CASE ANALYSIS: GOOGLE CHROME Q1. Analyze the case using Porter’s Five Force Model. Solution: 1.

Supplier Power: Chrome is an in-house product of the company Google. There is very less role played by the suppliers. Thus, supplier power is low. 2. Buyer Power The users decide the fall or rise of applications especially on the platform such as the internet which is user defined. Buyer power is very strong to the point of being definitive because one unsatisfied user in general makes negative comments about the product to other users. The products like browsers run on a number of people using it, its market share and the popularity it has. Nothing else defines it the way user response does. 3. Competitive rivalry The main competitors in the browser market are Firefox, Opera and the Internet Explorer. Needless to say Chrome being a new entrant in the market faces severe competition. Although, the media strategy has been working quite well by pushing Opera to number 4 and Chrome pulled to number 3 in browser market share. Chrome has a long way to go in terms of beating the Internet Explorer. 4. Threat of substitution The threat of substitution occurs when there is a case of alternates available. For the time being it is low because a browser is the platform to search the internet and today’s world is becoming increasingly net savvy. But in the future what might the technology brings no one can say. It might be advent of automatic direct connection to internet through the application software sans browsers. But that is way far off. 5 Threat of new entry This is high due to increase in the sophistication of the techniques to produce browsers and also new and more innovative models keep coming up in the tech world even before the old one has got months old. As for the question of time and money there are enough large companies on net just looking for diversification.

whilst most users will just use them. These innovations will indirectly generate cash flows. Strategies: 1. Its purpose is to serve as a launching platform for innovation in the Internet. It is in the firm’s interest to make the Internet grow: since it has been able to privatize the Internet. Building more communities and raising awareness about these Google has been able to build a community. Google has been able to outsource many of its services to the community. Prepare an offensive in cloud computing: FOSS in Chrome shows that Google aims to be a leader in the cloud computing paradigm. Chrome is FOSS because it will not generate value by itself. They will in turn become the firm’s spokespersons or evangelists. which in turn improve the user’s satisfaction. which will help Google sell advertisements (97% of its revenues) and gather information. Having released many software as open source. Google is placing the passionate user in the centre of its production process.Q2. the firm encourages the most competent users to modify its products (or propose improvements or report bugs). . 3. Main strategies already taken up by the giant include banners. But since 18 months it has focused on developing its media strategy that focuses on the mass. Suggest strategies to overcome it. instead of resorting to a “classic” lead user approach. Solution: The chasm that is mentioned here as explained in the case study is for the diffusion of innovation from early adopters to late mass. Google has been for sometime marketed the Chrome as a browser that was in its beta stages and for the tech enthusiasts. simplicity and speed. growth means increased audience. 2. Comparing the IE dominant design and the Google-supported innovative design shows that Chrome have to increase its user base and its complementary goods to diffuse its stand-alone technological value. What is more. Microsoft’s name has helped IE reign supreme in the browser market. like many other companies in the high-tech sector. It will be able to license its web-applications and diversify its revenues. Increase the above the line advertising in third world countries The TV as opposed to internet and the print media is much more followed source of public information for the masses in third world countries. TV ads. It would do good for increasing campaigns around the world of masses with messages that suggest its popularity. By doing this. Analyze the challenge Google Chrome would face to overcome the chasm in its life cycle. All that could change if Chrome increases its popularity in masses and focuses on making it ‘the browser’.

Some sites and online services still don't work with Chrome. For years. According to PCworld.1 version could outperform Chrome when it comes to speed. Strategy of collaboration-exploitation A culture needs to be developed by the Chrome developers that take out the technicalities from developing the community and focuses on the ease of use and collaboration for everyone who uses the net. Also in a recently held Annual HackFest IE and Safari fell in one day whereas Chrome gave a tougher competition. Because Chrome is built on the WebKit following are the negative points of Chrome which can serve as a good indicator as to where the competitors can gain • Privacy. But Firefox has to be careful to not ‘ape’ Chrome because they both are FOSS and it would not do them ay good to be labelled as off the shelves cpy of a simpler. It's yet to be seen how these. not Web standards. Chrome doesn't yet have any add-ons or customization options available. speedier and simpler versions f their products which are the core competencies being offered by Chrome. • Consistency.4. A media strategy could be planned around this very concept that allows users to become even closer to the fastest and the “most convenient browser around” Q3. But standards support isn't an easy matter for Microsoft. Mozilla had already claimed its 3. It didn't take long for users to discover vulnerabilities in the beta browser. not only the technically sound. IE uses a "compatibility mode" by which it renders pages using its older rendering rules. Chrome's taken a lot of heat for its monitoring and collection of user data. including a host of newer standards that Web developers are eager to implement. • Security. Microsoft is back with IE9. • Reliability. What steps could the competitor’s of Chrome take to overcome its success? Solution: For most of the browsers right now the important issue is to come up with more mature. According to Cnet news. smarter product of a rival company. Several of these have already been patched. some of which happens before you even hit enter. To deal with this legacy of non-standard Web pages. was the technology for which developers coded their Web sites. which in beta form features more extensive hardware acceleration than Chrome. it differs from the dominant platforms that most designers focus on. will compare to the rich options available for Firefox. a clear indicator that competitors can focus on the security aspects to overcome Chrome. IE9 is notable for its support of Web standards. once developed. . Microsoft's IE. • Support.

able free of charge.” But only when they have strategies in place against Microsoft’s new offering ‘Midori’ .4. The future of internet and all the related technologies are open source codes or more appropriately cloud computing. Google has a chance. since the program’s improvements are not protected and are also avail. which means that Google’s employees have potentially worked for anybody. Also as ZDnet says “Operating systems are the next battle ground and a Web based operating system is a possibility. But here is where the future also lies. Explore the future prospects of Chrome with the development of Chrome OS. a fact that will not help Google diversify its cash generating activities (97% of its revenues comes from advertising). Solution Chrome is FOSS.

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