This document provides an overview of Google's business strategies. It discusses Google's founding in 1998, its current dominance in the search engine market with over 87% market share, and its primary revenue source of advertising. It also summarizes Google's product portfolio, vision to organize the world's information, strategic focus on search engine marketing and innovation, and acquisition-based growth strategy. Porter's five forces model and a SWOT analysis are included to assess Google's competitive positioning.

1. Marketing- Strategic
Planning- IT
Roll No: M140039MS
Ajay Ram K P

2. Introduction
• SEARCH ENGINE,CLOUD COMPUTING, SOFTWARE AND ADVERTISING
TECHNOLOGIES
• LARRY PAGE AND SERGEY BRIN IN 1998
• PAGE RANKING NO.1 IN THE WORLD
• OVER 1 BILLION SEARCH REQUIREMENTS DAILY
• 52.07K EMPLOYEES

3. Introduction
• RATED NO.1 OF ‘BEST COMPANY’S TO WORK FOR’ IN THE WORLD
• RANKING NO. 2 OF THE TOP 100 BRANDS IN THE WORLD
• MAY 2012, DOMINATE THE SEARCH ENGINE WORLD, MARKET SHARE
OF 87.6%
• TOTAL REVENUE MORE THAN $50 BILLION,2012
• PRIMARY REVENUE SOURCE: ADVERTISING (97%)

4. Products & Services
GOOGLE PRODUCTS
AND SERVICES
194
WEB BASED
110
OPERATING
SYSTEMS
6
DESKTOP
APPS
15
MOBILE
APPLICATIONS
44
HARDWARE
17
SERVICES
5

5. Discontinued Products And Services
• 84 PRODUCTS SINCE 2006 UPTO DATE.
• Orkut – Social networking service scheduled to be
discontinued on September 30, 2014

6. : Vision & Mission
• 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.

7. ‘s Marketing Strategy
• Continues to focus on innovation and on the user
experience.
• FOCUS on SEARCH ENGINE marketing.
• Indexing every website on the web, giving faster results with
accuracy.

8. ‘s Marketing Strategy
• GOOGLE’S Ad-Sense and Ad-Word helped Google to
generate huge revenue from the internet market.
• DIFFERENTIATION FACTORS:
• Robust data centers around the world
• Unique page search algorithm
• Ad-Sense & Ad-Word

9. ‘s Marketing Strategy
• Google’s secondary strategy is to focus on other related
segments with innovative product development like-
Social Media, Gmail, Google books, mobiles & cloud
computing etc.
• Growth strategy:
Mergers & Acquisitions( YouTube, android, Motorola)
This strategy is preferred because it allows Google to
quickly adopt new technologies and process rather than
to develop them internally.

10. ‘s Marketing Strategy
SBU LEVEL
Life sciences division of Google X
• Research organization studying Life sciences.
• Division of Google X, which is a project of Google
with the mission to make major technological
advancements.
• Undertakes Google Contact Lens project announced
by Google on January 16th, 2014.
Google Contact Lens Prototype

11. ‘s Marketing Strategy
CORPORATE LEVEL STRATEGY
• To accelerate innovation and strengthen brand
loyalty through transformational changes while
creating an open source environment.
ACTION
PLAN

12. ‘s Marketing Strategy
BUSINESS LEVEL STRATEGY
• Google currently pursues the generic business level strategy of
differentiation.
• Offering so many distinct products and services, Google is able to
achieve a competitive advantage.
• Google's web search engine differentiated itself from competing search engines by utilizing a
patented system called PageRank.

13. Ad clippings
• The Reunion Ad • Google Zeitgeist 2013 Year Review
• Google pitches emotion in separated-by
Partition-united-by-Google ad Reunion of two
old friends from India and Pakistan
• Google Zeitgeist is a snapshot in time of what
people are searching for on Google all over
the world.

14. DOODLEs
• Doodles are the fun, surprising and
sometimes spontaneous changes that
are made to the Google logo to
celebrate holidays, anniversaries and
the lives of famous artists, pioneers
and scientists.
India Independence Day 2014 doodle by
Google

15. Michael Porter’s Five Forces Model
Bargaining
Power of
Suppliers
Bargaining
Power of
Buyers
Threats of
New
Entrants
Threat of
Substitute
Product
Competitive
Rivalry within
Industry

16. Michael Porter’s Five Forces Model
• Google have the
power to buy out
any ad-technology
the wish.
• Suppliers of
telecommunicatio
n infrastructure
may change
contracts and
relationships.
• Apple/Microsoft’s
new software
releases are a
threat.
• Yahoo &
Microsoft have
radically
improved their
search engines.
• Online marketing
governing rules
are still evolving
which may effect
Google’s strategy
• Not a big
competition in ad
technologies.
• Currently there
are only a few
rivals. So rivalry
is more of an
oligarchy.
• Brand Identity.
• Very big number
of substitutes in
mobile
technology.
• Many of the
important Ad
Technologies are
owned by
Google but other
useful ones do
exist.
• Limited choices
in search
engine.
• Limited choices
in online Ad
technology.
• Limited choice
in mobile OS.
• Good amount of
choices when
selecting
browser.
Supplier’s Power Barriers to Entry
Competitive
Rivalry
Threat of
Substitutes
Buyers Power

17. Search Engine Market Share (November 2013)
71%
17%
0%
0%
6% 7%
1%
Sales
Google
Baidu
Yahoo-Global
Bing
AOL-Global
Ask-Global
Other

18. SWOT Analysis
• Search Engine Leader.
• Management Style.
• Effective advertising model.
• Loyal Customers.
• Innovation.
Weaknesses
• One source of income. (97% of revenue from
advertising)
• Unprofitable products.
• Brand name.
• Smartphone King.
• Financial
Situation.
• Sustainable growth in search advertising.
• Fast growing social media market.
• New products & services.
• Strategic acquisitions.
• Growing mobile advertisement market.
SWOT
• Strong competition( Apple, Microsoft, Facebook).
• Microsoft & Yahoo possible partnership.
• Advertising space is becoming more competitive.
• Political risk & EU antitrust law.
Strength
Opportunities Threats

19. BCG Matrix
Relative Market Share
Mobiles Chrome
Gmail YouTube
Images Blogger
Google Drive
Maps
Picasa
Cloudprint
Google Fiber
Web Search
Docs
Groups
Orkut
Google Wave
Translate
Books
Market Growth Rate
HIGH LOW
LOW HIGH

20. Conclusion
Google is a firm that has great potential to expand its market
position. N
Need to adopt an open mind in conducting its businesses.
Practice a strategy that will benefit them in the long run.
FOCUS ON THE SEARCH ENGINE BUSINESS SERVICE QUALITY.
PORTAL BUSINESS IS NOT AN OPPORTUNITY.
REINFORCE ITS CORE COMPETENCIES.
CUTTING EDGE SEARCH TECHNOLOGY.
HIGHLY QUALIFIED WORKFORCE<==>INNOVATION.

21. THANK YOU…