Executive summary:
What would I do if I were the CEO? I would attempt to make Google the primary interface to the world;
make every attempt to improve the quality and reach of the internet; Control more of the purchase cycle
and invest more in the area of Extending/improving life and cure diseases. I would also invest more in
YouTube advertising; and try to determine the best advertisements on the Internet; I would acquire
Twitter. Google has been involved in discussions to buy Groupon for $6 billion., I would try to get Twitter
as it would pay off much more; would continue with the offensive attacks on and emergence of Chrome is
a great strategy. I would also look into areas of cloud computing and invest in advertising in this area. I
would tap the Google Maps business a lot more. I would also consider webhosting business, this would
let companies host their web data on Google’s fast and secure servers. It may also pay off to start financial
data service which could fetch them millions of dolllars. Starting wireless internet along with
phone/Internet service and then further expanding it globally and nationally would increase their
competitive advantage and last but not the least invest more in health systems, google can help users track
the best insurance companies and tap into an emerging market.
Google’s mission to organize, and make all information accessible and useful to its users drives Google’s
strategies to expand into new markets, gather further information, and make that information available in
a beneficial, valuable manner. Google’s objectives are to grow, expand into international markets, and
continue developing new products such as new advertising technology. Strategically, Google
differentiates themselves by focusing on the core product of search services and has benefited from a
competitive advantage in “faster response times, and greater economies of scale,” which results into lower
costs. Therefore, Google not only has an advantage in the differentiation area, but also in cost and speed.
Google’s search-engine business model has hepled it to be dominant in the industry based on its expertise
and differentiation. Google’s innovations and diversity keep them in a leading position. Google is an
example of great great growth results.
Touching upon each chapter of the book that we have studied so far, I am discussing the following:
Google which pulled its Web-search engine out of mainland China two years ago after a confrontation
with Chinese authorities over censorship, has renewed its push to expand there, in an acknowledgment
that it can’t afford to miss out on the world’s biggest Internet market. As part of the framework for
strategizing business development and analyzing the industry, one of Porter’s Five Forces: “Threat of
substitute products or services,” is affected by this decision. Another of Porter’s five forces: “Buyer
propensity to substitute,” would also be affected by Google’s decision. By entering China, Google
incorporated into their strategic plan more control over the value-chain of their service in the Chinese
market. The objective for Google to grow, remain sustainable and profitable, it seems reasonably sound
for Google to have entered the Chinese market and engage in self-censorship to maintain good standing
with the social requirements of the market.
