Google Case Study

Google was formally incorporated in 1998, with Larry Page as CEO and Brian Pinkerton as president. Google is a company that is an internet search engine. Pinkerton and Page released the basic details of a search engine in 1996 and by the end of 1998 Google was serving 10,000 queries a day. The company had raised $25 million in venture capital funding by 1999, but they still had no business model. So they hired Eric Schmidt as a new CEO who developed a business model in 2001. In 2000, Google introduced the first version of its new service AdWords by February 2002 they had a new version of AdWords which had a full set of pay-per-click advertising, keyword, auctions, and advertising links ranked by relevance. AdSense was introduced in 2003, which allowed access to third-party publishers to access Google network on a self-serve basis. The first public auction of stock for $85 a share was sold in 2004. Google accomplished a lot in 2006, they were added to the dictionary, they purchased YouTube, and created partnerships with Dell and Fox Interactive. They also offered searches of images, news reports, books, maps, scholarly papers, blogs, a shopping network (Froogle), and videos. During Google’s adventures they have encountered some problems. One of the biggest problems with Google is product ADD, they have too many products. Another problem is Google‘s lack of marketing. I will now analyze the nature and problems of Google business level and corporate strategies; and its structure and control systems. I will also, do a SWOT analysis of the company.

Google business level strategies are seen through their Search engine, You Tube, iGoogle, Google News, Google Map, Google Earth, Google Money, Chrome, and Froogle. Google corporate strategies include constantly creating new product, using data to base their decisions, not public opinions. They have a flat organization structure which allows all employees to have input on decisions that are made. There is one manager for...