2. Content
Company profile
PEST analysis
Five forces analysis
Value chain
Canvas model
Core problem
Differentiation matrix
Canvas model +5
Strategy

3. Mission & Vision
Google's mission is to organize the world's information and make
it universally accessible and useful.
Google's vision is to make search engines so powerful that they
‘understand everything in the world’

4. Company profile
Started in 1996 by Brin and Page, founded as Google in 1998
57% American kids say Google as their first word
620 Mln visitors daily
2013 consolidated revenu 50 bln, double digit growth every year

5. PEST analysis
Political
Social
Political stability
Entrepreneurial spirit
Intellectual property protection
Culture (gender roles)
Anit-trust laws
Demographics
Taxes
Skill of workforce
Growth market due to more and more internet usage
Economical
Level of education/Skill of workforce
Technological
Exchange rates
Innovation
Financial market stability
High costs
Government intervention free market
Rate of technological diffusion
Impact on VP in value chain

6. Five forces analysis
Threat of new entrants – MODERATE (high cash and infrastructure)
Threat of substitutes – LOW (no substitute for the internet)
Bargaining power of customers – STRONG (threat of substitutes in search and software)
Bargaining power of suppliers – LOW (strong market dominance)
Intensity of rivalry – MODERATE (Yahoo, MSN, IOS/Apple)
Complementors – LOW (Google is a self developer, Licensing)

7. Market Life Cycle

8. Value chain Model

9. Canvas Model

10. SWOT analysis
Strenghts – brand value, data mining, human capital
Weaknesses – privacy, Google+, one source of profit
Opportunities – web services, acquisitions, mobile internet
Threats – unprofitable products, litigation, excessive integration

11. Confrontation matrix
SWOT
Service
Acquisit Mobile
Profit
Legal
Integration
Brand
++
o
++
++
-
+
Data
++
o
++
++
--
o
HC
++
++
++
++
++
++
Privacy
o
o
--
-
--
--
G+
o
o
o
--
o
--
Profit S
++
++
+
--
--
++

12. Core problem
Some of its core strengths
(data mining, product integration)
are making Google
more and more unpopular. People do not like monopolies

13. Canvas Model +5

14. Strategy
Google must continue its position as market leader
Google Must cancel unprofitable and unpopular products (hardware?)
Google must develop new sources of income (web services)
Google must fight of any attack made by rivals
Google must make adds usefull (comparing prices, etc.)
Google must oppose intelligence agencies openly
Google must reduce legal expenses by 11% by 2016
Google must continue its acquisition strategy
Google must invest heavily to keep and acquire human capital
Google must maintain shareholder voting rights (80%) to keep strategic advantage