Assignment:
You have been hired by Google as a marketing consultant to help provide some strategic insights for Google to consider when the company develops its market plans for the Google Pixel and Google Pixel XL in the United States for 2018. As a company objective, Google would like to attain at least a 20% market share by the end of 2018 in the U.S. market. Usually, most businesses will prepare annual marketing plans for each product or service offered.
Now that the Google Pixel has been introduced and a market entry strategy followed for the first year, it is now time to learn from that experience and prepare a new set of plans for the 2nd year on the market. Specifically, you are asked to provide a preliminary set of recommendations and insights about the market to Sabrina Ellis, Google Director of Product Management. Although Google will be marketing its new Google Pixel and Google Pixel XL to markets worldwide, your responsibility is to focus on the domestic market opportunities and marketing recommendations for the United States ONLY. (See attached project assignment for an Example).
1. Who would you identify as the key competitors, if any, with regards to Google's new Google Pixel product offering?
2. In your expert opinion, define what product market Google will be competing in with the Google Pixel product line? Also, what is the relevant market you will be using for marketing planning purposes?
3. In your opinion, what are the distinctive competencies, if any, that Google might have with their Smartphone offering over competitors AND do you feel that any of these distinctive competencies are likely to become or remain competitive advantages over time?
4. In your opinion, what are any distinctive competencies that each of Google's key competitors, as described in Question 1, enjoy in the Smartphone market and are any of these distinctive competencies likely to become or remain competitive advantages over time?
5. When Google introduced the Google Pixel in 2016 in the U.S. market, which one of the nine corporate growth strategies (see attached) was Google following?
6. In your opinion, which of Porter's four Competitive Strategies do you recommend Google follow in 2018 for marketing the Google Pixel product offering?
7. Using your expertise as a marketing consultant, estimate the industry dollar sales forecast for the Smartphone product category in the United States for the year 2018? (Even with research you will probably have to make some assumptions and estimations in coming up with an industry forecast for 2018. Be sure to cite any sources and demonstrate how you arrived at a forecast)
8. Recommend and describe a set of segments that cover the entire product market as defined in Question 2 in the United States from a buyer perspective? (In essence develop a creative way to segment the entire consumer/commercial market for Smartphone's paying attention to the criteria provided in the lecture notes for effective segmentation)
9. Considering your proposed segments of the Smartphone market in Question 8 above, recommend to Google the specific target market strategy that should be pursued in 2018 in the U.S. for the Google Pixel and Google Pixel XL? (This is critical. Which target market or segments, if any, do you recommend they focus on the most in the relevant market they will compete in during 2018?)
10. Based on your target market recommendations in Question 9, which of the "Five Patterns of Target Market Selection"(see attached) if any, comes closest to reflecting the pattern to be followed by Google for the Google Pixel product offering in 2018?
11. In your opinion as a marketing expert, what are the key needs and wants of customers in your recommended target market or target market segments proposed in Question 9 for Smartphone's? (Remember if you target multiple segments they should have different needs or wants otherwise why segment?)
12. For each target market recommended in Question 9 prepare a positioning statement for the Google Pixel to guide next year's marketing efforts in 2018 in the U.S.? (Try to keep any statement to around 50 words or less. You can provide support with separate paragraphs)
13. Based upon where you position Smartphone's as a product class on the Product Life Cycle, do you recommend that Google focus mostly on primary or selective demand strategies for marketing the Google Pixel in 2018 in the U.S.?
14. Using the Booz, Allen & Hamilton classification (see attached) of new product strategic alternatives, how would you classify Google's initial introduction of the Google Pixel in October 2016?
15. When the Google Pixel was introduced in 2016, would that product launch be considered a new product category for Google or an additional entry into an existing product category?
16. Although Google named their first internally developed smartphone the Google Pixel, do you recommend that Google continue with that brand name in 2018 or do you suggest a re-branding strategy and a re-introduction with a different brand name? If so, what?
17. When Google initially launched the Google Pixel in 2016, which of the two market entry strategies, pioneer or follower, was Google following?
18. Based upon the brand name you have recommended for the smartphone in Question 16, what type of "brand identity strategy" will be followed?
19. When Google introduced the Google Pixel in 2016, which type of "brand leveraging strategy" was Google following?
20. Recommend your proposed channel strategy for the United States by drawing a channel map of your proposed sales channels that Google should use for the Google Pixel and Google Pixel XL for their marketing efforts in 2018 in the United States?
21. Based upon your channel map in Question 20 above, are you proposing that they use direct or indirect channels of distribution or both?
22. Based upon your channel map in Question 20, are you suggesting the use of conventional channels, vertical marketing systems, horizontal marketing systems, or some combination of the three?
23. Which "new product pricing strategy" do you believe Google used when they introduced the Google Pixel in the U.S. in 2016?
24. What is your recommendation for any price changes and the actual price (MSRP) for the Google Pixel and Google Pixel XL for their marketing plans in the U.S. in 2018? (Actual $ price recommendations should be provided)
25. Do you recommend any Price Adaptation Strategies be used for the Google Pixel in the U.S. in 2018? If so, be specific with your recommendations in terms of dollars or percentages, and etc.
26. As a marketing consultant, develop your estimate of a unit and dollar sales forecast for the company for the Google Pixel product line for 2018 in the United States? (Seeking market information like industry trends and forecasts, market share position, industry forecasts, and etc. might be helpful but don't be afraid to make assumptions too if necessary. Again, cite any references and demonstrate how you arrived at a company forecast)
27. Which of the "promotional mix" alternatives do you recommend Google utilize in 2018 in the U.S. to promote the Google Pixel product line? (Be sure you think through which promotional mix options should be used to build an Integrated Communications strategy)
28. For EACH of the "promotional mix" alternatives you recommended using in Question 27 for your overall promotional efforts, provide some specific tactical suggestions and creative ideas for how each will be used in the promotion of the Google Pixel product line in the U.S. in 2018?
29. If you were asked how Google could provide additional value to its Smartphone customers in 2018 compared to 2017 with the next release of the Pixel, what product, pricing and situation specific recommendations would you make for doing so? (Be sure to address both sides of the value formula to demonstrate how)
30. Which type of market relationship strategy is being used by Google by using HTC in Taiwan to assemble the Google Pixel product line?
Attachment:- Assignment Files.rar