Google Case Study Solution
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Google Case StudyBy:Benjamin PewittSyed AbbasMonther AlmogaitEric FrohnapfelMohammad BalobiadEfaz GoffurMGT 6992Executive SummaryCompany:Google has been a firm known for its innovation and for having such a strong brand reputation. In the early going, it was able to differentiate itself from competitors because of its search engine, which at the time was considered cutting edge because of the way in which it simplified the search process. In that time, Google expanded to global markets and started to provide its services to 42 different languages. It has also earned the reputation as being one of the top firms in the world to work for, and this has attracted top talent into the firm. Currently, Google’s biggest and most well-known product is its search engine, but it also offers other apps, including Gmail, YouTube, and Google maps to users free of charge.Problem(s):While Google has a large market share, it is also in a very competitive market where consumers have little to no brand loyalty. Many search engines now have very similar capabilities that Google has, so differentiation is becoming tougher. Firms like Monster.com have also begun to become specialized by focusing on becoming search engines for specific areas, undermining Google’s stance as universal engine. Also, advertisements account for 97% of revenues, meaning that Google has not found a way to make its other apps a viable source of revenue. The company is mainly a web presence, so issues like security, user privacy, and spammers come into play and can potentially harm the integrity of the user experience.Recommendations:Google has a large cash position, so it does have the ability to acquire small tech startups that have a niche technology or invest in a new field that it currently doesn’t have a stake in. This is a way that the firm can diversify itself and attain revenues from areas besides advertising. Areas like fiber optic internet, handheld user electronics, and international markets are areas where Google can look to increase its offering.It is the recommendation to Google that it leverage its very strong brand recognition as it pursues new markets. Smaller firms will likely be happy to work with a company like Google because of its reputation and the opportunities for promotions it can offer. By continuing to foster such a creative and attractive work environment, it will continue to recruit the best talent to help tackle these issues. Also, an increased expenditure in R&D can help the firm explore new technological breakthroughs which can serve may be profitable, and can also explore news ways to protect itself from online hackers and other security threats. These moves will help the firm to diversify itself and find new markets for which to gain revenue.
3IntroductionGoogle began in March 1995 as a research project by Larry