...the world’s information and make it universally accessible and useful. 2010: Google launched the Nexus One mobile device 1998: Sergey and Larry were able to get rid of Spam results 1999: Google had index of 1 billion pages Reading Assignment Read the Google case and Sections 15.1 – 15.4 and 15.10 of the text and think about the questions presented at the end of the case. In addition, think about: 1. How does Google generate search results? 1999: Google depended on algorithmic search -PageRank algorithm favored pages that wee linked to other pages 2. How does Google generate revenue? 1999: Generated revenue by licensing software to other search engines Cost-per-impression: Google charged advertiser every time a user VIEWED an ad (didn’t have to click) 2003: AdSense – showed relevant sponsored links on a website. Paid Listings Revenue Depended on: Coverage rates Click through Rates Average CPC Revenue Splits 3. What is their key value discipline? 4. While some of the non-search products they offer for free create opportunities to show sponsored ads, others, such as Google Earth, do not. Some of these products are very expensive to develop. How do they generate value for Google? 5. Which markets represent Google’s best bets for growth? 6. What firms are the most significant threats to Google? Why? Case Write-up 1. What is Google’s key value discipline? ...
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...The Academy of Economic Studies Marketing strategy of Aura Scarlat Elena Nichifor Ioana Carmen Mechis Ioana Petric Magda Ungureanu TABEL OF CONTENT Introduction …………………………………………………………………..…………….….… 3 1. Situation analysis ………………………………………………………….…………….……4 2.1. Industry analysis …………………………………………….……………….4 2.2. Sales analysis . …………………………………………….…………………5 2.3. Competition analysis ………………………………………………………...6 2.4. SWAT analysis ………………………………………………………............7 2.5. Analysis of marketing strategy …………………………………………….8 2. Marketing strategy . ………………………………………………………..............................9 3.6. Marketing segmentation strategy …………………………………………… 9 3.7. Targeting strategy and position in map ……………………………...……...12 3.8. Product life cycle ……………………………………………………….......14 3. Marketing programs ………………………………………………….…….............................16 3.1. Marketing mix ……………………………………….………………...........16 3.2. Loyalty programs ……………………………………………………….......18 3.3. Customer service and support ………………………………………………20 3.4. Market research ………………………………………………………..........22 3.5. Trust & Credibility ……………………………………………………….....25 4. Implementation plan ………………………………………………………...........................28 4.1. Product design and development . ………………………………………….28 4.2. Marketing and sales ………………………………………………………...29 4.3. Scheduling Gantt ………………………………………….…………….......30 5. Financial information …………………………………………………….…... …………….32 5.1....
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...Google's HR Dilemma Google started by 2 Stanford University graduate students Larry Page and Sergey Brin Beginning in 1996, where they built a search engine called “BackRub” that used links to determine the importance of individual web pages. By 1998 they had formalized their work, creating the company you know today as Google. Since then, the company based on a simple approach to search has become a leader in IT and one of the big companies in the world having ranks in top 100 best places to work in and highly profitable IT web based and development companies. Google started with 20 employees in 1988 and since then, the company has grown to more than 20,000 employees worldwide, with a management team that represents some of the most experienced technology professionals in the industry 2000. Google attraction was not just its innovative technology in web browsing or it is lucrative return on employment that engineers and other people sow, it was a culture that the founders has created, embraced and emphasized as a unique way or working and producing efficiently, they have created a new working environment that is now a culture called the Google Culture. What is this culture that is praised by many and citizen by other? Culture refers to an organization's values, beliefs, and behaviours. In general, it is concerned with beliefs and values on the basis of which people interpret experiences and behave, individually and in groups. Usually in most cases, a company is a...
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...related searches and the positive impacts of Google’s competencies towards its business model. Moreover, this report provides recommendations that Google are effectively able to utilise. Introduction Google, a provider of multiple products and services, with the mission to “organise the world’s information and make it universally accessible and useful”, is the number one web search engine. Additionally, Google has an old online shopping service site whose rivals include Amazon and eBay (Newth, F 2012). However, recently, in 2012, Google announced its adaption of a new paid model, where retailers were now starting to get charged. Moreover, the bases discussed throughout the report will be grounded in Google’s competency test, and its impact towards Google business model (Newth, F 2012). Google’s development of new strategicresources, dynamic capabilities and core competency Google’s recent change of passing on costs, a fee, to online retailers who display their products on the Google online shopping site (Hartwig, J. I 2012), will require Google to develop new strategic resources, dynamic capabilities and a core competency. Firstly, developing new strategic resources to work aside Google’s new paid model (Hartwig, J. I 2012), will mean that Google will need to improvise on teaching Google employees currently working in the Google online shopping sector, to adapt to the new changes appropriately, through being educationally mentored on new policies, procedures and most importantly...
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...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...
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...CASE 5: Google’s Strategy in 2009 1. BACKGROUND INFORMATION |Timeframe |Country(s) Involved |Key Individuals & Titles |Company Type & Size | | | | |Google is one of the leading internet technology and | |1994-2009 |USA, Worldwide |Larry Page and Sergey Brin – founders|advertising companies in the world. The company generates 97% | | | |David Filo – Yahoo Co-founder |of its revenues in both 2008 and 2009 from its search-based | | | |Erick Schmidt - CEO |advertisers. Besides, it maintains a large index of web sites | | | | |and other online content, which are freely available through | | | | |its search engine. | 2. BRIEF SUMMARY OF CASE SITUATION |Business or Industry Description |Particular Company Situation | |The industry includes enterprises that operate search engines, internet portals and| ...
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...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...
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...Google Free Food Strategy Franklin Seldon Business Management Professor: Brian Grizzell Google Free Food Strategy The Google culture can be defined as the most positive, influential, all encompassing, productivity- inducing environments. They maintain a casual and democratic environment in the office. The company maintains a limited number of upper management teams, in order to make the low level employees feel free to be innovative. Google’s mission statement is to organize the worlds information and make it universally accessible and useful. Google believes that building great products depends on great people. Google has consistently shown that. Google believes these 10 things to be true. They wrote these things down when they were just a few years old and constantly revisits these to make sure they still hold true. 1. Focus On the user and all else will follow 2. Its best to do one thing really, really well. 3. Fast is better then slow 4. Democracy on the web works 5. You don’t need to be at your desk to need an answer 6. You can make money without doing evil. 7. There is always more information out there 8. The need for more information crosses all borders 9. You can be serious without a suit 10. Great just isn’t good enough All of these quotes is what they user in their business practices and this also transform into the Google culture. Google Business Culture Founded in 1998 by two Stanford University PH. D students. Google name is a play...
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...1 INTRODUCTION 1.1 Overview of Organization Larry Page and Sergey Brin founded Google in 1995 while they were doing their Ph.D at Stanford University. Google has become the world’s most popular search engine since then and can attribute its success to an innovative marketing plan. The culture of Google is similar to many of the dotcoms of the 90’s. Most employee workstations are surrounded by leisure activities such as rollerblading, coffee lounges and an array of toys, such as scooters and rubber balls, strewn throughout the building. The culture was built to suit the habits of a generation of computer nerds who were tired of sitting in cubicles.. Google is unique in where the employees really had helped develop a tool that was needed by everyone who had an internet connection. It found a good market niche and followed the path of innovation to market itself as the strong company that everyone knows today. On September, 1998, Google was incorporated as a privately held company. The company has a mission statement “ to organize the world’s information and make it universally accessible and useful”. In 2004, Google moved to its headquarters in Mountain View, California, which is known as “ Googleplex”. Google Inc. owns and operates six Google Modular Data Centers across the U.S., one in Chile, one in Finland, one in Ireland, one in Belgium, one in Singapore and one on Taiwan. The company recently built up three more data centers at a cost of more than $200 million in...
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...Week 4 Assignment 1 Innovation from Googles free Food Strategy BUS 302 Management Concepts Strayer University Instructor: Written By ABSTRACT We will be looking at the Forbes Magazine’s “Best Company to Work for in 2014” number 1 ranked company Google. The very successful Technology Industry based company has been very successful and been named as the best employer to work for several times since it opened its doors in 1998. We will look at their Mission Statement and business strategy and how they use employee benefits to draw and keep the best employees. Mission and Business Model Googles Mission Statement is one that does not include a lot of the components that are used to evaluate a quality mission statement. It fails to accompany the customer, concern of survivability or public image amongst other things, but at the sometime this small open minded Mission Statement accomplices the company as a whole and their “Open Innovation” philosophy. (Jurevicuis, 2013) “Google’s mission is to organize the world’s information and make it universally accessible and useful.” “Google’s mission is to organize the world’s information and make it universally accessible and useful.” The Google business model is a ‘Business Model Canvas’. As a world leading Technology Company and the most popular search engine on the internet. They have built an extremely successful primary pay stream with the Cost per Click (CPC) in which advertisers pay each time a user clicks...
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...Assignment Two: Human Resource Strategies of Google, Inc. & Wegmans Food Markets, Inc. BUS 508-Contemporary Business Alisha Ball Dr. Solomon Fakinlede Strayer University Compare and contrast the two (2) industries you have identified in terms of size, products, services, customers, economic and regulatory environment. Human resource management/ strategies refers to a various number of policies as well as practices that influence an organization significantly. It is related to employee behaviors, attitudes, as well as performance. These strategies are used to give organizations a competitive advantage particularly in the areas of recruitment, training and development, and diversity management. These policies and strategies help promote the practice of helping organizations to achieve their business goals as well as objectives by developing the knowledge and skills of employees in order for the organization to meet its mission as well vision. These strategies are often very strategic as well as goal oriented and helps organizations adapt to change as well as meet the needs of the consumers that they serve. These strategies help to make organizations some of the best companies to work for. Google, Inc. ranks number one on the 2015 Fortune 100 Best Companies to Work For. Google is a global company that develops technology including web browsers, smartphones, smart contact lenses and social media apps to help keep people connected. Their innovative technology as...
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...Case Study of Google in China Case Study of Google in China The SEO Consultants (2010) website highlights Google as the number one leading internet search engine within the United States today. In earlier years, the managers’ of Google recognized to remain competitive they needed to enter into the international territory of China. Shortly after launching the search engine in China from the home base of the U.S., the Chinese government blocked the site to prevent users from access to information the government deemed should be censored. Once unblocked, the government censored the search results users of China received. Google management determined they needed to base an operation center within China to better service users and fully tap into this market; however, there were many hurdles including values and ethics that needed consideration (Hill, 2009). Legal, Cultural, and Ethical Challenges Google’s mantra and mission of “don’t be evil” reflects the values of the company. Originally it simply meant to always provide the end user with only the highest quality of search results, but over time the company embraced it as their way of doing business. The culture within China is very different than that of the U.S. With the company physically placing operations in China, their Chinese operations would be subject to the laws and censorship of China. This presented an ethical challenge to Google management, as their commitment has always been to provide the end user...
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...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....
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...Learning Outcomes and Assessment Feedback |Name of the Assessor | | | | | | |Learning Outcomes |Assessment Criteria (AC) |Assessor Feedback | |LO 1 |TASK | | |Understand the importance of |Evaluate current creative and innovative | | |creative and innovative management |management processes in an organization | | |in organizations | | | | |Explain how to lead others to positively | | | |embrace innovation and change | | |LO 2 | | ...
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...04.FEBRUARY.2015 Case Study Of Google, Inc. Innovation and Entrepreneurship By Wei, He (Vivian.H) Table of Contents What are the major problems facing Google in 2009 ........................................................... 3 Losing employees .................................................................................................................. 3 Stock prices going down ...................................................................................................... 3 Maintain company corporate culture in entrepreneurship and innovation ................... 3 Product not making money ................................................................................................. 4 Decrease in advertising revenue.......................................................................................... 4 What are the implications, opportunities and threats presented to Google ....................... 4 Strategies ............................................................................................................................... 4 Opportunity .......................................................................................................................... 5 Threats................................................................................................................................... 5 Explain what was the primary strategic inflection point for Google .................................. 6 Calculate the key profitability, and...
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