ASSESSMENT OF COMPANY’S

COMPETITIVE POSITION
(GOOGLE)
 Group Members
FARZANUL HAQUE MONY (161200138)
TAHMINA AKTHER (151200181)
RAISUL-AL-AMIN (151200127)
JAKIA SULTANA (151200141)
RUHUL AMIN RAHAD (151200130)
 TODAYS DISCUSSION

 Introduction
 Background of the company
 Competitors Analysis
 External Environment
 Internal Environment
 Recommendations or suggestions
 INTRODUCTION

Competitive advantages are attributed to a variety of

factors including cost structure, branding, and the quality
of product offerings, the distribution network, intellectual
property and customer service.

Google’s competitive advantages into three main

categories:

 Technology infrastructure
 Innovative services
 Market share
 BACKGROUND OF GOOGLE
 Started as a research project between Sergey Brin and Larry Page, two
Stanford University Ph.D students
 Existing search engines simply listed web pages in order of how many times
that particular page used the keyword that was searched
 Their search engine was called “BackRub”
 Google was officially incorporated on September 7, 1998 out of a friend’s
garage
 They gained a total initial investment of nearly 1 million dollars collected
from friends, family, acquaintances, and a $100,000 check from Andy
Bechtolsheim
 After moving Google a couple times, in 1999, they settled into their current
home in Mountain View, California. Known as the Googleplex.
 CONTINUE…….
 Vision:
Google’s vision statement is “to provide access to the
world’s information in one click.”

 Mission:
Google’s mission statement is “to organize the world’s
information and make it universally accessible and useful.”
COMPETITORS
ANALYSIS
 EXTERNAL
ENVIRONMENT
• Global
• Demographic
• Technology
• Economic
• Political & Legal
• Socio-Cultural
 INDUSTRY
OVERVIEW &
ANALYSIS
• The industry Google Inc belongs to is the Internet
Service Provider (ISP).
• The search industry is an ecosystem with a number
of different companies and related technologies.
• It is a fact that, most search engines use very similar
technologies.
• They all have features that support customers across
a broad range of requirements.
• There are some the companies that we feel are
strongest in the field like Yahoo, Bing, Ask, AOL etc.
 PORTER’S FIVE FORCES

Potential New Entrants

Suppliers
Current Competitors
Customers
Potential Substitutes
INDUSTRY STRATEGIC GROUP
MAP
 MAJOR COMPETITORS

Yahoo
Bing
Ask
AOL
Baidu
 INTERNAL ENVIRONMENT

• Internal environment consists of the events and trends within an

organization that affect the management, employees and
organizational culture.
• Google is not interested in profit maximization but strives to
meet the needs of its customers with a high quality product.
• Google provides a high value product which satisfies its
consumer needs, whatever they may be, quickly and efficiently
• They hire people who are smart and determined, and we favor
ability over experience. A
• Google's share common goals and visions for the company.
 CORE COMPETENCIES
 Google Inc is one of worlds rapid growing and innovative web 2.0
companies who provides wide variety of commercial and free products
to the end-users.
 Core Competencies are technical or managerial process that integrates
diverse technologies, processes, resources.
 Core products are developed with core competencies and wide variety
of competitive end-products can be developed by using the core
products.
 Google Inc has core competencies in software engineering in content
indexing and maintaining scalable hardware infrastructure.
 The company's culture of innovation also can be highlighted as a core
competence.
 Google Ads and Google Mapping platform and based on the core
products the company has developed wide variety of end-products.
 DISTINCT COMPETENCY

Name recognition
High-end products
Marketing
 GOOGLE SWOT ANALYSIS
Strengths Weaknesses

1. Market Leader in Search Engines 1. Excessive Reliance on Secrecy

2. Ability to Generate User Traffic 2. Falling Ad Rates
3. Revenue from Advertising and 3. Overdependence on Advertising:
Display 4. Lack of Compatibility with next
4. Introduction of Android and Mobile generation devices
Technologies

Opportunities Threats
1. Android Operating System 1. Competition from Facebook
2. Diversification into non-Ad 2. Mobile Computing
Business Models
3. Google Glasses and Google Play
4. Cloud Computing
 VRIN FRAMEWORK ANALYSIS

Value
Rarity
Inimitability
Non- Substitutability
 RECOMMENDATIONS

 The company may improve its physical presence, such as through promotions and
opening of more physical stores.
 The company may emphasize efforts against the threats of competition and
imitation.
 The company may provide better performance upon effectively addressing the
strategic factors.
 Google should modify its vision statement and mission statement in accordance to
the wide variety of products the company currently offers.
 The adjustment should reflect the current diversification of Google products.
To sum up, throughout its progress, Google has kept its dominant position over
its competitors in the information based services industry. Furthermore, it is very
important to note that Google has not only been consistent when it comes to
providing a product of the highest and quality, but is also constantly developing,
adapting, but more significantly revolutionizing the industry. Having analyzed
the corporation's internal and external environment it is evident that Google pays
attention even to the smallest detail to ensure that it will be the leading company
amongst the numerous other online search engines and has been able to create
loyal customers that are constantly increasing with it’s competitive advantages.
 Everyone
Have a nice day