Business Case Study: Google's Growth and Challenges

This case study provides a comprehensive analysis of Google, examining its core brand values, strengths, weaknesses, opportunities, and threats (SWOT). The analysis delves into Google's business strategies, including its revenue generation through online advertising, its market share in search engines, and its technological innovations. The study also explores Google's challenges, such as competition from other tech giants and the need for continuous innovation to maintain its market position. Furthermore, the case study addresses Google's decisions regarding censorship in China and its implications. The study highlights the importance of Google's adaptability, continuous development, and the significance of cloud computing. Overall, the case study offers insights into Google's evolution, its strategies for success, and the challenges it faces in the dynamic tech industry.

Running Head: CASE STUDY ON GOOGLE
Case Study on Google
Name of the Student
Name of the University
Authors note

1CASE STUDY ON GOOGLE
Response to question 1
Core brand values of a company serve as guidelines to grow a business and provide a
reason for what an organization strives for. It provides a skill set for any organization. With a
powerful portfolio as diverse as Google’s, its core brand value is to make the information
accessible to the people through the web around the globe in an organized manner and to make
the information available to people in just one click. Google has created an environment where
employees can work and develop their skills. With a skilled workforce, the company can
challenge many ideas and views to improve the innovations. Google has the best technology and
products like desktop products, mobile products, web, hardware and other products. These
products are successful worldwide. Google has also expanded its services through search
engines, and online advertising helped the company to grow in recent years. Around 97% of the
company’s revenue is generated through online ads (Dolata, 2017).
Google’s app and services have increased its core values because they are innovative and
have attracted customers towards it. The products are of high quality and affordable. This helped
the company gain customers trust and retention, which is one of the essential factors for a
business to flourish.
Apart from the challenges faced by Google from the competitors, Google has succeeded
in retaining and attracting new customers, and it also took many steps to survive and maintain its
position in the corporate world. The effective and strong way to support the company in this
competitive world is its innovative products and services.

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Response to question 2:
SWOT analysis of Google
Strengths
 Huge market share of search engines.
 Generates around 97% of its revenue through online advertisements.
 Strong brand identity.
 Offers cloud-based services.
 Google Chrome and Google search engine are the most powerful products in the
portfolio of google.
 Android launched by Google has the largest market share in the smartphone
operating system.
 Google has a global market share of about 90% as compared to its competitors
(Sadowski, 2018).
 Technological adaptability and continuous innovations.
Weakness
 Do not fulfil any corporate social responsibility.
 According to the users and the government does not pay enough tax and profit.
 The social networking site of Google, Google plus is seeing downfall and has
failed in attracting users.
 Since the main source of revenue generation is an online advertisement, if the
advertisers cut their costs, it could lead to a problem for the company.

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 No transparency of information about how the mechanics operate (Hosseini,
2017).
 Some of Google’s products are not well known like book search, Google sky,
igoogle and many others.
Opportunity
 Android and Cloud computing
 Purchasing of artificial intelligence companies.
 Should also focus on side activities other than advertising.
 Should increase market penetration into the Chinese market.
Threats
 Other search engines.
 Some legislation from the government.
 Due to Amazon, Facebook, Instagram and other competitors, Google is facing
downfall in market shares.
 It is facing strong competition from Bing (Hosseini, 2017).
 Facing legal trials
 Competition from Apple in the phone sector.
Response to question 3:
Google is a well-developed company since 1998 (McMahon, Johnson and Hecht, 2017).
Due to its continuous innovations and development, Google has reached on top revenue-
generating companies in the world. Google is developing with android, artificial intelligence,
Google street view and many other services. So, Google may face competition from other giants

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in the niche market. Now, these days cloud computing is an essential part of the operating
system, so it becomes crucial for Google to develop this feature as well. Google holds the biggest
chunk of web browsing services to compete, and the company knows that development and
quality are the only options to survive. Therefore, Google is doing the right thing because the
attempt to break the monopoly of Microsoft in applications is vital for its survival. The same
goes with the Apple for operating system race because the involvement of Google in
smartphones will give more choice so that the users can get the same product with high quality
and at affordable prices.
Google’s decision on the Chinese government on censorship search has many pros and
cons. The censorship of Google proved bad for China’s global image. But Google’s
pressurization on China has exhilarated the hardliners. It is not a good idea for Google to leave
such biggest search market like China, and it has also damaged the partnership with China. Since
Google’s decision on censorship search was more ethical and not a business, so it made Google
leave China only for business reasons.

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References
Bijl, L., Kringhaug, G., Molnár, P. and Sandvik, E., 2016. Google searches and stock
returns. International Review of Financial Analysis, 45, pp.150-156.
Dolata, U., 2017. Apple, Amazon, Google, Facebook, Microsoft: Market concentration-
competition-innovation strategies (No. 2017-01). Stuttgarter Beiträge zur Organisations-und
Innovationsforschung, SOI Discussion Paper.
Hosseini, H., Xiao, B., Clark, A. and Poovendran, R., 2017. Attacking automatic video analysis
algorithms: A case study of Google cloud video intelligence api. In Proceedings of the 2017 on
Multimedia Privacy and Security (pp. 21-32).
McMahon, C., Johnson, I. and Hecht, B., 2017, May. The substantial interdependence of
Wikipedia and Google: A case study on the relationship between peer production communities
and information technologies. In Eleventh International AAAI Conference on Web and Social
Media.
Nayak, S.N., 2017. Google products for enhancing library services. Asian Journal of Information
Science & Technology (AJIST), 7(2), pp.47-52.
Sadowski, C., Söderberg, E., Church, L., Sipko, M. and Bacchelli, A., 2018, May. Modern code
review: a case study at Google. In Proceedings of the 40th International Conference on Software
Engineering: Software Engineering in Practice (pp. 181-190).