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Google's strategy
1. HISTORY AND ORIGINS




CAN YOU GUESS WHO THEYBRIN
     Larry PAGE   Sergey ARE???
HISTORY AND ORIGINS
Foundation 1998
Name origin “Googol”
Registration of company: Google
Incorporated
Office, a friend’s garage in Menlo Park ,
California
Outstanding firm that impacted our lives
HISTORY AND ORIGINS
One of the most powerful & most visited search
engines in the world
Attracts 61.9 % of all Internet searchers
20,000 employees worldwide
Google’s simplicity attracted Internet users
Organizational Culture makes them attractive
2.Business Model
Unique Business Model

Differs from its major competitors

“To organize the world’s information and make it
universally accessible and useful”  reflects their
Business Model

Offers the best and quality service to the users so that
their experience will lead to word of mouth & strong
traffic growth.
Business Model
“Google it” & “Our friend Google”
Collaborates and merges with top online firms
(YouTube, e-bay, Amazon)
Different marketing offerings (Gmail, Google
News etc.)
Provide services to online users
3. SWOT ANALYSIS

   Strengths
   Weaknesses
   Opportunities
   Threats.
STRENGHTS
Dependable, reliable and fast established a strong brand
name and image

Needs little to no marketing expenditure thanks to word-of-
mouth and viral publicity

Attraction of users thanks to its simple interface and straight-
forward layout

Low operation costs UNIX web servers to index over 8
MILLION web pages!

With outstanding corporate executives who all have at least
and MBA and PhD in various other disciplines relevant to
search engines, it continuously enhances search algorithms
to make searching faster, more efficient and more relevant
STRENGTHS
Search engines interface in 88 languages

up to date results by using state of the arts search engine technology

Stays impartial to advertisers… it separates relevant advertisements and actual results by
giving “sponsored links”

Users can “search by location”, showing results of retailers or products & services close by
their location

More than just a search engine: additional services such as Picasa (images), Group works
(google Docs), News, Applications (Google +), etc., by simply adding other “tabs” rather than
complicating it and putting these additional services along the side like a portal or forum

Once the inquiry is typed into the search bar, there is no delay with ads (for extra revenue)

Additional services that include Bluetooth, WiFi & 3G apps for android phones and tablets,
personalised toolbars, etc.
WEAKNESSES
Easily manipulative by spammers who want a certain page to be
ranked highest

Difficulty for marketers to predict where their adds would be
positioned and how much they would cost with the “Cost-per-Click”
advertising charging and ranking policy

 Google’s localised search algorithms sometimes result in errors due
to automated indexing

An opportunity that they did not capitalise on is that they do not have
highly personalised search by which they could charge users with
switching cost if they decide to leave Google’s services

Mostly dependant on its advertising revenue
WEAKNESSES
Risk of dead end for users how can find citations, but
sometimes cannot find the original text from which it
comes from
It is in the top of search engines, yet its results are
only 50 to 60% accurate
Its inability to monetise YouTube
Weak “social networking” presence
Doesn’t have a strategy for shrinkage
OPPORTUNITIES
Vast Opportunities
Use higher value content on the web
Become a mass market portal for users
Merge with already existing mass market portals
Provide more services      to   capture   more    market   (No
conventional Internet)
Increase overall ads spending online
New acquisitions
THREATS
Federal lawsuit due to the collection of search habits of
the consumer
Lose a considerable amount of revenue with portals like
AOL
Competitors can emerge with better interface and new
ideas Google lose market share
Cost-per-click policy disappointing the clients  loss of
clients
Merging can result in Google start losing its well-earned
THREATS
Losing control over Indexing policies

Censorship will be imposed

Library services become less visible

Users that do not get Institutional Subscription

High competition with firms like Yahoo and MSN

Privacy issues regarding the content ownership
4. MISSION


“Google's mission is to organize
the world's information and make
it universally accessible and
useful“
5.STRATEGY
“Have No Business Strategy”



True attention is a function of relevance.

strategy is to broaden this kind of relevancy
beyond search.

Google is quite simply an evolutionary
organization.
What Google Believes In
  “There are ten things that google claims to know to be
  true.“

1. “Focus on the user and all else will follow.“

2. “It’s best to do one thing really, really well.“

3. “Fast is better than slow.“

4. “Democracy on the web works.“

5. “You don’t need to be at your desk to need an answer.“
What Google Believes In
  “There are ten things that google claims to know to
  be true.“
6. “You can make money without doing evil.“
7. “There’s always more information out there.“
8. “The need for information crosses all borders.“
9. “You can be serious without a suit.“
10. “Great just isn’t good enough.“
INTERESTING TITBITS
Advertising is Google’s main income
96%
Google has more than…

     8 BILLION
INDEXED WEB PAGES !
INTERESTING TITBITS
Microsoft was trying to tell the world that Google isn’t
like them…
  dominate in their core industry
  Target for antitrust allegations
  Creating platforms that keep the user in each company’s
  ecosystem
Privacy is one of the most debated topics of concern
VIDEO
Do you have any Questions?



       THANK YOU
     FOR LISTENING!

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Google's strategy

  • 2. 1. HISTORY AND ORIGINS CAN YOU GUESS WHO THEYBRIN Larry PAGE Sergey ARE???
  • 3. HISTORY AND ORIGINS Foundation 1998 Name origin “Googol” Registration of company: Google Incorporated Office, a friend’s garage in Menlo Park , California Outstanding firm that impacted our lives
  • 4. HISTORY AND ORIGINS One of the most powerful & most visited search engines in the world Attracts 61.9 % of all Internet searchers 20,000 employees worldwide Google’s simplicity attracted Internet users Organizational Culture makes them attractive
  • 5. 2.Business Model Unique Business Model Differs from its major competitors “To organize the world’s information and make it universally accessible and useful”  reflects their Business Model Offers the best and quality service to the users so that their experience will lead to word of mouth & strong traffic growth.
  • 6. Business Model “Google it” & “Our friend Google” Collaborates and merges with top online firms (YouTube, e-bay, Amazon) Different marketing offerings (Gmail, Google News etc.) Provide services to online users
  • 7. 3. SWOT ANALYSIS Strengths Weaknesses Opportunities Threats.
  • 8. STRENGHTS Dependable, reliable and fast established a strong brand name and image Needs little to no marketing expenditure thanks to word-of- mouth and viral publicity Attraction of users thanks to its simple interface and straight- forward layout Low operation costs UNIX web servers to index over 8 MILLION web pages! With outstanding corporate executives who all have at least and MBA and PhD in various other disciplines relevant to search engines, it continuously enhances search algorithms to make searching faster, more efficient and more relevant
  • 9. STRENGTHS Search engines interface in 88 languages up to date results by using state of the arts search engine technology Stays impartial to advertisers… it separates relevant advertisements and actual results by giving “sponsored links” Users can “search by location”, showing results of retailers or products & services close by their location More than just a search engine: additional services such as Picasa (images), Group works (google Docs), News, Applications (Google +), etc., by simply adding other “tabs” rather than complicating it and putting these additional services along the side like a portal or forum Once the inquiry is typed into the search bar, there is no delay with ads (for extra revenue) Additional services that include Bluetooth, WiFi & 3G apps for android phones and tablets, personalised toolbars, etc.
  • 10. WEAKNESSES Easily manipulative by spammers who want a certain page to be ranked highest Difficulty for marketers to predict where their adds would be positioned and how much they would cost with the “Cost-per-Click” advertising charging and ranking policy Google’s localised search algorithms sometimes result in errors due to automated indexing An opportunity that they did not capitalise on is that they do not have highly personalised search by which they could charge users with switching cost if they decide to leave Google’s services Mostly dependant on its advertising revenue
  • 11. WEAKNESSES Risk of dead end for users how can find citations, but sometimes cannot find the original text from which it comes from It is in the top of search engines, yet its results are only 50 to 60% accurate Its inability to monetise YouTube Weak “social networking” presence Doesn’t have a strategy for shrinkage
  • 12. OPPORTUNITIES Vast Opportunities Use higher value content on the web Become a mass market portal for users Merge with already existing mass market portals Provide more services to capture more market (No conventional Internet) Increase overall ads spending online New acquisitions
  • 13. THREATS Federal lawsuit due to the collection of search habits of the consumer Lose a considerable amount of revenue with portals like AOL Competitors can emerge with better interface and new ideas Google lose market share Cost-per-click policy disappointing the clients  loss of clients Merging can result in Google start losing its well-earned
  • 14. THREATS Losing control over Indexing policies Censorship will be imposed Library services become less visible Users that do not get Institutional Subscription High competition with firms like Yahoo and MSN Privacy issues regarding the content ownership
  • 15. 4. MISSION “Google's mission is to organize the world's information and make it universally accessible and useful“
  • 16. 5.STRATEGY “Have No Business Strategy” True attention is a function of relevance. strategy is to broaden this kind of relevancy beyond search. Google is quite simply an evolutionary organization.
  • 17. What Google Believes In “There are ten things that google claims to know to be true.“ 1. “Focus on the user and all else will follow.“ 2. “It’s best to do one thing really, really well.“ 3. “Fast is better than slow.“ 4. “Democracy on the web works.“ 5. “You don’t need to be at your desk to need an answer.“
  • 18. What Google Believes In “There are ten things that google claims to know to be true.“ 6. “You can make money without doing evil.“ 7. “There’s always more information out there.“ 8. “The need for information crosses all borders.“ 9. “You can be serious without a suit.“ 10. “Great just isn’t good enough.“
  • 19. INTERESTING TITBITS Advertising is Google’s main income 96% Google has more than… 8 BILLION INDEXED WEB PAGES !
  • 20. INTERESTING TITBITS Microsoft was trying to tell the world that Google isn’t like them… dominate in their core industry Target for antitrust allegations Creating platforms that keep the user in each company’s ecosystem Privacy is one of the most debated topics of concern
  • 21. VIDEO
  • 22. Do you have any Questions? THANK YOU FOR LISTENING!