Business Case Study Analysis - Google

Running Head: BUSINESS CASE STUDY ANALYSIS – GOOGLE
Business Case Study Analysis
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1BUSINESS CASE STUDY ANALYSIS - GOOGLE
Introduction
Google is one of the largest multinational corporations in the world that is based in
America. It specializes in the provision of technology and internet based products as well as
services. While Google as a technological corporation has been steadily growing since its
inception in 1998, it has faced and continues to face a number of challenges to its growth
such as the challenge of competing with social media platforms, recruiting more and more
human resource for its artificial intelligence related activities and in the domain of mobile
search engines (Tran 2017). This essay highlights these challenges and also points to the
opportunities that lie out there for the growth and expansion of Google as a company, such as
through the introduction of social media networking pages, bringing emerging markets of the
developing world online and improving its mobile search services.
Background
Google: Some Relevant Facts
Google LLC is a multinational technology company which specializes in internet
related services and products such as cloud computing, search engine, online advertising
technologies, hardware and software (Garvin 2013). It was established in the year 1998 by
Sergey Brin and Larry Page.
Google as a company has been growing rapidly ever since its incorporation,
triggering in the process an entire chain of partnerships, acquisitions and products beyond its
core search engine, popularly known as Google Search. Google also offers services that are
designed for productivity and work, time management, scheduling, email, social networking,
cloud storage, video chat and instant messaging, language translation, video sharing and

2BUSINESS CASE STUDY ANALYSIS - GOOGLE
mapping and navigation (google.ca 2018). It also offers products that can be used for photo
organizing, note taking and photo editing.
The major competitors of Google within the marketplace are Yahoo, AOL in terms of
search engines used for gathering relevant information and data from the internet. In terms of
database management and social media giants, Google has competed with Oracle, PTC, Intel
and Facebook respectively (Perrin 2015).
The digital excellence is enhanced and the ecommerce exports are managed well,
which enables the company to expect higher revenue generation. The management of
customers globally and focusing on the localization factor. The global digital expansion is
possible not only based on the relevant sector, but also according to the ways clients are made
aware both locally and globally (Russell, Stuart and Norvig 2016). The cloud advertising is
another effective way for creating market growth opportunities and expand customer base.
The social media platforms use could enhance the awareness of products among the
customers and allow the company to gain relevant market growth opportunities to attract
more customers from the social networking websites (Garvin 2013).
The strength of Google, i.e., most of the revenue coming from advertising, has been
the major weakness of the organization. Due t the fluctuating demands of the advertisements,
th revenue generation may get affected too. The high rate of turnover among the employees is
another major weaknesses affecting market growth for Google (google.ca 2018). The useof
social media platforms can be a major challenge due to its widespread marketing activities
like enhancing awareness of the products and services of Google.
Because of the most of the revenue coming from advertisements managed through
search engines and AdSense program, the business model that has influenced management of
commercial search engine is advertising. The search engine use has helped in managing the