...December 5, 2011 To: Google Management Subject: Google Corporate Strategy Larry, this summarizes our analysis of Google’s current corporate strategy and outlines recommendations to guide future strategic decisions in Google’s incredibly volatile marketplace. Our goal is to help identify where Google’s environment is shifting and how Google can respond proactively to continue the market-beating growth and profitability of past years. Recommendations: 1. Google should continue with its acquisition strategy, utilizing the 70/20/10 plan, and internal operations with refined real options approach. 2. Use the Motorola Mobility acquisition to stage growth by entering the mobile hardware market. The integration of hardware and software capabilities opens a huge door for the company. While understanding the importance of advertising revenue to Google and the need to sustain it, the timing is right to diversify revenue streams and monetize the Android platform through the manufacture of integrated Google phones. This recommendation is important as a means of protecting Google from experiencing the preverbal paradox of success. Moving into mobile manufacturing also helps diversify Google’s revenue stream as Google finds itself losing advertising revenue to other websites, such as Facebook, Netflix, and others. Thus, beyond the importance of protecting Google’s right to make the Android operating system through the acquisition of 17,000 patents, a move which ultimately protects...
Words: 5225 - Pages: 21
...On Google in China Table of Content Background 3 Introduction: 3 Summary of Environmental Audit 4 Evaluating Current Strategy 4 Current state of Industry- 4 Product Portfolio Analysis 5 Critical Strategic Direction 6 Discussion 6 Conclusion 6 Assessment of Current Strategy 6 Recommendation 7 New strategic Direction/Development and methods- 7 References/Bibliography 8 Appendix 9 Background: This case briefly discusses about search engine market in China, Google’s share in Chinese market, Government rules and regulations related to the internet search. The main issues discussed in this case study are: • Google’s launch in the China and how it made its presence felt over there as well as the key issues faced by the Google such as gaining the market share, although Google did a fair amount of research before entering China but still wasn’t able to beat the local competitor Baidu which is the biggest in terms of search engine in China and accounts for nearly 60% of the market share.(Appendix 4) • Chinese Government rules and regulations related to the censorship in China which was against the Google’s Mission of providing the information. • Cyber attack on Google China which mainly target the gmail accounts of the users who were Human Right activists which forced Google on considering its exit from China. • A brief analysis of the...
Words: 1857 - Pages: 8
...Google Company Analysis Paper Abstract In this paper, I perform business analysis for Google Inc, the leading internet search engine provider in the world. Google Inc., a technology company, maintains index of Web sites and other online content for users, advertisers, Google network members, and other content providers. Its automated search technology helps users to obtain instant access to relevant information from its online index. The company provides targeted advertising and Internet search solutions, as well as hosted applications (Google profile, 2010). Mission, Goals & Objectives Google, the name of the company, reflects the immense volume of information that exists, and the scope of Google's mission: to organize the world's information and make it universally accessible and useful (Google’s corporation information, 2010). Google’s goals and objectives include the following: The company • Wants to have an improved infrastructure to make their engineers more productive. • Wants to be the best in search in the world. • Wants to push their ad system. • Wants to push their communities and content. • Tries to make sure their tools are running everywhere. • Google is always focusing on innovation (Google’s Internal Company Goals, 2010). Overall, Google wants to make the internet searching experience best for its customers and search results more accurate. Overview of the External...
Words: 3693 - Pages: 15
...(Name) (Tutor) (Course) (Date) Google 2012 Overview An overview of Gamble’s work demonstrates an in-depth understanding of the history of Google, which started from Stanford and ended up with the creation of a company. The company is no longer a simple search engine, but it supports other services such as cloud computing web services, social media such as Google +, and web browser. This venture was made possible by the creation of the company’s principles, which guide its activities at all time. For instance, they believe the client must be first and every other matter will follow. Ever since the company announced its first IPO in 2004, the institute has experienced continuous success in the stock market. Indeed. Even when the market crushed in 2008, many people thought the crush would affect all sectors, but Google continued to increase its annual revenue, stock holder’s equity, and net assets. The analysis, nevertheless, demonstrates that some readers find Google’s growth rather alarming. It would be difficult for the company to continue in the same way without contracting some “evil” deals and breaking law number 6. Analysis A clearer analysis of the company shows that as Google grew, most of its services extended from simply being a search engine to providing other services to its users. Initially, Google focused on a market niche of people that were looking for information. Consequently, they created a search engine, which would act superior to all other competition. Indeed...
Words: 1168 - Pages: 5
...environment. The author will discuss how an organization creates value and sustains a competitive advantage through strategies. How an organization measures success to identify the effectiveness of a strategy. The author will identify the strategies of various companies and identify tactics that make the company successful. Competitive Advantage An organization that has a strategic advantage over its competitors that enables the organization to have greater sales and retain more customers is believed to have a competitive advantage. Many organizations have a competitive advantage within technological industries to include: Google, Apple, and Amazon. Each organization creates value in its products and services to stay ahead of the competition. Google is considered the industry leader when it comes to search and has 65% of the search market, according to Hit Wise. The company maintains its competitive advantage by developing a diversified infrastructure that gives them the ability to provide high-speed searches and branch out into other industries. Goggles infrastructure is made up of hardware, bandwidth, storage systems and servers. The company has access to all kinds of information about the organization from all over the world and can easily track the competitions movements. Google has developed a brand and tools that customers have learned to depend on. Google has expanded into the mobile phone industry with the Android, which provides customers an...
Words: 1539 - Pages: 7
...NAME: __Savitree Sinchai____ CASE 14: Google’s Strategy in 2008 1. BACKGROUND INFORMATION |Timeframe |Country(s) Involved |Key Individuals & Titles |Company Type & Size | | | | | | |1998-2008 until |USA |Global internet search solutions, |Big size, American public corporation earning revenue from | |now | |advertising solution |advertising related to its internet search, e-mail, online | | | | |mapping, social networking, and video sharing services as well | | | | |as selling advertising-free versions of the same technologies. | 2. BRIEF SUMMARY OF CASE SITUATION |Business or Industry Description |Particular Company Situation | | | | |Providing advertising solutions, global internet search |Google’s innovative search technologies...
Words: 3671 - Pages: 15
...of bringing out new products into the market with innovates ideas and upgrading it self according to the current market needs with a break through in getting any information on WWW (World Wide Web), Smart Phones and placing it self in various market segemets helped Google to be a Strategic Marketing Planner and to be the among the top most businesses in the dot com industry. Planning Process: There are various formulations of planning process (Boyce et al, 1970; Lichfield et al., 1975; Harris, 1965). Like (a) the formulation of objectives in relation to the general goals, problems and the regional context; (b) the provision of an outline of alternative strategies of growth; (c) the testing and evaluation of alternative strategies; (d) decision making. Lynch (2000) explains that every organization has to manage its strategies in three key areas: The organization’s internal resources, The external environment within which the organization operates, The organization’s ability to add value to what it does and other core elements include clarification of strategic direction , strategic analysis, development of strategic options, strategy implementation and management of strategic change. Traditionally, Google...
Words: 2543 - Pages: 11
...Google’s Strategy in 2012: A Strategic Case Analysis BUS 5480: Strategic Management Professor: February 6, 2014 Executive Summary The origin of the name Google might explain the excess in capture of vast business verticals by Google’s internet and technology services. ‘Founders Larry Page and Sergey Brin named the search engine they built "Google," a play on the word "googol," the mathematical term for a 1 followed by 100 zeros’ (Bhatia, 2012). Through our strategic analysis of Google Inc. we provide for a discussion on profitability of Google. Based on competitive advantage, strategic management and the Five-force model of competitive forces, we better understand the nature and strength of competitive pressures within the internet and technology industry. Google must remain a differentiator among competitors to retain market share. The evolution of “search” capabilities on the internet has been the driving force from the beginning. In 2012 Google is the leading search firm with nearly ‘67% market share in search from home and work and 95% market share performed from mobile devices’ (Thompson, et al, 2013). For Google to remain profitable is to focus on the key business model that is still driving hard revenue and to reach into those verticals that are working, while leaving the losers behind. In the year of 2012 Google captured 67% of search in the U.S., with 29% of the balance going to Yahoo and Microsoft. Advertising revenues from search drove over $36...
Words: 2063 - Pages: 9
...OVERVIEW The number of people worldwide accessing the Internet to read breaking news, conduct library research, make consumer e-commerce transactions, use web-based business applications, and perform other online tasks had grown at an astronomic rate since the 1994 introduction of the Netscape Navigator browser. The number of Internet users worldwide had increased from about 360 million in 2000 to nearly 1.5 billion in 2008. North America had the world’s highest Internet penetration rate with 73.6 percent of North America’s population having Internet access. About 220 million of the 248 million Internet users in North America resided in the United States. Even though only 15.3 percent of Asians had Internet access in 2008, Asia’s 578.5 million Internet users made it the world’s largest and fastest growing geographic region for Internet usage. The growth in the number of Internet users worldwide and in the United States had caused a shift in how advertisers communicated with consumers and had allowed Internet advertising to become the second most common form of advertising used in the United States in 2007. Only newspaper, with 2007 advertising revenues of $48.6 billion, controlled a larger share of United States advertising dollars. Cable television, radio, and network television each accounted for about $20 billion each in advertising revenues during 2007. The prospects for Internet advertisers looked strong in 2008 with Internet advertising expected to grow from $21 billion...
Words: 1803 - Pages: 8
...explanation of Google……………….…… P. 3 ii. Marketplace assessment of current online microenvironment. …………………………..… P. 4-6 iii. SMART Objectives………………….…………. P. 7-8 iv. Target group of Google Inc…………………...... P. 8 v. Digital Strategies adopted by Google Inc ……… P. 9-11 vi. Evaluation of existing Digital strategies……...…P. 11-13 vii. Conclusions…………………………………..… P. 14 viii. References……………………………………… P. 15-16 Brief explanation of Google Google is an American large business company and software corporation, which operating in several countries around the world. To be more precise, Google specializes in Internet research, cloud computing and advertising technologies. Google develops a huge number of internet-based services and products and its main source of revenue coming from advertising through its Adwards program, which includes local, national and international distribution. Google began as a research project in March 1996 by Larry Page and Sergey Brin, who graduated their PhD Degree from the University of Stanford in California and firstly it based in a fellow student’s garage in Menlo Park in California. In their research, Larry Page and Sergey Brin came up with a plan in order to make a search engine which contains websites according to the number of other websites that linked to that site. The domain google.com was registered on September 14th 1997 and Google began its operation in September of 1998. Also, it must be stressed that Google sold advertisements...
Words: 4490 - Pages: 18
...Evaluating Google Inc. Business Strategy Introduction In today’s date, Google has become world’s famous and successful in internet search engine, as well as one of the most popular companies that people are highly desired to be employed. As a global technology leading company, Google is always improving their wed search engine and advertising. This report is aimed to evaluate and analysis how Google address the internal and external environment, by using SWOT analysis and Porters five forces to examination how Google viable and achieve within the environment. Moreover, in this report will be analysing how Google organising its resources and capabilities. Economic During the period of recession, many of companies had a significant impact on consumer demand. However, the company likes Google it seems to be no effect and still managing to make some profit. In fact, according to Schiffman (2008) says that company like Google focus on highly targeted looks particularly well-positioned to the recession. Compare with other businesses in same market, Google’s measurable advertising makes it more resistant during the recession. Grant (2010) add up, in order for Google to minimize the lost advertising revenue, Google should focus their strategy on a “clear recognition” from the recent recession. Political and Legal factors Over the years, Google holds mass amount of data from their internet, as lack of notification to both user and third party website owner, Google has been...
Words: 1641 - Pages: 7
...Lincoln Author: Submission date: Subject: Words: Max Adler 11th January 2010 International Marketing Strategies / MKT 3084 3018 Table of contents List of figures 1 Introduction 2 Google’s major brands 2.1 Search engine 2.2 YouTube 2.3 Chrome Browser 2.4 Maps, Earth and Street View 2.5 AdWords and AdSense 2.6 Other Google brands 3 Portfolio analysis via matrices in the 21st century 3.1 Why portfolio analysis? 3.2 Portfolio analysis and Google 3.3 Companies like Google 4 Conclusion Reference List II 1 2 2 3 4 5 5 6 7 7 8 10 11 III I List of figures Figure 1: McKinsey / General Electric Matrix Figure 2: Google’s brands in a GE Matrix 2 7 II 1 Introduction According to the list FT Global 500 from the Financial Times, Google is worldwide on position 39 from the companies listed in the stock exchange (Financial Times, 2009). Google was founded in 1998 by the software engineers Larry Page and Sergei Brin. Nowadays, only 12 years later, it has grown to one of the greatest international companies which has a huge influence on the daily life in industrial nations. Furthermore with 66 billion US-Dollars Google is the most valuable brand in the world. They started with a search engine which has pushed the former competition like AltaVista out of business. Google Inc. had in 2008 a turnover of almost 22 billion US-Dollars and it is still growing (Google, 2010). At the beginning they had a positive press but nowadays there are more and more critical voices...
Words: 3842 - Pages: 16
...Google Swot Analysis SWOT ANALYSIS OF GOOGLE [pic] GOOGLE’S BUSINESS STRATEGY: AN EMPIRICAL ANALYSIS OF THE STRENGTHS; WEAKNESSES; OPPORTUNITIES; AND THREATS (SWOT) OF GOOGLE BY: KWAKU F. DARKWAH (MBA; B.ED; CTLLS; ASSOCIATE-CIPD; MInstLM) CEO/FOUNDER: ADESUA GLOBAL, GHANA LECTURER-MANAGEMENT DEPARTMENT, LONDON SCHOOL OF MANAGEMENT EDUCATION (LSME) FEBRUARY, 2010 IF YOU NEED A FREE UPDATED COPY OF THIS ARTICLE IN PDF FORMAT, JUST SEND YOUR REQUEST TO: [pic]adesuaglobal@gmail.com [pic]This e-mail address is being protected from spambots. You need JavaScript enabled to view it [pic] THIS ARTICLE IS DEDICATED TO ALL ASPIRING BUSINESS ENTREPRENEURS 1:1 INTRODUCTION Arguably, in the last 10 years since the expansion of information technology as a result of the internet; one astounding firm that has impacted on our lives is Google. All age groups; different ethnic backgrounds; different religious backgrounds; different political backgrounds and affiliations all have been influenced by the impact of this organisation. Debatably, Google is one of the most powerful search engines in the world. Arguably, it can be said that Google is the most visited website in the world. It is now worth in excess of $94billion, although its value has more than halved since December 2007 (Time, 2008). Google attracts about 61.9 per cent of all internet searches online. According to Clark (2007) Google accounts for 56% of all searches on the internet according to the...
Words: 314 - Pages: 2
...Google’s Purchase of Zagat Google is an American multinational public corporation started in 1998 as a research project by Larry Page and Sergey Brin. Google has been invested in internet search, cloud computing and advertising technologies, which hosts and develops a number of internet based services and products. (Google) With Google’s most recent endeavors their strategic plan is to become the marketplace for reviews. It seems like now and days the best critics are the actual customers themselves. Zagat Survey LLC is the Zagat is the world's leading provider of consumer survey-based information on just about anything. (ex. Restaurants, hotels, Night clubs, etc.). With this in mind, Google set out to purchase Zagat as an attempt to now control the marketplace for reviews. The article that will be referenced in this paper, “Zagat Deal Extends Google's Influence”, is an article supporting the purchase; this article was published in The Wall Street Journal on September 9, 2011 by Amir Efrati. (Efrati) Strategic Action There are over 350,000 customer opinions surveyed from around the world, on which Zagats’ ratings and reviews are based upon. Zagat has become the world’s most trusted source to help customers make informed and smart decisions. One way Google plans to incorporate Zagats’ established reviews are by putting it into Google Maps and places, which are also integrated on cell phones and across the internet. With Google being the company with the ability to reach...
Words: 2521 - Pages: 11
...Executive Summary 3 Situation Analysis 4 Recommendations 6 Appendix 11 SWOT Analysis 12 Key Success Factors 13 Driving Forces 14 Increasing Globalization 14 Marketing Innovation 14 Diffusion of technical know-how across more companies and more countries 14 Dominant Economic Features 15 Market size and growth: 15 Number of rivals: 15 Number of buyers: 15 5 Competitive Forces 16 Competitive Landscape 17 Financial Analysis 18 Identification of Rivals 19 Percent of Searches 19 Financial Summary from 2007 19 Financial Summary from 2009 19 Yahoo 20 Microsoft Online Services 21 Analysis of Company Strategy 22 Executive Summary To: Eric Schmidt, CEO From: Tyler Echevarria, Amanda Osburne, & Samantha Smith Re: Strategic Analysis of Google Inc. Date: April 7, 2010 This report will make recommendations for improvement of Google Inc. based on the analysis of the company’s financial resources and industry evaluations. Several analytical tools will be used in determining the direction the company should pursue. These analytical tools and techniques include the following: * Evaluation based on SWOT analysis * Evaluation based on Key Success Factors * Evaluation of Google’s business model and strategy * Analysis of financial data * Evaluation of current industry conditions These tools will be used to recommend new opportunities for Google to pursue as they continue to seek growth. Google has performed quite well recently...
Words: 4116 - Pages: 17
