Pricing strategy and Channel Distribution

Table of Contents Pricing strategy Pricing tactics Legal and ethical issues Marketing distribution channel Distribution strategy Reference List Pricing strategy Pricing strategy is an approach to pricing that every marketer is expected to use in relation to the company’s products. Pricing decisions should be critically approached because they play an important role on consumer demand and the competitiveness of a company’s product (Kotler and Armstrong, 2010, p. 32).Advertising We will write a custom report sample on Pricing strategy and Channel Distribution specifically for you for only $16.05 $11/page Learn More Prices should be effectively determined to maintain a good balance between profits and production. In most occasions, pricing strategy has been based on the costs of production (Kotler and Armstrong, 2010, p. 48). Apart from the costs of production, other external and internal factors should also be considered when coming up wi th a price. As a matter of fact, pricing strategy plays a critical role in product positioning. In addition, it also affects other elements that make up a marketing mix. This means that there are various ways that can be used to determine the price of a given product. Pricing can be either competition based, cost plus, loss leader, market oriented, price leadership, limit, target, absorption, marginal, predatory, price discrimination or psychological pricing (Mohan, 2005, p. 26). A unique thinking cap will therefore apply the best pricing strategy for sustainability. This is because it has a lot of products that need a different approach to pricing. Penetration pricing strategy is mostly used to get a foothold in the market. This strategy is vital for companies that want to enter new markets with established players. In this case, prices are set at low levels to grab customers’ attention. In the long run, they will have more interest in the product. This helps to drive up sal es in the initial stages (Kotler and Armstrong, 2010, p. 47). Skimming pricing strategy sells products at very high prices with a high profit motive. High pricing is normally meant to offset the costs of research and development. This strategy is mostly used in electronic markets. As a matter of fact, it is only used for a limited duration of time before other tactics are employed (Mohan, 2005, p. 31). Pricing tactics Pricing tactics play an important role in product marketing. In this case, they have a direct impact on the competitiveness of a given product. Because companies face competition in the market, they have to keenly observe other products prices to come up with their own tactics (Shimizu, 2009, p. 62). In this case, prices can be the same with competitors’ products or they can be slightly lower. Product line pricing is mostly used when a company has more than one product in its line of products.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More A unique thinking cap has a large product line like other competitors. The company has to compete with other established players like Aderans Co., Ltd. Aderans is the world’s largest manufacturer and distributor of caps and hair products. In addition, a unique thinking cap will also have to compete with Full lace wigs company ltd that specializes in wigs. These companies have different sets of prices to suit diverse segments of the market. Prices range from $ 5 to $ 34 depending on the size and quality of the wig and cap. A unique thinking cap will adopt a unique pricing strategy in relation to different market segments. This is because caps and wigs are used by all age groups. For instance, the company’s prices will range from $ 4 to $ 32 as time goes by. The company has settled on this pricing approach because the market is always changing as competitors adjust their strategies for sustainabili ty. As a matter of fact, the company will be adjusting its prices depending on the prevailing market conditions. Prices should be set after giving the products a different look. As a matter of fact, a product can be dependent on one or the entire product line. This therefore leads to the emergence of different price points (Kotler and Armstrong, 2010, p. 51). Product line pricing should be used throughout the products life cycle. In addition, there should be strong product differentiation for sustainability (Shimizu, 2009, p. 42). Value pricing offers products at reasonable and fair prices. These prices are supposed to make sense to different consumers. This is because customers always want value for their money and this should be reflected in prices (Mohan, 2005, p. 29). Differential pricing can also be called discriminatory pricing. This is because a product ends up having different prices based on the type of customer or even the quantities that have been ordered. Pricing in this case can also be done based on the delivery time and other factors (Shimizu, 2009, p. 51). Legal and ethical issues There are various issues that are directly related to the pricing tactic that a given organization will choose to use. Ethical issues like social equity affect the pricing tactic in abroad way. This can be sliding versus fixed scale fees that will dictate the price. The impact and fairness of the price to the public should also be considered as this will affect consumer demand (Mohan, 2005, p. 36). There might be instances where a company is forced to disclose the costs of production. This will ultimately affect the pricing tactics as there will be a lot of scrutiny on prices. Different countries have laws that guide predatory pricing and this affects a company’s tactics (Kotler and Armstrong, 2010, p. 54). For instance, there are various legal guidelines in predatory pricing for pharmaceutical products to protect consumers.Advertising We will write a cust om report sample on Pricing strategy and Channel Distribution specifically for you for only $16.05 $11/page Learn More In other markets, there is a minimum pricing enforcement that affects the pricing tactics that a company might intend to use (Mohan, 2005, p. 43). This restricts product pricing within the set limits as violation might attract a lot of penalties (Shimizu, 2009, p. 73). Some countries have Competition acts and this can dictate pricing leaving a company without options in its pricing tactics. Pricing should be done within the law and expected societal ethics. Marketing distribution channel A marketing distribution channel defines the movement of products to the final consumer. Therefore, it is an important element of a given marketing mix (Mohan, 2005, p. 65). A good marketing and distribution channel ensures that products are readily available to the final consumers. As a matter of fact, it is a chain of intermediaries with each of them deliv ering the product down the chain until it reaches the final place (Kotler and Armstrong, 2010, p. 60). This channel can involve wholesalers, distributors and retailers. Although each of them might have his own goals and targets to achieve, they all have a common objective of ensuring that goods reach the final end user (Shimizu, 2009, p. 32). Therefore, in coming up with a marketing distribution channel, the producer should ensure that the needs of the channel members and the end user are attended to. All the chains in a marketing and distribution channel are bound together by the product and therefore end up forming strategic alliances for sustainability (Shimizu, 2009, p. 33). The needs of individual channel members can be different from the final consumer needs. In this case, channel members are more concerned with profit margins and incentives. Distribution strategy A distribution strategy outlines how a company will move products from the point of manufacture to final consumers (Kotler and Armstrong, 2010, p. 54). This should be done in a more effective and cost efficient manner. In a broad perspective, distribution strategy is part of a company’s marketing mix and determines the success of the product in the market (Shimizu, 2009, p. 69). It fits the product and service because customers should get products at the right time and place. Through an effective distribution channel, goods will reach their target destination without any problem and thereby enhance the marketing mix (Kotler and Armstrong, 2010, p. 26). Companies should develop effective distribution channels that will ensure that goods reach their target markets. A target market should be well identified and crafted in a company’s distribution channel for efficiency (Mohan, 2005, p. 23). Because of increased competition, a good distribution strategy should add value to the marketing mix.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More After a company has identified its target market it should market itself well and ensure that consumers can access the product more cost effectively. This can only be achieved through an efficient distribution channel and strategy. Every company has its own marketing objectives as far as its products are concerned (Kotler and Armstrong, 2010, p. 47). As a matter of fact, a company’s marketing objective is to ensure that products reach the market without any problem. After creating awareness about a product, companies strive to ensure that the given product is physically present in the market (Shimizu, 2009, p. 35). This is only achieved through an effective distribution strategy. Wholesomely, a distribution strategy plays an important role in the achievement of a company’s marketing objectives. Reference List Kotler, P., Armstrong, G. (2010). Principles of Marketing. Upper Saddle River: Prentice Hall. Mohan, R, J. (2005). International Marketing. New Delhi: Oxford Un iversity Press. Shimizu, K. (2009). Advertising Theory and Strategies. Japan: Souseisha Book Company. This report on Pricing strategy and Channel Distribution was written and submitted by user Jax Cameron to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Use of Predator and Prey essays

Use of Predator and Prey essays The use of predator and prey: symbolism in cat and bird While reading the book, Bleak House by Charles Dickens, I noticed the connection between law and the mention of cats and birds. The cats and birds are used metaphorically drawing a picture of predator and prey for the reader to pick up on. The predator and prey relationship is in relation to the Court of Chancery and the ordinary citizens. The court is the predator or the unsuspecting and docile citizens. Specifically of interest are Krooks cat and Mrs. Flites birds; they really draw out the citizen and lawyer relationship. With the realization of the symbolism, Dickens is leading us to question the nature of equity and the justice of law by exposing the underneath of the story. With specific view of the cat, the reader can see that it is painted in a mischievous light. When thinking of the cat as a symbol for the law and all associated with it, the light in which it is seen skews the readers thoughts on what it is symbolizing. Lady Jane is a superb example. Her relation to Krook (the name also leading the reader to think negatively of this character) brings about her relation to other criminal tendencies subconsciously to the reader. Krook who received her because of her very fine skin saves her skin. This leads to a relation to the domestic side of Krook. However the reader senses the fact that Lady Janes ferociousness also saved her skin because it appealed to Krook as well. Mrs. Flite picks up on the cats ferociousness and it can be seen as her picking up on the ruthlessness of the owner as well. Mrs. Flite sees the cat as a ravenous wolf waiting at the door to come and carry out the sentence. This reflects on the situation that Mrs. Flite is in herself. She is waiting for judgment and her punishment is merely waitng for the door to be opened. The birds that Mrs. Flite keeps reflect the domest ...

Financial Management in Nonprofit Organizations Essay - 2

Financial Management in Nonprofit Organizations - Essay Example Several performance measure indicators are also discussed and they have a deep co-relation with how the initial funds are generated. Performance indicators of both the types differ slightly but this is the only aspect in which most general finance principles can be applied to both. Finally, we looked at how corporate governance is ensured for nonprofits yet they lack in strong monitoring as the real focus of government, agencies and creditors is on how for – profits are performing. Financial Management in Nonprofit Organizations Financial Management for nonprofit organizations has many similarities with the financial management practices being adopted by profit organizations yet it differs in some respects. Maximization of Shareholder’s wealth and return on investment are the key performance indicators for a ‘for-profit’ organization. However, as far as a not for profit organization is concerned, the key emphasis is on developing the welfare projects of the society by contributing in one form or the other. Major stakeholders of a not for profit organization are not entitled to any wealth maximization. ... This actually leads to the definition of the mission statement of a not for profit organization (Blackbaud, 2011). The disclosure and administration activities of a nonprofit organization must be scrutinized; therefore the working staff must be accountable for every incoming dollar. This is for donor’s satisfaction and for the transparency of the management processes (Cass, 2010). Fund accounting system has become even more critical considering an increasing shift in the importance of external financial reporting (McFarlane, 2012). Therefore, budgeting and cash flows management are of immense importance in a not for profit organization’s financial management setup. Liquidity and asset management is important too since commitments of servicing are to be continued over an extensive period of time. Cash Flow prediction becomes challenging due to two main factors. Primarily, operational cash flows are negative and financial cash flows are not certain. Another reason for thi s unpredictability is the fact that cash flow donors aren’t the ones who are receiving services or any other advantage on their investments. Severe management crisis can be an outcome of a demand increase in the resources of the nonprofit organization. Accounting control also becomes important since the forecasted revenue is unreliable and that’s the reason why not for profit organizations are not inclined in servicing newer clients until they have done a thorough research on that. With control comes budgeting, thus, a not for profit organization requires risk averse financial managers and tactical marketers. Sources of Funds Nonprofit organizations utilize a method known as fund accounting for maintaining books pertinent to the received resources by

Organizational Analysis Paper Essay Example | Topics and Well Written Essays - 2500 words

Organizational Analysis Paper - Essay Example ts of current policy regarding cash ordering systems, an assigned project team at SARAH proposed a somewhat radical change to internal processes and the much-required implementation of web-based, convenient cash ordering technologies. Despite the triumphs associated and a series of positive outcomes, failure to identify discrepancies in the implementation (including lack of on-the-job training and a variety of system glitches) have caused tremendous problems with the adaptation of the new cash ordering system. This report identifies the nature of these oversights and further proposes a step-by-step action plan for implementing change associated with the new, integrated technologies. Through extensive analyses, it was determined that employee training, feedback, and the creation of a culture valuing continuous improvement were necessary to streamline the new project at SARAH bank so as to provide increasing value to the organization and its customers. SARAH Bank is a flexible and progressive organization, focusing on contemporary leadership practices and continuous improvements both in terms of internal processes and customer relationship management. The vision of SARAH Bank is to emerge as the â€Å"Customer’s First Choice Bank†, however in order to make this goal a tangible reality, SARAH required significant strategic change which involved restructuring the organizational hierarchy and the adoption of new business models and internal philosophies. The organization is now heavily engrossed in the process of streamlining business functions to best accomplish its vision, including new acquisitions and the development of new products and services. These aggressive objectives had created a significant business challenge, specifically involving the efforts in adopting new products and associated technologies. The organizational unit responsible for the overall supply of cash to its branches and corporate clients within the State determined the necessity for a

The Relationship Between Tourism And Terrorism Tourism Essay

The Relationship Between Tourism And Terrorism Tourism Essay The words tourism and terrorism exist at either end of a continuum of quality of life. The word tourism means living happily, enjoyment, and relaxation, while terrorism means feeling of death, destruction, fears and panics every where. According to Beirman (2003), tourists are primary concerned with travelling to the destination satisfying their desires with minimum complications, threats to their safety and wellbeing , while on the other hand Gilham (2001) said, physical threat or serious disturbances to ones plans are suffer to reduce the prospects of a tourist destination or tourist firm. In past decade terrorism has very severe impacts on the travel and tourism industry than any other industry. The main reason of this may be because the basic objectives of the terrorist groups are to spread fear, as a result the basic safety and security of people threatened. According to Abraham Maslow (1943) the Hierarchy of needs, he said that human nature never satisfied when they have met th eir basic needs for safety and security. When they are able to satisfy their basic needs, then they attempt to satisfy their self actualisation needs such as better life, travel and tourism. According to Essner 2003), the psychological impacts are enough to have severe impacts on tourism. The fear of terrorism is irrational, because in terrorist attack chances of being killed are very little and security environment has demonstrated its negative impacts on tourism in many top destinations around the world. Three industries are dominated in 21st century, telecommunications, Information technology and tourism. According to World Tourism Organization 2008 report, tourism provides employment over 100 millions around the world. Tourism is an important economic sector for UK economy and according to BBC 2010 report; domestic and overseas visitors put an  £115 billions a year in UK economy. The direct contribution in the UK economy was  £52 billion in term of GDP which represent 4% of UK economy. Tourism also provides 1.36 million jobs in 2009 to UK workforce which is 4.4% of total work force. UK is the worlds sixth largest international tourism destination in term on number of tourists, but after September 11, 2001 and July 7, 2005 incidents this industry was badly affected. According to the LCCI (2005) report, it has been estimated that the fall in tourism could cost UK tourism industry over  £300 millions. In this competitive age, the business environment is changing dramatically. Terrorism is the biggest threat to tourism industry because travel is susceptible to the incidents of terrorism. When people travel they always avoid hazards, so for tourists safety is the major concern. During the past decade especially after September 11 2001, there are number of events which have had significant negative impacts on UK tourism. The correlation between terrorism and tourism is undeniable in the era due to industry strength and tourist places are the ideal target for terrorist to create large amount of economic and social disruption in the country. In UK terrorism can be seen in substantial part, as a result of this backlash to the tourism industry. There are number of definitions of terrorism, in the world of Alexander et al (1979) terrorism is a threat or use of enforcement and inclemency to achieve a political goal by means of intimidation fear, and coercion. In the present world context, the European Union (2001) define the terrorism relevant to international business in the following words. Terrorist offences are certain criminal offences set out in a list comprised largely of serious offences against persons and property which, given their nature or context, may seriously damage a country or an international organisation where committed with the aim of: seriously intimidating a population; or unduly compelling a Government or international organisation to perform or abstain from performing any act; or seriously destabilizing or destroying the fundamental political, constitutional, economic or social structures of a country or an international organisation. According to U.S Department of state (2002), terrorist select businesses (e.g. tourism places) for attack compare to other targets. The most kind of attack is bomb blast, although armed attacks and kidnapping are also some kinds of terrorist attacks. According to Council of Foreign Relations (2002) reported the majority of victims in terrorist attack are civilians. The relatively large number of tourists may not prepare to face these kinds of terrorist attacks. However the scenario has changed as it was at the time of terrorist attack in 9/11. Kunreuther et al (2003) cited that during the days of terrorist attacks in 9/11 a common feeling came into mind of people that it could be me. But with the passage of time this may give way to may be it will not me next time. This kind of behaviour is more common now a day in south Asia. But it is a common thinking that it is extremely easy for terrorist that to attack any where in the world. Even in low cost and low tech attacks, terrorists ac hieve to disrupt the tourism industry. Terrorism has deep history science the cold war but this issue become most salient after terrorist attacks in September 11 2001. This incident affected the UK and international tourism industry in various ways. On one hand the world tourism industry was affected financially, the other hand it suffers due to legal and security issues. The international tourism industry between countries was most seriously affected due to security and safety concerns and legal issue. Especially UK, US and other developed countries were compulsion to protect their territory and people at any cost. Tourism industry in UK and USA found themselves floundering financially in the months after the terrorist attack on world Trade Centre, while rest of the world tourism industry also lost millions of dollars. According to U.S department of state (2002) more than 3000 people of different nationalities were killed in the terrorist attacks only in the United States in September 11, 2001. The attacks were the consp icuous example of terrorism on global level. According to the overview of European commission (2001) this was the one of the major event in the past decades which diversifies the viewpoint and outlook of people around the world. Terrorism affects both the long term and short term perspectives of the businesses around the world. Czinkota (2002) cited that terrorism influenced long term karma of entire industries, for example tourism, retailing and manufacturing industries. After the September 11 terrorist attacks many international tourist destinations have badly affected legally because countries have introduced new laws for foreigner tourists e.g. strict visas requirements, security check and criminal record check etc. UK government also introduced strict immigration law for every one who wishes to come UK for tourism in the effort to prevent further terrorist attacks. The new terrorist laws restricted the tourists for freely travel across the UK borders and require by security department to keep proper track of their activities. The anti terrorist laws have made very complicated for tourism industry to conduct its business activities across the international borders as a result many countries tourism industries have financially struggled. Another major issue that affect the international tourism industry is security and government have to invest huge amount of money to improve both internal and external security. The security is most important becau se terrorist target hot spots to achieve their targets. There is not a vast existing literature which shows the relationship between terrorism and tourism management theories, and the lack of presence of research literature is absolutely visible on the relationship between terrorism and tourism management, which elaborates constructive techniques for tourism industry in the presence of phenomena of terrorism. Terrorism has capacity to create atmosphere of fear and can be intimidate industry in number of ways. This threat of terrorism attacks poses a continuous atmosphere of risk for the tourism around the world. This risk itself creates extension for treatment of risk in management theories. The majority of management literature theories adopt term uncertainty as a factor of unpredictable environment which may influence the performance of firms in certain ways. The environment effected by terrorism also has a factor of unpredictability in it. This study is another attempt to research and investigates impacts of terrorism on the tourism in dustry in UK and we will also discuss different approaches for reducing and handling the terrorism threats. Research aim and objective: Research Aim: This aim of this research is to analyse and explore the effects of terrorism on tourism industry in the United Kingdom after September 11 2001. The second part of my research is to critically analyse and recommend the most appropriate strategies for tourism industry to deal with the terrorist threats or scrutinize the different strategic views to avoid and minimise the impact of terrorism on industry. Research Objectives: This research has the following individual objectives: Critically analyse the impact of terrorism on individual organization and the whole market. Evaluate the managerial performance in organizations, before, during and after the happening of the terrorist attacks and in uncertain environment. Research Questions: What is terrorism and why terrorist target business? What are the effects of terrorism on business? How to development strategy for managers or adopt a better approaches to deal with above mentioned issues? Abbreviation and terminology: Uncertainty: specifically mean the unpredictable environment; it is unpredictable when next terrorist attack will occur. Risk: mean threat; internal and external threat in business environment which may affect the productivity of organisation.

Gun Control Essay examples -- Argumentative Firearms Essays Papers Wea

Gun Control Gun control is an issue that many are faced with daily. Parents are concerned about the safety of their children more now than before. Some want gun control and some do not. I am against gun control because I believe if properly educated about a gun, anyone can use it to a certain extent. I know gun control laws would help cut back on the store robberies, bank robberies, gang shootings, etc. Gun laws that restrict the sale of handguns would help keep handguns out of criminals’ hands. I understand the beliefs of some who feel that by banning guns the streets and communities would be a much safer place. Gun control laws are not the cure-all for all of society’s problems. Yes, they would cut back on many crimes, but they will not completely â€Å"cure† all of them. People who are for gun control commonly base their decision on myths. Here are just a few of the many myths about gun control:  ¥ Gun Control Saves Lives  ¥ Guns Should be Banned Because They Kill Thousands of People Each Year  ¥ Gun Control Reduces Crime Above are just three of the many myths of gun control. Let’s take a closer look at each one of these. Gun Control Saves Lives â€Å"The truth is gun control costs lives, as evidenced by cities which enforce near total bans on firearms ownership. That’s because criminals don’t obey gun control or any other kind of laws. This means that citizens who do are effectively rendered defenseless.† (â€Å"Saves Lives†) How can a waiting period help an innocent person that is being stalked or threatened? Does prohibiting a person from carrying a gun keep them safe from rapists or attackers? How do any of the gun control laws keep you safe? Which one would save your life if you were being attacked ri... ...ral to the ‘Gun Control’ Movement.† Educational. 5 March 2001 http://spot.colorado.edu/~tiemann/guns.html â€Å"Dr. Tim Wheeler Interview.† Online Posting of Interview. 5 March 2001 http://www.guntruths.com/Resource/dr_tim_wheeler_interview.htm â€Å"Gun Control Saves Lives.† Online Posting. 5 March 2001 http://www.guntruths.com/Myths/gun_control_saves_lives_the_trut.htm â€Å"Guns Kill Thousands Every Year.† Online Posting. 5 March 2001 http://www.guntruths.com/Myths/50,000.htm Madden, Russell. â€Å"The Myth of Gun Violence.† The Laissez Faire City Times, Vol. 4, No 9, February 28, 2000. Polsby, Daniel D., and Dennis Brennen. â€Å"Taking Aim at Gun Control.† The Heartland Institute Web page. 5 March 2001 http://teapot.usask.ca/cdn-firearms/Polsby/gcsumm.html â€Å"Ten Myths about Gun Control.† Homepage. 5 March 2001 http://www.arachne-web.com/shooting/10myths.htm

Primary Stakeholders of Google Inc Essay

Introduction The American multinational enterprise, Google Inc., predominately leading the globe in internet services and products. They provide online advertising technologies, search engine, cloud storage, applications and other software. Their customers are advertising agencies and large businesses who pay to be exposed on the many free services Google offers to internet consumers. The largest shareholders Brin Sergey and Larry Page, founded Google while attending Stanford University. Google is the most universally used internet search engine, which allows them to gather interests and information about the consumers using their free services. Advertisers spend billions to strategically place their ads through Google because the free Google services accumulates personal interests and information needed to identify consumer demographics on the internet. In recent years the government and general public have raised concern about consumer privacy, as well as, the monopolistic presence in the internet market. Their shareholders are predominately internal making any external influence to the company improbable. Google employees are carefully selected and generally consist of newly graduated software geniuses; recently the media has criticized Google for the majority of their employees being Caucasian and Asian males. Google Inc. has a responsibility to manage its operations to maximize shareholders profits, but how well does it treat the other four primary stakeholders: the government, employees, customers, and general public. (Google, n.d.) Government Google has gained the government’s attention through multiple investigations over the years. In 2011, Google government officials from Europe joined the United States Congress to bring antitrust investigations against the Company. The next year in 2012, the Federal Trade Commission, FTC, conducted an investigation to gather evidence suggesting Google is a monopoly. Apple competes through SIRI and the app store as alternative search methods to  Google. Amazon holds the lead in product searches and Facebook is commonly used to search for trusted customer reviews by friends. The FTC was unsuccessful in proving their monopoly case and Google still dominates the internet/ computer market easily eliminating any start up competition. The Google business model makes sure no shareholder has a vote that could significantly impact the company, but the way media, government, and the majority of web users, interpret their activity could influence the company’s objectives. The FTC government agency has the influential power to investigate and bring media attention to the topic of Google’s seemingly unfair advantage in their market (Singer, 2012). Customers Approximately 99% of Google’s revenues are derived from businesses advertising on the free services it provides users. In Google’s system many advertisers bid on keywords. Popular keywords like â€Å"Miami Florida† are sold for much higher â€Å"value-per-click† than other less popular search topics. This revenue method allows Google to attract both large corporations and small business to place advertisements. The free services provided for Google users has destroyed markets. Decreasing the demand for products/ services like GPS, road atlas, and current traffic status by allowing the free anytime access to Google Maps. Google distracts its users with free services that make their life easier when Googles actual intent is selling individual attention and information about the users to advertisers. Google users are the product and not the customer. Through Google user’s searches and personal information like passwords saved in google chrome or contacts from gmail accounts, Google can deliver a product to advertisers tailored to their exact needs; people looking for shoes are delivered to shoe sellers, and people located in a certain town are delivered to local restaurants (Newman, 2011). Shareholders Google Inc. is a huge company owning 66 percent of its shares leaving 34 percent of the company owned by external shareholders. Founder Brin Sergey owns the largest amount of shares by an Individual at 21.8 million shares. There are less than five major external shareholders are institutions such as, FMR LLC, Vanguard Group INC, State Street Corp, Price T Rowe Associates INC, and Barclays Global Investors UK Holdings LTD. Unlike Microsoft, Intel,  and Apple; Google does not give cash back to its shareholders. Amazon and Facebook also do not yield cash dividends, but they are not as large, mature or as profitable as Google. If Google wanted to increase its shares a capital return program could be attractive to new investors. The cost of Google offer such a program would mean applying a payout of about 1.5 to 2.5 percent to compete with its peers. Google has three classes of shares: Class A gets one vote per share, Class B gets 10 votes per share, while Class C receives no voting privileges. Class B shares are only held by company insiders so Brin Sergey, Larry Page, and Eric Schmidt own 92.5 percent of these shares, thus the majority vote (Niu, 2015). Employees Google is universally acclaimed as a great place to work. Its stock has soared 674% since its inception in August 2004. Their offices abound with areas designed to promote interaction, like a bowling alley in the California office or a pub lounge in the Ireland office. The search engine company provides its employees with a great health plan, legal aid, travel assistance, and a college reimbursement plan. If an employee dies, Google will continue to pay 50% of the deceased’s salary to his or her family for a decade (keep in mind they higher new graduates with an expected long life ahead of them). The California headquarters lobby is decorated with lava lamps, a piano, and search query projections posted on the wall. There are colorful fun exercise balls and bicycles for physical fitness in the hallways. Google receives 3 million applications annually and only higher about 0.2%, statistically Ivy League schools have a higher acceptance rate than Google. Engineers make up the majority of Googles employees and their salaries range from $ 100 thousand to $ 200 thousand. Engineering interns make approximately $ 7 thousand monthly (Unknown, 2014). Over all Google is more than generous when it comes to the treatment of their employees and promotes job low turnover (Waggoner, 2013). General Public According to Forbes magazine in 2013 four companies tied for first in corporate social responsibility: Microsoft, The Walt Disney Company, Google and BMW (Smith, 2013). Google has gained its popularity though the free services it provides all Google users. They have about $62.3 billion in cash and even after subtracting out its long and short term debt it has $57.2  billion. The majority of its profits, $41.8 billion, are held in foreign subsidiaries for tax avoidance. Being a technology based company, replacing hardcopies with electronic documents saves the company money as well as the preservation of the environment. Therefore google can brag about its efforts to achieve â€Å"green† status whether they are simply eliminating supply costs or have a general concern for the environment. Google has minimized the environmental impact of their services. Their carbon footprint is practically zero, but it doesn’t need an access amount of environmental resources (Google, 2015). Conclusion Google is a young, expanding, and profitable company. The government is concerned and continually investigating Google because of its controversial monopoly in the search engine market and antitrust based on the selling of user information. The general public and government should be concerned that Google invests approximately two –thirds of its cash overseas to avoid tax laws in the United States. The advertisement customers that Google provides as their revenue generating services are given information tailored to view ads strategically and that makes Google more successful than other internet marketing company. The shareholders of Google are mostly internal owners; no capital return programs have been established and all impacting votes are controlled by the internal shareholders only. The employees are treated extremely well compared to companies across the globe. Google will continue to grow based on its business plan, which brilliantly manipulates the general public users into thinking they are getting services for free while they make billions by selling adverting companies the information they want without breaking any laws. Google could treat the general public and government stakeholders better by improving user privacy and cease avoiding taxes. Bibliography Google. (n.d.). Retrieved from Wikipedia.org: http://en.wikipedia.org/wiki/Google Google. (2015, 3). The Big Picture. Retrieved from Google: http://www.google.com/green/bigpicture/#/ Newman, N. (2011, May 29). You’re Not Google’s Customer. Retrieved from The Blog: http://www.huffingtonpost.com/nathan-newman/youre-not-googles-custome_b_84159