A company self-examination. What are we known for? Who do we want to become?, Marketing Question

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  • 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.

    Click here to download the required template.

    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.

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