A Critical Analysis of a Google; a Net-Enabled E-Business.
A Critical Analysis of a Google; a net-enabled e-business.
Contents
1.0 Abstract 3
2.0 Background of Google 3
3.0 E-Business Model 3
3. 1 Mission 4
3.2 Structure 5
3.3 Processes 5
3.4 Revenues 6
3.5 Legal issues 7
3.6 Technology 7
4.0 Competitive Analysis 8
4.1 SWOT Analysis 8
4. 2 Strengths 8
4.3 Weaknesses 10
4.4 Opportunities 10
4.5 Threats 11
5.0 Google’s Strategy 12
5.1 Diversification 12
5.2 Innovation 13
5.3 Emergent 14
6.0 Conclusion 15
7.0 References 16
Abstract
This essay will firstly look at a brief overview of Google and its history. It will then use Alt and Zimmerman’s (1991) Generic Elements of Business model to discuss the structure and processes of Google. Next it will provide a competitive analysis of Google before focusing on the strategies employed by Google. Finally it will reflect on the analysis covered and provide conclusions.
Background of Google
Google was created by Larry Page and Sergey Brinn. They first developed a search engine called BackRub in 1996, and after further development incorporated Google in 1998.
Today Google is one of the top internet search engines in the world; according to Nielsen NetRatings, in July 2006; 49.2% of all US internet searches were done using Google’s search engine.
Although Google is predominately known for its search engine, it provides a range of other services including Google Earth, Google Groups and Google Calendar (see diagram 1).
DataMonitor (2007) states that “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 nearly instant access to relevant information from 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”
Contents
1.0 Abstract 3
2.0 Background of Google 3
3.0 E-Business Model 3
3. 1 Mission 4
3.2 Structure 5
3.3 Processes 5
3.4 Revenues 6
3.5 Legal issues 7
3.6 Technology 7
4.0 Competitive Analysis 8
4.1 SWOT Analysis 8
4. 2 Strengths 8
4.3 Weaknesses 10
4.4 Opportunities 10
4.5 Threats 11
5.0 Google’s Strategy 12
5.1 Diversification 12
5.2 Innovation 13
5.3 Emergent 14
6.0 Conclusion 15
7.0 References 16
Abstract
This essay will firstly look at a brief overview of Google and its history. It will then use Alt and Zimmerman’s (1991) Generic Elements of Business model to discuss the structure and processes of Google. Next it will provide a competitive analysis of Google before focusing on the strategies employed by Google. Finally it will reflect on the analysis covered and provide conclusions.
Background of Google
Google was created by Larry Page and Sergey Brinn. They first developed a search engine called BackRub in 1996, and after further development incorporated Google in 1998.
Today Google is one of the top internet search engines in the world; according to Nielsen NetRatings, in July 2006; 49.2% of all US internet searches were done using Google’s search engine.
Although Google is predominately known for its search engine, it provides a range of other services including Google Earth, Google Groups and Google Calendar (see diagram 1).
DataMonitor (2007) states that “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 nearly instant access to relevant information from 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”
References: Alt, R. and H. Zimmermann (2001). "Introduction to Special Section ' ' Business Models." Electronic Markets 11(1): 3 ' ' 9. DataMonitor, 2007, Google Company Profile De Wit, B Gilbert, C. and Bower, J. (2006) From Resource Allocation to Strategy, Oxford: Oxford University Press Google.co.uk, Date accessed 15-04-08. Google Annual Report, 2007 Hammond, K Johnson, G. and Scholes, K. (2002) Exploring Corporate Strategy ' ' 6th Edition, Essex: Pearson Education Limited Mintzberg, H Mintzberg, H. and Waters, J. (1985) “Of strategies, deliberate and emergent”, Strategic Management Journal, 6, 257-272 -----------------------