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Google Case Study

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Google Presentation

on 4 May 2016

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Transcript of Google Case Study

"How did Google create competitive advantage of competitors like Yahoo! and how can it sustain the advantage?"

"How could rival firms
attack Google ?"

Release: 2008
Rising to market leader


Acquisition Year: 2006 ($1,65billion)
Over 70% market share in the US
Over 30% of all Google searches

Business areas
Search Engines Worldwide

by Tom, Lena, Ines, Miguel & Kimmo
Practical course Global Strategy WS 14/15
The Beginning
Larry Page
Sergey Brin
1998

Specific search for products
Innovation and investment
New ways of advertising
S
trengths
Weaknesses
O
pportunities
T
hreats
brand value
fast and efficient search
product integration
human capital
financial situation
acquisitions
mainly one source of profit
secrecy
diversification
new inventions
mobile internet
acquisitions
competitors
restrictions / laws
Sources
History
Our thoughts
Do you think it is justified for
institutional forces to break up Google
because of antitrust reasons ?
What are your expectations towards the future development of Google?
What will be its strategy?
Do you think Google can establish and maintain their current market position, or do you think they will end up just like Microsoft and experience a break down?
Lena:
http://www.digitaltrends.com/web/google-baidu-are-the-worlds-most-popular-search-engines/
http://de.slideshare.net/sovjure/google-17724794?related=1
http://www.managementstudyguide.com/swot-analysis-of-google.htm
http://searchenginewatch.com/sew/study/2345837/google-search-engine-market-share-nears-68
http://www.digitaltrends.com/web/google-baidu-are-the-worlds-most-popular-search-engines/
http://searchengineland.com/googles-search-market-share-67-percent-pc-83-percent-mobile-203937


pictures:
http://www.luna-park.de/blog/9142-suchmaschinen-marktanteile-europa-2014/#de

How sensitive are you with
your personal data?
Do you mind if Google tracks you
to provide better (free) services ?
Lessons learned
Discussion
Google
Case study
International
Institutions

Federal Trade Comission
Department of Justice
European Comission
European Parliament
Federal Cartel Office
Africa
Russia
China
Pacific Region
South-America
USA
EU
Market Regulation
1969-1982
70% market share
monopolization
unfair product bundling
predetory pricing
SWOT ANALYSIS
Market Share
Germany
Rivals
Competetive
Advantage

Our thoughts
expectation towards future development
possible strategies:
voluntarily destroy user data, services become less useful, limit profits
hang on to information, keep going its current strategy
find equilibrium: become more transparent, adapt to new circumstances, gain trust of customers, keep providing useful services
Are there some institutional forces that could reign in Google´s power ??
Android
Strategy: Fast & Simple
Strategy: Acquire companies
Licenses, KnowHow and prevent competition
Google Chrome
Acquisition Date: 2005 ($15million)
2013 over 80% of the sold smartphones run with Android
Our thoughts
the state should be able to intervene as necessary to protect the consumers
sometimes and especially in some industries regualations are not mandatory
always a trade off
Thank you for you attention !
1. Infrastructure
Biggest network of data centers
Higher inicial cost resulting in profitable investment
2. Powerful search engine
Focus on algorithms
Second mover advantage
3. Expansion
Key acquisitions
Innovation and new markets
4. Resource Based View
Valuable
Rare
Inimitable
Non-subtitutable
VRIN
Kimmo:
Global Strategic Managemet; Peng 3rd edition
www.statista.com

http://www.europa.clio-online.de/site/lang__de/ItemID__482/mid__12191/40208767/Default.aspx
Google is a company: Profit oriented
Google needs information to offer better services
AdSense/AdWords are more efficient with more user data

No transparency
More information -> Higher chance for personal attacks


Tom
http://de.wikipedia.org/wiki/Google_Inc.
http://en.wikipedia.org/wiki/Google
http://www.britannica.com/EBchecked/topic/1017491/Google-Inc
http://www.businessinsider.com/history-sergey-brin-larry-page-and-google-strategy-2011-3?op=1&IR=T
www.statsta.com

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