Case Analysis

 CASE 12: Google
Assignment Questions
1.    Discuss competition in the search industry. Which of the five competitive forces seem strongest? weakest? 
What is your assessment of overall industry attractiveness?
2.    How  is  the  search  industry  changing?  What  forces  seem  most  likely  to  bring  about  major  change  to  the 
industry within the next three to five years?
3.    What are the key factors that define success in the industry? What are the key competencies, capabilities, 
and resources of successful search engine companies?
4.    Describe  Google’s  customer  value  proposition  and  profit  formula  linked  to  its  business  model.  What 
strategies has Google relied upon to build competitive advantage in the industry?
5.    Have Google’s business model and strategy proven to be successful? Should investors be impressed with 
the company’s financial performance? How does the company’s financial performance compare to that of 
Microsoft and Yahoo? Please conduct a financial analysis to support your position—you may wish to use 
the financial ratios presented in the Table 4.1 of the text as a guide in doing your financial analysis of the 
company.
6.    What  are  the  company’s  key  resources  and  competitive  capabilities?  What  competitive  liabilities  and 
resource  weaknesses  does  it  have?  What  opportunities  exist?  What  threats  to  its  continued  success  are 
present?
7.    What  recommendations  would  you  make  to  Google’s  top-management  team  to  sustain  its  competitive 
advantage in the search industry? How should it best capitalize on its strategic initiatives in mobile phones, 
cloud computing, emerging markets, and other ventures?
This assignment is due in 2 days
Minimum 15 pages
*Use the attached file as a guide to follow while doing the Case Analysis*