Google Brand Strategy Essay Example for Free

Google Brand Strategy Essay This paper will give you an inside look as to how Google Inc. has evolved into a multi-billion dollar empire since it was first developed in 1996 by two Stanford University graduates working out of a garage. The paper will also compare Google to its strongest competitors in the search engine, web advertising and mobile phone industries. The paper will also reveal what the key elements to success are in those industries. The paper will also detail the resources and key competencies that Google has to make them the leading internet search engine with over 60 percent of market shares. The paper will also discuss the business model and strategies used by Google to help them become one of the fastest growing companies in history. The paper will also touch briefly on some of the threats and weaknesses they face in the marketplace. The paper will also include a recommendation to Google’s top management to help them sustain its competitive edge and financial success in the industry. Background History and Company Growth In 1996, Stanford students Larry Page and Sergey Brin teamed up to develop a new search engine they named BackRub. They chose this name because of the engines ability to rate websites in relevancy based on metatags and keywords. Backrub was quickly gaining popularity and in 1998 Yahoo’s cofounder, David Filo talked Brin and Page into leaving school to put their focus making Backrub a major part of Yahoo. Backrub was later named Google, which was taken from the word googol. Googol is mathematical term for a number represented by the numeral 1 followed by 100 zeros. The founder of Sun Microsystems was the first person to invest in Google with $100,000 in August of 1998 which raised $1 million by the end of September. Google was named â€Å"Top 100 Web Sites and Search Engines for 1998† by PC Magazine and was recorded successes at record pace. Google saw potential for profits in other segments of the market and made innovative ideas to gain market share. In 2000, their innovations included wireless search technologies, search capabilities in ten languages, and Google Toolbar browser. Google expanded its product line again in 2004 with the launch of Google News, Google Product search, Google Scholar and Google Local. Google’s index of web pages also grew to more than 8 billion and increased its country domain to more than 15. Google then entered the mobile phone market in 2004 when they created a feature allowing users to text a search request and Google would provide results to the search. Google Earth was created in 2005, which was later enhanced in 2010 when it included an Earth View mode allowing users to view 3D images of various locations at ground level. Between 2005 and 2010, Google also added Book Search, Music Search and Video Search. Google created features for its website to include Gmail software, web-based calendar, web-based documents, spreadsheet applications and language translations to accommodate 51 languages. Discuss competition in the search industry. Which of the five competitive forces seems strongest? Weakest? What is your assessment of overall industry attractiveness? Google has been able to sustain its competitive advantage because of the strong relationships they have built with Internet users, advertisers and websites. In 2010, Google was the most visited website with more than 147 million internet users visiting their site on a monthly basis to search for information. Google’s management believes its strongest rivals are Microsoft and Yahoo, although market share rankings from June 2006, June 2009 and May 2010 showed Google has more than twice their competitors combined. Yahoo was first founded in 1994 and in 2010 held the top third position for most visited search engine site. Almost any information available on the web can be viewed through Yahoo’s portal. Yahoo has many of the same features as Google such as, personal calendar, email, news, weather, television listing and online photo albums. Yahoo has also partnered with mobile phones allows users to search from their mobile devices just as Google has done and the searches performed through Yahoo accounted for 35 percent of the market in 2010. Yahoo’s many features and services have generated revenues from many sources. Yahoo’s relationship with Google goes back to 2000 and has at times been cooperative and other times adversarial. In fact, Yahoo was one of Google’s first customers, but in 2002 they parted ways when Yahoo purchased other companies to develop search engines and since then they have been considered rival companies. Another of Google’s top competitors is Microsoft whose revenues in 2009 were approximately $58.4 billion, with $14.6 billion net income. They were able to make these impressive profits through sales of computer software, consulting services, video games hardware and online services. Microsoft’s computer software Windows 7 and Microsoft office raked in half the company’s revenues in 2009 and most of its operating profits. Their online sales of $3.1 billion showed a loss of $2.3 billion during 2009. The online services generated income came from banner ads on the company’s MSN web site and other affiliated sites, as well as search-based ads displayed with Bing results. Microsoft entered the search engine industry during 2004 in an effort to compete with Google. This happened because Microsoft noticed job postings for Google were nearly identical to Microsoft specifications. Microsoft believed Google was attempting to design software applications that compared to Microsoft office such as Word, Excel and PowerPoint. Google is well aware of the competitive pressures created by its rival and they fully understand what it takes to hold the competitive edge. They created a strategy that would allow themselves to hold their own against its rivals. In their mind, if the competition could do it, so could they. Competition stems from all sorts of directions for Google. They must compete against their rivals like Yahoo and Microsoft in the search engine industry, new entrants to this industry, the product innovations of their rivals, as well as the bargaining powers their rivals may have that they do not. One of the biggest forces of competition is website traffic. If Google can get more internet users to visit their site over MSN or Yahoo, they will have more bargaining power with advertising sales. Google must also obtain qualified employees with the capabilities to compete with the new and innovative products that Microsoft continues to create. Because the search engine sites are so alike, this causes the rivalry between competitors to increase because the products are less differentiated. What are the key factors that define success in the industry? What are the key competencies, and resources of successful search engine companies? Success in the search industry can be defined by looking at several different factors. One of the most obvious signs of success is revenue growth. Googles revenues from its websites have grown from $792,063 in 2003 to $15,722,486 in 2009 as stated on its 10-k reports. Revenues from licensing have grown from $45,271 in 2003 to $761,759 in 2009. However the value of their stock reached the high point in 2008 at just over $700 per share and has dropped to below $300 in 2008, gained a little in 2009 and dropped again in 2010 to around $450. Some analysts believe Google’s recent decline in revenue and earnings stemmed from their decisions to increase stock prices in order to achieve revenue and growth earnings that pushed the boundaries of their corporate philosophy of making money without doing evil. In order to be successful, Google must continue to develop innovative products at features to better meet the needs of its customers. They need to offer these products at lower prices than their competitors as well. Have Google’s business model and strategy proven to be successful? Should investors be impressed with the company’s financial performance? How does the company’s financial performance compare to that of Microsoft and Yahoo? Google’s innovative products and business acquisitions have all played a part into their strategy directed at increasing the company’s market share in internet advertising. The addition of these products has increased traffic to Google’s website, and therefore, has given them more opportunities to advertise to Internet users. The strategy to dominate the internet advertising market was designed to be worldwide. China was a market that they were particularly interested in taking over since they have more than 300 million users. Unfortunately for Google, China was not as interested in this and they were faced with challenges from their local search provider, Baidu and the Chinese government. As of 2009, only 31 percent of China’s internet users searched using Google and 64 percent used Baidu. Googles business strategy included creating new products and features for the mobile phone industry. In 2010, 234 million people owned mobile phones, with 30 percent having internet access from their devices. Google first introduced its Android operating system in 2008 free of charge to any phone manufacturer marketing mobile phones with internet capability. The applications included the operating system had Wi-Fi capability, email, web-based calendar, Google Earth maps, and GPS. T-Mobile was the first to use Googles Android operating system with the launch of G1 in September 2008. The G1 had many of the same features as Apples iPhone, but much less expensive. The Android operating system was extremely successful with its market share, increasing from zero in 2008 to 13 percent in May of 2010. Another area of Googles business strategy focused on computer software programs used by businesses. Senior management believed the programs would move from local hard drives to the Internet. These is referred to as cloud computing. The market was believed to grow to as much as $95 million by 2013. The move would offer many benefits to corporate users such as lower software acquisition costs, lower computer support costs, and easier collaboration amongst employees in different locations. Google first launched its beta version of free word processing and spreadsheet in 2006 and later relaunched in 2008 to compete with Microsofts Office products. In 2008, Google launched its Chrome Browser and Chrome operating system, specifically to accommodate cloud commuting applications. The Chrome browser was created with a multiprocessor design that allowed users to operate spreadsheets, word processing, video editing and other applications simultaneously. Each tab opened a new window so if one crashed the other applications running would not be affected. Also in 2009, Google made agreements with Acer, Hewlett-Packard and Lenovo to start production of netbooks that used Chrome OS and Chrome browser to access cloud-based Google apps software. Googles business strategy also included expanding into the television market. In 2010, Google teamed up with Intel, Sony, Logitech, Best Buy, DISH Network, and Adobe to develop Google TV. Google TV was built on the Android platform, running the Chrome browser to search live networks and cable programming that streamed videos from providers such as Netflix, Amazon on demand videos, and YouTube. Google TV users would be able to use their televisions to browse the web and run cloud based applications. Googles business strategy also focused on the addition of targeted advertising placed alongside search results on its website. Google Adwords increased annual revenues from $220,000 in 1999 to more than $86 million in 2001. These ads were prices using an auction system, where uses bid on keywords that described their product or service. What are the company’s key resources and competitive capabilities? What competitive liabilities and resource weaknesses does it have? What opportunities exist? What threats to its continued success are present? In order for Google to have continued success in the search engine industry, they need to have resources and capabilities to create competitive advantage over its rivals. Many of theses resources needed for success are intangibles. They included human assets and intellectual capital. This means having employees with experience, education, creativity and innovation to develop new products and features to compete with its rivals. Another important resource is their company image. Googles 10 principles of Corporate philosophy includes You can make money without doing evil. Their image is different from many other businesses. Google believes in conducting business in unconventional ways. They believe their work should be challenging, but fun. The company puts emphasis on team achievement and individual accomplishments that contribute to the companys overall success. They work in a place where there is great communication and camaraderie in order to have the tools necessary to produced Google users with the information they are seeking. Google also believes being great will not make them successful. They must anticipate the future needs of its user and develop innovate product and services in order to be successful in the search engine industry. Building relationships or alliances with suppliers is another key component of success. These relationships can help to reduce costs and enhance product quality and performance. A perfect example of this relationship is Google offering its Android operating free of charge to mobile phone providers or its collaboration with Sony, Logitech, Best Buy and DISH network to develop Google TV. Some of the tangible resources needed for success include financial assets, technological assets and organizational resources. Google must have cash and marketable securities in order to finance new products and investments as well as pay dividends to its stock holders. Some technological assets are its copyrights and production technology. Production technology refers to the processes used to develop new products to compete with its competitors. Organizational resources included the companys workstations and servers used in developing these products. Some of the threats that Google faces in the industry include new entrants in the market and product innovations from its competitors. Overall, Google has done a relatively good job in competing with the development of competitors products. They created the Android operating system in order to enter the mobile phone industry and they are developing new applications for cloud commuting to compete with Microsoft office software. They need not worry too much about the entrance of new businesses as they have developed a brand and corporate image that has already earned loyalty from many consumers. What recommendations would you make to Google’s top management team to sustain its competitive advantage in the search industry? How should it best capitalize on its strategic initiatives in mobile phones, cloud computing, emerging markets, and other venues? Because Googles rivals are competing with relatively the same products, I would suggest to Goggles top management to focus in conducting business in an ethical manner that conforms with the business philosophy. They have received much criticism recently because of their impressive revenues growth during the recession. They need to focus on building their brand image that consumers are appealed by. I would also suggest finding ways to offer products and services at a lower price to its consumers in order to dominate the market. With products being so comparable and easily substituted they need to compete on price. It would be in Googles best interest to focus on the markets in the United States and Canada , rather than in China. China does not want them competing there and they are spending too much time and money trying to get in when there is plenty of opportunity here. The only thing they are gaining from this is bad publicity. It would be in the best interest of the company to put much of their focus on the thing they do best and that is the search engine. Google should stay with the industries they have performed well in, such as search engine and mobile phones. Their biggest competitor, Microsoft, is the leader in innovative products and they will most likely be more successful than Google in the cloud commuting market because businesses are familiar with their products and have already created a following where Google has not. They should focus on the areas they do well in and leave the other markets to competitors. Management needs to add features to make their current products more appealing to consumer rather than looking for new markets to enter. References Thompson, A., Peteraf, M., Gamble, J., Strickland III, A. J. (2012). Crafting and executing strategy. (18 Edition ed.). New York: McGraw-Hill/Irwin. Thompson, A. A., Peteraf, M. A., Gamble, J. E., Strickland, A. J. (2012). Cases m for crafting and executing strategy. (19 ed., Vol. 1). The McGraw-Hill Companies, Inc.

An Inspector Calls :: English Literature

An Inspector Calls: Set In 1912; written 1940's but a play for the millennium. What important issues are raised by the play? How does Priestly use the Settings, Characters and Events to convey? I've been studying the play 'An Inspector Calls' that is concerned about problems and issues of year 1912 and used the characters of the play to allow his feelings of the time to be put across to others, in 1912 and now. Many of the problems faced then are still around today and will be probably will be in years to come, despite him trying to make changes in the way we think. However the play was wrote in 1946, just after the Second World War, he was trying to make people aware of what was going on and how this shouldn't happen again. At the time there were a lot of coal miners on strike for having low wages, working, living and conditions also Dockers for the same reasons nothing was done. The poor were manipulated by the rich into what they wanted, for instance take the World War Two Germany the much stronger, powerful and richer country, against poorer countries such as Poland and there was many more countries in similar situations. The play was attempting to get across, that we need to look after the people and things around us no matter how small, as it's not acceptable to use them to our advantages: Remember this. One Eva Smith has gone but there are millions and millions of Eva Smith and John Smiths still left with us. There were always people there to look after or at least realise about the 'Eva Smiths' in the world. In a world scale other countries came into help the poorer countries but notice its always too late in a way, people have already been hurt, In the play there was Sheila and Eric Birling and of course the inspector. A more recent event like this took place in 1982, the Falklands. Argentina invaded the Islands, thinking nothing would be done because they're so small. The British advanced to help their fellow men, and stopped the conflict in its tracks. They made Argentina pay for it, in the death of their own men, 'then they will be taught in fire and blood and anguish', The Inspector (page 56). I think the ideas of Priestly were heard by the people, but still have not embedded themselves into today's society: Nonsense! You'll have a good laugh over it yet. We've been had, that's all. Birling(both p70) This is only Mr Birling's general opinion but this could also be the

Economic Status of The United States in 1950 Essay

Emerging victorious from World War II five years earlier, the United States in 1950 was reaping the benefits of a growing economy – benefits that were actually derived out of the country’s participation in the War. The destruction and mayhem brought by the global conflict also brought with it several positive contributions to the economy. Some would even argue that the country’s participation in World War II actually saved it from the Great Depression. To understand the economic boom of the 1950s it is necessary to appreciate the positive impacts that were borne out of World War II. The foundation for the economic expansion and growth experienced in 1950 and several years after that were laid during World War II. To fund and support the country’s war time efforts, it had to recruit millions of American soldiers to be sent to the war front as well as to be stationed at home. Factories had to be built to produce war materiel – guns and ammunitions, military transport, tanks, fighter planes and bombers, etc. To man the factories women and older people had to be recruited as most of the able-bodied men were at war. WWII created jobs and gave life to many industries and energized a nation. Among the industries that prospered during and immediately after the war were the newspaper industry, the agriculture industry and even Hollywood. Industries that produced transport and plant machineries also prospered. Throughout the War, women, for the first time, were given the opportunity to work outside their homes and participate in nation building. The participation of the women in the labor force started to increase during this time. The War also provided opportunities that would later be manifested in the 1950s. Take for example many of America’s products went overseas – introducing themselves to new markets. Many had actually feared that the end of the War would lead the country back to depression. With production of military supplies coming to an end, this fear had its basis – for the entire economy was propped up by all that had to do with the global conflict. Fortunately, this was not the case. The victory relished by the nation brought about confidence in the government and the economy. The common consumer best exhibited this confidence as the strong consumer demand spurred economic growth after the War. Leading towards the 1950s, industries that experienced a surge in growth included the automobile industry and the housing industry, and new industries experienced fantastic births – industries such as aviation and electronics. There was also another outcome of WWII that contributed to post War growth – the Cold War between U. S. and the U. S. S. R. Many of the military industries that sprouted during the war continued to do big business after it. As communist block emerged as a military power in Europe, America had to arm itself against what it considered as a threat. Huge investments were made in the defense of the country. Such investments meant jobs, factories, huge spending – all contributed to the boom of the 1950s. The economic success of the country probably influenced its leaders to advocate the replication of an open economy at the international level. This is best evidenced by the country’s spearheading the establishment of the International Monetary Fund and the World Bank. Gross Domestic Product and Per Capita GDP  In 1950, the country’s GDP was at $293. 8 Billion (in current dollars). At that time, Per Capita GDP was $9,573. 00 – making the United States the number one country world wide in this aspect. By 1996, GDP was at $13. 194 Trillion. Per Capita GDP was at $43,800. 00 – however, the country ranked only at 10th place world wide in this respect. Post World War II scenario showed that too few economies survive the war while a great majority, especially in Europe, was greatly affected. Many developments starting in the late 1970s toward the early 2000s enabled other countries to overtake the U.  S. in terms of Per Capita GDP. As Per Capita GDP is influenced by population, countries that had significant economic growth coupled with low birth rate were able to surpass the U. S. in this indicator. However, the U. S. remains the most powerful economy in 2007 taking into consideration other indicators. Employment and Unemployment In 1950, the civilian labor force was about 58 million strong. Only 5. 3 percent of the labor force was unemployed. 41. 6 million of the labor force at that time were males, while only 17. 34 million were females. By 1996, the labor force grew to about 142 million while unemployment rate as at 5 percent. 76 million were males while 66 million were females in the labor force. In the 1950s, the number of workers in the services sector caught up with workers in goods production industries. The same time also saw the rise of white-collar jobs and the strengthening of labor unions. Awareness on labor rights was on a rise. The biggest impact experienced by the labor force was the increase in women’s participation in employment activities. Accordingly, women have literally poured nto the labor force starting in 1950. By 1990, women’s participation in the labor force would nearly double. On the other hand, men’s participation would drop over time. Per Capita Personal Income In 1950 the Per Capita Personal Income was pegged at $1,501. 00. By 2006 this rose to about $36,600. 00. Though marked by huge difference in amount, it can be noted that $1,501. 00 in 1950 could by more goods and services than the $36,600 in 2006 as illustrated by the CPI rates for both years. Consumer Price Index and Inflation With 1967 as base year, CPI in 1950 was registered at 72. – meaning that a basket of goods and services bought in 1950 were 72. 1 percent of the price of the same goods and services bought in 1967. By 2006, the CPI was at 603. 5. This meant that the same basket of goods and services bought in 1967 would cost 603. 5 percent more in 2006. Inflation rate in 1950 was at a steady 1. 09 percent. In 2006 the rate was at 3. 24 percent. Emerging Industries 1950 saw the emergence of new industries that were anchored on new technologies. Among these is the aerospace industry. The great success of the heavy bombers during the war emphasized importance on innovation. Improvements in engine design, metallurgy, and arms technology helped advance the industry as well as improve manufacturing procedures. The onset of the Cold War ensured that the industry was there to stay. At its peak, the industry hired hundreds of thousands of workers in four major factories. The industry was also fueled by a $3 billion government spending. Other industries that grew during this time were boosted by other industries. Take for instance the housing boom experienced after war. New homes meant additional furniture and appliances as well as new cars. The consumer-led growth likewise spread to other areas. The introduction of television to the masses spurred the growth in electronics. There were also after effects in the growth of industries. As the demand for homes and cars increased, many Americans were lured out of central cities to the suburbs. The construction of better highways also contributed to these phenomena. Farmers though were facing tough times. As people left farm lands, lesser people were left behind to do farm work. This led to a drop in the productivity of the farm sector. Innovations and the Transformation of Business  At a personal level, 1950 saw the introduction of the first hand held T. V. remote control – a device that would be seen as a necessity in many households for years to come. Color TV also emerged thru the issuance of a license to CBS Network. Another innovation is the introduction of the first credit card – Diners – also an item that would come across as a necessity in modern times. The first pagers were also developed in 1950. In the business front, 1950 would usher in an era marked by consolidation of large companies. Businesses would combine to create bigger, greater businesses. Example, International Telephone and Telegraph bought Sheraton Hotels, Continental Banking, Hartford Fire Insurance, Avis Rent-a-Car, and other companies. Notable Events and Personalities Notable events of 1950 included the following: Start of the Korean War – influenced greatly by the U. S. and USSR at opposite sides, North and South Korea would tangle in a three-year war that highlighted the tension during Cold War regime. Development of the Hydrogen Bomb – raged by the atomic bomb testing by USSR, the government pursued the development of a hydrogen bomb. Senator Joseph McArthy – started the Red Scare in halls of the U. S. Senate – making accusations that the State Department was filled with Communists or their sympathizers. The Senator’s actions led to the adoption of the term McCarthyism – describing intense anti-Communists sentiments. This period coincided with and fueled the onset of the Cold War between America and the USSR. Thousands of Americans were accused of being Communists or sympathizers during this time – Americans in various sectors of the society. History would later judge these accusations as reckless and baseless. While Senator McArthy gained considerable media mileage at the start of his â€Å"campaigns,† he would be later unmasked as a grandstanding antic who had little or no evidence to back up his accusations. Many of the people Senator McArthy accussed suffered greatly. Many loss their jobs, had their careers ruined while some were even unjustly imprisoned. Conclusion The end of World War II led to the end of the Great Depression and the start of a long period of economic expansion through the 1950s. It is quite ironical that the most destructive war in history would contribute to the emergence of the strongest and biggest economy in the world. The confidence on the economy was obviously brought about by the country’s victory in the War. Tempered by strong collaboration between the government, businesses and the consumers, the U. S. emerged from the War a lot stronger and economically strengthened. Industrial expansion during wartime brought economic impetus that would be carried on even after WWII. The fact that most of the major economies were slow to recover from the after effects of the conflict placed the United States at absolute and relative advantage over both its allies and its enemies.

Understanding Behavior And Family Dynamics - 1078 Words

Week 2 Assignment: Communication Tia Durkin ECE355: Understanding Behavior Family Dynamics Professor Jeremiah 15 January, 2016 Communication is the cornerstone of any relationship, but between parent and child it is both unique and special. It is forged and developed through love and a special bond that can only be understood by them. It begins before a child is even born, and continues through their life. Communication is how we make our thoughts, feelings, needs, and thoughts known. As babies, children convey this through cries and sounds; and is often best known by their parents who seem to know which cry and sound mean different things. It is imperative that this strong level of communication is fostered in a positive way, throughout their childhood. Having the ability to communicate effectively with our children is not only beneficial for them, but the entire family dynamic. A good majority of parents want what is best for their children, when communication is positive and reciprocal then it is reasonable to say that the relationship matches. This is why when parents are uninvolved or neglectful, we beh avioral issues and a strong lack of respect from the child. In authoritative home, parents are still in charge, but they have a sense of mutual respect between them and their children. The proof is in the outcomes in these homes. Children have a tendency to be happier, respectful of others, better in school, and have a greater ability to form meaningfulShow MoreRelatedUnderstanding Charlie s Behavior : Family Dynamics And Communication Essay1989 Words   |  8 Pages The major social factors to consider for understanding Charlie’s behavior are family dynamics and communication. When Charlie was placed in his aunt’s home due to his mother’s health condition, his communication and interaction with his mother and family became limited and inconsistent. 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