Google 2010 Case Study

Click here to load reader

  • date post

    20-Jun-2015
  • Category

    Documents

  • view

    2.702
  • download

    1

Embed Size (px)

Transcript of Google 2010 Case Study

Submitted to Danuvasin Charoen, Ph.D. Graduate School of Business Administration National Institute of Development Administration

Information Technology and Management

Copyright 2010 By Group 1

WATJANA VICHAI VIGUN APINUN SONTORN NARISSARA POLAP AT

POOPANEE THANARATSIRICHOKE TIRAVIT TIPPAYATANGSAKUL LAKSANAWI WAT CHOMPOOCHAT SOPONPALAKUL

5210211003 5210211015 5210211034 5210211049 5210211064 5210211081 5210211090

Graduate School of Business Administration National Institute of Development Administration

Google 2010 Case Study By Group 1 2

Preface Technology and Management) BA560 ... . (1) Business Model (2) ( Information Google 2010

2 (3) (4) IT (5) (6) Update Information 1 2553

Google 2010 Case Study By Group 1 3

ContentPageCase summary Background Business Model Value Proposition Market Strategy Revenue Model Competitive Environment Market Opportunities Competitive Advantage Organizational Development Management Team Issue and Problem of Google 2010 case study & Solutions The concepts involved from the case Stakeholders of Google 2010 case study Role of Information Technology and Infor mation System The lessons lear ned from the case Update Infor mation References 6 12 13 13 14 23 25 26 32 33 34 36 50 51 51 52 53 56

Google 2010 Case Study By Group 1 4

Google 2010 Case Study By Group 1 5

Case SummarySummary 2010 Google Inc. Nexus One Key-board

2008 Google Google Nexus One : Google Google ? Google, 21.2 5.5 2008 2008 20,164 8.7

1999 2004 85 2010 Google $600 $189 Google Market Share 65.6% 2009 Yahoo 17.5% Google Market Share 90% IPO, Google Product Search Gmail, Google Maps, Google Books, Google Finance, Google Docs, Google Calendar, Google Checkout YouTube DoubleClick Google Video

Google 2010 Case Study By Group 1 6

Google Product Gmail Google Yahoo MSN Microsoft Book Search, Maps and Checkout Google e-Commerce eBay Amazon Google Email, Calendaring Microsofts office Windows offering Google ?

The Rise of Paid Listing Model Paid Listing Overture ( Yahoo .. 2003) Paid Listing text Sponsored Links Overture Search Engine banner 70% Paid Listing User

Search Engine Paid Listing click (cost per click) Overture Google 2010 Case Study By Group 1 7

e-Commerce 40%

User Keyword User Overture 3 (Yahoo!, MSN AOL) Overture Overture Overture

Paid Listing at Google ..1999 Google Paid Listing Google Cost per impression ( Google User User ) .. 2002 Google Cost per Click Overture Google Cost per Click Click (click through rate : CTR) ( Google ) CTR bid Google CPC CTR Google Overture 2001 Google website 9 24.5 ..2002 AOL Google algorithmic Paid Listing Market share Google Yahoo .. 2004 Google 2010 Case Study By Group 1 8

58.4% .. 2007 65.6% .. 2009 Yahoo Market share 17.5% .. 2003 Google Search Advertising Contextual Paid Listing Google AdSense Contextual Listing content ( blog ) iVillage.com sponsor Link , Contextual Google advertising Google .. 2002 Google Froogle Froogle Froogle

paid listing Froogle User ..2005 Google Google Maps browsing scrolling Google Paid Listing User

Google 2010 Case Study By Group 1 9

Improving Search and Advertising Search Google Google Search Algorithms Personalized 2004 Google Search & Click link search) Google Google Yahoo (21% vs 11%) local search Googles Organization Governance Googles IPO 2 Class B stock 10 Class A stock 1/3 1 Brin, Page Schmidt Class B 3 Google 80 % IPO letter Page Google Corporate Values - Dont be evil : Google ranking partners Search Google Google Google Google

Search (local search & vertical

Google 2010 Case Study By Group 1 10

- Technology matters : Google infrastructure Google Custom designed, Low-cost, Linux-based sever Google 1 Severs Custom hardware Shipping containers -We make our own rules : Google IPO shares Management Inovation : - project choosing project core project 20% core project -We try to keep it small -70/20/10 70% Core business, 20% Project Core business 10%

Google 2010 Case Study By Group 1 11

Background Yahoo categories directory Altra Vista software Crawlers Algorithmic keyword Yahoo .. 1998 algorithmic Index Algorithm , spam .. 1998 Sergey Brain Larry Page Stanford Algorithm (Web link to) Inbound link weighting links .. 1999 Brin Page Google Sequoia Kleiner Perkins Google 1 Google Google

Yahoo AltaVista Inktomi

Google 2010 Case Study By Group 1 12

Inktomi Search engine Yahoo Google Algorithmic Search ..1999 Google Yahoo Google.com User

Case Analysis : Business Model Business Model Google Strategy) (Revenue model) (Market Opportunities) (Competitive Environment) (Competitive Advantage) (Organization Development) (Management Team) 8 (Value proposition) (Market

Value propositionGoogle Inc. Google Value proposition Value proposition Google Core Competency : Google Core Competency Google (Innovation Creative) Google Google 2010 Case Study By Group 1 13

Google Maps Google Chrome Gmail

Google Books

Market Strategy Google 4Ps

Product Portfolio : Google 4 (Prof. V Sekhar, 2009) 1. Desktop products 1.1 Standalone applications : Google Chrome, Gmail, Google Talk Google Chrome Open- source Windows, Mac Linux

Google 2010 Case Study By Group 1 14

Gmail Google built - in Google Google Gmail

Google Talk

Google 2010 Case Study By Group 1 15

1.2 Desktop extensions : Google Toolbar

Google Toolbar Google (Internet Explorer Firefox) pop - up blocker pop - up 40 Sidewiki 2. Mobile products 2.1 Online mobile product Android Google Blogger Mobile, Calendar, Gmail, Mobile search, Picasa Web Albums

Google 2010 Case Study By Group 1 16

2.2 Downloadable mobile product m.google.co.th/search Google Google Mobile App

3. Web products 3.1 Account management : Google Dashboard Google Dashboard Docs, Calendar, Blogger KPI Google Gmail, YouTube, Reader,

Google 2010 Case Study By Group 1 17

3.2

Advertising : AdWords, AdSense, AdPlanner, AdManager, AdWords

Website Optimizer, Audio Ads, Click-to-Call, DoubleClick, Grants, TV Ads Google Adword Google Google Adsense Google Google Code Google Code Google

Google 2010 Case Study By Group 1 18

3.3 Communication and publishing 3D Warehouse, Friend Connect, Gadgets, iGoogle, Knol, Orkut, Panoramio, Picasa Web Albums, Reader, YouTube, Google Sidewiki Communication and publishing Web Product Google Social Network Orkut User Orkut User User iGoogle Home Page Google RSS Blog Gadgets YouTube Video

Google 2010 Case Study By Group 1 19

3.4 Development Android, App Engine, OpenSocial, Web Toolkit, Google Chrome OS Google Android (OS) Google Inc., T Mobile, HTC, , Android (Open Handset Alliance) 3.5 M a p p i n g M a p s , M a p M a k e r , M a r s M o o n , S k y M a p Google Maps Google Street View Imagery Google 181 Google Maps Google Map Maker 200 Google Maps Smart Maps Google Transit

Google Maps

Google 2010 Case Study By Group 1 20

3.6 Search Blog Search, Book Search, Checkout, Code Search, Dictionary, Finance, Groups, Image Search, News, Scholar, Web History, Froogle Google Books Full-text Google Books Full text Google Checkout Google Checkout Google Finance overlayed Google Images , , Google News Google Google Scholar , , Google Scholar ,

Google 2010 Case Study By Group 1 21

3.7 Statistics Gapminder Trends Zeitgeist Google Trends (keyword) Google

4. Hardware products Nexus One Mobile Android Google Google Nexus One Google HTC Google iPhone

Google 2010 Case Study By Group 1 22

Price Strategy : Google 2 1. Bid Google Google 2. AdWords

Place Strategy : Google Website

Online

Homepage

Search click internet

Promotion Strategy : Google 1 Gmail Member Services Gmail Google MSN, AOL Yahoo