Situation Analysis Assignment: What do the Customers Buy?
Assignment 2: Situation Analysis
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. (ATTACHED)
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).
Fiat Chrysler
History
"The formal creation of Fiat Chrysler Automobiles and its debut on the New York Stock Exchange is a historic moment. Today, building on the foundations and aspirations of Fiat S.p.A. and Chrysler Group LLC, we are beginning a completely new phase that will see our Group play a major role in the future of the global automotive industry."
- John Elkann, October 13, 2014
"FCA's listing today on Wall Street is the culmination of five-and-a-half years of work to achieve an extraordinary union. It marks the hard-won arrival at a destination. Yet, like so many milestones, it represents not just an ending, but also a new beginning - the beginning of our journey as one global automaker, one FCA."
- Sergio Marchionne, October 13, 2014
With the formal creation of Fiat Chrysler Automobiles (FCA) and its listing on the New York and Milan stock exchanges, a new group is born.
FCA carries on the tradition of two historic automakers: Fiat founded in 1899 and Chrysler founded in 1925.
History
Amazon.com, (NASDAQ: AMZN) is an American e-commerce company based in Seattle, Washington. Founded in 1994 by Jeff Bezos, and launched in 1995, Amazon.com began as an online bookstore before diversifying its product lines by adding VHSs, DVDs, music CDs, MP3s, computer software, video games, electronics, apparel, furniture, food, toys, and more. Amazon has since established separate websites in Canada, the United Kingdom, Germany, Austria, France, China, and Japan.
Since starting out in his garage in Bellevue, Washington, Jeff Bezos has gone on to form one of the greatest ecommerce sites the internet has ever seen.
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.
Name:
Professor's Name:
Course Title:
Date:
Company/Brand Selected (Google):
1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It's also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.
[Google customers are diverse because the Internet is a universal tool. However, Google products are more popular with users under the age of 34 especially those who use its search engine with the majority being males. Majority of Google users are within the upper-middle class because they have the time and resources to obtain the Internet required to access most of its resources like Google maps and search engine. Google customers mainly include college educated individuals, men and women running their businesses, married couples, and college students from affluent communities. Many of Google customers have achieved higher education and so they are technologically adept with many being business minded professionals. Most Google customers are 'on-the-go' individuals who have busy and active lifestyle. These people are intelligent and need organized information and easy access of this information from the internet anytime (Bhasin, 2016).]
What do the customers buy/use?
[Google customers like students use the Google search predominantly for things like Google alerts, finding movies, shopping, videos, Google scholar, Google maps, and basically exploring various sites for recreational activities. Business professionals use Google to expand their businesses. For example, advertisers, publishers, and those with internet-based businesses use products like Google AdWords, AdSense, and OpenSocial. Many of Google customers who are families and people aged between 23 and 34 both from white-collar, blue-collar, as well as service industry use the Google products such as search engine and the Android operating system (Choi & Varian, 2012).]
What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats.
For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It's also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.
[Google could expect more growth because of growing brand awareness especially in advertising, Google maps, and YouTube growth. Google can serve its customers better by making it easier for its customers to access its products such as its mobile users. The company has an opportunity in mobile users and can exploit it by offering mobile-friendly products. However, it has to deal with the threat of competitors offering similar products (Choi & Varian, 2012).]
2. Compa...
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