KELOMPOK

3
Kelas J131

Googles Strategy in
2013
Nurintan Nauli P.S
Raden Ahmad Idham

1306357182
1306357264

Reza Mustafa

1306420301

Rissa Delania

1306420333

Rizky Septiandy

1306420346

Samuel Krissandi

1306357453

Sarah Afifah

1306357466

s History
The IPO
First Name :
Backrub

Larry Page & Sergey

Brin,
Stanford University
Graduate Student
develop a new search
engine

First Search
Customer
Red Hat as first
search customer
Serve 500,000
queries per day
$25 million funding
from Silicon Valley
venture capital

1998
1996

Renamed to
Google

Raised fun up to $1
million from family,
friends, & other angel
investor
Handling 10,000 search
queries per day
Top 100 Website &
Search Engine by PC
Magazine

18% rose on 1st

trading day
Brin & Pages
share worth to $3.8
billion
Acquire Keyhole,
Digital Mapping
Company Google
Earth
2005

2000
1999

Millenium
Innovation

Wireless Search
technologies
Search in 10
languages
Google Toolbar
browser plugin

Acqui
re
You
tube

2004

Google
Earth &
Google
Maps
Launche
d

2007
2006

Googl
e
Street
View
on
Goggl
e
Maps

Acquire
DoubleClick
Advertising
Revenue in
Banner Ads
Licensing
Fee on
Google
Apps
document,
spreadsheet,
&
2012
presentation
2008

Acquire
Motorola
Mobility
$12.5 billion
Android Lead
Mobile OS
50.9% Market
Share

2. How is the search industry changing? What forces

seem most likely to bring about major change to the
industry within the next three to five years?
Munculnya cloud computing technology
Berkembangnya perusahaan lain di bidang

search engine
Fitur internet dalam mobile device

2. How is the search industry changing? What forces

seem most likely to bring about major change to the
industry within the next three to five years?
Persaingan ketat antara Google dan Microsoft
Persaingan juga muncul diantara berbagai

search engine, seperti Yahoo dan Bing.

Perkembangan mobile search/advertising.
Fitur internet service.
Akuisisi Motorola market and design
Googles own line
Android system.

2. How is the search industry changing? What forces

seem most likely to bring about major change to the
industry within the next three to five years?
Personalised dan customized search engine.
Cina sebagai target market di search engine

industry.
Regulasi pemerintah Cina membatasi hasil
dari pencarian melalui search engine.
Market share Baidu (search engine dari Cina)
yang sudah sangat besar dan mendominasi

3. What are the key factors that define success in

the industry? What are the key resources and
capabilities required of successful search engine
companies? How do these compare to the key
success factors of the smart phone industry?

Key Factors of Search Engine Industry

Key Success & Capabilities for Company

Quick search result
Accuracy of search result
Local search
Includes huge number of websites
Sufficient traffic to attract internet

advertiser
Also can be used by mobile banking

Search Engine Industry vs Smartphone

Industry Success Factor Comparison
Search Engine

Smartphone

Software &
Algorithm

Hardware &
Software

User Interface

Simple

Sophisticated

Supply Chain

No need

For process & cost

efficiency

No switching
cost

Switching cost
occurred

Focus

Customer Loyalty

5) Have Googles business model and

strategy proven to be successful? Should
investors be impressed with the
companys financial performance?
How does the companys financial
performance compare to that of Microsoft,
Apple, and Yahoo? Conduct a financial
analysis to support your positionyou
should calculate relevant financial ratios
in doing your financial analysis of the
company.

Googles Financial Summary

Strategi dan model bisnis Google telah terbukti sukses secara

finansial.
- Pendapatan Google dari tahun 2005 2012 tumbuh secara sustainable
35 %
- Pertumbuhan ini sejalan dengan expansi masif Google sehingga

Googles Financial Summary

- Strategi google untuk mulai berekspansi dengan layanan

license fee untuk perangkat cloud bagi korporasi juga sukses,
dimana kontribusinya tumbuh 37% walau masih berporsi < 5%
dari pendapatan
- Strategi Google lainnya dengan Search-Based Ads melalui
Google Website juga mengalami pertumbuhan yang tinggi dan
berkelanjutan, yakni 21%

Googles Stock Summary

- Bagi Investor, Net Income per share dari Google yang tumbuh
sustainable di angka 30% ini akan meningkatkan valuasi harga
sahamnya
- Hal ini terbukti dimana jika dibandingkan S&P 500 index,
Google masih lebih tinggi returnnya

Compare with Apple & Microsoft

Profit Margin
1.
2.
3.

ROA & ROE

1.
2.
3.

Quick Ratio
1.
2.
3.

1.

CAGR 2008 - 2012

2.
3.

6. What are the companys 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?

Key Resource and Competitive

Capabilities

Key Resources and competitive capabilites, which

makes distictive different with competitors
characteristic is that it cannot be imitated.
Technology and Innovation
This is capabilities that started the company
Google never stops making technology &
innovation
Always new technology, hard to imitate
Microsoft failed in creating Bing
Yahoo also made Adwords & Adsense for
advertising but not satisfying

Key Resource and Competitive

Capabilities

Human Resource
Tech and

innovationarethebaseofGoogleadvertising, but HR
is guaranteefortechnicalresources
Google spent a lot of money to make nice and
comfort working environment
The best working environment among companies
Luxurious remuneration for employee
Creativity thinking from 20% of working time leads
to some success Google products
Brand
Because of its brand, Google offered so many
cooperation
Loyal users

Weaknesses
Losing on product
focus due to excess
of product
differentiation
Copy right abuse in
Google Book Search
Prediction of
slowing growth,
because of 85%
revenue generated
based on Ads.
Investors need more
diversification.
Bleeding in
acquisition of
motorola
So many failed
Googles product

Jaiku

Google Wave

I Google

Google Print Ads dan

Google Audio Ads

Google Buzz

Google Health

Opportunity and Threats

7. What recommendations would you make to

Googles top-management team to sustain its
competitive advantage in the search industry?
How should it best capitalize on its strategic
initiatives in smart phones and other
ventures?

How to sustain its competitive advantage

in the search industry?
1.

Google harus tetap terus fokus pada

kelebihannya dalam search industry dengan
tetap melakukan differentiation strategy dan
inovasi serta riset pengembangan untuk
produk-produk,
seperti :
Produk Google
Kompetitor
Google Search Engine

BING, BAIDU

Google Chroom

Internet Explore

Google+

Facebook

Google Cloud

Sky Drive

Google TV

TV Digital/TV
Streaming
Teizen, Windows
Mobile, IOS
Microsoft Offices Series

Android OS
Google Apps

2. Google harus berhati-hati dalam membuat bisnis

baru seperti pada smart phone atau produk hardware
yang bukan menjadi basis bisnisnya, dan fokus pada
keberlangsungan ekosistemnya.