Google has maintained a dominant market share in search engines of over 67% through continuous innovation and improvement of its core search algorithm. It has diversified its revenue streams beyond advertising through acquisitions and development of products like Gmail, Android, YouTube, and cloud computing services. Google pursues both a differentiation strategy through its data centers and search technology and a growth strategy of M&As, partnerships, and rapid adoption of new technologies. It faces opportunities from trends like increased internet access and mobile usage globally but also threats from competition and potential over-reliance on secrecy and advertising revenue.

1. By-
Hrucha, Supreet, Jayesh, Jil, Darshan
STRATEGIC MANAGEMENT
CASE PRESENTATION
GOOGLE

2. GOOGLE
Product Timeline

3. GOOGLE
Market Share
67.49
10.77
10.67
8.13
Total Search Engine Market Share
Google Global
Yahoo Global
Bing
Baidu

4. GOOGLE
Product Offerings

5. GOOGLE
Revenue
59
4.6
3.2
5.25
Revenue in $ (billions)
Google
Yahoo
Bing
Baidu

6. GOOGLE
Levels of Strategy
Corporate
level
Business
level
Functional
level
• Stability - Stability approach to
set a steady course
• Growth - Sustainable growth
strategy
• Retrenchment – Orkut (Sept
2014)
• Combination type - many times
• Focus on the user
• Believes in constant
improvement
• Speed is priority
• Democratic approach is used
• Hungry of betterment
•Work from home
•Innovation labs
•Individual startups

7. GOOGLE
Primary Strategy
Focus on Differentiation through
• Robust data centers world over
• Unique page search algorithm
• Continuous improvement through innovation

8. GOOGLE
Secondary Strategy
Focus on growth and expansion
• Mergers & Acquisitions in related segments
(YouTube, Android, Motorola)
• Innovative products (Cloud computing,
Mobile computing, Gmail, Social Media, etc)
• Quick adoption of new technologies
• Forming strategic alliances to avail product collaborations

9. GOOGLE
Internal Environment Analysis
•Competition
from Facebook
•Mobile
Computing
• Android OS
• Diversification into
non-Ad business
models
• Google Glass and
Google Play
• Cloud computing
• Excessive reliance
on secrecy
• Privacy issues
• Falling ad rates
• Lack of
compatibility with
next-gen devices
•Market leader in search
engines
•Ability to generate user
traffic
•Revenue from Ads and
Display
•Introduction of Android
and mobile technologies
Strengths Weaknesses
ThreatsOpportunities

10. GOOGLE
External Environment Analysis
PESTEL Analysis
POLITICAL
• Globalization
(opportunity)
• Stable political
climate in most
of the major
markets
(opportunity)
• State-sponsored
online
companies
(threat)
ECONOMICAL
•Economic stability
of most major
markets
(opportunity)
•Rapid growth of
developing
countries
(opportunity)
•Growing interest
in sustainable
business
(opportunity)
SOCIAL
• Increasing use
of social media
(threat)
• Rising diversity
of users
(opportunity)
TECHNOLOGICAL
• Growing
Internet access
in developing
countries
(opportunity)
• Rapid adoption
of mobile
devices in the
global market
(opportunity)
LEGAL
• More
regulations on
online privacy
(opportunity)
• More
regulations on
intellectual
property rights
(opportunity)

11. GOOGLE
External Environment Analysis
Competitive
Rivalry with
existing firms
(Moderate)
Threat of
substitution
(low)
Bargaining
power of
suppliers
(low)
Threat of
new
entrants
(high)
Bargaining
power of
buyers (low)

12. GOOGLE
Product Portfolio

13. GOOGLE
Product Portfolio

14. GOOGLE
Product Portfolio

15. GOOGLE –