GOOGLE

Strategic Analysis

The Vision
To make search engines so powerful they would understand "everything in the world".

The Mission
To organize the world's information and make it universally accessible and useful.

The Focus
Google continues to focus on innovation and on the user experience.

Google Strategy
Its the same as of Honda & Sony Both these companies have major share in world manufacture share of Engines and Electronic Goods Google wants world wide webs major share.

QUESTION?

IS GOOGLE IN THE RIGHT INDUSTRY? Lets Analyze the Industry

The Industry Stats

Country Analysis
Country US China Japan Users (Mn) Usage Growth (2000-2007) 210.00 162.00 86.30 120.80% 620.00% 83.30%

India
Brazil World

42.00
39.15 1173.00

740.00%
682.8% 225.00%

QUESTION?
IS GOOGLE IN THE RIGHT BUSINESS? Lets Look at Products and Rev Model.

Google Products (>60)

Web Search Maps Ride Finder Analytics Directory Google Mini SMS Search Mash Advertising AdSense AdWords Audio Ads Click-to-Call Grants TV Ads Standalone Applications AdWords Editor Gmail Notifier Hello Pack Photo Screensaver Picasa Secure Access GTalk SketchUp Desktop Extension Blogger Web Comments Browser Sync Dashboard Widgets Send to Phone Toolbar Communication & publishing 3D Warehouse Blogger Calendar, Docs& Spreadsheets Dodgeball FeedBurner Gmail, Orkut YouTube Reader Mobile Products Blogger Mobile Calendar Gmail News iGoogle Reader Maps Mobile

Core Products & Revenue Model

Core Products Search and Adwords. Revenue Sources Contextual Ads - Adsense. Adwords. Licensing Google search.

Approx 10 Billions Dollars.

Internet Advertising - 2007

Global - By E-Marketer
Number 1 Advertising Medium in terms of growth rate. Ad spending on the Web should net out at $21.7 billion this year VS $20.4 billion on radio. E-Marketer predicts that online advertising will reach $28.2 billion next year (an increase of 30 percent) Online advertising will account for a nearly twice as many dollars - constituting a hefty $44 billion market

Global - By Zenith Optimedia

Internet Advertising Trend and Predictions

Internet Advertising Trend and Predictions

Global - By Zenith Optimedia - continued
The internet will grow six times faster than traditional media between 2006 and 2009 and increase its share of the ad market from 5.8% to 8.7%. All of the fastest-growing ad markets are in the Middle East and Central & Eastern Europe These regions are growing at double-digit rates, compensating for an under performing North America World Adspend to grow 5.2% in 2007, on par with longterm trend Olympics, elections and football to lift growth to 6.2% in 2008.

Global Market Share in Search

13%
Google Yahoo MSN Others

13.60%
53.30% 20.10%

Total search in year 2006 99.57 Bn Google is doing 138.1 Mn search per day

Porters Five Forces Model for Google Search

Supplier bargaining power :
Supplier concentration is low Switching costs is low Threat of forward integration is low Importance of volume to suppliers is high

Rivalry factors: Entry barrier:

Entry barriers due to brand identity and scales is high
Few players of relatively smaller size industry is growing at rapid pace Product differentiation is low Switching cost is low Exit barrier is low Switching cost zero Informational Complexity due to secrecy of internal algorithms

Substitution threat:
Mobile search. But due to less sophisticated technology threat is far away few years Switching cost is LOW

Buyers bargaining power:

Buyer size/volume is very small Change cost/frequency is very low. product/service importance is high. Ability to backward integrate is very less. Price sensitivity is high Product differentiation is low

QUESTION?

WHAT MAKES GOOGLE? ANDAR KI BAAT

Leadership
Dr. Eric Schmidt, Chairman of the Board and Chief Executive Officer Larry Page, Co-Founder & President, Products Sergey Brin, Co-Founder & President, Technology

Philosophy of Google
Focus on the user and all else will follow. It's best to do one thing, and do it well. Fast is better than slow. Democracy on the web works. You don't need to be at your desk to need an answer. You can make money without doing evil. There's always more information out there. The need for information crosses all borders. You can be serious without a suit. Great just isn't good enough.

Googles Culture
Heart of Small Company Hands on contribution to the Products by each employee Flat Hierarchy Each employee having several responsibilities in different departments Hiring Policy Non Discriminatory Preference of ability over experience Multilingual company environment Multidomestic culture Recreation along with work Common caf for all employees

Googles Global Presence

21 countries at present

Uniqueness about Google

SEARCH

Speed, Accuracy, Objectivity and Ease of use of. Fit between their technology and the consumer behavior. Page Rank technology Orkut merged Solved the scale up problem Positioned as Fastest Crawling Technique Keeps the search Up to date

Uniqueness about Google

1st to get it right advantage Advertisers tie up as CPC Trade off between Speed & Compression Best asset utilization (Efficient storage space) R&D expenditure = 50% Net Income(10% of Revenue)

Continuous Innovation

Biz Model
User Info Social Networking Page Rank Relative Importance Customization Contextual Advertising

competitive advantage comes from its core competencies in computer hardware and software engineering

Value Chain

Dynamic View
Buying many sites, Opening offices in many Countries, Huge investment in R&D, Continuous investment in increasing Database Searching for various avenues, Continuous innovation, Developing people, learning new technologies

Resource Endowments

Resource Commitment

Activities

QUESTION?

WHAT IS GOOGLE PITTED AGAINST? THE BATTLE ZONE

Competitive Landscape
Search

Competitive Landscape
Advertising

Competitive Landscape
Video Blogging

Competitive Landscape
Social Networking

QUESTION?

HOW WOULD GOOGLE CLASSIFY THESE PLAYERS AND WHO ARE THE TOP COMPETITORS?

THE BATTLE ZONE Part Deux

Direct Competitors OR Complementors?

Internet companies, web search providers, Internet access providers, Internet advertising companies

Indirect Competition Or Complementors?

Competition from traditional media companies. Most large advertisers have set advertising budgets, a very small portion of which is allocated to Internet advertising.

Top Competitors

Google Identifies Top 2

Primary competitors - Microsoft and Yahoo! Inc. Both Microsoft and Yahoo have more employees than Google. Microsoft 6 times. Microsoft also has significantly more cash resources. Longer operating histories and more established relationships with customers and end users. Microsoft and Yahoo also may have a greater ability to attract and retain users - because they operate Internet portals with a broad range of content products and services.

Strengths Analysis

Weaknesses Analysis

Threats Analysis

Common Opportunities
BRIC Countries

Computer literacy is on the rise Telecommuting and at-home-businesses growth Mobile technologies offer another opportunity. Cheaper global telecommunication costs open new markets Google
Traditional ad domain Office Suites

Yahoo Other Software Apps.

Microsoft Pay Per Use office Internet Ads

Competitor Analysis
Google Aim To make everything free for the Virtual User.

QUESTION?

SO WHAT IS GOOGLE DOING AND WHAT SHOULD IT DO? ACTION ITEMS

Inorganic Growth - List of Google acquisitions

2004 2005 2006 2007 2008

2Web Technologies Phatbits Urchin S/W Inc. Dodgeball Reqwireless Current Comm. Group Android Skia Akwan InfoTech AOL (5% stake) Internet

dMarc Broadcasting Radio Advertising Measure Map Upstartle @Last Software Orion Neven Vision JotSpot YouTube- Video Sharing Endoxon

Xunlei Adscape Video Game advertising Trendalyzer Tonic Systems Marratech GreenBorder Panoramio FeedBurner PeakStream Zenter Grand Central VOIP

5 year Performance

5 year Performance
R&D -> More than 10% increase Y/Y since 2002
Continuous Innovation, creating new products. New products every year, Need Based Positioning, Depth rather than Breadth. Ready to deal with dramatic change.

Cost of Revenue around 40% increase Y/Y since 2003

Find new sources of Revenue, margins reducing.

Recommendations
Diversify earnings not products
Country US Revenue % 61%

UK
Rest Of World

14% 25%

The Growth Share Matrix

Recommendation
Search : Competition from both big web companies and well-funded startups will force Google to remain focused on continuing to innovate in search. Contextual Ads Continue good work Other Ad formats - With Google clearly intent on spreading its advertising platform to the offline world, go for more acquisitions. Video Continue Good work. Consolidate position. Social Networking Acquire other players. Office Suite Continuous R&D

Recommendations
Be Multi-domestic company Find new sources of revenue. Continuous Innovation is the key to maintain dominance in such an aggressive environment. Concentrate on BRIC nations.

Recommendations
Balance Scorecard

Have we left any QUESTIONS unanswered?

THE POWER OF GOOGLE IS ENPOWERMENT.