Google Case Analysis

I chose Google for this case study. Google has been both a pioneer and is a leader in the online world. Founders Larry Page and Sergey Brin met at Stanford University in 1995. By 1996, they had built a search engine (initially called BackRub) that used links to determine the importance of individual webpages. Google.com was registered as a domain on September 15, 1997. The name - a play on the word "googol” - reflects Larry and Sergey 's mission to organize a seemingly infinite amount of information on the web. Google is most profitable through its online advertising though it has also become very popular in many realms of the online world and technology both.

Today, Google, Inc. is worth more than General Motors, McDonald's and Disney combined, and the company continues to model the way in the global technology industry in which it competes. In fact, the company's name has become a verb and it is common practice for consumers to "Google" what they want to find online. To determine how Google, Inc. reached this dazzling level of performance in a relatively short period of time, this paper provides an analysis of the three external environments in which Google competes, the general environment, the industry environment and the competitor environment. Next, a discussion of two specific strategic issues as well as opportunities and threats that are facing Google, Inc. is followed by a summary of the research and important findings in the conclusion.

In a world of ever evolving technology, it has become increasingly difficult for many leaders to censor and control the flow of information. The development of the Internet throughout the nineties has created a cosmopolitan world in which people from across the earth can communicate and share ideas and information. The development of Internet technology and social media web platforms have led to an increased desire for democracy in many areas of the world; however, some nations have worked to curtail the freedom of information flow by developing complex Internet censorship programs. While Internet censorship is a highly relevant topic in today’s society, it is mainly viewed as a problem in non-democratic countries. While at there is merit to this viewpoint, censorship is a much more universal obstacle than most people realize.

Google Company is one of the global leaders in technology and in enabling people access information from the internet through their efficient search engines. Google immediately gained the attention of the internet sector for being a better search engine than its competitors (Wheelen, Hunger, Hoffman, & Bamford, 2015). This was after a tremendous effort in marketing their services and capturing a large market worldwide. However, there being so many risks and challenges in this line of business Google has had the urge to come up with new strategies so that they are able to overcome any challenge before them. The major problem that Google has

China has had strict censorship since the Communist Party took over in the late 1940’s. Censorship was a large part of communist governments and is one of the biggest ideals of the party’s form of rule. China has had strict censorship to prevent people from seeing things that could hurt their name as a country. Recently though, China has began to become more capitalistic and communism is slowly fading from the country’s government. With the grip of communism loosening on China, some officials are saying that it’s policies should also be revised, especially censorship. “Vice Chairman Luo suggested that the government engage in “precision” censorship, which would involve tightening restrictions for websites that pose an actual threat to the state and loosening restrictions elsewhere” (Source C). Luo is the vice chairman of the Chinese People’s Political Consultative Conference (CPPCC) and he believes that the government censors many unnecessary websites. Chairman Luo thinks that China should start to weaken its efforts of censorship and censor only the things that can actually create a threat. China is known for censoring a lot of western websites and he believes that censoring these is a waste of resources and should be spent on censoring things that matter. This article shows that even government officials believe that censorship is no longer necessary and should only

Corporations that move into China have long recognized that internet censorship is a fact of life. In 2006,

Google is a multinational corporation that serves thousands of consumers worldwide. Through Internet related products such as Internet searches, maps, emails, mobile apps, and other online contents for users Google became the company it is today. Every employee of Google is different in his or her own way; making it a well-diversified organization similar to the global audience they serve. Google’s mission statement is to organize information from all around the world and make it universally accessible at a quick and orderly fashion. This means creating a search engine smart

Google is a company that was conceptualized in a dorm room by two Stanford University college students in 1996 (Arnold, 2005, p. 1) and has morphed into one of the greatest technological powerhouses in operation today. What began as merely a means to analyze and categorize Web sites according to their relevance has developed into a vast library of widely utilized resources, including email servicing, calendaring, instant messaging and photo editing, just to reference a few. Recent statistics collected by SearchEngineWatch.com reflects that of the 10 billion searches performed within the United States during the month of February, 2008, an impressive 5.9 billion of them were executed by Google (Burns, 2008). Rated as Fortune Magazine’s

Advertisers: There is a very strong positivecross network effect for advertisers as they would have to follow the target market irrespective of the cost implications. Therefore, the increase in number of searchers will result an increase in number of advertisers.

Internet in China is owned by the government. The Chinese government monitor and control all online access routes by using a highly advanced and extensive gatekeeping program (The Economist, 2013) known as the Great Firewall of China. Internet is China is so strictly controlled that businesses and individuals may only rent “bandwidth from state-owned entities” (Herold, 2012).

Google is the most successful information technology and web search company in the world. It was founded in 1998 by two Stanford Ph.D. students, Larry Page and Sergey Brin. The company name, Google, is a play on the word “googol” which is a mathematical term for the number 1 followed by 100 zeros. Larry Page and Sergey Brin chose this name to reflect the large amount of information on the web. The two created this search engine so that people can find anything on the web all in one place. The company’s mission is “to organize the world’s information and make it universally accessible and useful.” Now, the company is far more than a search engine website, it has grown to be a substantial collection of products and services that are

In 1998, Stanford University graduates Larry Page and Sergey Brin combined their ingenuity and built a search engine called “BackRub” that evolved into what is now known as Google. Google, with over 150 domains, now functions as a search engine that offers many different products and services including web applications, advertising, sports scores, stock quotes, headlines, addresses, videos, etc. Google’s focus is “to provide useful and relevant information to the millions of people around the world as they rely on us (Google) to provide the answers they are seeking.”

The strategy of implementation of an established dot com company, struggling to leverage current advertising methods with business objectives.

In this case, Google’s searching time increases almost double compared with the US. [5] Hence, Google owned 26% share of searches in China in 2008, while there were 63% of shares held by local search-based browser Baidu. [2] Hence, Google faces dilemma of whether standing for its value of increasing the world’s information accessibility or continuing business in China by following its rules. Therefore, Google should formulate a consistent global policy that follows local content restriction but discloses reasons to users that search result is failed because of legal restriction from local authority. It can avoid breaking legal law while remaining trustful image from internet users.

As we can infer from the table above, Google‘s mission is consistent with its objectives in terms of how they complement each other. In its mission, Google promises to organize the world’s information and make it available for everyone to access. On the other hand, Google’s first objective is to provide information independent of any financial incentives. Moreover, they clearly state that their profits are mainly derived from advertising while information providing is for free. Google focuses on improving its operation by achieving higher quality products in order to better satisfy consumers, while the objectives precisely states that Google will employee all potential technological developments to improve users’ experience.