Google VRIN

Value
Google provides a high esteem product which fulfils its buyers needs, whatever they may
be, rapidly and productively. A costumer can utilize its search engine when searching for
data on actually anything too known, or not, that would be. This is the thing that keeps it in
its market ruling position as the leading search engine as it gives such an uncommon
product. Moreover, Google utilizes a system call Ad Sense which is essential in order for
businesses to generate income. This is because of the way that there is more traffic,
henceforth more presentation, which thus prompts an increment in deals.
Rarity
Google's search offerings are uncommon as a result of the significance of the results.
Microsoft and Yahoo, Google's fundamental rivals, essentially don't give connects that are
as helpful as Google's. Google's site emphasizes a moderate outline, which is phenomenal.
Most sites gimmick a pennant promoting and are littered with several words. The Google
home page can just contain 28 words as a strategy created by Sergey Brin and Larry Page,
the organization's organizers. This keeps the disorder to a base which is a distinct difference
to Yahoo and Microsoft's search home pages. Google loyally sticks to the procurement in
the statement of purpose which perceives that "promotions ought not to be an irritating
interference". This uncommon service is confirmation to their charge to never "bargain client
centre for transient monetary addition".
Inimitability
Googles results are not easily imitated because of the large infrastructure requirements to
serve the relevant pages quickly. Google has servers all over the world, all synced up and all
running on a very large quantity of RAM, fast computer memory.
With each search, Google refines its results so that the search engine gets smarter and
caters to peoples individual preferences. Since Google has the largest market share, their
search engine can effectively learn more quickly than competitors products. Googles
operations exhibit path dependency because it takes time to collect the data to provide
results and even more time to analyze both the content and users reactions to the results.
Without going through a process of refinement over a significant period of time, a competitor
could not replicate Googles search results. Google has used its analytics tools to help
understand the social complexity of the meaning of keywords to specific groups of users. For
example, one word like mouse has a variety of different meanings with each meaning being
most important to certain people.
Googles minimalistic interface is physically unique and has remained different because the
competitors value advertising money more than user experience and devote larger swaths of
screen real estate to graphical and motion ads.

Some of Googles success is due to its strategic management or simply to the luck of being
at the right place at the right time. This causal ambiguity leads to the belief that perhaps the
time to start an internet search company was in the 1990s and it would be vastly more
difficult to gain market share in a competitive environment where users are used to the
novelty of Googles interface.
The recommended strategy for Google to maintain its competitive advantage in the search
engine industry is to always strive to be a technological leader through constant innovation.
The search engine industry is technology savvy and key players strive to invent products
that can constantly meet the changing needs of users (Sherman 2005). However, if Google
can manage to position itself as a technological leader rather than a technological follower,
Google will be capacitated to stay ahead of its competitors in terms of innovation.
Technological leadership can be achieved through emphasis on strategic innovation and
developing its technology infrastructure, which are some of Googles core competencies
(Stross 2008). Since its establishment, Google has relied on innovation as its tool for
competitive advantage to establish a formidable wall against its rival firms.
The second strategic recommendation for Google to maintain its competitive advantage is
through developing a HR strategy that focuses in attracting the top talent in IT. It is apparent
that Google relies on innovation, which is facilitated by the friendly staffing policies that
manage to attract top talent into Googles workforce (Stross 2008).
Non- Substitutability
Having expanded into various global markets, Google faces the challenge of maintaining
high quality of products and services and maintaining its competitive edge, especially with its
flagship products. It cannot allow the quality of service to go down as it tries to figure out
ways to monetize products that currently do not provide revenue. Googles success also
depends on successful execution of its mobile strategy. With the acquisition of Motorola, the
competitive pressure to innovate encompasses a wider range of products and services,
including products and services that may be outside of Googles historical core business.
Also, since 95% of Google revenues rely on advertising, increasing the number of platforms
for advertising will also critical. For instance, people may be willing to put up with longer ads
on YouTube if the resolution of the videos keeps improving.
The strategic recommendation for Google to continue maintaining its competitive advantage
is through product diversification. Diversifying its product portfolio in the search engine
industry will be instrumental in ensuring that Google reaches a wider audience. For instance,
Google offers numerous search engine tools for various applications such as Google Maps,
Google Earth, Google Maps, Google toolbar among others. With a diversified product
portfolio, Google will continue will continue to expand its customer base. A case in point is
that Google is the only search engine company offering search applications for specific data
types such as images, books, maps and docs (Vise & Malseed 2008).

Poornima (2013) Strategic analysis of Google and understanding its competition (Online)
Available from: http://productmargins.com/2013/09/23/strategic-analysis-of-google/
(Accessed on 4/11/2014)
UK essays (2012) Google Inc internal environment (Online) Available from:
http://www.ukessays.com/essays/marketing/google-inc-internal-environment-marketingessay.php (Accessed on 4/11/2014)
Ben morrow (2009) internal analysis of Google Inc. (Online) Available from:
http://benmorrow.info/blog/internal-analysis-of-google-inc (Accessed on 4/11/2014)
Sherman, C (2005) Google power: unleash the full potential of Google, McGraw-Hill
Professional, New York.
Stross, R (2008) Planet Google: One Companys Audacious Plan to Organize Everything
We Know, Free Press., New York.
Vise, D & Malseed, M( 2008) The Google Story: For Googles 10th Birthday, Delta Trade
Paperbacks, New York.

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