Google's Bcg Matrix

1043 WordsNov 18, 20105 Pages
Google is the crucial contributor to make global village possible by interlinking every part of world together via internet. It is also excellent in diversifying risk by creating different businesses including search appliance, mobile search, cloud computing and internet advertising. This article is divided as two parts---first part is to analyze Google’s businesses by using BCG matrix. [1] Then, another part is useful recommendations on how Google can formulate corresponding strategies to capture and sustain competitive advantage in each business. BCG matrix is commonly used to analyze business portfolio by comparing relative ratio of one’s market share to the largest competitor’s in the industry. Google’s search industry is cash cow…show more content…
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. In conclusion, Google’s various businesses are in different market conditions, for example, search industry in mature market, mobile search and clouding computing in growing markets as well as search-based business in emerging markets like China. Hence, Google should formulate technological innovation strategy and apply “act global, think local” approach to grow different markets and sustain competitive advantages. Reference: [1] BCG Matrix: Boston Consulting Group Matrix [2] John E. Gamble. , retrieved from University of South Alabama [3] All about Google. Retrieved from [4] Google’s strategy unveiled: a little bit of everything you do. Retrieved from

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