경영전략 google 구글 경영전략(영문)

경영전략 google 구글 경영전략(영문)

[경영전략] google 구글 경영전략(영문).doc

목차 순 서 1. Introduction 1.1Company Overview 2. External Analysis 2.1External Environment Summary 2.2Internet Ad. Industry 2.3Rapid growth of emerging market 2.4Media challenge 2.5Cooperation and competition between existing media companies and IT companies ①Existing media company ②IT company 2.6It is considered that Google has appropriate competencies to follow the changes of media industry 2.7Internet Connection Device industry is moving to mobile industry 2.8Convergence of IT Device raise needs for new compatible O/S 2.9IT industry’s source of profit is moving from hardware to software 3. Internal Analysis 3.1 History of the Google 3.2Google’s success factors 3.3R&C Analysis 3.4Google’s business Area 4. Issues & SWOT Analysis 4.1Issues 4.2SWOT Analysis - Strengths ①Strong market position ②Proprietary technology and technological infrastructure ③AdWords and AdSense programs - Weaknesses ①Weak presence in the social networking domain ②Lack of product integration - Opportunities ①Growth in internet usage ②Increasing worldwide online ad spending ③New products ④Growth of emerging market ⑤Mobile device convergence - Threats ①Competition from Microsoft and Yahoo ②Reliance on Google Network members ③Cultural and privacy issues ④Click fraud and invalid clicks 4.2Strategic Alternatives 5. Solution 5.1Google Strategic Steps 5.2Short-term Strategy 5.3Long-term Strategy 6. Discussion 6.1Five Forces Model 6.2Evaluation ① Threat of new entrants ② Bargaining power of suppliers ③ Bargaining power of buyers ④ Threat of substitute ⑤ Intensity of competitive rivalry 6.3Overall Attractiveness <References> 본문 1. Introduction 1.1Company Overview Google is a public and profitable company focused on search services. Named for the mathematical term "googol," Google operates web sites at many international domains, with the most trafficked being www.google.com. Google is widely recognized as the "worlds best search engine" because it is fast, accurate and easy to use. The company also serves corporate clients, including advertisers, content publishers and site managers with cost-effective advertising and a wide range of revenue generating search services. Googles breakthrough technology and continued innovation serve the companys mission of "organizing the worlds information and making it universally accessible and useful." 2. External Analysis 2.1External Environment Summary There are some external issues, first thing is growth of emerging market. Many developing countries like China, Brazil, India etc are growing rapidly, so that countries are very attractive market. But that market encountered control already to some local company. So Google has to gain competitive advantage to beat local brand in that market. Second one is economic recession. From 2007, world economy fell in to the deep slackness because of the Subprime mortgage crisis. At this event was joined together with Google’s revenue declined. Other issues are mobile revolution, moving center of value creation from hardware to software, mobile convergence and change of media. Because of these issues, companies have to develop new business model and must prepare in these like changes. 2.2Internet Ad. Industry In 2007, Subprime mortgage crisis occurred in the states, the US economy approached in depression because of liquidity problem of finance. US’s recession spread to global depression, and stock price collapsed. That brought stagnation in internet Ad. Industry. 99% of Google’s revenue comes from Ad(AdWords, Adsense). Because of depression of world economy, the number of advertisers decreased, and Google’s revenue declined consequently. 2.3Rapid growth of emerging market Emerging market (like BRICs) growth rate is much higher than developed country. And in that country, the number of mobile phone and internet user is extending explosively. These make new business opportunity to Google. To seize these attractive emerging market, Google has to compete with local brand in that country, and to beat that local brand Google needs localization. 2.4Media challenge In these days, the boundaries between off-line and on-line are collapsing. We call that 2000s as media scramble, 2010s as new media order. There are many different things in these two times. There are many features that reveal the differences between media scramble and new media order. For example, in competition composition, there are only two competitors (internet company, media company) in 2000s, but in 2010s, there are so many competitors in market like telecommunication company, media company, IT company etc. One more example is in circulation channel dimension, in 2000s, mainly used PC, and in 2010s, there are three main channels which are PC, TV and Mobile device. The only after 10 years, many things will be exchanged. 2.5Cooperation and competition between existing media companies and IT companies ①Existing media company Abc &#8211; From 2005, abc broadcasting company initially sold broadcasting through itunes Among US major broadcasting company, so abc led to transfo 본문내용 arch services. Named for the mathematical term "googol," Google operates web sites at many international domains, with the most trafficked being www.google.com. Google is widely recognized as the "worlds best search engine" because it is fast, accurate and easy to use. The company also serves corporate clients, including advertisers, content publishers and site managers with cost-effective advert 참고문헌 Millward Brown, 2008, ‘BrandZ Top 100 Most Powerful Brands Ranking’ SERI, 2008. 9.3, ‘Evolution of mobile industry and competitive structure change’ The Universum IDEAL™, 2007, 4, ‘IDEAL Employer Ranking Lists’ Viguerie, Patrick, 2007. 3, ‘The Granularity of Growth’ Clayton M. Christensen, 2005. 5, ‘The Innovators Dilemma’ Chris Zook, 2002, 2, ‘Profit from the Core: Growth Strategy in an Era of Turbulence’