A company self-examination. What are we known for? Who do we want to become?In
this assignment, you will create a Situation Analysis for one (1) of
the following companies / brands: Fiat Chrysler, Amazon.com, or Google.
Each of these three (3) companies (Fiat Chrysler, Amazon.com, and
Google) has been through numerous changes in recent years. For this
assignment, select only one (1) company / brand. Use the information
listed, as well as your own knowledge and research, to complete the
provided situation analysis template. Additional research should include
the use of the company’s Website, the course textbook, and other online
sources.
Submit the completed template via the Assignment 2 submission link.
*Remember to only select one (1) brand from the options below (click on Option A, Option B, or Option C to view each available brand).
Google
History
Founders Larry Page and Sergey Brin met at
Stanford University in 1995. By 1996, they had built a search engine
(initially called BackRub) that used links to determine the importance
of individual Webpages.
Larry and Sergey named the search engine they
built “Google,” a play on the word “googol,” the mathematical term for a
1 followed by 100 zeros. Google Inc. was born in 1998, when Sun
co-founder Andy Bechtolsheim wrote a check for $100,000 to that
entity-which until then didn’t exist.
In 2000, we introduced AdWords, a
self-service program for creating online ad campaigns. Today our
advertising solutions, which include display, mobile and video ads as
well as the simple text ads we introduced more than a decade ago, help
thousands of businesses grow and become successful.
On April Fools’ Day in 2004, we launched
Gmail. Our approach to email included features like speedy search, huge
amounts of storage and threaded messages.
Our Initial Public Offering of 19,605,052 shares of Class A common stock
took place on Wall Street on August 18, 2004.
We acquired digital mapping company Keyhole
in 2004, and launched Google Maps and Google Earth in 2005. Today Maps
also features live traffic, transit directions and street-level imagery,
and Earth lets you explore the ocean and the moon.
In 2006, we acquired online video sharing
site YouTube. Today 60 hours of video are uploaded to the site every
minute. Cat videos, citizen journalism, political candidacy and double
rainbows have never been the same.
Amidst rumors of a “Gphone,” we announced Android-an open platform for mobile devices-and the Open Handset Alliance, in 2007.*************HERE IS THE TEMPLATE TO GO BY THANKS**************
Based on what you’ve learned
so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment
questions below. Submit the completed template in the Week 10 assignment
submission link.
Name:
Professor’s
Name:
Course
Title:
Date:
Company/Brand
Selected (Fiat Chrysler Automobiles, Amazon, or Google):
1. Customers
Who are the current
customers/users? Include information related to demographics, psychographics
and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether
the brand is trying to appeal to a certain social or cultural group and how customers
perceive the product/brand. It’s also possible to include demographic information
related to: age, educational attainment, geographic area, gender, race,
employment status and/or home ownership. Additionally, you can discuss psychographic
information which includes those attributes that relate to personality, values,
attitudes, interests, or lifestyles of people. This area is also related to situational
life stages as well as customer beliefs, and how customers want to see themselves
and be perceived. Some examples of psychographic groups include video gamers,
soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages
include: retirees, new homeowners, college students and new parents. Be aware
that some products/brands may appeal to a wider customer base than others.
[Insert response]
What do the customers
buy/use?
[Insert response]
What changes can the
company/brand expect in the future? How can the company/brand better serve its
customers? Include information about potential opportunities and threats.
For example,
you could include information about the current demand for the product/brand, and
how it is changing or has changed including possible variations or
modifications in the future. You may also determine/discuss if the brand/company
can take advantage or has taken advantage of the changes. It’s also possible to
consider and talk about whether the product/brand is a less expensive
substitute, perhaps, or maybe a product/brand that is easier to use with more
features.
[Insert response]
2. Company
[This is what the brand
is currently.]
Identify strengths and weaknesses of the company/brand as it exists today. What
does the company/brand do well and not so well at this very moment?
[Insert response]
[This is what the
company/brand needs to become.]
How can the company/brand improve its
weaknesses and maintain or grow its strengths? Suggest how the company/brand
can improve upon the things it does well and not so well.
[Insert response]
3. Context
Define the current
business environment. Include information about political, legal, economic
technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends
and conditions for this Industry and for the brand. It’s possible to include
information about how the Economy affects this industry. This could include changes
in income: are people losing jobs, or getting paid more? Changes in spending habits could be considered
as well. Other factors such as use of public transportation and shopping online
may also be relevant. Whether or not the product is high-tech, or state-of-the-art
can be also be included in describing the context. For example, are there other
companies producing new versions of the product? Is the market changing
quickly? How is technology affecting this product or service? Are there any new
laws that may affect the brand?
[Insert response]
4. Collaborators
Define the business
partnerships. Does the company/brand have any current partnerships? What other
company/brand may be a good partner for them?
[Insert response]
5. Competitors
Who are the main
competitors?
[Insert response]
6. Recommendations
Based upon the analysis
you just completed in this worksheet, what are three (3) key recommendations
that you could pass along to Management regarding the future direction of the
company you selected?
1. [Insert response]
2. [Insert response]
3. [Insert response]
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