The paper "Strategies at Google Inc " is a great example of a business case study. This case study report will focus on the assessment of implemented strategies at Google Inc as a case study organization. This will be achieved through the analysis of the company's current situation and issues facing the company. A detailed analysis will be done to establish the successes and failures of the company's business strategies. The current situation analysis involves an in-depth look at the financial situation of the company and profitability in the recent past. SWOT and PESTEL analysis will be used in this case as a tool of analysis. Introduction In 1996, two students of Stanford University; Sergey Brin and Larry Page came up with an idea of creating a search engine which they named it BackRub.
After two years, they changed the name of the search engine and named it Google. The same year of name changing was a year of fortune because the company received a funding of 100,000 United Stated dollars after its incorporation (Google Inc, 2016). The company was established at the time when dotcom was beginning to boom.
Owing to this, it was bound to fit naturally to the business environment. A new company CEO was therefore employed almost immediately in 1999 and started its operations by hiring 40 employees (Google Inc, 2016). Google Company was able to capitalize on advertising to raise revenue. This was different for other companies which were established at this period. The company has seen immense growth in the past few years putting itself at the top as the leading search engine. Its immense growth has resulted in the provision of about 30000 job opportunities globally.
Google Company has also expanded its base to 43 countries with 77 offices. In a bid to increase its profitability, the company has diversified to other products and services. The first major acquisition in a bid to diversify its operations was in 2001 when it bought Deja. com which developed to become Google groups (Google Inc, 2016). Over time, the company has made some other acquisitions which enabled it to build a brand. It currently focuses on four key areas; advertising platforms, search, web applications and mobile applications.
The 2014 financial report indicated that the company was valued at $200 million leading to its recognition as one of the world's valuable companies. Despite being one of the world's most valuable companies, Google Inc faces stiff competition from its competitors such as Yahoo, Apple, Microsoft and Pay Pal Comcast. These competitors offer the same products and services like those of Google. For instance, Yahoo owns an alternative search engine MSN while Microsoft owns the Live Search. Overview of Google’ s Industry Google operates in competitive industries that demand innovation and intensive research and development.
The advent of the Internet has enabled Google to invest in a diversified portfolio. It, therefore, faces stiff competition from many competitors that include Apple, Yahoo and Microsoft. These companies also have diversified products and services spanning several industries like Google’ s. They offer their customers innovative products providing the ability to access, disseminating, creating and using computing data (Yuksel, 2012). For this reason, a better understanding of the industry in which Google operates is by examining its key competitors.
Agence, F. (2008). Revamped Ask.com Searching for more Market Share. AFP. [Online]. Available from: http://afp.google.com/article/ALeqM5gtAUzEAjFnHgtcJn_aJKtI3msHb
[Accessed 15th March 2016]
Bernroider, E. (2002). Factors in SWOT Analysis Applied to Micro, Small-to-Medium, and Large Software Enterprises:: an Austrian Study. European management journal, 20(5): 562-573.
Daft, R. L. (2011). Understanding management. Mason, OH: South-Western Cengage Learning.
Frynas, J. G., & Mellahi, K., (2015). Global strategic management. Oxford: Oxford University Press.
Gitman, L. J., & McDaniel, C. D. (2008). The future of business: The essentials. Mason, OH: Thomson South-Western.
Goldfarb, A. (2014). What is different about online advertising? Review of Industrial Organization, 44(2): 115-129.
Goldfarb, A., & Tucker, C. E. (2011). Privacy regulation and online advertising. Management Science, 57(1): 57-71.
Google Inc. (2016). Company Overview. [Online]. Available from: https://www.google.com/about/company/ [Accessed on 15th March 2016].
Harrison, A. L. (2013). Business environment in a global context. Oxford: Oxford University Press.
Microsoft Corporation. (2016). Facts About Microsoft , [Online]. Available from: http://news.microsoft.com/facts-about-microsoft/. [Accessed on 15th March 2016].
Whish, R., & Bailey, D. (2015). Competition law. Oxford: Oxford University Press.
Yahoo Inc. (2016). Corporate Information. [Online]. Available from: https://info.yahoo.com/company. [Accessed on 15th March 2016].
Yuksel, I. (2012). Developing a multi-criteria decision making model for PESTEL analysis. International Journal of Business and Management, 7(24): 52.