Case Analysis (Google’s Strategy in 2008)
Google is the most used search engine worldwide as of 2008 (Gamble 2008). This is largely due to the consistently reliable search results it produces as its core product, in effect creating confidence amongst consumers. To keep this competitive advantage Google needs to identify forces that seem most likely to bring about major change to the industry within the next 3 – 5 years. In doing so, Google need to identify 3 – 5 factors that promote success in the search industry to help focus and navigate through the coming half decade.
Forces most likely to bring about major change to the search industry in the next 3 – 5 years Innovative and game-changing concepts have been the driving force behind the success of Google over the past decade. Google need to look to the future to remain on top and maintain their competitive advantage against the competition.
The introduction of the Android operating system for mobile phones was designed to compete with Apple’s iPhone and at only a fraction of the cost (Gamble 2008). Over the coming decade the Android will play a vital role in increasing Google’s mobile search market and increase its share of banner ads (Gamble 2008). The Android still needs time to mature and develop a more extensive range of apps for its mobile users to hold a larger share of the market. Over the next 3-5 years it will be evident that the Android will be a one of the most dominant players in the search industry.
The ‘cloud computing’ concept may be one of Google’s most anticipated due to the idea that all computers can be linked up to one, anywhere in the world, is a major advantage to any global business. The licensing of Google’s online Beta word processing application will rival the Microsoft office version and at a 600% price difference it makes Google’s application look more attractive (Gamble 2008). As this concept may be easy to imitate by other firms, Google will have the...
References: Gamble, J.E. 2008, Google’s Strategy in 2008, (case 14, pp. C259 – C276). University of South
Gamble, J.E. 2008, Exhibit 1, The Principles of Google’s Corporate Philosophy.
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