Strategy in 2010: Case Study Analysis

Submitted to:

Submitted by:

Sheikh Morshed Jahan

Associate Professor
Course Instructor: Business Strategy

roup 1.2
Injamam-ul-Huq
75
Wasiq Rabbi
77
Muhammad Saeedul Alam 81
Mayen Uddin Chishtee
93
Afsar Hasan Jamil
106

Timeline of Google

Timeline of Google

SWOT Analysis of Google

S

W
SWOT
Analysis

SWOT Analysis
STRENGTHS

trengths

Market Leader in Search Engine

Business and Revenue Model
Diversified Products and Services
Constant Innovation
Clear corporate goals

SWOT Analysis
WEAKNESSES

eaknesses

Ethical Implications
Excessive acquisition which
might prove to be costly (low
revenue of YouTube)

SWOT Analysis
OPPORTUNITIES

pportunities

Huge Customer Base

Untapped Markets
Owner of huge data and information
Can be the trend-setter
Technological Opportunities are limitless
Software and application developers

SWOT Analysis
THREATS

hreats

Other companies like Yahoo!, Microsoft etc.

Government Policies
Invasion of Privacy complaints

BCG Matrix

Product Portfolio- BCG Matrix

Stars
Google Maps
Google Chrome Browser

Question Marks

Android
Picasa

Stars

Higher
Higher market
market growth
growth

Question marks

Cash Cows

Youtube
Google Earth
Google Search

Dogs

Orkut

Dogs

Cash cows

Higher market share

Porters 5 Forces Analysis

Competitive rivalry in industry

Bargaining power of supplier

Threat of sub

Competitive Analysis
Googles principal competitors in the
market are

Founded in 1994,

3rd most visited Internet destination

Yahoos Web Portal

enable access to any almost any info

available on the net

Hosted websites for small businesses and internet retailers

Partnership with 20 mobile companies to provide mobile

search and display ads

Relationship with Google:

Co-operative & Adverserial

Sell computer software, consulting services, video game

hardware and online services

MSN Web Portal

its online service, which generates

revenue

Search released in 2004 to compete with Google

Used Sematic search technology which was
incorporated in search engine Bing released in 2009
Cloud Computing: with Windows Live, users could

Live

store files online in SkyDrive site

Core Issue
How to sustain Googles current
growth rate without sacrificing the
company Values

Challenges
Competition
Competition in the Web-search industry- Allied adventures of Microsoft (Bing) and Yahoo!
Competition
Competition in the Web-search industry- Allied adventures of Microsoft (Bing) and Yahoo!

Alternative 1

A LITTLE EVIL TO ENSURE

FUTURE GROWTH

Making Money with a Little

evil
Continue providing best user experience in China to ensure
compliance with Googles principles
1: Focus on the user and all else will follow
4: Democracy on the web works
7: There is always more information out there
8: The need for information crosses all borders

Keep lobbying US officials for Internet Neutrality

Improve user experience of Google Street user by accessing
to
wi-fi networks with Google Street Car

Pros

and

Cons

Providing better user

experience and access to
information to Googles China
users. And potentially capture
sufficient share of the Pie from
Baidu

Google might face lawsuits from

the Chinese government due to
breach of government
regulations. Potential closure of
operations in China

Internet neutrality provides better

opportunity for Google to venture
into new dimensions. Creates a
much favorable business
environment

Media exposure of the lobbying

activities to cause the stock price to
fall, prohibiting future expansion
plans

Google Street and Google Maps is

Interfering with wi-fi users personal
easily accessible by locating nearest space, can be compared to hacking
wi-fi networks.

Alternative- 2

FOCUS ON INNOVATIVE NEW

PRODUCTS TO INCREASE REVENUE

Focus on Innovation
through Trial and Error
Forgo the unethical or unlawful practices
Focus on sustaining growth through innovation
Create diversified product and services through trial and
error
Utilize the Cash Cows and come up with new question
marks

Pros

and

Cons

Diversified services
Entering into new markets
First mover advantage in
potential markets
Revenue generation from
Cash Cows such as Google
Maps and Google Search

Might lose focus on existing

product-line in the current
competitive market
Creation of many Question
marks in the portfolio

RECOMMENDATIONS

Recommendations

1
2

Focus on improving user experience of existing

categories Semantic Search for Google Web Search
Capture higher market share in the Mobile OS market with
Android
Google TV as a hybrid of PC and TV
Cloud Computing is the new phenomena

Continue Chinese operations

Provide Google.com.hk link to google.cn users
Comply with Chinese govt. regulations
China offers 300+ million internet users

Recommendations

3
4

Try to lobby collaborating with competitors

Lobbying efforts toward the government should be from all major
players, not Google alone
Internet Neutrality benefits competitors as well, making the
environment more competitive
Proceed with making Google internet bandwidth more widely available
Create pressure on the govt. through internet users groups

Respect Personal Privacy on the Internet

Google Street should avoid negative publicity created due to
eavesdropping
Come into terms with wi-fi hotspots, gain authorization by negotiating
Better user experience for Google Street

THANK YOU