Etude du cas Google

Résumé du document

Aujourd'hui, Google est plus considéré comme un outil quotidien utile que comme une grosse entreprise mondiale.
En moins de dix ans, les résultats et profits de Google n'ont cessé d'augmenter, pour atteindre 8 milliards de dollars en 2005, et le prix de l'action a été multiplié par six depuis l'introduction en Bourse.
Le développement de Google inc. s'explique par différentes raisons que nous allons analyser. D'abord, nous verrons les raisons de son succès rapide, puis émettrons l'hypothèse d'une stratégie de concentration entre AOL, Google, et Microsoft. Ensuite, nous donnerons notre point de vue sur les futures politiques internes dont l'objectif est la continuité de la croissance.

Extraits

[...] But at this stage, we cannot only say that Google is a company that will reduce its importance. Google is an environment, a kind of essential framework for each internet user. We can see on its revenues, its growth and its market share the competitiveness of the company. But in the same time, Google is not only a services provider; it is a business model with a brand image and a brand identity. Lots of people are looking for a position at Google (1000 applications daily).Lots of entrepreneurs are trying to understand Google's early success to apply these principles on their owns companies. [...]

[...] Concerning the services, Google owns 70% of the internet search traffic. That shows the efficiency of the website and the well-established situation. So we can say that the management skills from the two company's founders are excellent and they were able to see the niche and create this service. The potential limitation in the internet business is relative because Internet is still new and the technology is continually in development. The potential in this core activity is huge. Conclusion As a company Google is the leader of the market, it has the majority of the market share with 70%. [...]

[...] The development of Google inc. comes from different reasons that we will analyze. Firstly, we will see the reasons of the early success, then the concentration strategy assumption, the relation between AOL, Google and Microsoft. To finish with a personal point of view about the future internal policies in a goal to continue the growth The factors being the Google's early success The factors of the rapid growth of Google come from internal policies and know-how of course. But in the same time the context was very helpful. [...]

[...] In the case of this new system fail, all the brand image of Google will be affected. So it will be very risky to do that. Becoming an e-commerce intermediary like eBay Bidding was a real niche in the e-commerce and the success of eBay can easily show it. EBay knew a strong growth and nowadays it is the leader on the bidding e-commerce market. But the payment tool called PayPal is always a risk. The customer can pay and he will not receive his purchase. [...]

[...] As a high technology company, Google has to invest a large part of their profits in the Research and Development Google has a strong innovation management and that comes from the willing to create new things, new services to customers in a goal to develop the internet capacity. Engineers are encouraged to spend 20% of their time, working in a project that they choose. Concerning the corporate values, they are strong and they help to drive the company: they are based on integrity, the technology and the creation of the own rules. These values are serious, ethical and they exist for the interest of the company, in the goal of a strong growth. About the ethical point, Google is managed with integrity. [...]