Content

Company profile
PEST analysis
Five forces analysis
Value chain
Canvas model
Core problem
Differentiation matrix
Canvas model +5
Strategy
Mission & Vision

Google's mission is to organize the world's information and make

it universally accessible and useful.

Google's vision is to make search engines so powerful that they

‘understand everything in the world’
Company profile
Started in 1996 by Brin and Page, founded as Google in 1998

57% American kids say Google as their first word

620 Mln visitors daily

2013 consolidated revenu 50 bln, double digit growth every year

 PEST analysis
Political Social
Political stability Entrepreneurial spirit
Intellectual property protection Culture (gender roles)
Anit-trust laws Demographics
Taxes Skill of workforce
Growth market due to more and more internet usage
Economical
Level of education/Skill of workforce Technological
Exchange rates Innovation
Financial market stability High costs
Government intervention free market Rate of technological diffusion
Impact on VP in value chain
Five forces analysis
Threat of new entrants – MODERATE (high cash and infrastructure)

Threat of substitutes – LOW (no substitute for the internet)

Bargaining power of customers – STRONG (threat of substitutes in search and software)

Bargaining power of suppliers – LOW (strong market dominance)

Intensity of rivalry – MODERATE (Yahoo, MSN, IOS/Apple)

Complementors – LOW (Google is a self developer, Licensing)
Market Life Cycle
Value chain Model
Canvas Model
SWOT analysis

Strenghts – brand value, data mining, human capital

Weaknesses – privacy, Google+, one source of profit

Opportunities – web services, acquisitions, mobile internet

Threats – unprofitable products, litigation, excessive integration

Confrontation matrix

SWOT Service Acquisit Mobile Profit Legal Integration

Brand ++ o ++ ++ - +
Data ++ o ++ ++ -- o
HC ++ ++ ++ ++ ++ ++
Privacy o o -- - -- --
G+ o o o -- o --
Profit S ++ ++ + -- -- ++
Core problem

Some of its core strengths

(data mining, product integration)

are making Google

more and more unpopular. People do not like monopolies

Canvas Model +5
Strategy
Google must continue its position as market leader
Google Must cancel unprofitable and unpopular products (hardware?)
Google must develop new sources of income (web services)
Google must fight of any attack made by rivals
Google must make adds usefull (comparing prices, etc.)
Google must oppose intelligence agencies openly
Google must reduce legal expenses by 11% by 2016
Google must continue its acquisition strategy
Google must invest heavily to keep and acquire human capital
Google must maintain shareholder voting rights (80%) to keep strategic advantage