Google case analysis
Prepare a 5-8 page report that analyzes the search engine industry and Google’s competitive position in
the industry.

Your report should include a Five Forces analysis, list of industry driving forces and key
success factors. Which of the five competitive forces seem strongest? weakest? How is the search industry changing? What is your assessment of overall industry attractiveness?

What are the key factors that define success in the industry? What are the key resources and capabilities
required of successful search engine companies?

Should investors be impressed with the company’s financial performance? How does the company’s financial performance compare to that of
Microsoft, Apple, and Yahoo? Conduct a financial analysis to support your position—you should calculate relevant financial ratios in doing your financial analysis of the company. You should utilize the financial ratios presented in theAppendix of the text as a guide in doing your financial
analysis of the company.

What are the company’s key resources and competitive capabilities? What competitive liabilities and resource
weaknesses does it have? What opportunities exist? What threats to its continued success are present?

What recommendations would you make to Google’s top-management team to sustain its competitive
advantage in the search industry? How should it best capitalize on its strategic initiatives in smartphones
and other ventures? Also, provide a recommendation concerning any potential ethical lapses at the
company. Your recommendations should be specific and supported with facts from your analysis.

Grading will be based on the following:

How well you use the course concepts and analysis frameworks such as Porter’s 5 Forces, External Environment Opportunities and Threats, identification of key resources and capabilities that come from the organization’s strengths,and identification of weaknesses to assess liabilities. (60%)

Financial analysis (5%)

Developing a set of recommendations based in fact. (25%)

Professionalism of the presentation and cohesiveness of the questions into a report. (10%