Google strategic management : Internationalization and diversification

Extract

[...] STMK Google 19 Advantages Quick operation Fast acquisition of additional market shares Quick access to technologies Synergy effect Diversification Limits Cultural differences between grouped companies Non complementary risk Financing issues Social costs in case of restructuring with redundancy In the press reviews, it is known that Google wishes to take the control of innovating Start-up or to be combined with the principal competitors Strengths and weaknesses of Google We will expose here the strengths and the weaknesses of the company, which is a good summary of the overall company profile. [...]

[...] A library of more than 4 billion Web pages, a Google does not offer yet an offer of services directory counting more than 1,5 million sites classified by categories, a bank of data comprising 450 million numerical photographs and bands which enables Google to occupy a position of leader with 55% of the shares of market. Thanks to the considerable number of visits of Net surfers on his site with the daily newspaper, Google represents a very powerful vector of communication and very rapid one for many advertisers. [...]

[...] This software is disputed by certain countries because it allows seeing certain strategic points in detail (the Pentagon, the oil wells ) Lastly, Google launched its own Wi-Fi network in San Francisco, entirely free and financed by advertising Strategy of internationalization Internationalization is a strategy of extension of a company beyond its domestic market. Google is in the search of a vaster potential market. However, it must take into account different cultures and thus be confronted with new practices. Available in 116 languages, the search engine is used even in the most remote areas of the globe. [...]

[...] Thus, in 2005, Google is considered by many people the most powerful existing engine on Internet and is enormously appreciated for its speed of research and its sobriety. Indeed the will of the creators of Google always was to organize the information of the universe to make it available to all and this without artifice nor parasite coming to obstruct the Net surfer in his research. Therefore Google uses a system of AdWords (publicity of word) to be remunerated. This system is based on a value by word according to its request; thus the more the word will be required, the more it will be paid expensive by click. [...]

[...] Google collects 55% of the market shares in the world and concedes its technique under license, buys its license directory to DMOZ1 and its advertizing license with Overture Opportunities and Threats of the environment Threats within Google's environment The exploitation of the “paid-per-click” system, based on the frequency of the key words consulted by the net surfers, is more and more parasitized by the last “space spammers”. Those ones illegally occupy the areas of certain web pages in order to be 1 Also known as Open Directory Project: websites directory created in 1988 Inventor and worldwide leader of Pay-For-Performance research. [...]