Google Chromebook
Introduction
Chromebooks are low priced with mix performance compared to their Windows counterparts. A Chromebook is a small-sized notebook that runs Chrome OS. It is built on the Google Chrome browser, primarily designed to be used with an internet connection. Most of the documents and applications on a Chromebook exist in the cloud, preferably Google’s G-Drive. This paper provides a review that aims at understanding different concepts regarding Chromebooks, such as pricing, structure, and strategies used in their marketing. Details about the target consumer and consumer behavior in the Google Chromebook industry and competitive information are considered.
Google Chromebook Market Strategies
The market strategy used in Chromebooks selling is based on ensuring the products remain within the market-friendly price gap. The approach not only does it provide a continuous flow of customer and customer retention, but it also offers the Chromebooks the product exist in different customer preference. Chromebook comes with different versions as a marketing strategy to cover all customers within the target market. Some of the current versions deployed include the Acer Chromebook 514, which is designed for a budget machine. The design contains an enhanced ability to conduct budget-related operations (Burek and Brant, 2020). Google Chromebook provides really excellent educational management tools that enable the school system to enhance its device management. Other Chromebooks designs are based on business users, best for around-the-house streaming, travelers, and style-minded students, and those for G-Suite-Reliant large companies.
The most recent marketing strategy deployed by Google is Switch to the Chromebook campaign that was launched on YouTube. The branding page for Chromebook marketing comes with new tricks, visuals, and tools that hold a comprehensive message regarding benefits f Chromebook and a guide to walk through users switching from Mac or Windows to Chrome OS. The variety of versions and the pricing strategy used by Google in Chromebooks have influenced the consumers as the sales of Chromebooks continue to grow (Payne, 2019). The trends in the consumer behavior can be linked to different aspects, such as the market size of Chromebook, demand, competitive market share, and application development.
Google Chrome Target Market and Customer
By 2014, the market size of the Chromebook was worth 5.3 million unit sales, which are expected to exceed 17 million units by 2023. The most significant part of the overall industry share is covered under the education sector due to the growing demand for systems in the industry. The majority of the Chromebook market share is located in the education sector, which makes it much possible for Chromebook to become the largest shareholders in the market (Global Market Insights, 2020). The demands for personal computers, especially in schools, continue to grow across the globe, which has increased the industry demand for the product. The demand increase of the product is also associated with consumer behavior of proliferating systems based on cloud computing for business purposes and retail purchases made by customers in their daily lives. The products are much applicable in various sectors, including banking, financial services, hotel industry, and estate agents, due to features offered by the product, including collaboration and sharing of content. Some of the advantages offered by Google Chromebook that makes it more preferable in the market include lightweight OS, it contains a long battery life, it is optimized for Google apps, is extremely thin and light making it easy to carry around, has a browser-based simplicity, and is capable for fast boot times (Lenovo, 2019).
Google Chromebook Digital Services
Google Chromebook services and product lines can be applied in different apps, including Gmail offline, which is an offline version of Gmail. Google Chromebook allows the users to construct and respond to messages that remain on hold waiting to be sent until one comes online. Another app is Pixlr that offers free, browser-based photo editing tools for users who do image editing. Google Chromebook also provides a numeric calculator and converter that can work both online and offline and offers users to create their own custom functions through JavaScript (Forrest, 2018). Another app on Google Chromebook offers unique functionality is Wunderlist for creating task lists synced across all devices. Feedly is a Chromebook app that is used to collect and analyze content from other sites into a personalized interface. Most professionals and students use Feedly due to its functionalities of updating knowledge, and content discovery through algorithms. Other apps that make Chromebook unique are Clipular, a screen capture tool; ShiftEdit, an online integrated development environment (IDE); and the imo messenger, for integrating chats from various social media sites.
Google Chromebook Players and Substitutes
Google Chromebook has integrated significant players that make it gain competitive advantages. The major players include Lenovo, Toshiba, HP, Dell, Hisense, Haier, ASUS, LG, Google, Acer, and Samsung. The major competitors in the industry for Chromebook include Apple MacBook and Windows book. The difference between Chromebook and its competitors is that Google Chromebook does not run much on internet terminal software, which makes it less expensive and much manageable than the two competitors (Warren, 2019). However, the main difference between the Chromebook and its substitutes is the cost and capability. The flexible prices offered by Chromebook means that it also provides its ability to support all levels of education, including young and careless students. Chromebook will be easy to replace and to repair in lower education levels, which hold a less impact on institution expenditure compared to the other two products. Microsoft has been countering Chrome OS with Windows-based laptops that are much cheaper. Another substitute for Chrome OS that Microsoft is pushing into the market is the Windows Lite, a version of operating system that is powered by cloud (Warren, 2019). Therefore, with the Windows Lite version, Microsoft obtains a better chance of competing with Google Chrome OS. However, Google Chromebook tend to have a better hand due to its modern OS that has capability of not only providing best modern IT functions, but also has an advanced security against malware attacks or viruses.
Conclusion
Google Chromebook is expected to develop and cover the largest part of the industry market due to its features and capabilities. However, the market growth could be hampered by cloud connectivity issues that are emerging in the market, less powerful processors, and limited storage for local data. Another issue that should be considered to enhance Chromebook market growth is increasing awareness about Chrome OS and cloud based applications. Brand awareness improvement and product awareness are recommended for enhancing growth opportunity and opening further potential markets for Google Chromebook. The integration with varies players will enable Google Chromebook to dominate the market due to high production in variety of brands that will offer each customer within the market with their best preferred brand.
References
Burek, J., & Brant, T. (2020, February 10). The Best Chromebooks for 2020. PCMAG DIGITAL GROUP. Retrieved from https://www.pcmag.com/picks/the-best-chromebooks
Global Market Insights. (2020). Chromebook Market Size, Industry Analysis Report, Regional Outlook, Application Development, Price Trend, Competitive Market Share & Forecast, 2019 – 2025. Retrieved from https://www.gminsights.com/industry-analysis/chromebook-market
Forrest, C. (2018, June 26). 10 apps that make Chromebooks feel like a real desktop. Trend Micro. Retrieved from https://www.techrepublic.com/article/10-apps-that-make-chromebooks-feel-like-a-real-desktop/
Payne, R. (2019, August 14). Google’s New Chromebook Landing Page Gets Total Overhaul, Targets the Consumer Market. Chrome Unboxed. Retrieved from https://chromeunboxed.com/google-switch-to-chromebook-page-consumer-market/
Warren, T. (2019, August 26). Google and Dell team up to take on Microsoft with Chromebook Enterprise laptops. The Verge. Retrieved from https://www.theverge.com/2019/8/26/20832925/google-chromebook-enterprise-dell-laptops-microsoft-windows-challenge-businesses

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