Strategic Marketing Plan: Case of Google LLC

Wk 2 – Part A: Environmental Analysis and SWOT Analysis

Business Description

Google LLC is a world-wide American multinational technology corporation, and it is no secret that the company has become the leading force in the internet-related business service and products market. Their mission is to organize the world around the information and make it universally reachable and useful. In contrast, the corporation’s vision is to provide access to world information in a single click (Google, 2025): Strategic Marketing Plan: Case of Google LLC.

Notably, this is mainly obtained because it has a strong search engine and a battery of auxiliary online services such as YouTube, Gmail, Google Docs, Google Maps, and Google Chrome. Google is physically present in 69 cities in North America and 40 locations in Europe, and it shows expansive international coverage. However, it is still struggling to make a tight move into closed markets such as China. Google caters to a wide variety of people based on age, affordability, and geographical location.

Although the younger generations use the platform to access entertainment and socialize, older generations use the platform to be productive and communicate (Tanabe, 2023). Google’s marketing approach is based on the principles of zero-friction advertising and information about customers’ behaviors based on data.

Environmental Analysis

Competitive Forces

The digital market is very saturated and fierce, and Google has significant competitive threats from Microsoft (Bing), Amazon (AWS), Apple (Safari and ecosystem integration), Meta (digital advertising), and Chinese search giant Baidu. Google search, based on the size of the market and steady revenue/earnings, especially using advertising, would fall in the BCG Matrix under Cash Cow. Close competitor to Google is Bing, developed by Microsoft, which has been gaining more users due to the inclusion of AI applications such as ChatGPT, which is a new strategic decision (Borra, 2024).

YouTube competes with TikTok and the video content offered by Meta but has continued to dominate the long-form video content. Nonetheless, despite this competition, Google still has a competitive edge, characterized by its massiveness, ecosystem integration, data analytics abilities, and mass reception of its products such as GMAIL and Chrome. According to the current estimates, Google still enjoys about 92 percent of the world market share in search engines, reaffirming its dominance in the market.

Economic Forces

The world economy has had a great impact on Google’s operations. Digital advertising spending is the source of most of Google’s revenues and is subject to economic fluctuations. For example, when economic times are bad, companies tend to streamline advertising expenditures, which may affect Google’s revenues. Nevertheless, Google has a wide product platform that offers a diversification of revenues.

Additionally, Google’s dependence on vendors and cloud operational systems exposes the company to macroeconomic conditions such as inflation and the supply chain. However, it has a huge financial base, which allows it to support economic turbulence more than small competitors.

Political Forces

In Google’s operations, geopolitical changes and government policies are part of the company’s mechanism. Trade tension among countries, particularly between the U.S. and China, restricts the growth of Google. There has also been an upsurge in scrutiny through political pressure In Europe, which has resulted in antitrust investigations and monetary fines for business dominance and privacy intrusion.

The threat of data privacy, misinformation, and big tech monopolies as a topic of political discussion is still real in the United States. Google is currently operating under the lax content moderation and data localization policy. Any new major legislative changes would change that.

Legal, Regulatory, and Ethical Issues

One of the greatest wounds that continue to affect the stability of Google is legal fights. In recent years, it has been hit by antitrust lawsuits in various jurisdictions, including the U.S. and the EU. These proceedings usually center on Google’s dominance in search and advertising and Android default installations. Moreover, Google has transformed its user data practices by introducing the General Data Protection Regulation (GDPR) in Europe.

The ethical issues of data privacy, user consent, and algorithmic transparency are still under the close attention of citizens and the government. New future laws intended to help the consumer will most likely mean that Google would have to change more of their systems and user interfaces, which may disrupt user experience and even profitability.

Technological Forces

Google is at the very core of technology and has to be on top of constantly changing tendencies. Its strategy is largely affected by the emergence of artificial intelligence, specifically generative AI, cloud computing, augmented/virtual reality, and the like (Syam, 2025). Google Search has reacted by adding AI to Search and working on its models to rival ChatGPT, such as Gemini.

Moreover, the solution to 5G technology, smart devices, and mobile computing has opportunities and challenges. Although they enable Google to scale up initiatives such as Google Assistant and Android OS, they will also require incessant innovation and spending.

Social Forces

Google’s operations are also subject to cultural and social changes. The need to moderate content and establish ethical advertising has transpired. Notably, this is due to the growing awareness of digital well-being, data security, and misinformation. The increased awareness and the need to conduct more and more operations in an environmentally friendly manner have encouraged Google to invest more in sustainability, such as renewable energy-powered data centers. The rise of mobile devices and the normalization of remote working have shown the need for productivity tools that can be stored and used in the cloud, such as Google Workspace. The fact that people are changing towards consuming on-demand content contributes to the influx of platforms such as YouTube.

Current Target Markets

The current target market of Google is the global market that is cutting across ages. Demographically, it targets both the tech-savvy people of the millennial generation and the Gen Z generation with products such as YouTube and Android, as well as older adults with Gmail and Google Docs (Tarabasz, 2024). Psychographically, it would attract customers because it is convenient, fast, and digital. Geographically, Google is spread around most parts of the world except countries most restricted, such as China. There is segment variation in product usage. Professionals and students use Google Docs and Calendar to be more productive, and for information or entertainment; general users take advantage of Search, Maps, and YouTube.

Current Marketing Tactics

Google uses clever marketing strategies that are not conspicuous. Its main strategy is to incorporate advertisements into its services. According to Ohara et al. (2024), these are search ads, display ads, app ads on Google Play, and video YouTube ads. These advertisements are targeted at the consumer, depending on how that individual engages in a product or service, and therefore, the ad is more relevant and results in a higher conversion rate.

Google has also entered strategic liaisons with other businesses and invests in the brand’s visibility through product placement and sponsorships. The capability to amass and process enormous user data enables targeting the audience at specific levels and optimizing advertisement campaigns.

SWOT Analysis

Strengths

1. Market dominance

Google’s search engine has a market share exceeding 90%. Notably, this makes it the uncontested leader in the domain.

2. Diverse product portfolio.

From productivity tools to entertainment, Google’s suite of products supports a wide user base.

3. Strong brand recognition

Ranked among the top global brands, Google enjoys unparalleled trust and visibility.

4. Technological leadership:

Its investments in AI, quantum computing, and cloud infrastructure position it as a future-ready enterprise.

5. Financial Resources

Google’s parent company, Alphabet, has significant cash reserves, enabling aggressive R&D investment.

Weaknesses

1. Overdependence on advertising

A substantial portion of Google’s revenue comes from advertising, which is vulnerable to economic cycles.

1. Privacy concerns

Ongoing scrutiny regarding user data management affects its public image.

1. Limited social media success

Compared to competitors like Meta, Google has struggled with social platforms such as Google+.

1. Regional restrictions

Inability to penetrate the Chinese market significantly limits its growth potential.

Opportunities

1. AI Integration

Expansion of AI in search and productivity tools can create new user experiences and revenue streams.

1. Cloud services growth

Google Cloud can be scaled further, especially in the enterprise sector.

1. Sustainability branding

As consumers prioritize eco-friendliness, Google’s investments in clean energy can boost its brand appeal.

1. Healthcare and wearables

With devices like Fitbit, Google can diversify into digital health and wellness.

Threats

1. Regulatory backlash

Increasing global regulatory pressure could lead to heavy fines and operational restrictions.

1. Fierce competition

Rivals like Amazon, Microsoft, and Apple challenge Google across multiple fronts.

1. Cybersecurity risks

Being a tech giant makes Google a primary target for cyberattacks.

1. Public mistrust

Growing skepticism about tech companies could erode user loyalty and trust.

Converting Weaknesses and Threats to Strengths & Converting Strengths to Opportunities

To curb weaknesses such as excessive use of advertising, Google might further advance other services such as YouTube Premium and Google One. Transparent policies and sophisticated encryption of privacy issues will help to turn weaknesses into a strength of trust. Google should use its technological and financial capabilities to invest in emerging sectors, including AI-based health diagnostics and city sustainability. Being ahead of the curve in ethical AI, Google can translate its technological strengths into new commercial opportunities.

Marketing Objectives

1. Expand the Google Cloud market share.

Target a 25 percent increase in enterprise customers by June of 2026 by reaching out to key customers and strengthening infrastructure.

2. Improve YouTube monetization

Youtubers need new monetization models that should appear by the end of 2025, and ad revenue volumes should grow by 15 percent.

3. Enhance brand perception in data ethics.

Hold an international privacy awareness campaign by the end of March 2026 to enhance consumer confidence. The goal is to achieve 30% growth in user satisfaction ratings.

4. Grow presence in wearable technology.

Reach a 10 percent market share in wearables by January 2027 due to product innovation and strategic partnerships.

References

Borra, P. (2024). A Survey of Google Cloud Platform (GCP): Features, Services, and Applications. International Journal of Advanced Research in Science, Communication and Technology (IJARSCT) Volume 4, Issue 3, June 2024, Available at SSRN: https://ssrn.com/abstract=4914149 or http://dx.doi.org/10.2139/ssrn.4914149

Google. (2025). Our approach to Search – How Google Search Works. Google Search. https://www.google.com/intl/en_us/search/howsearchworks/our-approach/

Ohara, M. R., Suparwata, D. O., & Rijal, S. (2024). Revolutionary marketing strategy: Optimizing social media utilization as an effective tool for MSMEs in the digital age. Journal of Contemporary Administration and Management (ADMAN), 2(1), 313-318. https://doi.org/10.61100/adman.v2i1.125

Syam, S. (2025). A Systematic Literature Review on the Role of Artificial Intelligence in Digital Marketing Strategies. Income Journal Of Economics Development, 6(1), 1-6. https://doi.org/10.54065/ijed.6.1.2025.335

Tanabe, S. (2023). The marketing strategy of Google. Journal of Education, Humanities and Social Sciences, 23, 416–421. ResearchGate. https://doi.org/10.54097/ehss.v23i.12927

Tarabasz, A. (2024). The impact of digital on marketing strategy. In Digital marketing (pp. 21-37). CRC Press.

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WK.2 / Strategic Marketing Plan

This summative assessment is the start of inputting information into the Strategic Marketing Plan Template (For Google LLC). You will complete portions of this template in Weeks 2, 4, and 6, and prepare for sections of it throughout this course.

The first part of developing a strategic marketing plan (For Google LLC) is analyzing the forces that affect the business’s marketing efforts.

Access the Strategic Marketing Plan Template and complete Wk 2 – Part A: Environmental Analysis and SWOT Analysis in it. You will complete the rest of this document later in this course.

Submit your completed Wk 2 – Part A: Environmental Analysis and SWOT Analysis section of the Strategic Marketing Plan Template.

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