GOOGLE CASE STUDY

Question – 1

With a portfolio as diverse as Google’s, what are the company’s core brand values?

Answer:

With a diverse portfolio, Google has its underlying core brand values. These core brand values are as
follows:

Good Work Environment: 

As a global corporate citizen, Google has always tried hard to be one of the “Good Guys” in the
corporate world, underneath a touchy-feely work environment. Basically Google hires great people
and expect a lot from them in return. They also try to create an environment where people can
prosper and grow. They treat their people with justice and respect; share and welcome ideas openly.

Doing the Right Things:

Within its corporate culture, Google always encourages well-built ethics with an eminent founding
credo: “Don’t be Evil”. Honesty and integrity in all they do and their business practices are beyond
criticism. They have a motto of making money by doing good things.

Offering Prime Online Services:

Google adds value by providing tools to the advertisers’ better target their ads and better understand
the effectiveness of their marketing. Google Analytics, free to Google’s advertisers, provides a
custome report, or dashboard, detailing how Internet users found the site, what ads they saw and
clicked on, how they behaved while there and how much traffic was generated.

Technology and Innovation:

Google always apply their technology abd creativity to solve important problems and come up with
new ideas. As a result they are in a quest of building the world’s best technology and products.

Market Asset Management:

With its ability to deploy data that enable up-to-the-minute improvements in a Web markeing
program, Google supports a style of marketing in which the advertising resources and budget can be
constantly monitired and optimized.
Question – 2

What’s next for Google? Is it doing the right thing taking on Microsoft with is cloud computing,
Apple in the fight for the smart phones, and the Chinese government on censorship search?

Answer:

What’s next for Google?

From space elevators, robots, to curing cancer: Google works to make future generations brighter,
healthier, and more informed. After achieving Success from its start since last 15years.Google has
been the Undisputed King of the market beating all its competitors ”Yahoo” which is rated next to
Google holds only 20% of the market share compared to Google’s 63%, which tends to increase the
expectation from its users and Investors as a result to be consistent and keep performing Google
keeps on Innovating new Products.

On 16th August 2013, Google goes down for 5 minutes, web traffic takes a dive. Google.com
was down for a few minutes between 23:52 and 23:57 BST on 16th August 2013. This had a huge
effect in the number of pageviews coming into GoSquared's real-time tracking, around a 40% drop,
as this graph of our global pageviews per minute shows," noted GoSquared. "That's huge. As internet
users, our reliance on google.com being up is huge.“ Around ten minutes after the outage was
reported, Google engineers added to the dashboard that all problems had been resolved and the
services were running fine.

With Google Glass, you are able to view social media feeds, text, Google Maps, as well as
nevigate with GPS and take photos. You will also get the latest updates while you are on the ground.

The Google driverless car is powered by artificial intelligence that utilizes the input from the
video cameras inside the car, a sensor on the vehichel’s top, and some radar and position sensor
ttched to different positions of the car. Sounds like a lot of effort to mimic the human intelligence in a
car, but so far the systems has successfully driven 1609 kilometres without human commands.

Is it doing the right thing taking on Microsoft with the concept of cloud computing, and Apple in the
fight for Smart phones?

Yes. Definitely it is doing the right thing by taking on Microsoft by the cloud computing &
Apple in The Smart phone segment as it is cut throat competition in the market, if Google does not
takes on it’s competitors then they will obviously surpass it and it will ne a very difficult for Google to
retain it’s brand value which is consistently rated as a most valuable brand by the Forbes.