Google Case Study

Topics: Web search engine, Yahoo!, Google search Pages: 12 (3266 words) Published: August 27, 2013
MarketLine Case Study

Google Inc.
The world’s leading Internet search engine
Reference Code: ML00001-091 Publication Date: March 2012

WWW.MARKETLINE.COM
MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED

GOOGLE INC. CASE STUDY ML00001-091 © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED

MLCS2011-000/Published 03/2012 Page | 1

OVERVIEW
Catalyst
Google Inc. was founded in 1998 by Larry Page and Sergey Brin. By 2000 it had become the world's largest search engine. This case study will examine the rise of the Google search engine, how it differs from its competitors, and possible threats it may face going forward.

Summary
 Internet search engines have not been in existence for very long. As the Internet grew in the early 1990s, search engines began to emerge in an attempt to index Internet web pages. The early search engines were essentially a database of filenames.  Yahoo! was created in 1994, becoming incorporated in March 1995. Yahoo! was different from other search engines in that it provided a description of the page along with the URL. Furthermore, search results were ordered in a hierarchy. Yahoo! became popular very quickly, attracting a number of investors.  In 1996, Larry Page and Sergey Brin started work on a search program called BackRub. As the BackRub search engine became increasingly popular, Page and Brin renamed it Google. Google filed for incorporation in California, becoming Google Inc. in September 1998.   Google rapidly rose to prominence, quickly overtaking Yahoo! as the leading search engine. Google uses a process called PageRank to keep track of the relevancy of a page. This innovation led to Google achieving better results for search queries than any other search engine.  Google’s obvious lead in terms of accuracy of search results, and the difficulty that its rivals faced in trying to compete, led to some of the most popular search engines switching from their own engines to that of Google.  While Google rose quickly to become a leading search engine, it needed a way to make money. This has largely been done through advertising.  Google now faces a fight to maintain market share against its closest competitors, Yahoo! and Microsoft.

GOOGLE INC. CASE STUDY ML00001-091 © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED

MLCS2011-000/Published 03/2012 Page | 2

TABLE OF CONTENTS
Overview ............................................................................................................................................................................... 2 Catalyst.............................................................................................................................................................................. 2 Summary ........................................................................................................................................................................... 2 Analysis ................................................................................................................................................................................. 5 Internet search engines grew rapidly................................................................................................................................. 5 Early search engines were essentially a database of filenames....................................................................................5 WebCrawler was the first Internet search engine to index entire web pages ................................................................5 AltaVista was the first efficient search engine................................................................................................................5 The foundations for the Google search engine began in 1996..........................................................................................6 Google became incorporated...
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