BM2207
Edcel C. Fernandez
BSBA 701
GOOGLE
In 1998, two Stanford University Ph.D. students, Larry Page and Sergey Brin, founded a search engine
company and named it Google. Google’s corporate mission is “To organize the world’s information and
make it universally accessible and useful.” As such, the company focuses first and foremost on creating
the perfect search engine that uses the massive quantity of data available on all Websites.
Google creates and distributes its products for free, which has attracted a host of online advertisers seeking
targeted advertising space. It sells advertising through AdWords, which is linked to specific keywords.
Hundreds of thousands of companies use AdWords by buying “search ads.”
Google also runs an advertising program called AdSense, which allows any Website to display targeted
Google ads relevant to the content of its site. Website publishers earn money every time their visitors click
on these ads. In addition, Google Analytics provides a custom report detailing how Internet users found
the site, what ads they saw and/or clicked on, how they behaved on the site, and how many visitors were
generated. It supports a style of marketing in which the advertising can be constantly monitored and
optimized.
In 2008, Google launched Android, a free, open-sourced mobile operating system that directly competes
Apple’s IOS. The investment paid off, and by 2010, Android became the number-one mobile operating
system in the market. In 2012, Google entered the mobile device category when it purchased Motorola
and launched the Nexus 7, a sleek tablet.
Since its launch, Google has expanded beyond its search capabilities with numerous other products,
applications, and tools that benefit consumers and businesses. Today, Google’s wide range of products
and services portfolio into the following categories:
Web (Web Search, Google Chrome) Home & Office (Docs, Gmail, Calendar)
Mobile (Mobile phones, Maps for Social (Google+, Blogger)
Mobile), Specialized Search (Patents, Finance,
Media (Picasa, Google Play, Youtube), Scholarly Papers)
Geo (Earth, Maps) Innovation
Google’s ultimate goal is to reach as many people as possible on the Web—whether by PC or mobile
devices. The more users on the Web, the more advertising Google can sell. Google’s new products
accomplish this goal and make the Web a more personalized experience.
Google has enjoyed great success as a company and brand in its short lifetime and has become the
world's second most valuable company. From the beginning, it has strived to be one of the “good guys” in
the corporate world, supporting a touchy-feely work environment and strong ethics.
Google currently holds a 67 percent market share for core searches in the United States, significantly
greater than Microsoft’s 17 percent and Yahoo!’s 15 percent market shares. Globally, Google holds a more
dominant lead, with 85 percent market share over Yahoo!’s 8 percent and Microsoft’s 3 percent. Google’s
revenues topped $59 billion in 2013, and the company was ranked the second most powerful brand in the
world with a brand value of $107 billion. In addition, Google’s $400 billion market capitalization in 2014
edged out companies like Walmart and Microsoft to become the second most valuable company in the
world.
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BM2207
Questions (4 items x 10 points):
1. What are the pros, cons, and risks associated with Google’s diverse portfolio?
Benefits of having a diversified portfolio. The first advantage of diversification is that it reduces risk
and volatility. If one stock declines, all of your investments in that industry, business, asset class,
or market area may also fall. Another advantage is that it can make it possible to increase revenue
streams. For instance, if you make both local and foreign investments
2. What are the key factors behind Google’s success as the World’s most valuable bland?
Developing a cutting-edge search algorithm or engine: Google increased performance by
continuously working on an algorithm that is ideal for its users. For its users, this meant creating
better search results.
3. Why is Google’s flagship product so successful?
The fact that Google (GOOG) is now a verb is the best indication of the company's success. In the
same way that we drink water, we search for information on Google. However, Google has
expanded far beyond search as a firm. We'll examine the business strategy and tactics that have
made Google successful in this post.
4. If you were Microsoft or Yahoo, how would you compete with Google?
The fact that Google (GOOG) is now a verb is the best indication of the company's success. In the
same way that we drink water, we search for information on Google. However, Google has
expanded far beyond search as a firm. We'll examine the business strategy and tactics that have
made Google successful in this post.
01 Performance Task 1 *Property of STI
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BM2207
Rubric for grading:
CRITERIA PERFORMANCE INDICATORS POINTS
Provided theories - pieces of evidence,
Content supporting details, and factual scenarios 8
related to the research
Expressed the outline in a clear and
Organization of Ideas 2
logical arrangement of ideas
Total 10
References
Kotler, P., Keller, K. L, Ang S.W., Tan C.T., Leong S.W. (2018). Marketing Management 7th Edition: An Asian Perspective.
Pearson Education Limited.
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