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Google Inc. - An Industry Power House

Essay 2011 9 Seiten

BWL - Offline-Marketing und Online-Marketing

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Google Inc.An Industry Powerhouse

Google Inc. is a company known for many things. In particular, they are known as one of the best companies with which to be employed.It is also know for being the top search engine used around the world and placing second under Apple for the Worlds Most Admired Companies. According to CNN “Google, in second place after Apple, maintains its reign as the king of search. (“World’s Most Admired Companies 2011,” n.d.). What has allowed Google Inc. to accomplish such a high level of success in a market segment that is oversaturated with so many other options? Google Inc., unlike many other companies in its market segment has focused primarily their search engine “It’s best to do one thing really, really well. We do search. With one of the world’s largest research groups focused exclusively on solving search problems, we know what we do well, and how we can do it better. (“Ten things we know to be true,” n.d.). Second making their users happy. “Focus on the user and all else will follow. Since the beginning we’ve focused on providing the best user experience possible” (“Ten things we know to be true,” n.d.).This along with a superior corporate culture really has helped them reach a level in the game that others are far from. They are continuously looking for everyway possible that they can improve their services. Google Inc. states that “Great just isn’t good enough. We see being great at something as a starting point, not an end point. We set ourselves goals we know we can’t reach yet, because we know that by stretching to meet them we can get further than we expected.” (“Ten things we know to be true,” n.d.).In this paper, by bringing to light a handful of factors on Google Inc., there will be no doubt in anyone’s mind that Google Inc. is in fact, an industry powerhouse.

Environmental Factors

Google Inc. has been very clever with maintaining an edge on its competition. With one of the word’s smartest teams its no surprise that they have achieved this accomplishment.They simply always strive to do one thing, be the best. Google Inc. is innovative and is always thinking one step ahead of its competition. An example of this, is a service that they created called Google AdWords. This service allows an individual or business to select words and phrasesand use them as key words toward his or her business. When an individual searches any of these keywords the advertisers business will become an active link, in which the advertiser only pays when it is clicked. For many, this technology has helped improve marketing tremendously for many. Do to pop up blockers and anti-virus software, Google Inc. realized that web banners, and pop ups were becoming a thing of the past. Therefore, they developed a new way to essentially achieve the same thing: advertising.They saw that their products life cycle was coming to an end and created a replacement for it: displaying how unique of a company they have become.

However, this is notthe only thing significant accomplishment Google Inc. has achieved. They have developed three other sites that help the local and global environment as well as helping local businesses in pursuing their dreams. The names of these sites are Google Ventures, Green Initiatives, and Google.org. Google Inc. describes Google Ventures as “the venture capital arm of Google Inc. In our previous lives, we have founded startups, built products, and invested in companies. Now we focus on finding the most interesting entrepreneurs from a range of sectors and stages, and then using all of our resources to help them succeed.” (“Who we are,” n.d.). They are giving back and supporting the local economy, which has never been seen from others in their market segment. Green Initiatives, is a website that Google Inc. has created for three purpose. First, to help educate their users on ways to help the environment, and the ways thattheir company has gone green. As well as how it easy it can be to achieve this. LastlyGoogle.org.is described by Google inc.as “Our philanthropic arm. Google.org uses Google’s strengths in information and technology to build products and advocate for policies that address global challenges” (“Initiatives,” n.d.). It has become clear that Google Inc. is a significant company not just in the United States but also around the world.

Competitive Analysis

One major component of Google Inc. success is their corporate culture in which they have created. Without the traditional business image, Google Inc. has become a multimillion-dollar company. Instead of wearing thousand dollar suits, with fancy brief cases everyday, they allow their employees to dress in t-shirts, flip-flops, and wear backpacks to work. Google Inc. would much rather have their employees be as comfortable as possible while they are at work. However, that’s not the only nontraditional aspect of their offices. Instead of displaying big fancy desks, luxurious leather chairs, and fancy lighting Google Inc. explains, “ Here are a few things you might see in a Google workspace:

Local expressions of each location, from a mural in Buenos Aires to ski gondolas in Zurich, showcasing each office’s region and personality.

Bicycles or scooters for efficient travel between meetings; dogs; lava lamps; massage chairs; large inflatable balls.

Googlers sharing cubes, yurts and huddle rooms- and very few solo offices.

Laptops everywhere- standard issue for mobile coding, email on the go and note taking.

Foosball pool tables, volleyball courts, assorted video games, pianos,ping pong tables, and gyms that offer yoga and dance classes.

Grassroots employee groups for all interests, like mediation, film, wine tasting and salsa dancing.

Healthy lunches and dinners for all staff at a variety of café’s.

Break rooms packed with a variety of snacks and drinks to keep Googlers going” (“The Google culture,” n.d.).

With amenities, and a work atmosphere like this, it is know wonder why Fortune Magazine 2011 ranks Google Inc. as number four out of the top 100 employers to be employed by (“100 Best Companies To Work For,” n.d.). Other major companies may question this nontraditional work place that Google Inc. has created. With a total of $5,843,000 in Gross Profit for the second quarter of 2011, who has any right to question the reason behind their madness (“Google Finance,” n.d.). Google Inc.’s major competitor Yahoo Inc. had a gross profit of $857,087 in Gross Profit for the second quarter of 2011 (“Google Finance,” n.d.). That is almost 7% more in total dollar earnings in comparison to Yahoo Inc..

Google Inc.’s innovation, to create new technologies also helps support their rankings as number one in the search engine marketplace. With their revolutionary service such as Word Ad’s, which was previously discussed, their free Android operating system, which has been heavily used in the mobile market through a variety of cell phone manufacturing suppliers, and even the designing of their own web browser Google Chrome. Google Inc. states that they wanted a web browser that focused on “three ideas: speed, simplicity and security” (“Technology overview,” n.d). Apparently, TopTenReviews believes they have accomplished this, by awarding them 2011 Silver Award. TopTenReviews states: “Google Chrome has joined the internet browser competition full force with a very impressive entry, Chrome. As our TopTenReviews Silver Award winner, Google Chrome takes a unique approach to browsing the web, combining top-notch features with speed, compatibility, and simplicity (“Google Chrome Review’, n.d.).

Legal, Regulatory, and Ethical Issues

Does this company have any negative aspects? Upon thorough researching, Google Inc. has yet to face any real threats to their company. However, if they do not tread cautiously, there are a several problems that they can encounter. Such as: copyright infringement, threats from other major competitors such as Yahoo Inc., or MSN; as well as a very unstable economy that has shown no real signs of improvement. There have been a few discussions regarding copyright infringement on Internet forums claiming that Google Inc. has been using images as well as text without the permission of the authors.Other then verbal threats, no legal action has been taken against them.Google Inc. needs to maintain its modesty, and professionalism, or they could be surprised by one of their competitors in the near future. Lastly, the state of the economy must be taken into consideration. When money gets tight and consumers stop spending, the first thing companies will get rid of is the marketing budget. If Google Inc. continuously plays on the defensive; they should be able to avoid potential threats to their company.

Social Responsibility

Companies have an obligation to their stockholders, consumers, and the welfare of their communities to avoid any activities that can be socially harmful. Google has done just that. They have provided their users a service that is unbiased andnondeceptive. They invest in entrepreneurs that they believe have great ideas that can be beneficial to society. They have stimulated the economy by creatingmore jobs, and creating a new forum for commerce. They have taken a Green approach to reduce energy consumption, saving natural resources, and educating their users on the benefits of this approach. Google Inc. has also found a way to take every resource they have, and put it towards the general welfare of not just the United States, but also the World.

Conclusion

Google Inc., not only has helped shape, our society but our everyday technology. Their nontraditional corporate culture, desire to shoot for the stars, and always keeping the “Googlers” best interest in mind; has allowed them to become number one in their market segment. They have helped reinvent the marketing wheel with their multiple innovative advertising services. With all of their success they haven’t forgotten about giving back to the local economy, or even the World.Google Inc. displays excellent moral and ethical standards, and has a great business model that is exemplary.

References

Business overview. (n.d.). Google. Retrieved August 26, 2011, from http://www.google.com/about/corporate/company/business.html

Google Chrome 2011 - TopTenREVIEWS. (n.d.). Internet Browser Software Review 2011 - TopTenREVIEWS. Retrieved August 26, 2011, from http://internet-browser-review.toptenreviews.com/google-chrome-review.html

Google Inc.: NASDAQ:GOOG quotes & news - Google Finance. (n.d.). Google. Retrieved August 26, 2011, from http://www.google.com/finance?q=NASDAQ:GOOG

Initiatives. (n.d.). Google. Retrieved August 26, 2011, from http://www.google.com/about/corporate/company/initiatives.html

Our philosophy. (n.d.). Google. Retrieved August 26, 2011, from http://www.google.com/about/corporate/company/tenthings.html

Technology overview. (n.d.). Google. Retrieved August 26, 2011, from http://www.google.com/about/corporate/company/tech.html

The Google culture. (n.d.). Google. Retrieved August 26, 2011, from http://www.google.com/about/corporate/company/culture.html

Yahoo! Inc.: NASDAQ:YHOO quotes & news - Google Finance. (n.d.). Google. Retrieved August 26, 2011, from http://www.google.com/finance?q=yahoo

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Details

Seiten
9
Jahr
2011
ISBN (eBook)
9783656030263
ISBN (Buch)
9783656030645
Dateigröße
436 KB
Sprache
Deutsch
Katalognummer
v180280
Institution / Hochschule
Webster University – Sarasota
Note
.95%
Schlagworte
Google

Autor

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Titel: Google Inc. - An Industry Power House