Google: case study

Docs en anglais | 19 pages | 23-01-2008 | Format : | Note : Non noté |

PRIX : 9.00€ |

Résumé

The Internet is considered as the most popular means of communication throughout business world. It is gifted in sharing and transferring knowledge efficiently and globally. It helps professional to develop new interface that facilitate economic links between various commercial partners.

Google, founded in 1998 by Larry Page and Sergey Brin, was created in a favourable context and currently, we can suppose that this company's name is well known all over the world through all major global markets. Indeed, Google's innovative search technologies connect millions of people around the world with information every day.

As a leading company, Google has to research, develop and create new concepts answering to new needs especially customers' expectations. By this way, Google knows how to seize market opportunities and to expand its strategy through North America, Europe, and Asia.

In order to succeed, Google has already many strengths: « Its targeted advertising program, which is the largest and fastest growing in the industry, provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. » (Google, Inc). With these keys of success, the company work out a strategy based on efficiency. Google is expected to choose the best tactics adapted to its resources and its potential and above all, has to adapt itself to the evolving environment thanks to environment studies and especially focusing on customers' expectations studies.

Nowadays, we can consider Google as a giant in the search business because the company is one of the most active in the marketplaces. It aims to organize the world information and make it universally accessible and useful, and to insure its product development efforts concerning :
- integrity of results,
- to provide a much higher level of service to all those who seek information,
- to provide a fast, accurate, and easy-to-use search service that can be accessed from anywhere.

This is why it is important to consider the strategic challenges facing the future of Google.

Contents:

Introduction

1. What were the key factors behind Google's early success?
2. Do you expect the search business to become more concentrated (i.e. dominated by fewer firms)?
3. Is search a winner-take-all business?
4. In renewing its deal with AOL, could Google afford to pay AOL more than 100% of the revenue generated from AOL searches?
5. How did Microsoft's maximum affordable bid for AOL's search traffic compare to Google's?
6. In addition to enhancing its core search business, should Google also branch out into new arenas?
7. Do you view Google's distinctive governance structure, corporate culture and organizational processes as strengths or potential limitations?

Conclusion

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