GOOGLE INC.

CASE
ANALYSIS
Presented By:
Jibin Kuriakose 1627713
Ravinder Singh 1627724
Sugandhi Gupta 1627760
8 Key elements of Business Model
1. Value Proposition
2. Revenue Model
3. Market Opportunity
4. Competitive Environment
5. Competitive Advantage
6. Market Strategies
7. Organizational Development
8. Management Team
VALUE PROPOSITION
Google's Variety of free services:
Gmail
Google Maps
Google Books
Google Finance
Google Docs
Google Calendar
Google Checkout

Page Rank Algorithm

Personalized Search
2004: Gmail provided more than 1GB as compared to Yahoo! and Hotmail
Real-time and Voice communication(Gchat)
2008: easy access to Googles web application through Android Platform.
VALUE PROPOSITION
Advertising Value:

Adwords: This feature allow advertisers to display advertisement in the Google content

network. These ads are displayed along the search results when someone inputs a

query into the Google search engine.

Adsense: Allows website owners to display advertisements on their website, and earn

a portion of the revenue generated every time a certain link is clicked. This incentive

system can be very effective and beneficial to website owners.

VALUE PROPOSITION

Google purchased YouTube

for $1.65 Billion in 2006 which
opened a whole new set of doors
as an advertising platform and
source to attract a whole realm of
new users.
YouTube's accessibility and ease
of use makes it another great
service Google has to offer.
REVENUE MODEL
Paid Listings:
1999: Cost-per-impression basis
2002: weighted bids by the ratio of an ads actual click-through rate(CTR) to
it expected CTR(Googles prediction).
2003: contextual paid listing(AdSense)
2005: Google Maps(location-based)
Google offered advertisers free software to optimize campaigns. Ex:
Google Analytics
2005: Google searches yielded paid clicks twice as often as
Yahoo!(21% vs 11%)
2006: Google acquired YouTube for $1.65bn
Content host
2007: Google acquired DoubleClick for $3.1bn
2010: Google Books(1mn)
MARKET OPPORTUNITY
Advertising market: Communication Applications
o Paid Listings market (Cost per impression o Googles Gmail
basis) o Gchat and 2008 Android Platform
o Contextual listings
o $22 mn spent by US small businesses on Cloud Applications
advertisements o Google Docs
o Acquisition of DoubleClick($3.1bn)
o Google Calendar,etc
o Google Drive
Web Browsing:
o Personalized Search
o Google Chrome

Hosting Video and books

o Acquisition of Youtube in 2006
o Library Projects
COMPETITIVE ENVIRONMENT
Yahoo
o Competed in search & paid listings
o Rivals to Search, Froogle, Gmail, Maps & Picasa
Microsoft
o Bing (shortcuts to searches & hover previews
o Cash back feature in Bing
o Microsoft office 2010
o Improved privacy and security in cloud based applications
Amazon
o Books
o Cloud computing
Ebay
o General mechandise and payments
Hulu (Online Video)
COMPETITIVE ADVANTAGE
Trust and Brand Loyalty

Price

Differentiated Products

o Google Analytics

o Gmail

o Gchat

o Google Docs

o Google Chrome

Leadership and Culture of Empowerment and Innovation

Expansion Strategy with acquisition YouTube and Docs

MARKET STRATEGY
Variety of products.

Acquisition of YouTube and DoubleClick.

Google uses CTR( click through rate) rather then CPC(cost per

click).

Contextual listing.

Improved search and advertising.

Cloud computing.
 We are not in the portal
business, were in the
business of making all the
worlds information
accessible and useful.
ORGANIZATIONAL DEVELOPMENT

Dont be evil

Technology matters

Managing Innovation

Focus on long term rather than short term earnings.

Continuous Development.

Work life balance.

MANAGEMENT TEAM

Sergey Brin (President parent company Alphabet)

Larry Page (CEO Alphabet)

Eric Schmidt (Executive chairman Alphabet)

Sundar Pichai (CEO Google)

THANK YOU!!