This document discusses Google's business strategies, including expanding into new areas like mobile devices and ecommerce while maintaining its core search mission. It also covers Google's revenue sources, strengths like innovation and brand reputation, and weaknesses like over-reliance on search advertising. Opportunities include acquisitions and developing new search solutions, while threats include competition and privacy/antitrust issues. The document recommends Google focus on resolving click fraud to protect advertisers.

1. Search Results: Anna Hayrapetyan
Anna Mamyan
Lida Arshakyan
Hayarpi Vardanyan
Lilit Gyurjyan
Mariam Petrosyan
Marina Sedrakyan
Professor: Sergey Tantushyan

2. • To invest in both alternatives:
 develop superior search solutions, monetizing them
through targeted advertising;
 branch into new areas, simultaneously not divert from its
original mission
• Establish merger and acquisitions with mobile
manufacturing firms to develop a complete Google
phone
• Focus on eCommerse
• Resolve the click fraud issue, preventing negative impact
on advertisers

4. Revenue Generation: Monetizing Search
• Ranking paid listings according to CPC bids
• Listing relevance
Evolution of Search and Advertising
• Personalized Search
• Local Advertising
• Google Analytics for tracking search patterns
• display (“banner”) advertisements

5. Strength Weakness Opportunity Threat

6. Strengths Market Leader in Search Engines
Culture of Innovation
Open Source Products and Services
Brand Image and Reputation
Corporate Culture (Philosophy)
User- friendly Interface
Product Integration and Personalization
Financial Structure
Quality and Customer Experience

7. Weaknesses
− Single Source of Income
− Unprofitable and Free of Charge
Products
− Lack of Marketing
− Patent Litigations
− Excessive Reliance on Secrecy

8. Opportunities
− Growing into electronics industry
− Obtaining patents through
acquisitions
− Develop advanced search solutions
and monetize them
− Developing products for PC desktops

9. Threat
− Competition of Microsoft and Yahoo
portals
− Antitrust Laws
− Privacy issues

10. 66%
31%
3%
Google Sites ad Network Sites ad Licensing and other
0
5000
10000
15000
20000
25000
Revenue
Amount
Google
66%
Yahoo
18%
Microsof
t
10%
Others
6%
SHARE

11.  Content hosting
• Acquisition of YouTube
• Search of digital books (Google Books Partner Program/Library Project)
 Communications applications
• Launch of Gmail
• Expansion into real-time and voice communication
(Gchat, Google Voice)
• Android platform
• Launch of Nexus One Mobile Device

12. Productivity applications
• “Cloud” applications (Google Photos,
Google Calendar, Google Docs)
Other New Systems
• Launch of Chrome web browser
• Plans for running Google Chrome OS
operating system

13.  Merge with Mobile manufacturing company.
 Go deeper in the sphere of mobile applications
production
 Become independent from other mobile
producers

14.  Next big thing
• Have enough capabilities to create a payment
service
• Google Wallet
• Competitors are not into it yet

15. Improper charges : 10-50% of fraudulent click- through
Hijacked by
- Competitors
- Third-party PCs
Not “high quality” placements:
-Typo squatting
-Domain parking sites
Searches for trademarks: consumer confusion with GEICO
Prevent negative impact on advertisers