The Strategic Analysis of Google, Inc. Essay

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Running Head: THE STRATEGIC ANALYSIS OF GOOGLE, INC. 1

The Strategic Analysis of Google, Inc. Laura P. Fann Mount Olive College

Tillman School of Business BUS 370, International Business Management Dr. Khalid Dubas, Professor of Marketing March 16, 2012
THE STRATEGIC ANALYSIS OF GOOGLE, INC. 2 Introduction
Company History
Google made it’s beginning in 1996 as a search engine that used links to determine the importance of individual web pages. In 1998 its founders, Stanford University graduate students, Larry Page and Sergey Brin formalized their work, creating the company we know today as Google. The company
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This is down 2 percent from December. Google led the way with 11.8 billion of the total searches (down 2 percent from December); Bing ended up with 2.7 billion (down 2 percent), followed close by Yahoo with 2.5 billion (down 5 percent). Ask Network had 527 million searches (down 1 percent), followed by AOL with 277 million (down 3 percent). (Goodwin, 2012) Strengths Google is renowned for its search engine technology and is second to none in the search engine marketplace as it stands. Among its competitors (Yahoo, AOL, msn, infoseek, ask jeeves, etc.), Google quickly became a household name as searchers discovered that it was not your average search engine. Google set itself apart from its competition by providing more unique information in its searches than the other available search engines. (Alex Harrison, 2011) Google has developed a strong brand equity which tops the list of the world’s most powerful brands averaging about 30% growth this year. (Manjoo, NOV2011, Issue 160) Google occupies a place at the top of the minds of online consumers. The word “Google” and “search” are used synonymously. A Google search has become the most recognized method to find information on the internet. (Alex Harrison, 2011)

THE STRATEGIC ANALYSIS OF GOOGLE, INC. 5
Website owners are drawn to using Google because of the company’s ability to help these site owners create useful information. Google Ad words are an advertising platform that places
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