Business Analysis of Google Co.

Topics: Google, Google services, Google search Pages: 29 (8295 words) Published: February 6, 2009

Google is a global technology leader focused on improving the ways people connect with information. Google maintains an index of websites and other content, and makes this information freely available to anyone with an Internet connection. Its automated search technology enables people to obtain instant access to relevant information through its online index. The company’s innovations in web search and advertising have made its web site a top internet destination and its brand one of the most recognized in the world. The company is headquartered in Mountain View, California and employs approximately 16,800 people.

Google is one of the leading internet search engines in the world. It specializes in internet search engines and related advertising services. The company operates in the US, the UK and a large number of other countries. Google offers its services and products free of charge through and its 160 other international domains, such as,,, and The Google interface is available in more than 117 languages.

The history of Google dates back to the mid-90s when Stanford University graduate students Sergey Brin and Larry Page collaborated to develop technology for a search engine. Mr. Brin and Mr. Page began collaboration on a search engine called BackRub, named for its unique ability to analyze the back links pointing to a given website in 1996.Two years later, Mr. Brin and Mr. Page raised $1 million in funding from private investors and venture firms to start Google. Google was incorporated in 1998. It initially answered 10,000 search queries per day. By the end of 1998, PC Magazine named Google one of its Top 100 websites and search engines for 1998. Google moved its headquarters to University Avenue in Palo Alto, California in the beginning of 1999. By this time, the company was answering 500,000 search queries per day. It received $25 million in equity funding from Sequoia Capital and Kleiner Perkins Caufield & Byers. Also during this period, AOL/Netscape incorporated Google's search technology into its Netcenter portal. Later that year, Google once again moved its headquarters to Mountain View, California. Google was also chosen by Virgilio, a major Italian online portal, to provide Google WebSearch services in Italy.

The broad appeal of Google search became apparent when the site was awarded both a Webby Award and a People's Voice Award for technical achievement in 2000. Google also forged partnerships with Yahoo, Chinese portal NetEase and NEC's Biglobe portal in Japan. To extend its keyword-targeted advertising to smaller businesses, Google introduced AdWords, a self-service ad program that could be activated online with a credit card. And in late 2000, to enhance users' power to search from anywhere on the web, Google introduced the Google Toolbar. This browser plug-in made it possible to use Google search without visiting the Google homepage. It facilitated search using the toolbar's search box along with right-clicking on text within a web page, as well as enabling the highlighting of keywords in search results. It also introduced the first wireless search technology for WAP phones and handheld devices. By late 2000, the company answered more than 60 million searches per day. Its index comprised more than 1.3 billion web pages. Google acquired's Usenet archive in 2001. It also released a wireless search technology specifically designed for i-mode mobile phones in Japan. An agreement with Lycos, Korea brought Google search to a new group of Asian internet users. Google formed a partnership with Universo Online, which made it Latin America's premier search engine. New sales offices were also opened in Germany (Hamburg) and Japan (Tokyo) to meet growing international interest in Google's advertising programs. Later that year, country domains were made available in the UK, Germany, France, Italy,...

Links: = NCWC (2007)/ revenue (2007)*(Revenue 2007 – Revenue 2006)
= 373522.3868
Market DR = 601525/(142975187.5+152423333)
WACC = 0.39%*0.2%*(1-26%) + (1-0.39%)*10.09%
RR = (2402840 – 967958 + 373522.39)/ 4204611
ROC = 4204611/(142975187.5+152423333)
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