Google

Running head: CASE REPORT

Case Report: Google's Strategy in 2010

Brigida L. Diaz

Jones International University

Prof: Dr. Sue Raftery

Case Report: Google's Strategy in 2010

Google is the favorite in internet search. Google began in 1996, in Stanford University by the graduate students Larry Page and Sergey. In 1998, they had completed the company which knows today as Google. (Gamble, 2011)

Google offers products and different services. They are including various methods of advertising, and web applications in various languages. Google had many changes excluding, its constancy to their users and its belief in the possibilities of the Internet itself. Google’s mission is summarized in the statement “to organize the world’s information and make it universally accessible and useful”.

The development of Google as a leading search engine gives rise to fears about a potential abuse of market power. Google dominates this search engine industry since its establishment in 1998. The search providers aspire to respond consumer request in order to succeed. At that time, in addition to Yahoo, America Online, Alta Vista, Excite, and Lycos, all searched controlled for success, but failed to match innovation from Google. Google’s goal is an offer to the customer with the most important information, as fast as possible. Google has constantly controlled the industry in innovations and has performed an important role in the evolution of search.

Google’s financial situation

Google's cost of revenues increased $1,573 million from 2009 to 2010. The increase was related to an increase in acquisition costs of $897 million. The increase is resulting from publicist fees produced by its AdSense program, and distribution arrangements of websites. In addition, there was an increase in content acquisition costs of $169 million primarily related to content displayed on YouTube and an increase in mobile phone costs.

Google’s financial situation

Year Ended December 31 |

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