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Google 2010

In: Business and Management

Submitted By iema
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GOOGLE CASE STUDY 2010

1. Discuss competition in the search industry. Which of the five competitive forces seem strongest? weakest? What is your assessment of overall industry attractiveness?
The search industry is based on the ability of providing higher technology to users, lower prices for advertising and the capacity to engage suppliers to subscribe to the search engine. Some of the big players, besides google, are; * Yahoo, which has a challenger’s and loser’s position * Bing, this is new brand name for MSN Live search * Baidu, China search engine * Ask * AOL, where search engine is powered by google
The bargaining power of buyers in 2008 was almost 97% of Google revenue made by advertising
The bargaining power of suppliers consist in the trust of Google’s as system as a reliable source of income.
The threat of substitute products and services is not really relevant. There is no substitute for a search engine and the number of internet user is increasing every day.
As far as the threat of new entrants, the barriers are really high. Current big players exhibit a high technology and a lot of knowledge on the industry. In order to compete as a new entrant you must provide a better technology and a higher speed search engine.
Competitive rivalry is one of the strongest forces, and the weakest is bargaining power of the buyers. Rivalry among competitors is constant. They invent new application every day in order to have a strong competitive advantage.
The industry has a high overall attractiveness; however, the entry barriers are not that low. The attractiveness of the industry presents an easy access to information for everyone that uses a search engine.
Technology is one of the main components of this attractiveness. The way in which technology interacts with the user and makes life easier with a simple click.

2. How is the search

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