Google Inc Case Study
|Google Inc. |
Executive Summary
This report aims to provide feasible growth strategies to Google Inc. who is facing different courses of action to pursue. The objectives of this report are to compare different market opportunities available to Google on the basis of implementation feasibility and growth potential and to make the most feasible recommendation to Google.
From industrial and internal analysis conducted, it is found that search industry is still favorable for Google. In addition, Google is in a great position in the industry with its unique search solutions and advertising techniques. However, with its creativity-oriented culture and diversified products and services, Google can also venture into other market opportunities such as ecommerce, portal and PC application services. Factors to be considered are mission alignment, growth potential, potential competition and required expertise. Portal business and PC application services are less suitable for Google since they are not aligned with its mission while e-commerce business, being a high growth potential market, can be integrated with its search engine.
Therefore, key recommendations for Google are
1. to stay focused in search area, improving its search techniques as well as developing value-adding products and services
2. to venture into ecommerce area, using its search engine as an advantage over competitors such as eBay
Table of Contents
Executive Summary 1
I. Introduction 3
II. Situational Analysis 3
1. Porter’s Five Forces Model 3
2. Internal Analysis 4
i. Strengths 4 ii. Weaknesses 4
III. Analysis of Options 5
1. Staying focused in Search area 5
2. Becoming a full-fledged portal 6
3. Venturing into desktop applications 6
4. Providing e-commerce services 7
IV. Summary of Analysis 8
V. Recommendations 9
1. Improve in search area 9
2. Venture into e-commerce business 9
VI. Conclusion 9
Reference 10
Executive Summary
This report aims to provide feasible growth strategies to Google Inc. who is facing different courses of action to pursue. The objectives of this report are to compare different market opportunities available to Google on the basis of implementation feasibility and growth potential and to make the most feasible recommendation to Google.
From industrial and internal analysis conducted, it is found that search industry is still favorable for Google. In addition, Google is in a great position in the industry with its unique search solutions and advertising techniques. However, with its creativity-oriented culture and diversified products and services, Google can also venture into other market opportunities such as ecommerce, portal and PC application services. Factors to be considered are mission alignment, growth potential, potential competition and required expertise. Portal business and PC application services are less suitable for Google since they are not aligned with its mission while e-commerce business, being a high growth potential market, can be integrated with its search engine.
Therefore, key recommendations for Google are
1. to stay focused in search area, improving its search techniques as well as developing value-adding products and services
2. to venture into ecommerce area, using its search engine as an advantage over competitors such as eBay
Table of Contents
Executive Summary 1
I. Introduction 3
II. Situational Analysis 3
1. Porter’s Five Forces Model 3
2. Internal Analysis 4
i. Strengths 4 ii. Weaknesses 4
III. Analysis of Options 5
1. Staying focused in Search area 5
2. Becoming a full-fledged portal 6
3. Venturing into desktop applications 6
4. Providing e-commerce services 7
IV. Summary of Analysis 8
V. Recommendations 9
1. Improve in search area 9
2. Venture into e-commerce business 9
VI. Conclusion 9
Reference 10