Google Case

Introduction and Background

Before 1990, there were just few websites and no way to search the Internet. Archie was the first search engine. After 1993, the Web started to take off, World Wide Web Wanderer, AltaVista and Yahoo developed. Nowadays, people can search for ad number of differently phrases or key words related to a specific topic from countless sources.

In 1996, Larry Page has built Google as a research project, while he was a computer science PhD student at Stanford. Since then, Google was ahead of the other search engines step by step. In order to search through the large quantities of data across the web, Google search use large, numerous computers. Today, Google has developed as a multinational corporation specializing in Internet-related services and products. In addition to search engine, Google's product also include Advertising, productivity tools and enterprise product. However, Google Search is always the company's most popular service. It's into people's daily life.

Competition analysis

The most significant competitors of Google are Yahoo and Microsoft. Both of them spent several years and hundreds of millions in research and development expense trying to improve their search engine technology and gain market share. Although Google is clearly the Search leader, how about it shows in other areas. According to an observation, in every media product except video (YouTube), Google is a no-show. Yahoo dominates. (Boulter , 2007)

Advertising is one of the biggest real races online. Google as a search company, but selling and deploying advertising drives it stratospheric stock price. Google has the largest inventory of ad space to sell as well as the largest number of advertisers seeking to buy advertising because it is the search king. However, Yahoo now has about half as many advertisers as Google.

Microsoft, another strong competitor of Google, has publicly dismissed Web-based Google Apps as a competitor to its Office software suite. In addition, Microsoft developed a new search engine Bing, which it hopes will steal market share from Google and finally make it real money online.

SWOT analysis

Favorable Unfavorable

Internal Strengths

1. More than 65% market share globally

2. Innovative Products

3. Strong marketing

4. Financial situation

5. Quality and customer experience are the primary objects Weaknesses

1. Unprofitable product

2. Dependence on Advertising (Revenues are flowing in from advertising only)

External Opportunities

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