Financial
statement analysis of Google" under the guidance of Ms. Amarpreet Kaur.

-----------------------------
(Signature of Guide)
Ms. Amarpreet Kaur

------------------------------
(Signature of the Scholar)
Anmol Luthra
Place: Delhi
Enrollment no.- 02690201822
Date: BBA B&I MORNING SHIFT

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ACKNOWLEDGEMENT
A lot of effort has gone into this minor project report and for that I would like to thank all those
who have contributed in completing this project. Also, I am highly indebted and extremely
thankful to Ms. Amarpreet Kaur, Faculty Member who was my guide. The strong interest
evinced by her has helped me in dealing with the problems I faced during project work. I
express my profound sense of gratitude to them for their timely help and cooperation in
completing the project. Lastly. I would like to thank my entire beloved family and friends for
providing me monetary as well as non-monetary support, as and when required without which
this project would not have completed on time. Their trust and patience are now coming out
in the form of this project.

Place: Delhi Signature of the scholar

Date: Anmol Luthra
Enrollment no.- 02690201822
BBA B&I MORNING SHIFT

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TABLE OF CONTENTS

S.No. Content Page no.

1. Declaration 2

2. Certificate 3

3. Acknowledgement 4

4. Chapter1: Company Profile 6

5. Chapter 2: Marketing Strategies of the Company 18

6. Chapter 3: Financial Ratios 32

7. Chapter 4: CSR Initiatives & Unique Practices 37

8. Chapter 5: Conclusion 44

9. Chapter 6: Suggestions 46

10. Bibliography 49

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CHAPTER-1
COMPANY PROFILE
1.1 About the Company

Google was started by founders Sergey Brin and Larry Page. Sergey and Larry met at
Stanford University where they invented a search engine for the school's computer system.

Google filed official incorporation papers in California, September 1998. Before the
official corporation, Larry and Sergey had met at Stanford, collaborated on a search engine
for the college’s servers called “Back Rub,” decided to develop the search engine further,
renamed their creation “Google,” got their first $100,000 investment check, and set up an
office in a garage in Menlo Park.
The name “Google” was inspired by the mathematical term, "googol." This is the name
that was given to the number "1," followed by 100 zeros by Milton Sirotta when he was
9 years old. Milton’s uncle was mathematician Edward Kasner, who helped popularize
the term in his book, “Mathematics and Imagination.”
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Sergey and Larry chose to name their search engine “Google” as a variation of this
mathematical term because it related to the enormity of the task of organizing the immense
amount of information that was available on the internet.

More than 70 percent of worldwide online search requests are handled by Google, placing
it at the heart of most Internet users’ experience. Its headquarters are in Mountain View,
California.

Google began as an online search firm, but it now offers more than 50 Internet services
and products, from e-mail and online document creation to software for mobile phones
and tablet computers. In addition, its 2012 acquisition of Motorola Mobility put it in the
position to sell hardware in the form of mobile phones. Google’s broad product portfolio
and size make it one of the top four influential companies in the high-tech marketplace,
along with Apple, IBM, and Microsoft. Despite this myriad of products, its original search
tool remains the core of its success.

1.2 Major Milestones

#MILESTONE NO.1 - IMAGE SEARCH

July 2001: Images search is launched, where nearly 250 million images were indexed.
In 2005, it hits a milestone with 1 billion images indexed. By 2010, the index reached
10 billion images. As of July 2010, the service receives over one billion views a day.
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The company keeps upgrading this area with newer concepts and tools.

#MILESTONE NO.2- BLOGGER

February 2003: Google buys blogging platform Blogger, and it a pretty good deal for
millions of people have their own voice on the web and organizing the world’s information
from the personal perspective.

#MILESTONE NO.3- GMAIL

March 2004: Gmail was launched. Initially started as an invitation-only beta release, it
became available to the general public on February 7, 2007. The service was upgraded
from beta status since 2009, along with the rest of the Google Apps suite, with greater
innovation. .

#MILESTONE NO.4- GOOGLE MAPS

June 2005: A landmark year for Google. The company launches Google maps, a satellite
imagery-based mapping service combining 3D buildings and terrain with mapping
capabilities and Google search. It also comes up with Google Earth, Talk and Video. The
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company also acquired Urchin, a web analytics company whose technology is used to
create Google Analytics. Google Mobile Web Search is released, specially formulated for
viewing search results on mobile phones.

#MILESTONE NO.5- ANDROID

July 2005: Android is bought by Google, a Linux-based operating system, designed

primarily for touchscreen mobile devices such as smartphones and tablet computers. A
developer survey conducted in April–May 2013 found that Android is the most popular
platform for developers, used by 71% of the mobile developer population. Android’s share
of the global smartphone market, led by Samsung products, was 64% in March 2013. In
July 2013 there were 11,868 different models of Android device, scores of screen sizes
and eight OS versions simultaneously in use. As of May 2013, a total of 900 million
Android devices have been activated and 48 billion apps have been installed from the
Google Play store. As of 3 September 2013, there have been 1 billion Android devices
activated

#MILESTONE NO.6-YOUTUBE

October 2006: Google buys video-sharing website YouTube for $1.65bn (£883m).
YouTube, launched in February 2005, has grown quickly into one of the most popular
websites on the internet. It has 100 million videos viewed every day and an estimated
72 million individual visitors each month.

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#MILESTONE NO.7- PLAY STORE

March 2012: Google launches the Play store with TV and movie rentals as well as apps.
Google Play movies are now available for rent in India and Mexico, Google has
announced. Users in those countries can watch movies on the web or through the Google
Play Movies & TV Android app. The first Google tablet, made by Asus, launches called
Nexus 7 Google has started selling its Nexus 7 tablet in India.

1.3 Organisational structure- Cross-functional or team-based

General Manager

Functional Functional Functional

Manager Mnager Manager

Marketing
Sales Manager 1 Eng. Manager 1
Manager 1

Marketing
Sales Manager 2 Eng. Manager 2
Manager 2

Google is well known for its cross-functional, or team-based, organizational structure. In

a team-based organizational structure, employees are grouped into skills-based teams to
work on specific tasks while all working toward a common goal. Often, this is a flexible

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structure that allows employees to move from team to team as they complete projects.
This structure focuses on problem-solving and employee cooperation.
Benefits of this type of structure include:
• Helping streamline an organization's processes by breaking down silos
• Enabling more decision-making power with minimal management
• Increasing flexibility by focusing on experience instead of seniority

Potential disadvantages include:

• Decreasing organization consistency
• Limiting contact with other functions
• Increasing potential for conflict

The cross-functional organizational structure used by Google is more of a team

approach to management. By allowing all employees to be a part of decision-
making, Google maintains a small-company feel and promotes the notion that all
employees play an equally important part in Google’s success.
This type of structure places more importance on intelligence and ideas than on
titles.

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1.4 Top Management

Name & Title BIO

Mr. Sundar Pichai has been the Chief Executive Officer
of Google Inc., since October 02, 2015. He has more than
15 years of experience developing high-tech consumer
and enterprise products. Mr. Pichai served as Senior Vice
President of Products at Google Inc. (currently known as
Sundar Pichai Alphabet Inc.) from October 2014 to October 2, 2015. He
CEO / President
served as Senior Vice President of Android, Chrome &
Apps at Google Inc. from March 2013 to October 2014
Benjamin Fried is the CIO at Google. Prior to Google,
Fried was a managing director at Morgan Stanley’s
Application Infrastructure group. In his most recent work
at Morgan Stanley, Fried ran a wide swath of essential
technology operations that are part of the Application
Benjamin Fried Infrastructure group. Before joining Morgan Stanley, he
CIO
did some work for Heuristic rats Research, helping to
design Decision-Theoretic Scheduler technology.
Brin is president of Alphabet, the holding company that
owns Google, the world's largest search-engine operator.
He co-founded the Mountain View, California-based
company in 1998. It handles about 3.5 billion searches a

Sergey Brin day and reported revenue of $111 billion in 2017. Other
Co-Founder, units include its research division, Google X.
Director & President

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Page is CEO of Alphabet, the holding company for

Google, the world's largest search engine operator. He co-
founded the Mountain View, California based company in
1998, which handles about 3.5 billion searches a day and
Larry Page reported revenue of $111 billion in 2017.
Co-Founder
Director & CEO

Eric Emerson Schmidt is an American businessman and

software engineer. He is known for being the Executive
Chairman of Google from 2001 to 2015 and Alphabet Inc.
from 2015 to 2017.
Eric Schmidt
Executive Chairman

Sunil Chandra serves as the Vice President of Google.

Sunil started at Google in March of 2007. Sunil currently
resides in the San Francisco Bay Area.

Sunil Chandra
Vice President

Darrell Arnett serves as the Executive Vice President of

Google, Social Marketing Tools. Darrell started at
Google, Social Marketing Tools in April of 2016. Darrell
currently resides in Dallas/Fort Worth Area.

Darrell Arnett
Executive Vice
President

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Before filling the role of CMO, Lorraine Twohill was

Senior Vice President of Global Marketing at Google.
Ms. Twohill joined Google in 2003 and is responsible
for its global Marketing function. She served as Vice
President of Marketing for EMEA at
Google Inc. from 2003 to 2009 and also served as its
Lorrain Twohill
Chief of European Marketing division. She holds a Joint
CMO
Honours Degree in International Marketing and
Languages from Dublin City University

Lisa Gevelber serves as the VP Global Marketing of

Google. Lisa started at Google in January of 2010. Lisa
currently resides in the San Francisco Bay Area

Lisa Gevelber
Chief marketing Officer

1.5 Products and Services

1. GOOGLE SEARCH ENGINE- Google Search Engine is the most popular & widely
used search engine in the world. More than 70 percent of web search engine market
share is taken by Google. For getting search engine traffic, webmaster first targets
Google search. Websites get most of their search engine traffic from Google.
2. GOOGLE CHROME- Google Chrome is a popular web browser developed by
Google. According to some of the stats, Google Chrome is the most used web browser
in the world. It has even surpassed the long-time popular web browser Mozilla Firefox
market share.
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Due to its simple interface and fast web page loading speed, Chrome has become
popular in a very short time. Chrome browser extension can be downloaded from
Chrome Web Store. Chrome has been available for Windows, OS X, Linux, Android,
and iOS.
3. G-MAIL- Gmail is one of the best free email service operated & developed by tech
giant Google. Most of the mid-sized companies in the USA use Gmail for email
purposes. Gmail is the most used free email service around the world. In some
countries, users can even send money from their Gmail account Gmail comes with
15GB of overall storage which will also remain a part of Google Drive and Google+
Photos.
4. ANDROID- Most of today’s smartphone is running on the popular mobile operating
system “Android”. Android is the Linux-based mobile OS developed by Google. It is
one of their biggest projects till now. Even tablet computers, Televisions, wearable
devices, and some cars run on Android. Due to the Popularity of Android OS, people
have become accustomed to using apps for most of their tasks. You can taste the
immersive web even on a low-cost Android smartphone. Smartphone has become
popular & low-cost because of android.
5. YOUTUBE- YouTube has now become the standard for online video watching.
YouTube is a subsidiary of Google and was created by three former PayPal employees.
Google has bought it in 2006. You can watch and upload videos on YouTube. All of
the videos on this site are based on Adobe Flash and HTML5 technology. Missed your
favourite show, watch that YouTube. YouTube has become a stream of income for
many video bloggers.
6. GOOGLE ADSENSE- Google Adsense is an advertisement-based program run by
Google. This program from Google shows image, text, and video-based ads on the
publisher’s website. The publisher will earn when someone clicks on that ads or ads
can be impression-based.

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Adsense is the largest online advertisement network operated by Google. Adsense ads
are strictly based on the content of that website and publish should follow some
Adsense rules & policies in order to run those ads.
7. GOOGLE DRIVE- Google Drive is an intuitive cloud storage service operated by
Google. Google Drive is also one of the popular services from Google. You will 15GB
of cloud storage service which will be shared by Gmail, Google Plus Photos, and
Google Drive. With it, you can store, manage and sync your data in the cloud.
8. GOOGLE ADWORDS- Google Adwords is an online advertising service for
advertisers. Most of Google’s profit came from Adwords. If you want to show your
ads for a product or service on the web then you can contact Google Adwords. Ads are
based on cost per click and cost per thousand impressions.
9. GOOGLE MAPS- Google Maps is alone one of the popular products from Google.
With it, you can view the maps of any part of the world. Even you can also view street
view. Google Maps are also available for smartphone and has been extensively used
on mobile devices. Its related product is Google Earth which comes in the form of a
standalone desktop client.
10.CHROMEBOOK-Chromebook is the Linux-based laptop. The operating system
installed in the Chromebook is Chrome OS. In fact, Chromebook is designed to provide
the best of Google. Most of its data safely stored in the cloud. Google Chrome is used
to perform most of the tasks on this Google-based Laptop.
11.GOOGLE DOCS- Google Docs is one of the best product from Google. It is tightly
integrated into Google Drive. In fact, it is an office suite helps you to create and edit
documents, spreadsheet, and presentation right from Google Drive.
12.BLOGGER- Blogger is a blog-publishing platform by Google. If you want to create
an information website with the written article, Google Blogger is the platform for you.
It allows you to write content and generated revenue from of it.

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13.GOOGLE TRANSLATE- Google Translate is one best & popular language

translation service by Google. You can translate any text from one language to another
language. A browser extension for Chrome & Firefox is also available.
14.GOOGLE ANALYTICS- Google Analytics is a free web analytics service offered by
Google. The service was launched on November 14, 2005, It helps you in tracking and
reporting of website traffic. Most of the websites use this Google’s analytics service.
In fact, it is one of the most widely used website analytics services.
15.GOOGLE ASSISTANT- Google Assistant is an AI-based virtual assistant service
developed by Google. In fact, it is one the best alternative to Siri. The service is
available for both smartphones and smart home devices. It was debuted in 2106. Now,
most of the Android smartphone comes pre-installed with Google Assistant. An iOS
app for it also available for iOS devices.

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CHAPTER-2
MARKETING STRATEGIES OF THE COMPANY
2.1 Market Share

Google is not only popular in its home country but is also the dominant internet search
provider in many major online markets, frequently generating more than 80 percent of
desktop search traffic. The search engine giant has a market share of 94.19 percent in
India and accounted for the majority of the global search engine market, ahead of other
competitors such as Yahoo, Bing, Yandex and Baidu.

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Google’s Online Dominance

All roads lead to Rome, or if you are browsing the internet, all roads lead to Google. It is
hard to imagine an online experience without the online behemoth, as the company offers
a wide range of online products and services that all seamlessly integrate with each other.
Google search and advertising are the core products of the company, accounting for the
vast majority of company revenues. When adding this up with the Chrome browser,
Gmail, Google Maps, YouTube, Google’s ownership of the Android mobile operating
system and various other consumer and enterprise services, Google is basically a one-
stop shop for online needs.

Google Anti-trust Ruling

However, Google’s dominance of the search market is not always welcome and is keenly
watched by authorities and industry watchdogs – in the past two years alone, the EU
commission has fined Google over 8 billion euros in antitrust fines for abusing its
monopoly in online advertising. The most recent fine was 1.5 billion euros in March 2019
as the EU commission found that Google had violated antitrust regulations by imposing
contractual restrictions on third-party websites in order to make them less competitive.

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2.2 Market share visa vis major competitors

As of

December 2021, online search engine Bing accounted for over 7 percent of the global
search market, while market leader Google had a market share of 85.55 percent.
Meanwhile, Yahoo's market share was 2.85 percent.

Google in the global market

Ever since the introduction of Google Search in 1997, the worldwide market share of all
search engines has been rather lopsided. Google has dominated the search engine market,
maintaining a 92.47 percent market share as of June 2021. The majority of Google
revenues are generated through advertising. Its parent company, Alphabet, was one of the
biggest internet companies worldwide as of 2021, with a market capitalization of 1,392
billion U.S. dollars. The company has also expanded its services to mail, productivity
tools, enterprise products, mobile devices, and other ventures. As a result, Google earned
one of the highest tech company revenues in 2020 with roughly189.69 billion U.S.dollars.

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Search engine usage in different countries

Google is the most frequently used search engine worldwide. But in some countries, its’
alternatives are leading or competing with it to some extent. As of the third quarter of
2021, more than 59 percent of internet users in Russia used Yandex, whereas Google users
were nearly 40 percent. In China, Baidu was the most used search engine as of December
2021, with nearly 86 percent of internet users in the country accessing it. In other
countries, like Japan and Mexico, people tend to use Yahoo along with Google. In 2021
nearly 55 percent of the respondents in Japan said that they had used Yahoo in the past
four weeks. In the same year, over 30 percent of users in Mexico said they used Yahoo.
Another search engine, Bing, operated by Microsoft, was the second most popular search
engine in the United Kingdom after Google. As of September 2021, Bing had a 9.61
percent share of the market in the country, with Google having more than 85 percent share.

2.3 SWOT Analysis

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used
to evaluate a company's competitive position and to develop strategic planning. SWOT
analysis assesses internal and external factors, as well as current and future potential.
A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the
strengths and weaknesses of an organization, initiatives, or within its industry. The
organization needs to keep the analysis accurate by avoiding pre-conceived beliefs or gray
areas and instead focusing on real-life contexts. Companies should use it as a guide and
not necessarily as a prescription.

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Google’s Strengths:
➢ King of the Online Search: Google is the undisputed king of the online search

engine department. Statista reports that in July 2020, Google has a market share of
86.86% in desktop searches worldwide.
➢ Unbeatable: Till now, no competitor has come close to challenging its position let

alone reaching its market shares in search engine. Next close competitors of Google
are Bing (with 6.43%), Yahoo (with 2.84%) and Baidu (with 0.68%) market shares
in desktop search engines worldwide.
➢ Most Valuable Brand: Google is a highly recognized brand in the world.

According to Forbes, “the world’s most valuable brand list,” Google is ranked at #
2 position after Apple.
➢ Brand Valuation: In 2019, the brand value of Google is $207 Billion, as per the

Forbes brand list.

➢ Search Queries: This powerful brand processes more than 40,000 search queries per

second on average, which is equivalent to about 3.5 billion searches per day. It is

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the biggest traffic generator and has a clear advantage over its competitors such as
Bing, Yahoo, Baidu.
➢ High Revenue: The huge revenue of $161.86 Billion (2019) that Google has

garnered through advertisement has ensured its growth.

➢ Adaptability: Google has successfully adapted mobile and Android technologies,

giving it potential to compete directly with Apple’s iPhone.

➢ Rapid Growth: Google is one of the fastest-growing companies in the world. In

2001, the company had fewer than 300 employees; then it increased 10-fold to
3000 in 2004, it grew 10-fold again to 32,470 in 2011, and more than doubled to
61,814 by 2015. By 2018, Google had more than 98,000 employees and increased
by more than 20,000 to over 118,899 by December 2019.

Google’s Weakness:
➢ Privacy policies: Google has been slammed by many experts for its excessive

reliance on privacy, especially when it comes to hiding information about algorithms.

The company has since taken steps to address the allegations.
➢ Overdependence on Advertisement: Google’s overdependence on advertising has

increased speculations regarding the company’s future. In 2019, the company made
83.9% of its total revenue from advertisement related projects. Advertisement space
is highly cyclical, competitive, and rely heavily on macroeconomic conditions.
➢ Boycott of Google and YouTube by Major Advertisers: Major brands boycotted

against Google and YouTube when they discovered that their ads were running
alongside extremist, hate-filled content. It has negatively affected Google’s image.
The companies that boycotted against the search engine and video platform included
Johnson & Johnson, AT&T, and Verizon in the U.S, L’Oreal, HSBC, RBS, the BBC,
the Guardian newspaper, British retailer Marks & Spencer, Lloyd’s of London in

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U.K, and Audi, Havas, Tesco, Volkswagen, Sainsbury. In addition to these brands,
even the British government boycotted.
➢ Unfair Business Practices: As the most used search engine, Google exploits this

advantage unfairly to prevent the entry of new players in the sector. In the U.S., the
company was recently sued for colluding with Apple to make it the default search
engine for Apple’s browser.
➢ Breach of Privacy: In Europe, Google was fined $56 million by France’s top court

for breaching E.U.’s online privacy rules.

➢ Failure in Social Media Revolution: Before the emergence of social media giants

like Facebook and Twitter, most people relied on Google to access the latest news
digitally. Now, people can access the latest news via social media platforms. To
protect its interests, Google has attempted to launch several social media platforms
unsuccessfully like Google Plus and Shoelace, which failed to gain traction and
forced the company to shut it down.
➢ Poor Pricing Strategy: On June 30, 2020, Google raised the subscription price of its

YouTube TV service from $49.99 to $64.99 per month. According to Google, the
$15 increase (30%) reflects the rising cost of content, but critics argue that the
increase is absurd. Most streaming services like Netflix, Disney+, and Peacock offer
more content than the 80 TV channels offered by YouTube and charge between $5
and $15. Google can lose a majority of the 2 million YouTube subscribers due to the
price hike.
➢ Employees Protest: Consumers dislike companies that advance evils and

suppression in society or collaborate with the oppressors. In June 2020, more than
1,600 Google employees petitioned the company to stop offering its G-suite services
to police departments in the light of Black Lives Matter protest.

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Google’s Opportunities:
➢ Wearable Market: In Nov 2019, Google has acquired Fitbit for $ 2.1 Billion to

compete with Apple and Samsung in the lucrative and growing wearable (smartwatch
and fitness band) market.
➢ Android OS: The most substantial opportunity for Google is its noticeable efforts in

the Android Operating System provision. This has strengthened its prospects to
directly compete with Apple iOS.
➢ Google Glasses and Google Play: Google is prepared to market its newly introduced

Google Glasses and Google Play. It can boost Google’s progress and development.
➢ Cloud Services: In fiscal year 2019, about 5.5% ($8.9 Billion) of Google’s annual

revenue came from its Google Cloud Platform (GCP) and its services. Google is
placing big bets on its cloud services to diversify its revenue stream.
➢ Remote Work – Recent events have increased demand for remote work solutions

immensely, with Microsoft and Zoom making billions from its video calling
services. Google is already making moves to exploit the demand for remote work
solutions and recently added video-calling features and other collaboration tools in
Gmail to attract companies seeking to empower their employees to work from home
or remotely.
➢ Expand Services to Emerging Markets: Emerging economies offer growth

opportunities. In July 2020, Google expanded its cloud services to offer the world’s
first commercial high-speed internet. The service was introduced
in Kenya and used balloons to provide affordable 4G internet to under-covered rural
communities in the East African nation.
➢ Cloud Store: With its storage and cloud solutions, cloud computing can play a vital

role in Google’s enterprise. Google introduced a new digital store, which offers
cloud-based software to all organizations. In line to this, the company collaborated

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with MobileIron, Inc., to integrate its cloud Orbitera commerce platform with
MobileIron’s app distribution, security, and analytics capabilities.
➢ Non-Advertising Revenue: Google needs to undertake a diversification strategy and

aim to build a non-Ad Business Model. In this effort, google has introduced paid
services such as Google Cloud, YouTube TV subscription, Google Play (sales of
apps), Hardware (Nest, Pixel phones, Fitbit) etc.

Google’s Threats:
➢ Decline in market shares: According to data gathered from e-marketer, Google’s

US digital ad revenue is expected to see a decline in market shares. It was 38.8%

(2017), 37.2% (2018), 36.2% (2019). This is because of the growing competition
from Facebook, Amazon, Instagram and Snapchat for ads market share.
➢ Gender Bias: A Google memo published by its employer James Damore highlighting

its diversity policy has sparked a strong debate regarding the issue of gender bias and
free speech in the company.
➢ Alteration of Information: Google has received considerable criticism over its

alleged collaboration with China over a censored search engine project

(Dragonfly).
➢ Antitrust Controversies: Google has been involved in antitrust controversies for

years by both US and EU lawmakers. The EU antitrust regulators imposed a 5 billion

Euro fine which Google has sought to challenge.
➢ Censorship Policy: Google has not managed to protect itself from backlash over its

censorship policy. Many whistle blowers have begun leaking formation over its
political, ideological leanings.
➢ Competitors: The primary threat that Google faces is from its competitors Facebook

and Amazon. The two competitors are slowly catching up with Google. Their new
features and increasing popularity can take the spotlight away from Google.

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➢ Economic Uncertainty due to Pandemic: Recent events have devastated the

operations and earnings of many companies, including Google. It is projected that

Google’s net U.S. advertising revenue will drop by 5.3%, respectively, for the first
time since the 2008 recession. Its net U.S. ad revenue was $41.8 billion in 2019, but
it is projected to drop to $39.58 billion in 2020. Economic
uncertainty threatens Google’s Revenue and profits.
➢ Anti-encryption drive to reduce Child Abuse: In the past few years, cases of online

child exploitation images have increased from thousands per year to tens of millions.
Multiple governments and child welfare groups are pushing for the elimination of
encryption technologies to ensure child exploiters online are revealed promptly.
Even though Google has pledged to standardize disclosure of the culprits,
governments and child welfare groups still insist that Google and other tech giants
should stop using encryption technologies. Without user anonymity online, Google
can lose customers.
➢ Tension with China: Google had planned to provide cloud service in China but was

forced to scrap the plan due to rising geopolitical tensions. If the political tensions
spread to other regions across the world, it can affect Google’s global operations.

2.4 Marketing Strategies Over Past 5 Years

Google’s marketing mix (4Ps) is a major factor in the global success of the business.
Founded in 1998, the company has expanded to include Google Search, as well as a host
of other products, such as cloud computing, hosting, and storage services. Now
restructured as a subsidiary of Alphabet Inc., the company performs as one of the world’s
leading technology corporations. With this level of success, the firm’s marketing mix
serves as an example of how carefully designed marketing strategies can support the
growth of an originally purely online business. Google’s marketing mix has different
approaches because of business diversification. The company has evolved from being a

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purely web-based business and now provides consumer electronics like Pixel smartphones
and Chromecast media players. Google’s marketing mix is an effective combination of a
wide array of product lines, suitable pricing strategies for different industries and markets,
and ubiquitous product distribution, along with cost-effective promotions. Expanding
from its online search service and online advertising services, the company is now one of
the primary influencers of information technology development.
Google’s Products
Google’s marketing mix involves a diverse array of products. The company has grown
and diversified to include products beyond its online search and advertising.
These products are generally grouped into the following product lines:
1. Web-based products

2. Operating systems

3. Desktop apps

4. Mobile apps

5. Hardware products

6. Services

The diversity of Google’s products is a reflection of an overall strategy of growth and

expansion. The company uses product development as an intensive growth strategy to
deepen and broaden its technology product mix. Through product development, the firm
keeps expanding its business, while growing its market share for existing products like
Google Ads, Pixel, and others.
Place/Distribution in Google’s Marketing Mix
The place or distribution component of Google’s marketing mix is typical of mostly online
businesses. Online businesses use the Internet to distribute their products. Most of the
company’s products are available around the world via the Internet. For example, Google
apps can be downloaded anywhere where there is Internet connectivity. The company uses
its websites, apps, and platforms as distribution mechanisms to reach target

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users/customers. For goods like Pixel smartphones, Google uses vendors or retailers as
the main outlets. Large retailers usually include Pixel models as part of their consumer
electronics offerings.
Google’s place/distribution strategy contributes to the success of the company’s marketing
mix. The ubiquity of the Internet maximizes the firm’s efficiency in distributing its digital
products. The choice of major retailers as outlets for goods like Pixel also increases Google’s
ability to reach large populations of target consumers.
Google’s Promotions (Promotional Mix)
Google initially had minimal promotions in its marketing mix. However, as the technology
business grew, its budget for sales and marketing increased. At present, Google’s
promotional mix includes sales promotions, sponsorship, public relations, advertising, and
direct marketing.
As part of its sales promotions, Google offers discounts and free product usage. For
example, the company allows free use of Gmail. Coupons are also given to potential
advertisers to try using Google Ads for free within certain limits.
For public relations, the company’s marketing mix includes financial and technical
support for communities. This support promotes the technology business by creating a
positive brand image. In relation, Google provides sponsorship for various events, such
as social outreach programs.
Advertising of the company’s products in various media is also part of Google’s marketing
mix. For example, the company advertised its online digital advertising service in some
newspapers in the past. Ads for the company’s various consumer electronics and online
products are occasionally used.
In terms of direct marketing, Google’s online advertising of its own products is a direct
approach to reach customers. For instance, the company advertises its Google Ads service
via Gmail, such that the advertisements are shown to users who have a history of searching
for digital advertising solutions. Thus, the business directly promotes its products to

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individual customers based on personal usage data, such as device location and search
history. In this case, the granularity and specificity of showing personalized or semi-
personalized ads to online users can be considered as a form of direct marketing.
Prices and Pricing Strategies
Google’s marketing mix involves pricing strategies that satisfy the different kinds of
products available from the company. For example, different pricing strategies suit online
services and consumer electronics. The following are the most notable pricing strategies
in Google’s business:
1. Freemium pricing

2. Market-oriented pricing

3. Penetration pricing

4. Value-based pricing

The freemium pricing strategy usually entails offering free products, but selling premium
or add-on features of the product. In Google’s marketing mix, this pricing strategy is used
for products like Gmail, which has a premium version for businesses via Google
Workspace.
The market-oriented pricing strategy determines prices based on market conditions,
including the competitive landscape. Google’s marketing mix uses this strategy for pricing
products like Chromecast and Pixel devices that compete at the diverse price points of
competitors like Samsung. Also, the company’s fees and commissions on mobile app sales
are market-oriented, which explains why Apple and Google have similar commission
rates on app sales.
Penetration pricing is used for the Google Cloud Platform, which comes with a free trial
period, and competes against companies like Amazon, Microsoft, Linode, and Digital
Ocean. In the company’s marketing mix, the objective of this pricing strategy is to acquire
new customers and grow Google’s customer base.

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The value-based pricing strategy determines prices based on customers’ perception of the
product’s value. The company’s marketing mix applies this pricing strategy for the Google
Ads online advertising service, where advertisers place bids based on their perceptions of
the importance of these advertisements.

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CHAPTER-3
FINANCIAL RATIOS

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3.1 Ratio Analysis of Google:

CURRENT RATIO
The current ratio is used to evaluate a company's ability to pay its short-term obligations, such
as accounts payable and wages. It's calculated by
dividing current assets by current liabilities. The higher the result, the stronger the financial
position of the company.
Current Ratio = Current assets/Current liability
Current Ratio For The Year Ended 31 March 2020
CURRENT ASSETS =174296
CURRENT LIABILITY =56834
CURRET RATIO=3.066(APPROX)

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Current Ratio For The Year Ended 31 March 2021

CURRENT ASSETS =188143
CURRENT LIABILITY =64254
CURRET RATIO=188143/64254=2.928(APPROX)

Net Profit Ratio

Net Profit Ratio, also referred to as the Net Profit Margin Ratio, is a profitability ratio that
measures the company’s profits to the total amount of money brought into the business.
In other words, the net profit margin ratio depicts the relationship between the net profit
after taxes and net sales taking place in a business.
Net Profit Ratio = (Net Profit / Net Sales) × 100
Net Profit = Gross Profit + Indirect Income – Indirect
Expenses
Net Sales = Sales – Returns
Net Profit Ratio for the year end 31 march 2020
Net Profit=3767
Net Sales= 118144
Net Profit Ratio =3767/118144*100=3.19%(approx.)
Net Profit Ratio for the year end 31 march 2021
Net Profit=5182
Net Sales= 131985
Net Profit Ratio =5282/131985*100=3.93%(approx.)
Working Capital Turnover Ratio
Working Capital Turnover Ratio is used to do an analysis of the utilization of short-term
resources for sales. Working Capital Turnover Ratio is the ratio of net sales to working
capital.

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Working Capital Turnover Ratio = Turnover (Net Sales)

Working Capital
Working Capital = Current Assets – Current Liabilities
Working Capital Turnover Ratio for the year end 31 march
2020
Turnover (Net Sales) = 118,144
Working Capital = (67478-48493) =18985
Working Capital Turnover Ratio=118144/18985=6.22(APPROX)
Working Capital Turnover Ratio for the year end 31 march
2021
Turnover (Net Sales) =131985
Working Capital = (66172- 37217) =29495
Working Capital Turnover Ratio=131985/29495=4.47(APPROX)

Return on Investment (ROI)

Return on investment (ROI) is a performance measure used to evaluate the efficiency or
profitability of an investment or compare the efficiency of a number of different
investments. ROI tries to directly measure the amount of return on a particular investment,
relative to the investment’s cost.
Return On Investment =Profit Before Tax and Interest/Capital
Employed*100
Capital Employed = Total Assets – Current Liabilities
Return On Investment for the year end 31 march 2020
Profit Before Tax and Interest =5,924
Capital Employed = (169528-37217) =132311
Return On Investment=5924/132311*100=4.48% (approx.)
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Return On Investment for the year end 31 march 2021

Profit Before Tax and Interest=7905
Capital Employed= (189699-48374) =141325
Return On Investment=7905/141325*100=5.59%(approx.)

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CHAPTER-4
CSR INITIATIVES & UNIQUE PRACTICES
There have been many studies that analyse companies with regard to corporate social
responsibility, since “perceptions related to CSR build more than 40 % of any company’s
reputation” (Reputation Institute, 2016), which is essential for multinationals. In 2016, the
Reputation Institute, one of the world’s leading research firms on reputation, ranked
Google No. 1 on the Rep Trak Global Corporate Social Responsibility rankings— which
include all sectors—for the third year in a row with a score of 75.4, 0.3 more than the
following company, Microsoft. The ranking criteria depends on three categories:
workplace, governance, and citizenship
Google has always been a pioneer in CSR strategies. So much so that communicators and
companies have occasionally followed and copied its initiatives. For Governance
• Open and transparent
• Behaves ethically
• Fair in way of doing business Citizenship
• Supports good causes
• Positive societal influence
• Environmentally responsible Workplace
• Rewards employees fairly
• Employee well-being
• Equal opportunities
Example, Google’s carbon footprint initiative undertaken in 2007 has been an example for
other tech companies, such as Facebook. Throughout the years, the company has proved
to have listened to the public’s demands in terms of CSR initiatives. This has been the
case of the green and other CSR initiatives undertaken by the company. Since its creation
in the 90s, Google’s CEO highlighted the importance of environmental stewardship.
Several years later, the Group started to implement innovative approaches to deal with the
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problem of the waste of energy, which is now one of the main pillars of its CSR strategy.
Another example of Google’s leading role is the treatment of employees. While many not
many organizations realized the significance of motivating employees for the company’s
profitability, Google engaged in the care of workers through many initiatives
Firms are always under pressure to address challenges in society. Thus, big companies
often launch projects that aim at engaging with different stakeholders, whether 21 this is
communities, governments, customers or employees (Bode & Singh, 2016). This section
is aimed at giving an overall view of the initiatives undertaken by the firm to promote
CSR and its image to outsiders. For this, we will consider potential CSR metrics regarding
an IT company such as: employee engagement, diversity, green initiatives, good causes,
and promoting development and expanding internet access. Among other goals, this
section aims at determining the extent to which Google’s engagement in CSR improves
or worsens the company’s profitability, workers, conditions, and environmental footprint.
a) Employee engagement- Measures undertaken by companies to improve their
external image, as we have seen in the previous sections, is key to attain economic success.
This way, research has demonstrated that being perceived as being socially responsible
can facilitate the recruitment of employees. Employees are no longer satisfied by top-
down initiatives and prefer social initiatives driven by themselves, so CSR should not just
be a corporate centred phenomenon (Bode & Singh, 2016). Thus, the ability to retain
employees and satisfy their needs and ambitions is a goal every company should engage
in. Already in 2012, an article called “The top ten trends in CSR” published by Forbes
magazine emphasized the importance of the relationship between CSR initiatives and
employee engagement. They found that companies that “companies with highly engaged
employees have three times the operating margin and four times the earnings per share of
companies with low engagement” (Forbes, 2012).
This is, when employees are engaged, they put more effort in their work and consequently
generate benefit for the company (Neha & Vandna, 2016). Not surprisingly, this trend has

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continued beyond 2012. Employee empowerment, which allows employees to make

decisions and judgements and maximize their performance, is a practice that Google has
successfully applied in general terms. Google did not initially perceive the benefits of
empowering employees, but when the company realized that programmers’ will was the
motivation source needed to accomplish software programming, they created a strategy
called the 20 percent rule. The strategy consisted on dedicating 80 percent of the time at
work to conduct assigned projects, while the remaining 20 percent was destined to give
employees the opportunity to brainstorm about new possible projects and interests they
could have. The result was 22 the intrinsic motivation for workers to finish assignments
ahead of schedule and raise productivity and give them time to develop new products
(Beck & Kleiner, 2015). Google has developed a variety of ways to empower their
employees. First, since not every new project is launched for sale, the hegemon created a
strategy consisting of giving employees feedback of their projects in the form of peer
reviews. This creates benefits for both the company and the employees, as it sets the
quality bar high, and allows workers to develop the ideas they want (Girard, 2009, pp. 60-
77). Another strategy is giving workers both monetary and non-financial rewards, both
strategies being important for the company. Google’s approach to non-financial rewards
are giving employees additional skills and responsibilities in projects in which they were
not originally involved. Moreover, innovation and creativity are fostered and original
ideas are valued from any employee—as was the case of Google News, which was the
idea of an Indian engineer; Orkut, Google’s social networking community; or Google
Toolbar— all of which were elaborated during employees’ 20 percent free time.
Google has always been regarded as a firm that places value on authenticity, which
encourages employees to provide new insights and be themselves. In this sense,
authenticity and business ethics intersect (Fleming & Jones, 2013). Flexibility and
innovative design are the company’s main motto, and they have been addressed since

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1998, year in which the company was founded. As the company states in their webpage:
“[w]e put great stock in our employees–energetic, passionate people from diverse
backgrounds with creative approaches to work, play and life” (Google, 2016). All the
above are strategies that create a working environment with unusual work habits that make
the employee comfortable and willing to grow both personally and professionally. Other
representative perks that Google offers its workers are the facilities (see Figure 4 and
Appendices 3 and 4). Some examples of amenities are free gourmet food and laundry
services, pool tables and bowling alleys. Google even employs a chief happiness officer
whose only job is “to keep employees happy and maintain productivity” (The Guardian,
2016). In terms of worker’s productivity and happiness, Google leads the way. Other IT
companies are catching up, powered by the behemoth’s financial outcomes and the
loyalty, interactivity and creativity of their staff.
b) Diversity - American multinational insurance corporation AIG acknowledges the
importance of diversity and inclusion in creating a workplace that leads to innovation,
growth and profitability (AIG, 2017). Creating a diverse workforce has always been a
challenge for tech companies. What is more, publishing diversity and inclusion numbers
is a relatively new phenomenon amongst IT companies (Smykal, 2016). Silicon Valley
has been criticized for its lack of diversity, but Google was one of the pioneers in
publicizing its diversity numbers (Public Broadcasting Service, 2016). In 2014, the
company began to voluntarily publish its annual diversity employment numbers. Google
executives are confident that the company’s support of diversity will begin to have effects
in the workforce soon. The company offered Fortune, a multinational business magazine,
an inside look at its efforts by interviewing employees, inter alia, and everyone agreed
that it is slow, but real (McGirt, 2017). To reduce the gender and minorities gap, Google
has taken several initiatives that aim at being more inclusive. Google claims its
commitment to diversity, by making the website available in more than 40 languages and
in more than 70 countries (Libin, 2009). The company devotes an entire section of its site

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to sharing diversity stats and present the ways in which the company is working to increase
inclusion (Smykal, 2016).
c) Green Initiatives - Another CSR strategy that aims at conveying that companies
embrace responsibility and encourage a positive impact through its activities on the
environment 26 are green initiatives. This approach plays an important role in the impact
in climate change, effective use of energy, and water footprint. Therefore, in order to
determine whether a company is being socially responsible, it is crucial to take a look into
its green strategy (Go-Green, 2017). Again, Google dedicates a whole section of its
website to environmental projects, approaches and resources allocated for green
initiatives. Since the creation of the company, they claim to have been environmentally
sustainable. In the first office in Mountain View, California, they used repurposed
materials and free of harmful chemical furniture. When the company started growing,
these initiatives have been transformed into being raised to a macro level.
Now, environmental aims are still the benchmark, or so the company asserts. In the
company’s environmental report published last year, Google expresses its commitment to
environmental sustainability. The internet giant is the world’s biggest corporate buyer of
renewable energy, and the objective established for 2017 was to reach a 100% renewable
energy for all its operations. Their goal goes beyond the need to hold the line of energy
use and tries to lower it by using fewer resources and avoid the waste of natural resources.
Energy consumption being the biggest impact on the environment, Google addresses
several targets to pursue its goal. First, they help people conserve energy by using Google
Cloud. Second, they support clean energy and climate change policies. Third, they attach
importance to the efficient utilization of water. Finally, the company reuses, recycles and
repair products to prevent wasting natural resources. Furthermore, the end goal is a zero-
carbon world, which they have been practicing since 2007, as they are carbon neutral since
then. Its effort consists on reducing carbon footprint by being more efficient, invest in
programs that offset the emission of gases through its everyday practices. To comply with

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the objectives established by themselves, Google has established connections between

foundations, NGO’s, and has tried to obtain numerous certifications. Amongst the
certifications we find that Zero Waste to Landfill is one of the milestones for the hegemon,
which consists on recycling and reutilizing solid waste produced at their facilities. Google
has reached 100% of landfill diversion in more than six global data centre operations. If
we were to compare the company’s acknowledgements with others in the sector, we would
see that Google is performing positively in terms of waste, energy, and GHG emissions.
Moreover, Google sets several targets for the future that are carried out entirely. For
example, in terms of the certifications, their goal is to incorporate all Google owned data
centres into energy management systems certificates, which therefore must exceed
specified operational requirements. In respect of water, the company wants to reduce
potable water consumption and set regional targets for doing so. Finally, the company’s
data centres use 50% less energy than other IT sector data centres. Other examples of
Google being a pioneer and leader in this regard are: the free cooling system, the objective
of reaching 100% renewable energy, partnering with renewable energy developers, the
creation of new models for greening energy consumption, and the section in its platform
called Google Green, which is a corporate effort to make efficient use of resources and
support renewable power (Moreno, 2015). In financial terms, the company has invested
around $950 million in being environmentally friendly. In sum, we can state that Google’s
green initiatives are one of the most efficient and ambitious in the IT sector (The Guardian,
2013). Google’s green initiatives are also regarded as one of the most innovative of the
sector. According to Fast Company, the giant is ranked number 6 out of the 10 best
companies in terms of energy, since Google covers its energy output by buying enough
renewables.
d) Good causes - Google has also implemented other ethical and humanitarian
strategies seeking to reinforce its reputation. The IT brand has two webpages that indicate
its commitment to good causes: Google.org and One Today (the latter being also a

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smartphone app). One Today is an approach that includes charitable donations, fostering
free education, animal protection, loans destined to agriculture, wildlife protection, etc.
Its main humanitarian values are to end sex trade, to facilitate the access to clean water,
to facilitate transportation for cancer patients, to reduce poverty and hunger, and many
more. To achieve all the mentioned goals, the app gives Googlers the opportunity to join
the online community that allocates one dollar every day to these causes. Transparency is
one of the main pillars of this endeavour, so it offers users complete information about
how the donations will be used for every project. With the creation of the Google Ad
Grants donation mechanism, non- profit organizations faced barriers, since the usual
critique against them is the lack of transparency. Nonetheless, this crowdsourcing
initiative has been used by non-profits, which makes fundraising easier.

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CHAPTER-5
CONCLUSION
Google was established at the end of 1998 with Larry Page and Serge Brin in California,
USA. The two formed a huge technology company as part of a research project studying
at Stanford University. Since then, the business has grown exponentially and is now an
industry leader in mainstream media.
The world’s largest search engine has changed the way we use technology. It has made
life simpler. The only thing you need to collect data is a click. Google continues to show
technological advancements with its revolutionary operations.
It has transformed the world economy. Customers, companies, consumers and everyone
else are now able to access data about their businesses at any time and from anywhere.
Google’s SWOT study of Google highlights the strengths of its competitors, their
weaknesses, opportunities and threats of the most popular internet-based search engine.
Google’s popularity Google makes it able to earn massive earnings.
The search engine continues increasing every year and innovating its technology. If
Google takes care of its weaknesses and weaknesses, no other competitor can compete
with or even beat the performance of this company.
Google's marketing strategies have played a pivotal role in establishing the company as a
global leader in the technology industry. The report sheds light on Google's customer-centric
approach, emphasizing the importance of user experience, personalized advertising, and
strategic partnerships. These initiatives have not only strengthened Google's brand presence
but have also contributed to its steady revenue growth over the years.

Furthermore, the financial statement analysis provides valuable insights into Google's
financial health and performance. The report highlights the company's consistent revenue
growth, driven primarily by its core advertising business, as well as the diversification of its
revenue streams through ventures such as cloud services and hardware products. Additionally,
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the analysis reveals Google's strong profitability and robust cash flow position, indicating its
ability to invest in research and development and explore new business opportunities.

It is worth noting that Google faces challenges in the form of increasing competition,
regulatory scrutiny, and the need to navigate privacy concerns. However, the report
demonstrates the company's resilience and innovative spirit in addressing these challenges
through continuous product innovation, strategic acquisitions, and investments in emerging
technologies.

Overall, the project report on Google's marketing strategies and financial statement analysis
highlights the company's strategic approach to marketing and its solid financial performance.
Google's ability to adapt to changing market dynamics, leverage its technological expertise,
and deliver value to its customers has positioned it as a global powerhouse. As Google
continues to explore new avenues and expand its portfolio, its commitment to innovation and
customer satisfaction will likely be instrumental in shaping its future success.

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CHAPTER-6
SUGGESTIONS
• Make ads more relevant to keywords
Ad relevance shows you how relevant your ads are to the keywords they’re
Targeting.
If your Ad relevance has a status of “Below average” or “Average,” try these best
practices:
➢ Match the language of your ad text more directly to user search terms.
➢ Look for ad groups with many different keywords that can’t be easily
addressed by the same ad. Split these ad groups into multiple ad groups that better
match to the user’s searches.
➢ Try grouping your keywords into themes to increase relevance. These themes
can be based on your products, services, or other categories. For example, if you sell
rings, you can have a group of keywords for "engagement rings" and another group
of keywords for "wedding bands."
• Try to improve your clickthrough rate (CTR)
Expected clickthrough rate indicates how likely people are to click your ad.
If your Exp. CTR has a status of “Below average” or “Average,” try these best
practices:
➢ Edit your ad text to make your offer more compelling to your target audience.
➢ Ensure the details in your ad match the intent of your keywords.
➢ Highlight a unique benefit of your product or service, such as free shipping.
➢ Experiment with different calls to action that connect closely with your landing page.
➢ Create compelling calls to action with words like “Buy, Sell, Order, Browse, Find,
Sign up, Try, Get a Quote.”
➢ Be more specific in your ad text.

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There may be times when a more specific ad leads to lower CTRs, but higher conversion
rates. Look for the balance that leads to the best possible performance for your goals.
• Consider updating your landing page
Bringing people to your site is only one part of online marketing. It’s important to
provide visitors with an excellent experience on your website.
If your Landing page exp. has a status of “Below average” or “Average,” try these best
practices:
➢ Give people what they’re looking for. If someone searches for “flannel shirts” and
clicks your ad for “flannel shirts,” the landing page they go to should feature your
flannel inventory.
➢ Keep messaging consistent from ad to landing page. Make sure the page follows
through on the ad’s offer or call to action. Even if you have no control over your site,
you can still experiment to find the most useful existing pages.
➢ Try using conversion rate as a proxy for good landing page experience. It doesn't
impact your landing page status, but it can be a good way for you to measure and
optimize.
➢ Make your website mobile friendly. Ease of navigation is something users value even
more on mobile websites. You can use the Mobile-Friendly Test to see how well your
landing page works on mobile devices.
➢ Improve loading speed. The speed at which your page loads can be the difference
between someone bouncing or buying.
• Cloud Computing
Google should move towards commercializing the idea in future because it has
already initialized it.
The following the possible threats that google is likely to face; Facebook’s
competition. Advertising through social media platforms and more specifically
Facebook poses a big threat to Google.

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The company is forced to device other means to counter competition from these social
media platforms.

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BIBLIOGRAPHY
➢ www.statista.com
➢ http://panmore.com/google-marketing-mix-4ps
➢ https://panmore.com/google-stakeholders-corporate-socialresponsibility-csr-analysis
➢ https://www.webfleek.com/most-popular-google-productsservices/
➢ https://www.cxotoday.com/news-analysis/20-milestones-asgoogle-celebrates-its-
20th-birthday/
➢ https://www.comparably.com/companies/google/executive-team
➢ https://www.britannica.com/topic/Google-Inc

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