Inc.

MIS CASE STUDY Presentation Group KAPIL Jain KINNARI Pandya NANDAKISHORE M 20121024 20121026 20121034 KRUTIKA Parmar MIT Gandhi 20121028 20121032

Googles mission is to organize the worlds information and make it universally accessible and useful.

Approach to the Case

Business Challenges
Management

Organization

Information System

Business Solutions

Technology

Organization

Corporate Values

Dont Be Evil : Integrity

Technology Matters : Investment in Infra

We make our own Rules: Owners Manual, Secretive Top Management Trio: One-Third of Google Shares

Governance

Dual Class Equity Structure: Pros and Cons

Encourages Strategic Risk Taking Motive of Corporate Structure: Stability over Long Term Horizons Perception: Lack of Hierarchy and decision making delays Thousand flowers bloom Strategy New Product Ideas: Bottom-Up Setting Priorities: 70/20/10 Rule

Managing Innovations

Investing in promising Long Shots

Infra Investment Benefits

Management

Designing a new search engine which gives most relevant results without deceiving users.

Technology

Page Rank Algorithm based on Votes and referenced Linked to by other pages.

How Google works?

Google has three distinct parts:

Googlebot, a web crawler that finds and fetches web pages.

The indexer that sorts every word on every page and stores the resulting index of words in a huge database.

The query processor, which compares your search query to the index
and recommends the documents that it considers most relevant.

How Google processes a query?

Information System

Organizing data in a Ranking based system thus creating values for both customers
and users.

Business Solutions

Ranking Based system ensured reliability for the users and increased visitors base.

Business Challenges

Overture pioneered Paid Listing: Sponsored Links, posing a challenge to the existing competitors

Preference by Users (Reliability measure)

Cyclic Process
Business Challenges
Management

Organization

Information System

Business Solutions

Technology

Management

Google adopted a variant of Overtures Paid Listing.

Technology

Launched Contextual Paid Listing

Information System

Revenue through four factors: Coverage Rate, CTR, Average CPC, Revenue splits.

Business Solutions

User delight with instant gratification and customer satisfaction with keyword searches.

Business Challenges

New offerings by other businesses with coming time.

CTR Revenues

Business Enhancement

Eric Schmidt, hired as CEO to help them lead business Brin-President, Technology; Page-President, Products IPO Launch

Technology/Product Development

Web Search Initiatives New Search Domain Software tools and services

Enhancement to advertisement services : Videos, Banner ads, contextualized Ads

Software tools and services

Information held by Google

Device Information Log Information Location Information Cookies sent to your device

Information Usage by Google

Demographics to the advantage of the companies in providing ads Search results analysis to provide relevant websites to the user Scanning your Gmail and other Google account activity for the mutual benefit of user and advertiser

Competition

Whos afraid of Google?? EVERYONE!!

Industry Analysis

Rivalry Among Existing Competitors Innovation: First to enter the market Substitute Products Competitors with similar products Forward Integration by competitors Backward Integration by competitors Threat of Entry Advanced Knowledge Capital Requirement

Google Products

Google Biggest Upcoming Offerings: OS

For Any Query.

www.google.com
THANK YOU!!