Google Case Study

Google has been the leader of the search business. It offers simple yet fast search process and displays organized search results. Its effort on local advertising and offering free software to advertisers to optimize their paid listing has helped Google to earn more revenue than competitors. Quick and relevant search result offer more traffic, this in turn has attracted advertisers on Google’s paid listing network. Google has helped business to connect with relevant customer based on demographic details. Google always tries to anticipate market expectations concerning new technologies. Hence, they invest heavily for innovation in disruptive technologies, Search & Ad business, Mobile and web application development. This coupled with Google’s governance structure and corporate values of technological innovation, efficiency and entrepreneurial spirit have given it strength to be one of the most dynamic and digital innovators of our times.

However, there are also major issues that Google has to resolve. Web Google faced complaints from advertisers (about improper charges), user privacy issue, and publishers (copyright infringement). And this could be sorted out by improving its technology for ads (high quality placement), Securing user’s personal data and protecting the copyright issue of publishers.

With rapid expansion in different products and opportunity in different market areas, Google is facing challenge about its strategic objective. Google has been into multiple areas of social networking, Mobile Computing, Office Application, Search business, Web browsing and many others. With personalization feature in search criteria and social Networking, it has presence in portal business. Using Checkout services, it has got into ecommerce. And with email and document management systems (DMS), it has introduced different products to compete with Microsoft. But it should be noted that whatever strategy Google adopts, it should be sustainable and

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