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Google Case

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by

Kate Howie

on 12 June 2014

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Transcript of Google Case

PEST Analysis
Porter's Five Forces
Business Model Development
Internal Analysis
Introduction
Lauren Stigall -
Marketing
Will Black -
Finance
Kate Howie -
Operations
William Robinson -
Operations
Katie Jackson -
Marketing
Meriwether Brendle -
Marketing
Tony D'Errico -
Operations
Greg Gangal -
Operations
Ryan Hemric -
Finance
Key Products
Internal Analysis
Web Search
Google Chrome
YouTube
Picasa
Maps
Earth
Google Apps
Google +
Political Factors
Stable market drives more business to advertise
Intellectual property protection
Censorship in China
Economic Factors
Rising GDP in countries of operation
Inflation rates
Social Factors
Societal values and trends
Progression of social media
Demographics of each region of operations
Access to third world countries
Mobile trends
Technological Factors
Google application development
Android market
Tools (AdWords, Google Analytics, etc.)
Purchase of start ups
Artificial intelligence
SWOT Analysis
Strenghts
User traffic and brand awareness
Brand loyalty
Free products and services
Display and advertising technologies
Excellent customer service
Highly profitable
Access to the largest group of Internet users worldwide
2nd most innovative company in the world
Weaknesses
95% reliability on ad based revenues for income
Opportunities
Driverless cars
The Cloud
Google Fiber
Growing number of mobile Internet users
Growth in electronics industry
Threats
Social Media sites
Competition from Microsoft
Search and mobile apps
International censorship laws
Hacking/security issues
Corporate Level Strategy
Roughly 95% of revenue is generated through advertisements
Pioneer advertising on smartphones and tablets
Use Google maps service to break into GPS product markets

BCG Matrix
Google has moved into the cash cow quadrant due to their advertising service. The company has low market growth with high market share.
The acquisition of YouTube possibly pushes Google towards the star quadrant with some potential for market growth
Business Level Strategy
Design apps for smartphones and tablets that personalize ads to the user
Contract or acquire a manufacturer to produce GPS systems

SWOT Matrix
Opportunities
Growing number of mobile numbers
Google Fiber
Google Glass
Driverless cars
Threats
Growing numbers of mobile users
Competition from Microsoft
Hacking/security related issues
Strengths
Significant brand image
Culture of innovation
Access to widest group of Internet users worldwide
Weaknesses
Lack of product integration
Unprofitable products
Revenue dependance on advertising
SO:
Leverage brand image to become leader in products such as Google Fiber, Google Glass, and Driverless cars
WO:
Address lack of product integration. Find ways to generate revenue on unprofitable products
ST:
Leverage innovation culture and brand image to mitigate threats from competitors. Focus heavily on security using vast existing IT resources
WT:
Find ways to infiltrate mobile advertising in a non-invasive fashion
VRIO Analysis
Valuable
$1,000,000 revenue per employee
Rare
Data-based employee management
Costly to Imitate
Investment in human resources software
Organize to Capture Value
High degree of employee freedom
No labor union
All full time employees are equity holders
Key Activities
Maintenance
Management of:
AdWords
AdSense
Google.com
Google Analytics

Partner Networks
Samsung
Android
HP
Sun Microsystems
NASA
SoftBank
Cloud Sherpas

Cost Structure
Research and Development
Maintenance
Google
Yahoo
Facebook
Profitability Ratios
Liquidity Ratios
Operational Efficiency
Capital Allocation Efficiency
PM: 21.66%
OM: 23.4%
RoA: 8.53%
CR: 4.76
QR: 4.5
OCF:
18.66B
ART: 7.56
TAT: 0.59
PM: 29.29%
OM: 12.33%
RoA: 2.13%
CR: 4.58
QR: 2.24
OCF: 1.2B
ART: 4.87
TAT: 0.31
ROIC: 9.12%
ART: 8.61
TAT: 0.48
ROIC: 9.68%
CR: 11.88
QR: 11.46
OCF: 4.22B
PM: 19.06%
OM: 37.11%
RoA: 11.07%
Key Resources
Physical Resources
Intellectual Resources
Acquiring smaller companies
Highly trained human capital
Research & Development

Customer Segments
Internet users
Businesses

Value Proposition
Free services
Google Apps
Advertisement
Brand recognition
Expertise
Customer Relationships
Exchange of information
Businesses
Consumers
Advertisers
User communities
Distribution Channels
Internet capable device
Sales people
Data center
Revenue Structure
Advertising (95%)
Motorola
Threat of New Entrants-

Medium
High level of barriers to entry
Massive startup to rival Google’s power
New entrant could directly compete with one Google application

Threat of Substitutes-

Low
Google positioned as leader in search engine, maps, email, and more
Threat will stay low in the future as the Internet continues to be primary source of information

Threat of Rivalry-
Low/Medium
Main rival is Apple’s iOS vs. Google’s Android system
Google maintains larger share of mobile market with many companies employing Android (primarily Samsung and LG)

Bargaining Power of Buyers-

High
Rely on advertising businesses as customers
Consumers who choose non-Android products
Users of rival Internet browser (Firefox, Safari, IE)

Bargaining Power of Suppliers-
Low
Google has maintained a strong market dominance
Due to free services/applications

Background of Company
History
Management Team
Key Products/Markets
Mission/Strategy
Diagnosis
Assess current performance
Internal Analysis (SW): Ratio Analysis
Environmental Analysis (OT): PEST & Porter’s Five Forces
SWOT Analysis: Boil down these factors to the key strengths, weaknesses, opportunities, and threats.
Guiding Policy
Develop strategies for moving forward.
Identify key strategies
Corporate-level strategy: Which product/geographic markets do we want to compete in?
BCG Matrix
Business-level strategy: How should we compete in these markets?
SWOT Matrix
VRIO Analysis
Coherent Action
Business Model Development

Structure of Analysis
ROIC:
15.22%
Full transcript