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Case 9:
Presented by Team 8The Back Corner
Thursday, January 21, 2016
Robert Wise, Thao Bui, Tung Lu, Huynh Vo, Shirley Kaeratana
Robert Wise
Agenda
Component Speaker # Name Minutes Total Time
Agenda handout 1 Robert Wise 1 1Company Background 2 Shirley Kaeratana 2 3
Current News 3 Thao Bui 2 5Financial Statement 4 Tung Lu 2 7
SWOT Analysis 4 Tung Lu 4 11Case Questions:
Question 1 2 Shirley Kaeratana 2.5 13.5 Question 2 1 Robert Wise 2.5 16 Question 4 3 Thao Bui 2.5 18.5 Question 5 5 Huynh Vo 2.5 21 Question 6 1 Robert Wise 2.5 23.5
Recommendations / Summary 1 Robert Wise 1 24.5Quiz / Q&A Robert Wise 5.5 30
Speaker 1: Robert Wise
Founded by Larry Page and Sergey Brin in 1996Corporate Office: Mountain View, CASearch engine was first named “BackRub” Specializes in cloud computing, software and online advertising
technologiesAdWords contributes to most of Google’s profitsMotto: “Don’t Be Evil”
Company Background
Speaker 2: Shirley Kaeratana
US Marines don’t want Google’s Robot Dog A long time ago in a galaxy far far away
Current News
Speaker 3: Thao Bui
Financials: Google Stock
Source: Google FinanceSpeaker 4: Tung Lu
• Revenue of 18.7 billion in 2015(Microsoft 78 Billion, Apple 231 Billion, Facebook 12.5 Billion)• Google revenue 90 percent comes from advertising, and the rest
comes from Google own website• Net income of 14.4 billion in 2015
Financial Facts
Speaker 4: Tung Lu
Financials: Google Versus Competitors
Source: Geekwire.com Speaker 4: Tung Lu
Financials: Google Cash and Short Term Investments
Source: QuartzLaz.comSpeaker 4: Tung Lu
• Market leaders in search engine: Google has been the biggest Internet search worldwide
• Open source products and services: Google products can be used with any OS or mobile devices without any charge including Google maps, calendar, and drive.
• Quality and customer experience: Google’s objects are to offer premium products, and solve customer needs and problems by providing excellent customer experience.
Strengths
Speaker 4: Tung Lu
• Relies on one source of income: more than 90 percent revenue of Google comes from online advertising. In the future, Google ‘s growth might decline or slow down because of their competition • Unprofitable products: Google has so many products and services
that add no value to company profit such as Google reader, I Google, Google health, and Google notebooks.
Weaknesses
Speaker 4: Tung Lu
• Driverless electronic cars: Google has been successfully tested driverless car recently. • Google fiber cables: Google is currently testing fiber cables that can
deliver Internet content faster than current providers. • Google TV: Google TV is new service that can offer TV programing,
movies, and more across the home Internet connection.
Opportunities
Speaker 4: Tung Lu
• Competition from Microsoft: Microsoft is increasing its market share in Internet searches and becomes one of Google biggest rivals • Competition from Facebook: Social media has been real threat for
Google in term of advertising.• Potential lawsuit: EU currently accuses Google by using its Internet
search engine market to display its own services higher than competitors
Threats
Speaker 4: Tung Lu
Benefits searchersSearchers don’t mind being advertised to as long as the product fits searcher’s needs
Benefits advertisersOffers a unique means of putting their message in front of audience
Benefits search enginesEnables search engines to support advertisers and searchers simultaneously
Question 1: Pay-Per-Click Search
Speaker 2: Shirley Kaeratana
Global spending on advertising in 2015: $537BInternet’s share of ad spending: $121BPercent market share: TV 40%, Internet 23.4%, Newspaper 15%,
Radio 6%Big Ad Agencies (WPP, Omnicon, Publicis)Internet Competitors: Facebook, Yahoo/Bing, Microsoft, Apple
Question 2: Comp Structure Internet Advertising
Speaker 1: Robert Wise
Googles revenue from internet advertising: $59B (66% of the market)
Methods of Generating Revenue:1. CPC (cost-per-click)2. CPM (cost-per-mille)3. Revenue Sharing
Question 2: Comp Structure Internet Advertising
Speaker 1: Robert Wise
Source: netmarketshare.com
Search Ads Display Ads
Question 2: Comp Structure Internet Advertising
Speaker 1: Robert Wise
Source: Business Insider.comSource: Business Insider.com
Google’s Products:AdWords: revenue stream from advertisers
AdSense: implementation of ads on mom-and-pop sitesAdMob: implementation of ads in mobile aps.
Google’s Revenues are safe:Population is growing at 1.4%; Internet 8-10% annually.Internet advertising (especially mobile) expected to grow.
Question 2: Comp Structure Internet Advertising
Speaker 1: Robert Wise
Question 4: Google’s Success and Future in Paid Search
Source: comScore.comSource: comScore.com
Speaker 3: Thao Bui
RESPECT USERS + Keep layout clean + Put ads separated
GOOGLE ADWORDS: + Friendly feature + Flexible + Better service
Question 4: Google’s Success and Future in Paid Search
Speaker 3: Thao Bui
HUMAN RESOURCE: + Having top talents + Well working environment + Innovation Time Off
TECHNOLOGY: + PageRank + Low cost computer
Question 4: Google’s Success and Future in Paid Search
Speaker 3: Thao Bui
What is Google trying to do strategically?
Question 5:
Speaker 5: Huynh Vo
Business Strategy : individual strategyClassic Approach – AdwordVisionary Approach – Google glasses
Corporate Strategy : strategic ambidexterityUmbrella Corporation– Alphabet
Question 5: What is Google trying to do strategically?
Speaker 5: Huynh Vo
TCP/IP (1982)DNS (1984)WWW, Tim Berners-Lee (1991)Mosaic browser (1992)Google Search Engine (1998)
Question 6: Paradigm Shift
Speaker 1: Robert Wise
Source: singularity.com
“Information Age”
Google Search Revolutionized the Internet:Changed industries: computers and internet (software & hardware)Social global cultureThrough: Algorithms, page authority, indexing keywords
Question 6: Paradigm Shift
Speaker 1: Robert Wise
“Information Age”
#1 recommendation: Enter streaming TV marketMaintain massive scale (maps, docs, gmail, etc.)Focus on mobile (Facebook, Twitter)Continue to press Yahoo!Bing for SE market shareCompete in payments market (paypal)
Recommendations
Speaker 1: Robert Wise
90% of revenue from advertisingInnovative company: maps, docs, self-driving carPrimary success is combination of:
(1) Search Engine (1998)(2) AdWords (2000)
Over 200 products improve Google’s “scale”
Summary
Speaker 1: Robert Wise
Quiz Question #1:
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Q&A:
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Backup Slide – Growth of Internet
Speaker 1: Robert Wise
Backup Slide – Future of Ad Growth
Speaker 1: Robert Wise
Backup Slide – CPC rates
Speaker 1: Robert Wise
Backup Slide – Market Share Advert
Speaker 1: Robert Wise
Backup Slide – Google Q. Ad Revenue
Speaker 1: Robert Wise
1. King of Internet Advertising Market2. “Google” became an official word in
the dictionary3. Android now has a dominant 75% market share4. Google + is gaining ground5. Strong balance sheet6. Positive on the stock
Backup Slide – Reasons to invest in Google:
Source: Google Finance
Speaker 3: Thao Bui
Backup Slide – AdWords Auction ??
Speaker 3: Thao Bui
Backup Slide – SEO vs PPC AdWords
Speaker 3: Thao Bui
Backup Slide – Under Alphabet Company
Speaker 3: Thao Bui
Backup Slide – What Google Alphabet stands for
Speaker 3: Thao Bui
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