Running Head: THE STRATEGIC ANALYSIS OF GOOGLE, INC. 1

The Strategic Analysis of Google, Inc. Laura P. Fann Mount Olive College

Tillman School of Business BUS 370, International Business Management Dr. Khalid Dubas, Professor of Marketing March 16, 2012
THE STRATEGIC ANALYSIS OF GOOGLE, INC. 2 Introduction
Company History
Google made it’s beginning in 1996 as a search engine that used links to determine the importance of individual web pages. In 1998 its founders, Stanford University graduate students, Larry Page and Sergey Brin formalized their work, creating the company we know today as Google. The company …show more content…

(Alex Harrison, 2011) Google’s advertising business just keeps growing and is anticipated to bring in more than $30 billion this year. (Manjoo, NOV2011, Issue 160) Google has consistent revenue streams from their advertising business. Google is the most visited website on the internet, and for this reason, they have no shortage of customers looking to advertise using their platform. Many technology companies must issue debt and equity to pay for research and design, which can be costly; however, Google has been able to accumulate a significant cash reserve, which allows them to expand and invent at a lower cost than smaller competitors. (Alex Harrison, 2011) Google’s success despite the completion is based on its persistent focus on satisfying consumers by getting them the answers the want quickly and accurately. Google consistently refines its search algorithms, which now considers over 200 factors in assessing site quality and relevance. (Judiciary, 2011) Google makes hundreds of changes to their algorithms each year to improve consumers search experience.

THE STRATEGIC ANALYSIS OF GOOGLE, INC. 6

Weaknesses
Although Google is a company that has grown to be the number one search engine in the United States, a few problems have occurred. Other countries are not open to the amount of information Google needs for certain