Post on 04-Jun-2018
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History
Development and Growth
SWOT Analysis
External Environment Analysis
Business Level Strategy
Corporate Level Strategy
Organizational structure
Recommendation
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The first Internet search engine was Archie, Created in1990.
The Web started to take off after 1993, with the number ofwebsites expanding from 130 to more than 600000, by 1996.
In 1995, AltaVista appeared as search engine.
In 1996, Page and Brin developed Google, though it
formally incorporated on September 7, 1998.
They were in GoTo.com but separately create the Googleas improved search engine.
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Growth in Asset:
Growth in Equity:
Growth in Net Income:
2012 2011 2010 2009
30.6% 42.5% 29.2% 25.4%
2012 2011 2010 2009
23.3% 25.7% 28.4% 36%
2012 2011 2010 2009
14.48% 10.27% 30.4% 44.8%
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Google developed Google maps, Google Earth, Google
mail(Gmail)
They are developing own Android operating system.
Developing new Games.
They are developing Wireless network more smoothly
than any other firm.
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Strengths
Open source products and services
Quality and customer experience
are the primary objects
Financial situation
Access to the widest group of
internet users worldwide
Strong patents portfolio
Product integration
Culture of innovation
Weaknesses
Relies on one source of
income
Unprofitable products
Patent litigations
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Opportunities
Growing number of mobile
internet users
Obtaining patents throughacquisitions
Driverless electronic cars
Growing into electronics
industry
Google fiber cables
Threats
Growing number of mobile
internet users
Unprofitable productsCompetition from Microsoft
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Portersfive forces analysis:
Potential New Entrants
Bargaining power of Suppliers
Bargaining power of buyers
Potential substitutes
Rivalry among establish company
PESTEL method:
Political
Environmental
Social
Technological
Economical
Legal
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Google's Corporate Strategy is to accelerate innovation andstrengthen brand loyalty through transformational changes while
creating an open-source environment.
Related Diversification
Google map, Gmail, Google+, etc
Unrelated Diversification
Notebook, Tablets, Mobile- Nexus
In 2012 Googles acquisition with Motorolas gained a
strong advantage over its competitors.
Strategic Alliances
2005 AOL
2006 Fox Interactive
Mid 2006 Dell Computer
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Google currently pursues the generic business level strategyof differentiation.
The 4E's of Google Strategy:
Earn
Entice and defend
Expand the pie
Experiment
Organize the worlds information and make it universally
acceptable and useful
Focuson the user all else will follow
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Google has a flat organization system.
November 2005, Google had 1 manager for every 20 line
employees.
In recent time ratio is 1:40
Google have the tendency to create small teams for big
projects.
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Liquidity Ratio
Profitability Ratio
2012 2011 2010 2009
Current ratio 422% 592% 416% 1062%
Quick ratio 418% 592% 416% 1062%
Cash ratio 335% 501% 350% 891%
2012 2011 2010 2009
Gross margin 59% 65% 64% 63%
Operating margin 25% 31% 35% 35%
Pre-Tax margin 27% 33% 37% 35%
Profit margin 21% 26% 29% 28%
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Growing into electronics industry
Growing number of mobile internet users
Google fiber cables