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Chap5 Google's SWOT Analysis

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  Strengths and competitive assets       Google’s text -matching techniques and PageRank technology provides highly relevant search results  by searching billions of web pages to examine how many sites point to other sites    Google’s search functionality allows users to search stock quotes, street maps, telephone numbers, flight information, perform web page translations, and track overnight parcels  Extensive list of services and tools   Liquid assets of more than $24billion as of December 31, 2009  63.7% market share in Internet searches from computers  60-plus percent market share in mobile search  Search based ads were translated in 51 different languages  About one- half of Google’s traffic was generated from United States    23% annual increase in revenues from the United Kingdom and 47.2% annual increase revenues other countries outside the United States between 2006 and 2009   Policy of separating paid ads from search results is admired by consumers   Cost-per-click (CPC) sales model is appealing to advertisers   Bidding process allowsadvertisers with high click-through rates to offer lower minimum bids   CPC bidding process that ensured advertisers paid only 1 cent more than the next highest bid, regardless of the actual amount of the bid  Wide network of AdSense partners has allowed revenue from Google Network web sites to increase from $628.6 million in 2003 to more than $7.1 billion in 2009  Google Checkout provided revenues from sales at participating e-retailer websites  Specialized marketing services for large advertisers  Google’s acquisition of DoubleClick allowed it to provide advertisers with banner ads in addition to search ads  Google’s Android operating system allowed it to shape how mobile phones and PDAs would access Internet content  Android’s U.S. smartphone platform market share had grown from 2.5% in September 2009 to 13.0% in May 2010  Google Apps provides businesses with a low-cost productivity software alternative to Microsoft Office  Google TV search capabilities  Google’s Chrome browser helped the company defend against attempts by Microsoft to limit Google’s ability to deliver relevant search based ads to Internet users.  Weaknesses and competitive deficiencies      Only $761million of Google’s 2009 revenues of approximately $23.7 billion were generated Search Appliance licensing fees  Google’s site was not as diversified as those of web portals such as Yahoo    Google’s 31% share of local search -based ads in China was a distant second to Baidu’s 64% share of search ads srcinating from China  Google’s Street View data collection approaches were seen as privacy violations in some countries    Google’s Chrome browser held only a 7% market share in June 2010    The company’s involvement in government relations seemed to be in possible violation of its founding principles   Google generated no revenues from auctions Market opportunities      Development of relationships with content providers that would allow Google to provide links to  proprietary information sources  Development of relationships with paid-access content providers such as Lexis-Nexis or The Wall Street Journal Online that would allow users to access information on a fee per visit basis  Development of semantic search capabilities  Further development cloud computing software applications that would extend Google’s revenues  beyond advertising  Development of Wi-Fi service that utilizes unused television frequencies  Increased presence in country markets experiencing rapid growth in Internet usage (e.g., China, India, and other countries experiencing rapid economic growth) External threats      Prominent Internet companies will make acquisitions or develop technology that allows them to avoid use of Google’s search engine    Microsoft’s Bing could be integrated into Microsoft Windows, Explorer, Outlook, and Office products and would eliminate the need to visit www.google.com or use a Google browser-based search tool   Integration of search functionality into cloud computing applications could eliminate the need for a stand-alone search tool  Microsoft’s Azure cloud computing initiative may attract loyal Office users preferring cloud applications   Entrepreneurial computer p rogrammers may develop a semantic search engine superior to Google’s text matching techniques and Page Rank   Wireless device manufacturers may internally develop search capabilities for their products  Strategy Options: Viable semantic search engine Integrate search based ads and banner ads into YouTube and develop an advertising auctioning program that allows advertisers to bid for both search-based ads and banner ads served by DoubleClick. Collaborate with wireless phone providers to make its Android mobile phone operating system available on a wider range of phones provided by a larger number of wireless providers. Google TV initiative   
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