Google Case

Contents General Environment 2 Economic Characteristics 3 Porter’s Five Forces Model for the Search Engine Industry 4 Porter’s Five Forces 5 Three Driving Forces 8 Competitors 9 Key Success Factors 10 Summary 11 Strategy 12 Financially 13 Strengths and Weaknesses 15 Functional Strategies 16 Problem 17 Alternative 1 Description 20 Alternative 2 Description 22 Evaluations 26 Decision 28 Implementation 29

General Environment In terms of the internet and search engine industry there will always be numerous external factors that are influencing Google and will force it to adapt in order to continue its success and market edge. Although all of these changes can be a threat for Google, and they also represent an excellent chance for Google to improve their company and products offered. One of the biggest external factors that influence Google is the constantly changing Mobile technology and communication market. Phone technology is constantly changing and Google must be able to change alongside it to ensure that companies still use them as a prominent search engine provider on their smart phones. Along with these changing technologies, Google must also continuously update their server technology for their dominant search engine used by desktops and laptops. Another external factor affecting Google is the continuously changing federal tax laws that can limit profitability for the entire industry. Google has to figure out how it can raise prices effectively to not lose customers while still retaining the same level of increasing profitability. However, even with these supposed threats in the external environment Google is also presented with excellent opportunities for continued success in the industry. With constantly increasing numbers of people now obtaining internet access, it means that there will constantly be a new stream of customers for Google to make advertising money off of and to try to interest in using their