Strategic Analysis Research Paper Example | Topics and Well Written Essays - 3500 words

Strategic Analysis - Research Paper Example There are risks and advantages, however, to Google’s broad multinational presence related to the external business environment. Google’s target markets are broad due to the complexity of the business model that sustains multiple products and service catering to professional and household consumers. Google operates G-Mail, a webmail service with massive storage capabilities and accessibility to access G-Mail from virtually any mobile device (Google, 2012). Additionally, Google acquired YouTube, the social media service promoting user-generated video content, a service with 800 million different users domestically and internationally. Other products including cloud computing attract professionals in multiple industries while Adwords is targeted to consumers and business professionals alike. Google maintains mass market appeal in operating environments sustaining differing cultural preferences because the products and services the company provides are relevant to sustain the Web-based and software-based needs of diverse markets. However, to assess how customer markets impact business strategy development and operational direction, certain target markets can be deconstructed to better determine their impact on Google’s strategic direction. Google, for YouTube, had to develop its own segmentation strategy rather than following established marketing models. This is due to the fact that YouTube maintains 800 million users daily, making it nearly impossible to establish a singular, homogenous segmentation and targeting model. This segmentation strategy is based on behavior, taking into consideration important factors regarding the tangible purpose of patronage at YouTube, including for entertainment purposes, for education, for music appreciation, or for simply watching television (MSMR, 2010). Having such a massive, geographically-dispersed set of consumers with varying needs creates a