2. Introduction to Google
• Overview
• Garage start up in 1998 by Larry Page and Sergey Brin
• PageRank Technology
• “Our mission is to organize the
• world’s information and make it
• universally accessible and useful.” Google
67%
Microsoft
19%
Yahoo
10%
Ask
3%
AOL
1%
March 2014 U.S. Search Engine Rankings
adapted from Comscore

3. Google Products
• Google Search Engine
• AdWords & AdSense
• Gmail
• Google +
• Google Maps
• Google Earth
• Google Play Store
• Android
• Youtube
• Android
• Blogger
• Google Chrome
• Google Analytics
• DoubleClick
• Google Mobile
• Nexus S
• Picasa

4. Google Revenue
• 83% of 50.2 billion – Advertising (2012)
• AdWords & AdSense
• Google Network
*Graph used from Cnet.com

5. Macroenvironment
• Society and Subcultures
• Demographics and Psychographics
• Economic Natural and Physical
• Political and Legal
• Technological
• Natural

6. Microenvironment
• Collaboration  Internally – Employees and Externally – Organizations
that offers value added services to the google experience.
• Competition  Among them are- Yahoo, Facebook, Microsoft etc.
• Suppliers  Entities who provides information that Google analyses and
makes available for the public’s usage as well as the various entities which
provides advertising.
• Regulators  Mostly self-regulated.

7. Value Providers
• Proprietary Technology
• PageRank
• AdSense and AdWords
• Employees and Business Culture
Innovative
freedom
Attracts top
performers/
motivation
More innovative
products/Better
quality
Better Image/
More customers/
Loyalty
employee
retention

8. Business Culture
9 cornerstones
• New products launching early and often
• Transparency
• Hiring generalists
• A 70-20-10 rule
• Data over opinion
• Company goal-oriented ideas
• Focus on innovation and usefulness
• Nurture of all ideas
• Value in origin of ideas
• Don’t be evil

9. Organizational Structure
• Flat hierarchy
• Attractive to millennials entering workforce
• Lack of formal managers
• Project Oxygen and Chief Executive Eric Schmidt
• advocates listening and knowing your employees, empowering team members, and having a clear
accessible company goal
• Distributed Leadership
• Entrepreneurial Spirit

10. Strategies: Acquisitions
• 160 companies since 1998
• YouTube (video sharing website)
• Android (mobile operating system)
• Motorola Mobility (mobile phone maker)
• Zync (emerging in cloud)
• Admeld (online ad firm to boost ad graphics and interactivity)
• AdMob (mobile advertising network)

11. Strategies: Value-Added
Internet
Services
• Gmail
• Google
Privacy
Policy
• Customer
Information
AdWords
• Targeted
Marketing

12. Corporate Social Responsibility
Community
• Minority Programs for exposure to Computer Science
• Helping improve the Computer Science related programs from
historically Black universities and colleges
• Donations for Doers
• Employee groups sent out to evolving areas to help local
organizations and businesses with developing challenges
• Grants
• Discounted ads to nonprofits
• Employees
feel good
about
company
• Great Image
• Customers feel
cared for

13. Customers
• Search Engine
• Google Enterprise
• Google Ads
• Co-creation of value (customers as developers)
• Loyalty

14. Perceived and Delivered Value
• Ease of use
• Organized
• Relevant and accurate information

15. Recommendations
• Annoying ads
• Street View
• Privacy
• Security