Econ 202

Henry Long

Market
Structure
Project
Google
Chromebooks

This Photo by Unknown Author is licensed under CC BY-NC-ND

History of the Google Chromebook

2011 2014 2019

The first Chromebooks was In 2014 Chromebooks became In 2019 Chromebook enterprise
launched in 2011 as a partnership the #1 selling device for was launched to introduce the
between Google, Samsung, and education in the U.S. (Maletis, product to business owners and
Acer. (Maletis, 2021) 2021) their employees. (Maletis, 2021)

In 2012 Google launched the new In 2016 the Google Play Store was
Aura user interface to make launched on Chromebooks In 2020 Google launched a tablet
Chromebooks feel more like providing access to thousands of version of the Chromebook.
desktops. (Maletis, 2021) apps. (Maletis, 2021) (Maletis, 2021)

2012 2016 2020

Market Type
• Google Chromebooks operate in a monopolistic market
regarding.
• The laptop market has many sellers such as Apple,
Microsoft, HP, Dell, Etc.
• The laptops are differentiated products as they run on
different operating systems such as Windows, Linux,
MacOS, or ChromeOS.
• The different firms rely on product quality, price, and
marketing for competition
• Most laptop manufactures have between 5%-15% of the
market share. HP is the leader with about 30% market
share. (Bashir, 2023)

This Photo by Unknown Author is licensed under CC BY-SA-NC

Current Economic Position
• Laptop Market is expected to grow by 22.22 Billion USD
between 2023 and 2028. (PR Newswire, 2023)
• Demand for low-cost laptops such as Chromebooks has
declined by household consumers. (King, 2021)
• Google has Partnered with Dell to create a more
attractive enterprise Chromebook solution. (Evans,
2015)
• In 2020 google stopped manufacturing their own
laptops and now sell licenses to produce Chromebooks.
(Maletis, 2021)
Advertisements
• Google originally marketed
Chromebooks to household
consumers.as early as 2012 during
the initial launch of the product.
(Maletis, 2021)
• Google began to shift its marketing
towards education after it became
the 1# selling device for education
in 2014. (Maletis, 2021)
• Google now focus its marketing on
entering the business enterprise
market by advertising its low cost
and cloud computing to lower
operational cost and boost
efficiency. (Evans, 2015)
Competition
• In 2020 google stopped manufacturing their
own laptops and now sell licensese to
produce Chromebooks.
• Apple is planning a low-cost portable Mac
to target the Chromebook segment. (Evans,
2023)
• Chromebooks have overtaken Apple ipads
due to their low cost. (Molnar, 2014)’
• Windows PCs are still favored by businesses
due to the differences between Windows
and ChromeOS. (Evans, 2015)
Audience
• As early as 2014 Chromebook
became the leader in education
devices due to its simple design
and security. (Maletis, 2021)
• Libraries such as the Georgia
Public Library have distributed
Chromebooks to those facing the
digital divide. (Enis, 2023)
• Google has launched an enterprise
version of the Chromebook for
businesses as lower cost solutions
to integrate cloud computing into
the work force. (Maletis, 2021)
References (APA)
• Bashir, U. (2023, November 17). Laptop ownership by brand in the U.S.
2023. Statista. https://www.statista.com/forecasts/997234/laptop-
ownership-by-brand-in-the-us
• Enis, M. (2023). Ga Public Library Service Distributes Chromebooks,
Launchpad Tablets. Library Journal, 148(8), 10–11.
• Evans, E. (2015, August 14). Google seeks enterprise market with Dell,
Chromebook partnership. San Francisco Chronicle (CA)
• Evans, J. (2023). Is that a Chromebook killer in your pocket, Tim Cook?
Apple may be planning a lower cost portable Mac to target the
Chromebook market, says DigiTimes. Computerworld (Online Only), 3.
• King, I. (2021). Intel Loses Ground to AMD as Demand for Chromebook
Chips Wanes. Bloomberg.Com, 1.
• Maletis, J. (2021, March 9). Chromebook turns 10: Looking back and moving
forward. Google. https://blog.google/products/chromebooks/chromebook-
turns-10/
• Molnar, M. (2014, November 12). Chromebooks Gain in K-12 Market,
Challenging iPads. Education Week, 34(12), 10.
• PR Newswire. (2023, November 15). Laptop market is driven by the
increasing application of laptops in educational institutions - Technavio. PR
Newswire US.