Corporate Strategy - Case Study - Google
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Corporate Strategy - Case Study of Google including PESTEL Analisis - ESCP Europe
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Corporate Strategy - Case Study - Google
- 1. Case Study : Google Vincent ARGENTON Gil DGHAILI Yana ILIEVA
- 7. Competition « Who’s afraid of Google ? Everyone. » What are the main competitors ?
- 15. Strategy Strategy ties the company to its environment
- 20. Strategy Key success factors Corporate Culture Innovative technology Brand Name Company
Notes de l'éditeur
- 99% of the revenue comes from online advertising programs 1% license
- The business of Google is not selling search engine or applications, it’s business is selling web advertisement. How ? Using the search traffic by displaying ads on its own product The costumers are the advertisers and publishers that what to attract people on their website
- What’s boost the business, the more the ads are efficient and performance, the more it’s attract advertisers, the more google gets revenues. What’s makes google ads so powerful, it’s the number 1 search engine in the world so it generate lot of traffic, it rely on different support like mail and videos, it also rely on relevant ads depending on the content of the pages.
- 99% of the revenue comes from online advertising programs 1% license
- 2 main historical competitors are Yahoo ! And MSN that provide search engine. Bing is a search engine developed by Microsoft and integrated on MSN and Yahoo! Recently Google extend its product and play with Ebay, Amazon, Microsoft.
- 99% of the revenue comes from online advertising programs 1% license
- Politics can influence the adoption of new technologie, like in Europe by encourage network dvp Regulation can also block Google progression, like in China with the censoring
- Google growth is related on one hand to his stock market which permit investments, on the other the clients number, I mean the advertiser. Forex is also a constraint with the currency €/^$
- About Social Factors, demography is important element especially the number of internet users. The trends of user are also to take in account. Brand reputation makes people attracted by the company.
- Google is very up to date with technology matters, the company will depend on the evolution of technologies , as well on the evolution of the Internet. Network and infrastructure are also implied The mobile phone market which is booming is also to take into account
- Let’s finish the external environment with legislation, Privacy concerns and competition law could be threat, Here is an example with google street view where you can see people in the street, about the competition law, I mean monopoly which is forbiden in by European Commission
- 99% of the revenue comes from online advertising programs 1% license
- Yahoo: search engine and advertsing business Microsoft/BING: competing in the search engine, and softwares, like word, excel, office tools, emails with gmail
- SURPRISE
- 99% of the revenue comes from online advertising programs 1% license
- users see google as a dependable, reliable and fast search engine. Said otherwise, it gives updated & relevant information fast Innovative products :customized homepage, gmail, agenda, google earth, google maps, online office tools, localized search, picassa, etc…
- Weakness: investors are cautious with the management model of google , 80 PERCENT CONTROLLED BY THE TOP 3
- Waiting for permission from US justice court concerning the creation of an online digital library ANDROID OPERATION SYSTEM
- - in coming years with same services, better interface and can catch up Google’s market. with allowing advertisers to select certain trademarked terms as keywords - european commissionhas voted an antitrust law, to promote competition and avoid monopoly Affect the quality of their service
- 99% of the revenue comes from online advertising programs 1% license
- USERS LOOK FOR THE RELEVANT RESULTS – THAT’S THE MOST IMPORTANT THING GOOGLE SHOULD CONCENTRATE ON Google’s core competence is its strong search technology which gives accurate results • Google should also put in efforts to improve its search algorithms and stop spammers from spoofing and getting their pages ranked high.
- 99% of the revenue comes from online advertising programs 1% license
- users would choose the one who gives most accurate search results SERVICE QUALITY It is not recommended for Google to merge with mass-market portal. Though that would help Google in securing users and advertisers but it would also harm Google’s independent growth. Google has cutting edge technology and excellent minds behind it and it should use that in providing users with 100% relevant search results. Though rival portals are coming up with strategies to handcuff users but finally. Thus, Google should keep updating its technology and services with the same simplicity and comprehensiveness as it has been providing since its establishment.