Management stratégique de l'entreprise Google

Étude de cas Marketing & marques Marketing technologies

Date de publication :

01/10/2009

Langue :

Anglais

Format :

.pdf

Nombre de pages :

20 pages

Niveau :

grand public

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Google's environment
1. Characteristics
2. Opportunities and Threats of the environment
3. E-Service sector attraction
Strategic analysis
1. Strategy of penetration on the market
2. Internal strategy of growth
3. Strategy of diversification
4. Strategy of internationalization
5. Strategy of differentiation
6. External strategy of growth
7. Strengths and weaknesses of Google

Résumé :

Founded in 1998 by Larry Page and Sergey Brin, "Googol" meaning "1 follow-up of 100 zeros" is a mathematical term. This number makes it possible to symbolize the incredible number of Web page listed on google. google is one of five most popular Internet sites in the world. In the USA it is the fourth site more visited after Yahoo, AOL, and Microsoft-MSN and before e-Bay. In France its notoriety is even larger, because it is third behind Microsoft and Orange and in front of Free. The principle of operation of google, which made its success, turns around an innovation of its creators: the Rank Page. When a document is pointed by many hyperlinks, its Rank Page increases and the higher it is the more it will have chance to be posted in the first results of a research. This system thus gives an indication of the popularity of the document among the other documents of the Web. This revolutionary invention immediately was patented by its inventors during the creation of the startup google.com and was such a success that it was quickly conceded under license with several gates. 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. Four years after its animated stock exchange introduction, and once more innovative, it is interesting to understand the evolution of this young start up who knew how to take a lead in the market of the search engines and to develop new concepts that its many competitors envy to him. Accordingly, we first of all interest to national and international environment, emphasizing the competitive context. In a second time, we will also study the evolution of google conducted strategies; it would be interesting to differentiate acknowledged and hidden strategies.