Google case study

Margaux A.

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Google case study

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Nowadays, Google is considered more as a daily useful tool than a large worldwide company. This Google website is so essential for all the IT users that we have the tendency to forget the men, the women and the know-how behind this wonderful and rapid search tool. But behind this webpage, a huge company exists. Google is defined by Fortune as the first company where people want to working and of course as well for the results. In less than ten years, Google's results and profits did not stop to increase, to reach $8 billion in 2005 and the share price increased more than six times from the IPO start price. The development of Google inc. comes from different reasons that we will analyze. Firstly, we will see the reasons of the early success, then the concentration strategy assumption, the relation between AOL, Google and Microsoft. To finish with a personal point of view about the future internal policies in a goal to continue the growth.

Sommaire

Introduction.
The factors being the Google's early success.
1. Concerning the corporate values and the corporate culture.
The search business has or not to be concentrated.
Search as Winner-take-all business.
The deal with AOL.
1. Microsoft, AOL and Google.
2. Google venturing into new arenas.
3. Google's distinctive governance structure: Strengths or limitations?
Conclusion.
Sources.

Extraits

[...] In fact, Google Inc. offers people many different products: Gmail a free email service, Google Desktop, Google Maps, Google Book Search, Google base and some others. Source: http://images.google.com Google initiative is divided in four categories: improvements to web search, expansion into new search domains, enhancements to advertising services and software tools and services. This strong innovation strategy permits Google to offer its customers a wide range of services, and as we said before with lot of simplicity and quickness. Those two last points are, to my opinion, decisive key factors behind Google's early success. [...]

[...] is worldwide recognized as the biggest search business. It presents itself as a free service, very easy to use and that provides results in a very short time. (The lifespan of a Google search is usually less than half a second) Googol design the number 1 followed by 100 zeros. Google chose this term to symbolize its mission: organize the huge information volume available on the Web. Some figures about Google Inc.:[2] Google had a net income of 1,465,4 dollars in 2005 against 399,1 in 2004. [...]

[...] Google can approach its objective, but not achieves it in my opinion. Question Is search a winner-take-all business? Search business is the business marketing all the word's information accessible and useful”. Following this sentence, this market should be a winner-take-all business because of the objective of this business. In fact all the information should be available and accessible at one place. People should be able to find the information they are looking for in one unique place. If a company achieves this goal, to regroup the entire world's information, people would have no more reasons to use another search company because one company would provide them all information of the world. [...]

[...] This report is composed of several questions that will permit us to better understand the concerned company, Google Inc. And to answer the following question: does Google have a limit? Question What were the key factors behind Google's early success? Google Inc. has rapidly encountered a large worldwide success. This as been possible thank to many factors. The main one is that Google has been the first company to associate advertising to the research and not to access. In this condition, advertising become a real service when people are looking for some information. [...]

[...] Google will gain more market shares. Google must no forget that novelty permits to communicate and so to stay present on the market. It permits to show that the company is still here and always wants more. Diversification would be, for all theses reasons, a great opportunity for Google Inc. Question Do you view Google's distinctive governance structure, corporate culture and organizational processes as strengths or potential limitations? Google's distinctive governance structure, corporate culture and organizational processes represent both force and weaknesses. [...]

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