Preview

Google's Strategy in 2011

Better Essays
Open Document
Open Document
3677 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Google's Strategy in 2011
Table of Contents

1 Executive Summary

In January of 1996 an Internet search engine company initially named BackRub soon grew into what is now Google Incorporated. Partners Larry Page and Sergey Brin, along with a few investors lived on a shoestring budget. By year-end 1998 Google Inc. was handling 10,000 search queries each day. Google was also voted one of the top 100 Web Sites and Search Engines in 1998. Google was recording successes at a lighting speed pace and embarked on their Initial Public Offering on April 29, 2004.
Google has found itself amidst a very competitive industry, which fundamentally competes to provide higher technology to users, low prices for advertising, and capacity to engage suppliers to subscribe to the search engine. Google, who is well known in the ever-changing search engine industry, must find a way to survive and compete. One of the biggest tasks currently at hand is to bolster forward into the mobile phone/search industry and win the significant market share it would need to survive. Google has done this thus far by making a profit, innovating, and maintaining their market position. Google focuses on the end user and all else seems to follow. In our minds, the most important factor is that there is always more information out there. This is what keeps hope alive. Google has grown in a very gradual manner that serves as a strong foundation for years to come. Google was able to grow during the recession in 2009. Google is able to operate on a relatively low operating cost while at the same time, using state of the art technology. It is important that Google uphold its corporate philosophy guidelines. Steering away from these guidelines will result in a diminished brand image and is everything but acceptable. Google must also treat its employees, its most valuable resource, in a manner that induces productivity. Without the knowledge that rests in the minds of these employees Google would



Cited: John E. Gamble, A. A. (2013). essentials of Strategic Management (third ed.). (P. Ducham, Ed.) New York, New York, USA: McGraw-Hill/Irwin.

You May Also Find These Documents Helpful

  • Good Essays

    Google’s culture is informal, self empowerment, involvement, and has an aversion to bureaucracy, unlike most companies that are run from the top down in a theory x model. Futhermore, Google believes that if they operate without the bureaucracy it will encourage their engineers to develop superior ideas and products at an industry leading rate. There are ten principles that Google’s owners developed, which are unique to the company’s management: Focus on the user at all costs. It is best to one thing really, really, really well. Fast is better than slow. Democracy works on the web. You don’t need to be at your desk to need an answer. You can make…

    • 801 Words
    • 4 Pages
    Good Essays
  • Best Essays

    Proj 587 Week 4

    • 4394 Words
    • 18 Pages

    Dess. (2012). Strategic Management text and cases, 6th Edition. McGraw-Hill Learning Solutions. Retrieved from <vbk:0077653017#outline(12.6.4.2)>.…

    • 4394 Words
    • 18 Pages
    Best Essays
  • Better Essays

    Stakeholder Salience

    • 1267 Words
    • 6 Pages

    Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2013). Strategic Management (10th ed.). Mason,…

    • 1267 Words
    • 6 Pages
    Better Essays
  • Good Essays

    References: Pearce II, J. A., & Robinson, Jr., R. B. (2009) Strategic Management (11th ed.) Retrieved from The University of Phoenix eBook Collection database.…

    • 826 Words
    • 4 Pages
    Good Essays
  • Good Essays

    References: Pearce J. & Robinson R., (2005) Strategic Management, 9th edition; McGraw Hill, Boston, MA…

    • 1098 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Google has created the most popular search engine and organized the information in such a manner that it has created a sustainable competitive advantage as is clear from the fact that although the search engine was started in 1997, the company is still having its domination in the search engine market with a market share of 67.5% in Feb. 2013 as per the data released by comScore, the leading (comScore, 2013: Mar. 13). Company has created a first mover advantage by aggressively building its search engine by adding to it Google Books, Google Scholar, Google Finance, Google News, Google video, Google Images etc. which helped the user search with specific key words. The company has been able to sustain its competitive advantage as is also clear from the fact that General Sentiment, a social analytical company has ranked Google topping the list of brands with a brand value of $756.6 million even surpassing Apple’s brand value (Reisinger, 2012: Aug. 2). This is a result of its innovative products and heavy expenditure on sales and marketing. Google invested $6.143 billion in 2012 on sales and marketing which is 12.2% increase over investment of $4.589 billion in 2011 on sales and marketing (Google, 2012: n.d). There was addition of advertising expenses of $288 million in 2012 (Google, 2012: n.d) which is a reflection of how the company invests in brand building of its products. The diversification move undertaken by the company is the result of innovation at Google and extensive research and development with R&D expenses continuously increasing from $3.8 billion in 2010 to $5.2 billion in 2011 and $6.8 billion in 2012 (Google, 2012: n.d). Although there were initial problems with the…

    • 6024 Words
    • 25 Pages
    Good Essays
  • Good Essays

    Google is the largest search engine and the name of the corporation founded by Larry Page and Sergey Brin, The idea of Google was developed in the dorm room of its founders, while they were students at Stanford University. Google became an official corporation on September 4, 1998. Google’s mission is “to organize the world’s information and make it universally accessible and useful”. According to an article written in PC World, by McCracken, 2005, Google seems to be taking the far-reaching implications of those words literally. After carefully examining Google’s philosophy, mission, value and vision statements, it is evident that Google does what it says.…

    • 957 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Labor Union At Google

    • 1874 Words
    • 8 Pages

    Google also uses disruptive technology with other applications, devices and programs like Android, Gmail, Google Drive, and Google Docs. Google’s uses big data with its search engine by recording the search patterns and trends of the billions of users. After a specified period of time Google analyzes this data. This allows for them to make their browser even better than previously before. It is clear that Google is involved with many forms of information technology, however Google’s most extensive use of technology can be observed in its search engine. Since Google is in such demand by its consumers, Google has to consistently improve and expand it to keep up with the demands of…

    • 1874 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Strategic Plan for Google

    • 4597 Words
    • 19 Pages

    Google, the leading search engine worldwide, was founded in 1998 by Stanford University graduate students Larry Page and Sergei Brin. While at Stanford in 1996, Page and Brin began developing a search engine they eventually entitled BackRub. This search engine was designed to look at the connecting links between web pages in order to determine a site's authority. In 1998, Page and Brin set up their first data center in Page's dorm.…

    • 4597 Words
    • 19 Pages
    Powerful Essays
  • Good Essays

    # The “70-20-10 rule” represents a managerial guideline, but it also authorizes the employees to take risks. Google executives encourage employees and managers to work directly with each other, instead of through more formal channels. The executives work closely with employees and other departments in a form of cross-functional management. Google’s open communication contributes to the organizational structure and their idea policy is one of the most substantial managerial features. It gives the staff a sense that they contribute to the company’s business objectives.Function# Instead of setting goals for them, Google’s management helps their employees meet the objectives that the employees set for themselves. The company sees its managers as leaders who facilitate inspiration and empower employees. Google’s management function controls employee responsibility in similar way to the United States government, through a series of checks and balances. All employees set out and evaluate goals on a quarterly basis. Although Google’s…

    • 906 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Google Strategic Plan

    • 3869 Words
    • 12 Pages

    The paper aims to examine the strategic plan by Google and the company’s dominance on the internet. The report will leverage my earlier reporting information by synthesizing the information into an informed strategic plan. Scholarly articles and scientific literatures will also be used as a backdrop for the report. The findings from the report indicate that Google is sweeping the world and is currently a threat to Microsoft. The ability to provide relevant searches and link seekers to opportunities gives the company a competitive advantage on the internet. However, there are many companies competing for dominance on the same niche. Nevertheless, Google’s accomplishment is far-flung and long-standing than any other company imaginable. The report will conclude by providing recommendation with regard to Google’s organizational structure and its management systems. Additionally, in the same end, the study will provide informed recommendations for establishing a corporate diversification strategy for the company.…

    • 3869 Words
    • 12 Pages
    Powerful Essays
  • Better Essays

    Google is a well know word in 2012, but the word “Google” or the verb “to google” were unknown at the end of the twentieth century. Google comes from an idea of that began in 1998 with two Stanford’s students. Larry Page and Sergey Brin found an alternative searching engine algorithm for a business that was involved in globalization, innovation and in rapid transformations. Page and Brin did not only find an alternative, but also drove a market with innovation and leadership. In the beginning of 2012 Google inc. reported revenues of $10.58 billion in the fourth quarter of 2011, representing a 25% increase over fourth quarter 2010 revenues of $8.44 billion. (Google investor relations, 2012). Such of success came through a great idea and a successful management. Good management includes attentive evaluations of internal and external factors in the four functions of management: planning, organizing, leading, and controlling.…

    • 952 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Microsoft Case Analysis

    • 634 Words
    • 3 Pages

    References: Pearce, J.A. & Robinson Jr. R. B. (2007). Strategic Management. 11th ed. New York, NY: McGraw-Hill Irwin…

    • 634 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Google Case Study

    • 2254 Words
    • 10 Pages

    Google began as a research project in January 1996 by Larry Page and Sergey Brin, two Ph.D. students at Stanford University, California. They hypothesized that a search engine that analyzed the relationships between websites would produce better results than existing techniques, which ranked results according to the number of times the search term appeared on a page. Their search engine was originally nicknamed "BackRub" because the system checked back links to estimate a site's importance. A small search engine called Rankdex was already exploring a similar strategy. Convinced that the pages with the most links to them from other highly relevant web pages must be the most relevant pages associated with the search, Page and Brin tested their thesis as part of their studies, and laid the foundation for their search engine. Originally the search engine used the Stanford University website with the domain google.stanford.edu. The domain google.com was registered on September 15, 1997, and the company was incorporated as Google Inc. on September 7, 1998 at a friend's garage in Menlo Park, California. The total initial investment raised for the new company eventually amounted to…

    • 2254 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    google case study

    • 631 Words
    • 3 Pages

    As a global corporate citizen, Google has always tried hard to be one of the “Good Guys” in the corporate world, underneath a touchy-feely work environment. Basically Google hires great people and expect a lot from them in return. They also try to create an environment where people can prosper and grow. They treat their people with justice and respect; share and welcome ideas openly.…

    • 631 Words
    • 3 Pages
    Good Essays

Related Topics