Google and its products

2. School of Data Science and Forecasting
MBA -Business Analytics
Marketing Management Case study on
Presented By:
Yashraj Nigam
Presented To:
Mrs. Meenu Kumar

3. G
O
O
G
L
E
P
R
O
D
U
C
T
S

4. COMPANY BRIEF
• Search Engine, Cloud computing, Software and Advertising
technologies
• Larry Page and Sergey Brin in 1998, initial public offering in 2004
• Chain of products, acquisitions, partnership, offline, desktop and
mobile industry
• Page Ranking No. 1 in the world
• Over 1 Billion search requirements daily
• 22,000 full time employees
• Rated No.1 of ‘Best company’s to work for’ in the world
• Ranking No. 4 of the top 100 brands in the world
• May 2012, dominate the search engine world, market share of
87.6%

5. VISION
To make search engines so powerful they would understand “everything in
the world”
MISSION
To organize the world’s information and make it accessible and useful
FOCUS
Constantly evolving Industry definitions

6. ★ Industry: Internet services and technologies
★ Major Sectors:
➔ Search engine
➔ Cloud computing
➔ Data Science
➔ Advertising
★ Primary Revenue Source: Advertising (97%)
★ Constantly evolving Industry definitions
Industry Analysis

7. SWOT ANALYSIS

8. maRKET SHARE

9. Marketing Strategy
USP: Google facilitate the efficient organisation, storage and retrieval
of data/information across a wide (online) platform. The result is a
convenient, customizable, co-creation approach to media sharing for
the use of individuals and organisations alike.
Profit formula: Mostly dependent on advertising (97%), other main
areas is software licencing to businesses

10. The Google company:
• Offers products that generally appeal to a mass market.
• Doesn’t matter what you are using the web for
• Target web users all over the world.
Google Advertising:
• Targets advertisers whose market frequent the internet
• Can be targeted with precision at a local or worldwide level
Segmentation & Targeting

11. The Google company is positioned as:
• Solution-centric
• Innovative
• Socially responsible
• Vast networks, deep knowledge
Google Advertising network:
• Advertiser-friendly
• Traceable metrics – Google Analytics
• Credible, tasteful advertising
• Rewarding for all parties (advertiser, host & viewer)
Positioning Analysis

12. Business Model Changes
– Revenue model: is accentuated
towards advertising
– Cost structure: can achieve
greater advertising economies
of scale with wider advertising network
– Channels: Widening our
channels, and accentuating
role of Google Group in our
overall advertising spectrum
Business Model
Regardless of Strategic option
– Constantly improve search
function, key resource and
catalyst for advertising
revenue
– Corporate review: 10
commandments of Google,
and Hierarchy of strategic
focus
– Communicate revised vision
simply to all stakeholders,
internal and external

13. 1. Focus on the user and all else will follow
2. It’s best to do one thing, really, really well
3. Fast is better than slow
4. Democracy on the web works
5.You don’t need to be at your desk to get an answer
6.You can make money without doing evil
7.There’s always more information out there
8.The need for information crosses all borders
9.You can be serious without a suit
10. Great just isn’t good enough
Values

14. • FOCUS ONTHE SEARCH ENGINE BUSINESS SERVICE QUALITY
• PORTAL BUSINESS IS NOT AN OPPORTUNITY
• REINFORCE ITS CORE COMPETENCIES
• CUTTING EDGE SEARCHTECHNOLOGY
• HIGHLY QUALIFIED
WORKFORCE<==>INNOVATION
conclusion