Premium Essay

Google Case Study

In: Business and Management

Submitted By vuphuongthuy7694
Words 414
Pages 2
Marketing Management Case Study 1
Marketing Excellence >>Nike 1. Pros:“Nike +”Nike with apple consists of a pair of specially designed Nike+ shoes and a Nike+ ipad sport
Kit. As a person runs, ipad tells the distance pace and calories burned via voice feedback that adjusts music volume as it plays.
Nike allows customers to design their own shoes from a catalogue of pre defined designs.Customers can choose their own colours and mascots to create shoes which define their personality.
Cons:High costs incurred in advertisementwhich ultimately adds to the price of the Products.
Risk: Being one of the major players in the World Market
When ever Nike launches a new product it has to make sure it addresses to the concerns of the Global market, which is difficult to achieve
For ex:
When Nike endorsed Tiger woods in 2009 it was an extra edge for Nike over it’s competitors but when Tiger woods was accused to be engaged in a sex scandal in 2011 it not only harnessed the image of Tiger woods as a major golfer but also of the image of Nike’s which has it’s presence in all over International Markets 2. -North America-44%
Europe-24%
China -11%
South Asian market-18% Here there is an opportunity for Adidas to gain more market share by capitalizing on these developing Markets.
-Growth in greater China and other emerging markets in Asia region is an opportunity for Adidas
- Focus on it’s product development
Focus on new innovations
To regain and increase it’s brand Value.
Goolge
1. Google co-founders Larry Page and Sergey Brin expressed Google’s core values “Don’t Be Evil.”
Refuse to continue censoring its Chinese search results.
Preferring to hire PhDs and Academic Superstars for positions throughout the Organization.
Innovation, is a long-standing priority at Google. All programmers, use up to 20% of their work time on projects they...

Similar Documents

Premium Essay

Google Case Study

...1.) How does the changing environment for business affect Google’s ability to communicate in this situation? The changing environment for business affects Google’s ability to communicate because everything is available on the internet now. Google said themselves that they wish to “provide the greatest access to information to the greatest number of people.” Anything that Google does or says in any situation is available for anyone to see. The very product that they are providing can also help or hinder them. If people in the United States and Europe did not have access to Google’s business records online, then they would never know about Google censoring in China. If they did not know, then groups such as Reporters Without Borders would not be able to use them as a launching group for their issues. 2.) Where is the company most vulnerable, from a communications standpoint? 3.) What are the key problems Google faces in this situation? I think that the main problem Google faces in this situation is the Chinese government. I think another problem Google faces in this situation is being able to stay true to who they are and what they stand for. Google has said many times that their main goal is to provide the most information to the most people, so for them to agree to do business in a country that wants them to control what search results appear when something is searched seems extremely out of character for them; and even beyond that, it is extremely difficult......

Words: 268 - Pages: 2

Premium Essay

Google Case Study, Management

...Google Case Study Taylor Anderson, Trenton Moses, Jacob Pyeatte, and Nicole Simon Southeast Missouri State University Abstract Google is a large corporation that leads the business world in providing a high-quality work environment for its employees. This paper will discuss the benefits Google provides to its employees, how the company is able to provide said benefits, and the human resource policies and strategies implemented within the company. Furthermore, this piece will offer answers to several questions asked at the conclusion of the textbook article as well as provide facts and suggestions regarding Google’s corporate structure and policies by referencing primary sources and using personal feedback from the authors. Google Case Study In the textbook, Human Resource Management by Gary Dessler (2011), an article on the powerhouse corporation, Google, was written regarding the company’s benefits, human resource strategies and policies, and how the company is able to provide such a work environment. Research will show whether or not Google’s new job candidate screening process is effective, how Google affords to give out such elaborate benefits, how Google recruits its employees, and more. Google has implemented a new candidate screening process that correlates personal traits from current employee’s answers on a survey regarding employee performance (Dessler, 2011, pp. 712-715). Some believe that this strategy limits Google’s ability to find the right......

Words: 300 - Pages: 2

Free Essay

Google in China Case Study

...Read Case 2, entitled "Google in China," and respond to the discussion questions below. 1. For Google in 2005, from a business perspective, what are the arguments for and against entering China? 2. From an ethical perspective, what are the arguments for and against entering China? 3. If Google decides to enter China, how can it do so while mitigating adverse ethical impacts? In answering this question, please formulate possible options and evaluate their strengths and weaknesses. 4. What do you think Google should do, and why? Subject Matter—6 POINTS • Key elements of the case study covered • All three questions are answered • Content is comprehensive/accurate/persuasive • Displays an understanding of relevant theory • Major points supported by specific details/examples • Research is adequate/timely • Writer has gone beyond textbook for resources Critical Thinking—6 POINTS • Writer compares/contrasts/integrates theory/subject matter with work environment/experience • At an appropriate level, the writer analyzes and synthesizes theory/practice to develop new ideas and ways of conceptualizing and performing Format—4 POINTS • Citations/reference page follow guidelines • Properly cites ideas/info from other sources • Paper is laid out effectively--uses, headings, questions and answers and/or other reader-friendly tools • Responses are neat/show attention to detail • Assignment meets the 1000-word minimum • Assignment is formatted correctly......

Words: 280 - Pages: 2

Premium Essay

Pepsi and Google Leadership Case Study

...Pepsi and Google Leadership Case Study 1. Culture is an essential element of organizing in the P-O-L-C framework. Do you think Google has a strong culture? What would it take to make changes in that culture, for better or for worse?           Undoubtedly Google has one of strongest cultures in today’s corporate            World. The strong work culture has paid off for Google as it is ranked            consistently as the best place to work.            If Google were to remain in the best position in the future, It has to           change continuously and   evolve accordingly to face the competitors.              Google’s cultural innovations might be imitated in other companies as           well. It is easy to have a good corporate life style when the company            the company is doing very well on the economic front. When company’s            resources become more constrained with the maturing of its industry            and its business model, these kind of investments will be harder to            make. When Google slows down financially it will be difficult to retain            great employees. 2. Do you think Google’s unique culture will help or hurt Google in the long run? Google’s unique culture might not help Google as it is helping today. I think so because the corporate life style, more benefits to employees are very much imitable by other companies. Any company that is doing very good financially can adopt these measures. There comes a......

Words: 321 - Pages: 2

Premium Essay

Google Case Study

...Chapter 1 Case Study Google 1. How is Google’s mission statement related to its business strategy? Google’s Mission statement is “ to organize the world’s information and make it universally accessible and useful” Google have avery simple strategy by providing free web services to internet users and try to generate income through advertisement. Google use AdWords and AdSense strategy allowing the companies to put their ads on the web page which is easily accessible by the customers.Google charge very minimum fee in return. Through Google web page the world is brought together and sin it is globalized is available in different local languages. 2. How does Google’s information systems strategy support its business strategy? Google IT encourage employees to spend twenty percent of there time on projects of their choices. This in return helps that the employees try to finish there projects on time. The The IT department also provides free and open access to employees but also at the same time have struck securty system to avoid breach of data. IT also balances buying and making its own software. It also make application like google Apps. 3. How does Google’s organizational strategy support its business strategy? Google provides very simple and easy process to generate Money.Google believes in free, creative and innovated work system. It allows it employees to work on projects of their choice. Google gives preference to hires smart people over experienced....

Words: 453 - Pages: 2

Premium Essay

Google Case Study

...Introduction Google Company has packed a lot into a relatively young life. Since Google was founded in 1998, it has grown to serve hundreds of thousands of users and customers around the world. Founders Larry Page and Sergey Brin met at Stanford University in 1995. By 1996, they had built a search engine (initially called BackRub) that used links to determine the importance of individual webpages. Now, Google is one of the big companies in the world. Google operating on a simple but innovative business model of attracting Internet user and earning revenue from targeted advertising. This report will be focused on how Google Company create strategy and apply their strategy in global market, which are including Google mission statement, how information system support their strategy, how organization strategy can support business strategy, what is generic strategy that using by Google, and type of market disruption. Discussion First, Google’s mission statement related to its business strategy. Google is an organization that once to provide information to the world in which it can be accessible easily and letting people make use of the information. "To make the world's information universally accessible and useful"(mission statement). Google works on a range of critical projects and issues--from growth strategies for exciting products like YouTube, Chrome and Mobile; to engineering prioritization and global 1 sales force alignment; to partner development......

Words: 1151 - Pages: 5

Premium Essay

Google Case Study

...Contents: Abstract 1. Introduction- statement of problem 2. Two perspectives on SHRM (i) Best Practices (ii) Best Fit 3. Best approach in different contexts 4. Summary – Google case study 5. Contingency perspective of organizational theory and Justification for application Conclusion References 1. Introduction: - This report is based on a case study of Google’s HR practices. Google Inc. is located at Mountain View, California is not simply known for its unique workplace culture but it also known for its advance innovation approach and HR programs. The HR practices at Google which are named as ‘people operations’ is intended to describe that HR is not merely an administration but rather it makes sure the strong relationship between employee and employer. The case encourages discussion on whether the company’s culture is truly emphasis on attracting and motivating the best employees or it is with a business motive. In order to present critical review of the case study , the concept of HRM as a new strategic approach to the management of people is discussed and two different approaches “best practices” and “best fit” is explained. In the end of the report, the case study is presented from “best fit” HRM perspective .Thus this case study helps us to analyze the two different HRM approaches are applied in the organizations. 2. Two perspectives on SHRM: - HRM has experienced a drastic change over the last few years.......

Words: 2670 - Pages: 11

Premium Essay

Google Case Study

...Google: New-Product Innovation at the Speed of Light 1. Based on the information in this chapter, identify major similarities and differences between the new-product development process at Google versus that found at most other companies. Google follows only five of the eight steps of the new product development process, which are: idea generation, idea screening, concept development and testing, and commercialization. The new product development process at Google is characterized by being fast, fluent, and without limits. Google encourages their employees to think outside the box and come up with new innovative ideas (idea generation and idea screening step). Then, once they have an idea proposed they send it to testing and start developing their product right away. They are not into having 2-year production and design plans (concept development and testing, and product development step). After this, they try to put a product into use no more than 6 months after development has started (commercialization). In the case of Twitter, they also come up with new ideas and some of them may be put to market without taking too much time developing the product. Similar to Google, Twitter keeps their innovations within the company. Nike is very different to Google. They do follow the eight steps in the new product development and take longer than Google to develop their products. Nike takes longer developing their products because they analyze and study what innovations......

Words: 569 - Pages: 3

Premium Essay

Google Case Study

...CASE STUDY: GOOGLE Google is a very successful information technology/web search company with more than 21,000 employees working in 77 offices located in 43 countries. It was founded in 1998 by Larry Page and Sergey Brin. According to the Google website, Google has grown by leaps and bounds since then. From offering search in a single language the company now offer dozens of products and services— including various forms of advertising and web applications for all kinds of tasks—in scores of languages. In 2010, Google’s revenue exceeded $29 billion. Probably one of the more interesting statistics associated with Google is that it receives well over one million job applications each year and hires only about .05 percent of them. This tells us two very important things about Google: lots of people want to work there and Google is very particular about who it hires. Google has made the Fortune list of 100 Best Companies to Work For every year since 2007. Let’s take a look at how the leadership practices at Google match up with The Engagement Formula. THE ENGAGEMENT FORMULA AT GOOGLE Step One: Create a Full‐Engagement Culture that Defines the Organization and Drives Performance A full‐engagement culture has the following four elements: Minimal Distractions—So Employees Can Focus on Performing Their Jobs Employees’ physiological and safety needs are very well satisfied at Google. According to the Google web site, “We provide......

Words: 5572 - Pages: 23

Premium Essay

Google Case Study

...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

Premium Essay

Case Study Google

... Japan Summary: Stanford graduates Serger Brian and Larry Page founded Google in September 1998. In June 2000 it became the largest search engine in the world. They used Page Bank technology to perfect their web search, it made it more accurate and precise. Google made money two ways advertising on its website and selling its technology to other sites. Google’s advertising revenues stood at 21.1 billion dollars in 2008. Google wanted to expand into international markets. By 2000 Google users could search contents on the site in 10 different languages. In the same year Google included a large collection of international websites stamping Google’s plan to expand in international markets. Google realized that they made were revenue from the international market. In 2007 you could search for content on Google in 120 languages, and 160 domains. ComScore Inc. is a global internet information provider ranked Google as the top worldwide search property in August 2007 with 37.1 billion searches. Google expanded its portfolio by introducing an array of software and added services. It found ways to import books, and Television shows in the search engine. They added YouTube and DoubleClick, the two largest video websites. Google’s rise to dominance in the search engine world saw a lot of opposition and law suits. Countries and other cultures didn’t want to see Google dominating them, so they demanded that Google censor its contents in search results according to government regulations...

Words: 885 - Pages: 4

Premium Essay

Google Case Study

...Teamwork "Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishment toward organizational objectives. It is the fuel that allows common people to attain uncommon results." -- Andrew Carnegie In today’s society, having a great product does not always ensure a successful company. There are numerous elements that will make or break a business. One of the fundamental elements of a successful business is a team of customer-focused team players. According to Katzenbach and Smith a team is “a small number of people with complementary skills who are committed to a common purpose, performance goals, and approach for which they hold themselves mutually accountable” (Katzenbach & Smith 1999). A company’s great product will not get made, sold, or distributed if there is no team. There are five components for the evolution of a team. Leadership becomes a shared activity, accountability shifts from strictly individual to both individual and collective, the group develops its own purpose or mission, problem solving becomes a way of life – not a part-time activity, and finally effectiveness is measured by the group’s collective outcomes and products (Katzenbach & Smith 2005). Becoming a True Team To turn Google’s HR group into an actual team, they would first have to establish shared leadership. Shared leadership being the “collective leadership by the team members and is described by collaborative decision-making and shared......

Words: 1004 - Pages: 5

Premium Essay

Google Case Study

...to the Internet behemoth the company is today, Google is no longer just a search engine. Google now boasts a full suite of web services and tools, from a cloud email service to a web browser to a social media network. Google’s founders built the company around 10 core principles. The on that stands out the most number 6: “You can make money without doing evil” (Thompson, Peteraf, Gamble, & Strickland). Since its IPO in 2004, Google has been a stock market success, consistently performing above the S&P 500 Index, even during the financial crash in 2008. Overall, the company’s financials are solid, with consistent growth in revenues, net income, assets, and stockholders’ equity. However, Google may have grown too rapidly, and it will be difficult for the company to maintain its high stock price and revenues growth while abiding by principle number 6. It follows logically that straying from this principle will result in Google also straying from principle No. 1: “focusing on the user experience instead of the company’s bottom line” (Thompson, Peteraf, Gamble, & Strickland). Primary Issue The primary issue facing Google was that the company was not keeping up with its core principles, specifically, number. 1: “Focus on the user and all else will follow”, number 2: “It’s best to do one thing really, really well” and number 6: “You can make money without doing evil” (Thompson, Peteraf, Gamble, & Strickland). Google is branching off into areas far from its core......

Words: 1242 - Pages: 5

Free Essay

Google Case Study

...1. Using Table 11–1 as a guide, what needs to be done to turn Google’s HR group into a true team? In order for Google’s HR group to be a true team, it needs all members of the group to work together. The group “develops its own purpose or mission. Problem solving becomes a way of life not a part time activity.” A team is more effective when they work together as a whole rather than individually. Members need to realize that everything becomes a shared group effort. Accountability shifts from strictly individual to individual and collective. It’s now a group rather than individually, workload is shared and leadership is shared. According to table 11-1, “effectiveness is measured by the group’s collective outcomes and products” (Kreitner & Kinicki, 2013, p. 301). 2. Should Google’s HR team members have been instructed ahead of time in the teamwork competencies in Table 11–3? Explain how it should have been done. I think Google’s HR team members should have been instructed ahead of time in the teamwork competencies. People are more successful when they know what is expected of them beforehand. According to table 11-3, you need to develop strong team competencies. This includes: orienting team to problem-solving situation, organizing and managing team performance, promoting a positive team environment, facilitating and managing task conflict and appropriately promoting defense of preferences when supported by logic based arguments. Real teamwork requires a concerted......

Words: 973 - Pages: 4

Premium Essay

Google Case Study

...GBA 490 4/7/2010 Case Report Table of Contents 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......

Words: 4116 - Pages: 17