1. By-
Hrucha, Supreet, Jayesh, Jil
STRATEGIC MANAGEMENT
CASE PRESENTATION
GOOGLE

2. GOOGLE
Product Timeline

3. GOOGLE
Market Share
67.49
10.77
10.67
8.13
Total Search Engine Market Share
Google Global
Yahoo Global
Bing
Baidu

4. GOOGLE
Revenue
59
4.6
3.2
5.25
Revenue in $ (billions)
Google
Yahoo
Bing
Baidu

5. GOOGLE
Product Offerings

6. GOOGLE
Levels of Strategy
Corporate
level
Business
level
Functional
level
• Stability - Stability approach to
set a steady course
• Growth - Sustainable growth
strategy
• Retrenchment – Orkut (Sept
2014)
• Combination type - many times
• Focus on the user
• Believes in constant
improvement
• Speed is priority
• Democratic approach is used
• Hungry of betterment
•Work from home
•Innovation labs
•Individual startups

7. GOOGLE
Primary Strategy
Focus on Differentiation through
• Robust data centers world over
• Unique page search algorithm
• Continuous improvement through innovation

8. GOOGLE
Secondary Strategy
Focus on growth and expansion
• Mergers & Acquisitions in related segments
(YouTube, Android, Motorola)
• Innovative products (Cloud computing,
Mobile computing, Gmail, Social Media, etc)
• Quick adoption of new technologies
• Forming strategic alliances to avail product collaborations

9. GOOGLE
Internal Environment Analysis
•Competition
from Facebook
•Mobile
Computing
•Competition
from Facebook
•Mobile
Computing
• Android OS
• Diversification
into non-Ad
business models
• Google Glass and
Google Play
• Cloud computing
• Android OS
• Diversification
into non-Ad
business models
• Google Glass and
Google Play
• Cloud computing
• Excessive reliance
on secrecy
• Privacy issues
• Falling ad rates
• Lack of
compatibility with
next-gen devices
• Excessive reliance
on secrecy
• Privacy issues
• Falling ad rates
• Lack of
compatibility with
next-gen devices
• Market leader in
search engines
• Ability to generate
user traffic
• Revenue from Ads
and Display
• Introduction of
Android and
mobile
technologies
• Market leader in
search engines
• Ability to generate
user traffic
• Revenue from Ads
and Display
• Introduction of
Android and
mobile
technologies
Strengths Weaknesses
ThreatsOpportunities

10. GOOGLE
External Environment Analysis
PESTEL Analysis
POLITICAL
• Globalization
(opportunity)
• Stable political
climate in most
of the major
markets
(opportunity)
• State-sponsored
online
companies
(threat)
ECONOMICAL
•Economic stability
of most major
markets
(opportunity)
•Rapid growth of
developing
countries
(opportunity)
•Growing interest
in sustainable
business
(opportunity)
SOCIAL
• Increasing use
of social media
(threat)
• Rising diversity
of users
(opportunity)
TECHNOLOGICAL
• Growing
Internet access
in developing
countries
(opportunity)
• Rapid adoption
of mobile
devices in the
global market
(opportunity)
LEGAL
• More
regulations on
online privacy
(opportunity)
• More
regulations on
intellectual
property rights
(opportunity)

11. GOOGLE
External Environment Analysis
Competitive
Rivalry with
existing firms
(Moderate)
Threat of
substitution
(low)
Bargaining
power of
suppliers
(low)
Threat of
new
entrants
(high)
Bargaining
power of
buyers (low)

12. GOOGLE
BCG Matrix
High Market Share
High Market Growth Low Market Growth
Low Market Share

13. GOOGLE
BCG Matrix
STAR
• YouTube
• Android
• Gmail
• Google+
CASH COW
• Search Engine
• Advertising
QUESTION
MARK
• Google Docs
• Google Drive
• Google Glass
DOGS
• Orkut
• Google News
• Google Group
• Google Reader
High Market Share
High Market Growth Low Market Growth
Low Market Share

14. GOOGLE
Strategy & Growth

15. GOOGLE
Re-structuring Strategy

16. THANK YOU