Google Case
When someone has to find something on the net he has to google it...That's the appropriate answer to the first question we examin today. Google strategy is infact primarly focused on collecting, organizing and finally making information available to his customer. All the functions must be always performed faster and more complete than before. Google has not been the search engine but it has dictated the standard to all the other companies offering the same services. That's a challenging scope considering the always growing extent of the net. Google occupy a relevant place in its market, it can be defined to be in a dominant position with its market share both in the resident pcs and in mobile applications. The first little crack in its castle started here, infact we have to edit the second point in Google decalogue, infact its core business in not only research anymore. It was in tha past but now the company has to diversificate in order to keep its valuable competitor position in the future. Only in this way Google could be able to mantain its current level on rents. So we have assisted to various strategic moves, both with innovation and acquisition, that we can split in two major branches: A.- Enhance the services offered with new and powerfull web based applications like Google play, Google maps, knowledge graph, social network and Google Cloud. Its main strategy is "forcing" to integrate this application in quite every web site in the world (ex.maps) with two main effects: 1- consolidate brand strenght 2- potentially generating new profits with its core business. B.- Diversifying the services offered expanding its activities in new markets 1- android platform, the ever growing mobile operating system 2- Motorola acquisition entering in the rich mobile market with proprietary hardware with phones and tablets. That move seemed to be the right fulfillment of the previous strategic move. 3- launching Google Chrome the new powerfull, easy to use web browser with integrated search. That's a perfect example of Google philophy easy, fast and powerfull. Google industry focus its activities within this philophy both in family and in business market. Its applications are of common use but most important Google had redifine the concept of internet search, emerging as the leader of the group and has rivolutioned the software needed for it. His main activities interests various branch all finalized in maximizing values for its costumers: A.- products of common use and widely known; B.- different platform shifting its attention from software industry in order to became and harware producer; C.- global expansion becoming a global company with operative offices in more than 50 countries with over 100 languages spoken. On the other end this aspect has increased the diffulties on legal aspects. D.- innovation constant effort to forecast the future, establish new frontiers trying to

stay one step ahead of competitors ( for ex. Pattern recognition software to identify a cat face in different videos). Google competitors are easily to identificate because every software house, every media, every tech genious might be one of them. It's better to regroup them in order to attempt a comprehensive analysis. We'll try to demonstrate if Google has a strategic advantage over them. This vast range of competitors keeps Google position always on the brink its major difficulties lie in trying to figure out, to forecast to future. It has to try to think and programm with year in advance forecasting possible evolutions and the relative new demands that may be originated. Google has created a sensible valuable competitive adavantage during the years and has grown with a fast pace building an important technologycal advantage worldwide protected by copyright , an important barrier to new competitors,. Google has became an international brand (to google even a verb) but that advantage may be temporal. It's compulsory to constantly improve the capability of the human resources even if it'always more difficult to find. Google has in the latest years more than double its investment in that field. Its competitors struggle to find the resources and the capabilities necessary to contrast Google expansion and a mass amount of money is involved. The effort to contrast them might weaks Google financial structure and it might be forced in the future to decrease its investments. Others factor may change the landscape such as like the always growing demand of more specific search, when we look for an hotel we use specifical web searchers like ebooking or last minute for travels, so Google has to catch up to fill this gap ( as it is doing with Hotel Finder) but it has to offer a better service like panoramic photos (street view technology) and all of this doesn't come free. Mostly google is subjet to enormous political and legal pressure due mostly to pratcices that violates people privacy. Igoogle has to spend lot of time and money to respond. According to all the previous statements it's not easy to value the "future Success of Google", infact its value is tied to the disconted future cash flow (Profit – future investment). Google is forced to increase its rents quite substantially over the next year. Google therefore already accopy a dominant position in its markets, so it has to find new innovative schemes to increase them e when you invest in something that goes behond your core business riks soar, Motorola is a lively example. Another factor of risk is the rapid changing landscape in which Google operate. As you internet evolves tumultuosly and its trend are quite unpredictable. Try to forecast its future on long term is quite risky in this field. That's why analizing all these factor and considering also the high price reaches by its stock on the market, my advice is not to invest in Google now.