StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Alternative Solutions to Change of Google Corporation - Essay Example

Cite this document
Summary
In the report “Alternative Solutions to Change of Google Corporation,” the author discusses the problems that are hurting the company. The firm has been accused of being susceptible to internet click fraud which undermines the quality of the advertisement campaigns…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91.5% of users find it useful
Alternative Solutions to Change of Google Corporation
Read Text Preview

Extract of sample "Alternative Solutions to Change of Google Corporation"

Alternative Solutions to Change of Google Corporation Google Corporation was founded in 1996 by Larry Page and Sergey Bin as research project develop by these two entrepreneurs out of their college dorm room. They created a new approach to online searching that combined rank system and web crawler technology to create the most effective search engine the World Wide Web has seen so far in its short history. Google was an instant success due to its user friendly qualities and its ability to offer great relevant search engine results for its users. The company began to sell advertisings in 2000 to capitalize on the systems capabilities and to achieve a long income stream for the firm. In 2004 a company that was already million of dollars in revenue decided to go public to spur the company long term growth potential. The Google IPO on April 30, 2004 raised $2.7 billion dollars (Monica, 2004). Today Google is the market leader in search engine industry with a 50% market share and also controls 70% of all internet based advertising revenue. During the 3rd quarter of 2008 Google generated $5.54 billion dollars in revenues (Google, 2008). Google handle half the traffic over the internet today. Its information system has access to nearly 25 billion web pages. The information technology (IT) infrastructure the company utilizes is composed of 450,000 inexpensive servers spread around 25 nations worldwide. The system is very cost effective because not only is the company achieving cost savings in hardware, the software utilized to program the servers is a customized version of the freeware Linux operating system. Google’s superior MIS design provides the company a 3 to 1 cost advantage in comparison with its competitor in order to achieve a comparable computing power. There are three key software applications that optimize the efficiency of the system. The MapReduce software system provides a programming model that simplifies processing. The WorkQueue system allows grouping of queries and schedules to perform distributed processing, while the Google File System serves the function of safe proofing the data by keeping copies of the data in several place to prevent loss of information in case part of the system crashes. Google has excelled in the online advertisement industry. Google has a technology that creates a correlation between the contents of a page and the potential advertisers. The technology creates online ad campaigns that are more relevant than the competitors can provide. For example a Google ad campaign can achieve twice as many click page views than a Yahoo campaign. Google dominance in the search engine game is being threaten to a certain extend by a new player in search industry, Microsoft Corporation. Microsoft is the leading software company in the world which diversified into the search engine industry and by 2004 had a 13% market share. The release of Microsoft new Vista operation system has the potential of doubling the company market share because the operating system will integrate the company search technology. Microsoft has superior “content-aware” and “deep Web” searching capabilities that Google. These advantages are important because it allows search results that are better aligned with the users needs. Along with Microsoft penetration in the marketplace Google also faces other problems that are hurting the company. The firm has been accused of being susceptible to internet click fraud which undermines the quality of the advertisement campaigns. In essence click fraud could result in a click-through campaign in which the views have cero intention in purchasing the product or service being advertisement making online advertising campaign worthless. Another problem the company is facing has to do with integrity of its email system Gmail. Gmail utilizes the same technology as its Adsense program, thus the there are security concerns regarding the private massages of its email system because all the content inside the email is being scanned by the system to create ads within the emails. A problem statement that can summarize Google position is “Google needs to diversify its product offering and restructure its functionality in order to offset its weaknesses.” The company needs alternative solutions to change its current path in order to improve its public perception of the services it is offering. The entrance of Microsoft into the search business brought a new competitor that may take business away from Google. The company must develop new income streams in order to compete directly with Microsoft software business. There are good initiatives underway such as the development of web based productivity software to compete with Microsoft Word and Excel. The web-based productivity offering should be expanded to have a comparable product to Microsoft line of products which means adding products to compete with PowerPoint, MS Project, Access, and Publisher among others. The software development division of Google must also create other original products utilizing the web based platform which allows the firm to take advantage of its online presence for distribution purposes. The company’s public relations can be improved by elimination the use of Adsense within the functionality of its G-mail platform. Privacy is very sensitive topic for online users worldwide and protecting the integrity of Google email system is far more valuable than the added Adsense advertising derived revenue coming from the emails. The company should also launch a marketing campaign to invalidate the claims that click fraud is a common occurrence within their ad campaigns. Google has a secret anti-fraud system in place to prevent click fraud. It is time for Google to open its information vault and reveal the functionality of its anti-fraud system in order to increase public confidence in the effectiveness of its advertising offerings. Another solution for the company is to spread its business model outside the traditional web model. We are currently living in an economic age known as the broadband age where technology is being integrated into one single channel. The greatest growth opportunity for technological firms is to take advantage of mobile technology. By the year 2012 there will be 4.9 cellular users worldwide (Plunkett Research, 2008). The new smart phones are capable of connecting users to the internet and provide great multimedia functionality. Google already developed an operating system for cellular phones called Android. This move gave the company a great competitive advantage which can be used to exploit the virgin mobile advertising industry. In 2007 the mobile adverting industry was worth $3 billion, but by the year 2011 it is expected to grow to $19 billion (Viscusi, 2007). Penetration into this marketplace will help Google revived its public image as well as achieve a great new source of income. References Google.com (2008). Google Announces Third Quarter 2008 Results. Retrieved November 2, 2008 from http://investor.google.com/releases/2008Q3_google_earnings.html Monica, P. (2004). Google sets $2.7 Billion IPO. CNN Money. Retrieved November 1, 2008 from http://money.cnn.com/2004/04/29/technology/google/ Plunkett Research (2008). Wireless, Celullar and RFID Industry. Retrieved November 1, 2008 from Plunkett Research database. Viscusi, S. (2007). Mobile Advertising Industry Growing in Response to Changing Consumer Behavior. Retrieved November 2, 2008 from http://www.tmcnet.com/voip/ip-communications/articles/14800-mobile-advertising-industry-growing-response-changing-consumer-behaviors.htm Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Alternative Solutions to Change of Google Corporation Essay”, n.d.)
Alternative Solutions to Change of Google Corporation Essay. Retrieved from https://studentshare.org/business/1549187-case-study-google-takes-on-the-world1
(Alternative Solutions to Change of Google Corporation Essay)
Alternative Solutions to Change of Google Corporation Essay. https://studentshare.org/business/1549187-case-study-google-takes-on-the-world1.
“Alternative Solutions to Change of Google Corporation Essay”, n.d. https://studentshare.org/business/1549187-case-study-google-takes-on-the-world1.
  • Cited: 0 times

CHECK THESE SAMPLES OF Alternative Solutions to Change of Google Corporation

Eastman Kodak Company - Industry and Market Segment

This analysis is on the prevailing competition, strategic characteristics, and various alternatives the corporation can take in order to continue being a leader in the industry.... From the various alternatives presented in this case analysis, some recommendations are made, which are likely to spur the corporation into even higher levels that it is experiencing in the current 21st century.... In Exhibit 3, ROA (Return on Assets) and RIC (Return on Invested Capital) are provided that give indication of a bad performance by Kodak in the latest years where the corporation has had...
8 Pages (2000 words) Case Study

Strategic Management of Google

This paper has such sections: an overview of core issues of google; competitors of google; prospects for Google; Porter's generic strategies etc.... The beginning structure of google was able to base this on the unique algorithm used to help websites gain different prestige online followed by alternatives which have been developed with creative endeavors to create more categorization and options to those who are working online.... This is followed by questions of the new applications and technologies which may not carry the same innovations as the Google technology, causing the external environment to question the value of google....
8 Pages (2000 words) Essay

The Concept of Omar Dynamic Displays for Banner Ads

The Omar Dynamic Display is one of the areas which are able to provide alternative solutions to those interested in advertising through digital displays.... Focused advertising, longer retention rates and the ability to change the way in which dynamic advertising is used are some of the emergences which are associated with the advertising potential (Simply Zesty, 2011).... Introduction The digital channels which are now used for advertising are providing new solutions to those who are looking at various sources for getting noticed online....
9 Pages (2250 words) Essay

LEAN MANAGEMENT FEASIBILITY FOR PUBLIC ORGANIZATIONS

Research findings have identified dangerous negative results like lower quality of public services and loss of capability to be more competitive given a change in requirements for more competitive services, and the long term problems for public workers who will be obliged to shoulder additional tasks due to manpower reductions.... Manpower Knowledge & Awareness of Urgency for change 2.... Thus, careful preparations, training, and knowledge dissemination to tap all other alternative means to improve performance in order to reduce cost and expenses thereby reducing budget requirement before resorting to job cuts – all these should be done....
8 Pages (2000 words) Assignment

Marketing Jobs in Energy and IT Sector

google Inc.... With the help of this research, it was found that google Inc was one of the best employers which not only provided better and growing career prospects but also a suitable working environment as well.... Since work environment is one of the most important factor affecting employees' satisfaction and their retention with their employers, therefore google Inc would be my future prospective employer from IT sector (CNN Money, 2013)....
16 Pages (4000 words) Essay

The policies of a Government

This environmental factor is the phenomenon of Global Climate change.... This environmental factor is the phenomenon of Global Climate change, which has been highlighted in political and economic debates, and Greenpeace International is one of the first pressure groups that promote this issue on a world-wide scale (IPCC, 2007)....
10 Pages (2500 words) Essay

Google Running Amuck: Defining Strategies for Growth

The analysis of google will be done through Porter's generic strategy.... In Porter's strategy, there is the ability to look at the details of google, specifically with initiatives in cost differentiation and leadership as well as the focus of the company.... nbsp; However, this is one that requires more approaches that are based on the risks that are identified with the corporation and the approaches that are associated with the growth of the company....
8 Pages (2000 words) Essay

Creativity and Problem Solving Process

In the paper “Creativity and Problem Solving Process” the author focuses on creativity, which is often linked with problem-solving.... There can be a wide range of problems including cross word puzzles, scientific paradox, ethical dilemma, complicated managerial decision taking etc.... hellip;  The author states that business contexts and work environments are rapidly changing with highly complicated and diverse elements and therefore entrepreneurs and managers need flexible as well as innovative responses....
10 Pages (2500 words) Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us