The paper "Google Resists Demand to Hand over Search Records" is a wonderful example of a Management Case Study. This case study on Google revolves around the in-depth analysis of the search engine’ s success in the industry in terms of profitability. A detailed analysis will be conducted to determine how the social and technological forces, legal; successors, and failures within the industry are affecting its prospective profitability. Additionally a descriptive PORTER’ S five forces of analysis on the company will also be addressed. The case study will be focusing its attention on the company’ s business strategies, business strategies employed by its major competitors, its production and marketing strategies, its financial position, its information systems strategies and human resources. Introduction Google was first founded in 1998 by Larry Page and Sergey Brin.
The search engine has continued to grow as a technology search corporation providing employment opportunities to almost 30,000 people worldwide. The company has expanded extensively with up to 77 offices in 43 different locations globally. As opposed to when it was founded, Google now has various products and services that include diverse advertising platforms, mobile and web applications in dozens and dozens of languages.
In 2014, Google was worth $200 billion allowing it to be recognized as one of the most valuable companies globally. Google’ s current competitors in the industry include; MSN, Pay pal Comcast, WPP, Viacom, Yahoo, and News Corporation. All the major and minor competitors provide alternative internet search options in different sectors of the industry. According to Google Inc (2008), the company’ s main competitors include Yahoo and Microsoft which are working under their respective brands; MSN and Live search. External Contextual Analysis of Google Inc. Currently, around the United States alone, Google Corporation controls 57% of all internet searches in the industry (Agence, 2008).
With such acquisition of the market share, Google has an added advantage over its competitors. A huge occupation in the industry places the company in a better position in improving the speed of its search options faster than its competitors. Therefore maintaining customer loyalty since there is constant improvement in the search engine. Yahoo and Microsoft occupy 23% and 11% of the market share respectively (Agence, 2008). Notably, there is increased competition in the industry since company websites that register the largest amount of searches increase their revenue income through advertising.
Business enterprises opt to use advertising platforms that are likely to attract more consumers to buy their products or services. Therefore ads will be placed on popular search engines. Strategic environments Legal Factors Google has faced concerns from different legal and political institutions that end up affecting its operations. According to Buncombe (2006), Google has been requested on several occasions by the Department of Justice to surrender some search terms in their archives that might paralyze the Department's efforts.
On another occasion, the Chinese government demanded that Google has to censor some search results in its engine (Liedtke, 2005). Google has also faced legal issues arising from the company’ s copyright issues. The company overview report points out that this is due to its flexible capacity that allows the corporation to keep tabs of third party web pages and images on their servers (Google Inc. , 2010). However, the company responded to its critics by allowing customers to access a copyrights information page.
This copyright information page educates customers about digital information and also includes a link that informs the U. S Copyright Office and Google of any immediate activities of violation (Google Inc. , 2010).
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