Google using AI, googles value chain model, googles five forces analysis

1. GOOGLE
R A F E U N A L A H E R A A D ( 2 3 R D B AT C H )
D E P T. O F M A R K E T I N G , U N I V E R S I T Y O F D H A K A

2. AI FOR EVERYONE
BRINGING THE BENEFIT OF AI FOR
EVERYONE IS ONE OF THE MISSION OF
GOOGLE

3. AI IN ACTION
1.GOOGLE HOME
•ALSO KNOWN AS GOOGLE ASSISTANT
•SMART SPEAKER DEVELOPED BY GOOGLE
•ENABLE THE USER TO SPEAK VOICE COMMAND TO
INTERACT WITH THE SERVICES THROUGH
GOOGLE ASSISTANT.

4. 2.GOOGLE AI'S
POWERED PREDICTION
•SHOWS THE TRAFFIC
CONDITION USING
ANONYMIZED LOCATION
DATA FROM
SMARTPHONE

5. 3.GOOGLE'S SELF DRIVEN CAR
•AIMING TO MAKE THE ROAD A
BIT SAFER

6. AI IN ACTION
4.Google's Cache Analyzing Abilities
•Suggest Similar product
5. Tensor-flow
•Open source tool authorized by Google
•Give the nature a voice it never had.

7. THE INFORMATION SYSTEM USES IN
MARKETING OF GOOGLE
AD WORDS
• Google buys ad space above the search result to promote its
product.
• Search result for hardware item like phone, laptop, yield adds
for Google owned products.
• Use add service to gain anti-competition edge over
competition.
• Google collect data of its users to reach to the right people at
right time.

8. AD SENSE
• Google created a win- win situation for both advertiser
and the publishers
• Google encourages and relies on customer feedbacks
• Gather data regarding audience to understand their
demand and build those insights in ad experience.
• Uncover the right insights

9. VALUE CHAIN MODEL OF GOOGLE
Primary activities of Google
Inbound Logistics:
• The inbound logistics of Google are the servers spread all over the
world on which the internet traffic of Google crosses daily
• The satellite images and Google database are also included in the
inbound logistics
• Google’s core business is search. Internet users use Google’s search to
find information they need, therefore the list of content generated as
search results can be specified as ‘product’ provided by Google
• The content Google generates as search result is created by private and
organizational internet users and it comes to Google free of charge

10. VALUE CHAIN MODEL OF GOOGLE
Google Operations
• The Google has four main operations i.e. index, updation, storage and
retrieval
• The digital team of Google constantly keeps the record of update needs
and take suitable action on time
Outbound Logistics
• Online search and integration of advertisements into search results
represents Google’s core business
• Google also sells physical technological products such as
Smartwatches, Nexus Phones, Chromecast, Chromebooks,
technological accessories and other products via its website

11. VALUE CHAIN MODEL OF GOOGLE
Google Marketing and Sales
• Google’s marketing strategy relies on integration of online and offline
communication channels to communicate the marketing message.
• Popular components of marketing communication mix such as
advertising, events and experiences and public relations are used by
Google extensively, whereas the company uses sales promotions and
direct marketing sparingly.
• Google sales are predominantly conducted via online sales channel and
the company started to utilize traditional offline sales channel only
recently.

12. VALUE CHAIN MODEL OF GOOGLE
Google Service
• Google forums play an instrumental role in terms of assisting customers
to deal with a wide range of technical and other issues
• There are also customer service phone numbers for Google’s various
services

13. VALUE CHAIN MODEL OF GOOGLE
Secondary Activities
Firm Infrastructure:
• Google has managed a huge infrastructure globally. It is led by its
founders with Sunder Pichai as Google’s CEO
Human resource management
• Human resources are the biggest strength of Google. The company has
57100 employees who are hired and retained on the basis of their
capabilities and expertise.
• The Google Company is an innovative employer who never retains an
employee on the basis of paper based qualification but on the merit of
services the employee has provided

14. VALUE CHAIN MODEL OF GOOGLE
Technology development:
• The technology development in Google is the biggest strength of
Google.
• The company has a strong competitive edge due to its constant
innovative technology and creative additions to the existing system.
• R&D department of Google is well-established and always in hunt for
new ideas and technologies that can revolutionize the current services
and strengthen its competitive edge
Procurement:
• The servers of Google are spread all across the globe giving tough
competition to other companies.

15. OVERVIEW: GOOGLE’S FIVE FORCES
ANALYSIS

16. COMPETITIVE RIVALRY OR
COMPETITION
•Large number of firms (strong
force)
•High diversity of firms (strong
force)

17. BARGAINING POWER OF BUYERS
•Small size of individual buyers (weak
force)
•High and increasing demand from
buyers (weak force)

18. BARGAINING POWER OF SUPPLIERS
•High availability of supply (weak
force)
•Large population of suppliers (weak
force)

19. THREAT OF SUBSTITUTES OR SUBSTITUTION
•Low switching costs (moderate force)
•Moderate to high availability of
substitutes (moderate force)

20. THREAT OF NEW ENTRANTS OR NEW ENTRY
•Moderate cost of doing business (moderate
force)
•High cost of brand development (weak force)
•Easily fulfilled regulatory requirements
(strong force)

21. THANK YOU