Google Company: Marketing Approach Analysis


Google, Inc. is an international organization that is both diverse and dynamic. Google is the most widely used search engine in the world. Although it initially started with search engines, Google, Inc. has diversified into other areas. These areas include Google mailing services, blog search engine (e.g., Google Blog Search), online payment services such as Google Checkout and photo sharing services such as Google Picasa.


Major differences between Google, Inc. and other companies include:

  1. Google has retained the top position among three leading innovative companies. Even on the global scale, most companies have not been able to match Google in innovation since they cannot meet most customers’ needs the way Google does.
  2. Google as a search engine holds a total of sixty-six percent share of online search, which is 2.5 times the value of its two main competitors combined. Online search is made easier and simpler by Google; as a result, the company enables people to research on their core business. Google covers about eighty-six of the mobile market search and sixty percent of all the related materials sought. Google, Inc. is trying to integrate the latest and the most useful technologies into the framework of its online services, making them accessible to users. Not only has it attempted to diversify itself by engaging into other activities apart from internet search and online advertising, but also included mapping the world, searching the web from a cell phone and predicting diseases before they happen into its operations
  3. Google, Inc.’s development process occurs at an increasingly fast pace. Other companies’ development process is cautious and slow, taking them at least two years to plan their actions. Google, Inc.’s plan takes about four to six months to complete. According to Eric Schmidt, the CEO of Google, Inc., he would rather see basic project fail quickly rather than carefully planned, and long-drawn projects fail (Eskensen, 2010).
  4. Google incorporates new ideas and does not dismiss even the least realistic ones immediately, unlike most companies do (Paczkowski, 2011). Even though most projects have not been completed yet, Google, Inc. incubates them in Google labs and sees them through. Moreover, Google does not fear failure from the innovations it has incubated. Google encourages creative thinking by providing a platform, where people can test their inventions in the real world market and alter them according to its needs.
  5. Google gives each worker a twenty percent time, which is one day a week, for personal life and recreation. This strategy is diametrically opposite to the one that other companies prefer to choose, leaving their staff with little to no personal time.

Similarities between Google and other companies include the following elements:

  1. Like other search engine companies, Google offers free web services such as web search, free mailing services, and a chat platform (Koltow, 2014).
  2. Google also relies mostly on advertising as its key source of revenue. Most websites have little source of income except their traffic per day, which is determined by the rate of clicks per advertisement on the website’s and web applications.
  3. Google is similar to large companies due to the diverse products they offer, for example; Google is similar to Facebook in that it offers a chatting platform and a blogging page for its users. Google is similar to Apple and Microsoft because it also provides a mobile phone application (Android), while Apple offers iPhones and Microsoft offer Windows phones (Koltow, 2014).
  4. Like most companies, Google offers a chance of employment to many people with bright and innovative ideas, i.e., the people, who are capable of breaking new grounds in the industry. Google is built on a community of innovators that make it diverse, dynamic and very favorable to its users.
  5. Google’s similarity to other companies manifests itself in its focus on providing best services to its customers and users so that the company could attract as many people as possible to its products. Google products are mainly tweaked to the market’s needs.

HRM Strategy

Google is customer based because it tries to aggregate data and online services for its target audience. It helps people to locate information online faster and use it more efficiently than ever. Google tries to come up with better ideas by giving their employees a free innovation day to pursue their passions. As a result of the specified approach towards human resource management, the staff members come up with products that affect people’s lives on a range of levels. Google takes new ideas and alters them under so that the company could develop brand new products and, thus, meet their market needs. Therefore, it can be concluded that Google views its customers as a part and parcel of the company, and a very significant part at that.


Google finds it a significant challenge to introduce people to the company’s corporate culture. The specified issue occurs mostly because people are not confident about Google’s products. Innovators are afraid that whatever they have they might conjure may not be up to the existing standards. Google does not focus on externally imposed regulations that are costly and inconvenient (Eskensen, 2010); as a result the company manages to thrive and succeed in a highly competitive environment.

Google faces challenges when other companies such as Facebook collect books and extracts of books and posts making it difficult for the spiders in the Google search engine to be able to access the privately owned materials. Once customers become accustomed to Google as a brand, they will be using the company’s products by the force of a habit rather than considering other products (Eskensen, 2010).

Reference List

Eskensen, M. (2010). Google and the challenges ahead. Web.

Koltow, D. (2014). Similarities between Google and Yahoo. Web.

Paczkowski, J. (2011). Google to claim world’s bigget app store. New York: Digital Daily. Web.