Google Case Study

Topics: Web search engine, Yahoo!, Google Pages: 36 (14847 words) Published: January 22, 2009
SWOT Analysis: SWOT analysis is used to strategically plan and identify a company?s internal strengths and weaknesses and the external environment that creates opportunities and threats. Company?s use their external opportunities to reinforce internal strengths and improve internal weaknesses in an attempt to achieve organization goals. The internal factors of strengths and weaknesses are measured by its impact on the goals and objectives of the organization. A company's strengths are its resources and any other developments that can create a competitive advantage. Some of the internal factors are part of the marketing mix - product, price, plan, and promotion. The non existence of specific strengths may also be categorized as a weakness. The external factors of opportunities and threats present themselves from the external environment. Some external factors are new technology, change in regulations, and competing products and firms. A matrix is usually used to express the results of the analysis (David). Strengths ? Simple design and level of ease ? Patent for ranking tool ? Revenue from advertising programs ? 2007 Fortune #1 Best company to work for list Weaknesses ? Google's tendency to solve engineering problems instead of user problems ? Google's contextual ads continuously targeted by click fraud ? Google's failed efforts offline Opportunities ? Advertising partnership with Yahoo ? Experimental partnerships with radio and print media ? Acquisitions of businesses (YouTube, DoubleClick) ? Other partnerships (AOL Time Warner, NASA, News. Corp.) ? Increase in online advertising ? Online video increasing ? Google engineers are encouraged to spend 20% of their work time (one day per week) on projects that interest them ? 1,300 r鳵m鳠a day ? / Google Product Search Threats ? Potential Yahoo/Microsoft alliance ? Facebook ? Click fraud ? Copyright disputes stemming from Google Book Search and the digitization of millions of books ? Censorship ? Google Earth's effect on security Strengths: Website ? ? The site provides Google users easy access to information worldwide. The immediate information is available to anyone with internet access. Users are fed information from the site?s online index at a speed less than 5 seconds. iGoogle also allows users to customize the homepage with news, sports, weather forecasts, and other information to their liking. Patent for ranking tool ? Software program PageRank is Google?s system for ranking web pages. This program was developed by Google founders Larry Page and Sergey Brin. PageRank uses a link structure to determine a user?s value of a page and its importance to the search. There are more than 10 other aspects that Google determines when putting together the matches of a search (Google). Revenue from advertising programs ? Google?s primary source of revenue is through advertising. Google?s two main advertising programs are AdWords and AdSense. AdWords allow advertisers to promote their advertisements to people who are searching for related information. AdSense promotes advertisements on websites of Google network members that match the company's content (Google). 2007 Fortune #1 Best Company to Work For - Google offers its employees free meals at its 11 cafeterias within their California headquarters, GooglePlex. Google also has numerous snack bars all within 150 feet from each worker. Google owns and operates five wireless enabled coach busses that provide transportation from five locations around the Bay Area. Those who drive their own vehicles are treated to on site car washes and oil changes. Google also offers employees up to $5,000 towards the purchase of a hybrid car. Google also offers many other financial rewards to ease childbirth, for referring an employee, and for new career opportunities. At the GooglePlex, employees can do their laundry for free, get a massage, study a foreign language, work out,...
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