[경영학] 검색엔진 시장속 구글 Google 경영전략(영문)
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- 목차
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1. Discuss competition in the search industry. Which of the five competitive forces seem strongest? Weakest? What is your assessment of overall industry attractiveness?
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?
3. What are the key factors that define success in the industry? What are the key competencies, capabilities, and resources of successful search engine companies?
4. Describe Google’s business model. What are the company’s revenue-cost-profit relationships? What strategies has Google relied upon to build competitive advantage in the industry?
5. Have Google’s business model and strategy proven to be successful? Should investors be impressed with the company’s financial performance? How does the company’s financial performance compare to that of Microsoft and Yahoo? Please conduct financial analysis to support your position – you may wish to use the financial ratios presented in Tale 1 of Chapter 4 as a guide in doing your financial analysis of the company.
6. What are the company’s key resource strengths and competitive capabilities? What competitive liabilities and resource weakness does it have? What opportunities exist? What threats to its continued success are present?
7. 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 mobile search, cloud computing, and auctioning system for traditional media ads?
- 본문내용
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3.2 Key competencies, capabilities, and resources
3.2.1 Key competencies and capabilities
Key Keyword Focused Anchor Text from External Links
Anchor Text is the visible, clickable text in a hyperlink. In modern browsers, it is usually blue and underlined
External Link Popularity
The major search engines use many metrics to determine the value of external links. Some of these metrics include:
The trustworthiness of the linking domain.
The popularity of the linking page.
The relevancy of the content between the source page and the target page.
The anchor text used in the link.
The amount of links to the same page on the source page.
The amount of domains that link to the target page.
The amount of variations that are used as anchor text to links to the target page.
The ownership relationship between the source and target domains.
In addition to these metrics, external links are important for two main reasons:
Popularity
Relevancy
Diversity of Link Sources
Links from many unique root domains
Keyword Use Anywhere in the Title Tag
A title tag is the main text that describes an online document. It is the single most important on-page SEO element (behind overall content) and appears in three key places: Browser, Search Results Page and External Websites.
Trustworthiness of the Domain Based on Link Distance from Trusted Domains
3.2.2 Resources
Browser Toolbars
Desktop Search Engines
Directory Submission Services
Hosted Search Service
Online Directory Scripts
Pay-Per-Click Advertising
Search Utilities
Search Engine Blogs
Search Engine Books
Search Engine Discussion Forums
Search Engine Optimization Firms
Search Engine Optimization Tools
Search Trends
4. Describe Google’s business model. What are the company’s revenue-cost-profit relationships? What strategies has Google relied upon to build competitive advantage in the industry?
4.1 Business Model
AdWords and AdSense are important factors to Google to achieving success of business model. Google’s revenue comes from advertising, and 50% of advertising revenue comes from AdWords, and the rest comes from AdSense.
AdWords
Adwords is advertisement model that shows advertisements related with search result when users search something they want. At this time, an advertiser pays advertisement charges according to users' click frequency, and such a method is called CPC (Cost per Click). Google's excellent point is to decide the priority order of advertisement by user's degree of interest, and exclude advertisement that users turn away.
The basic feature of Adwords is to arrange advertisements related with user's search result on the top and right of the screen, and at this time to clearly state that they are advertisement. Because Google decide the priority of advertisements by user’s CPC, this system can be seen very faithful. So Google is able to make immense profit.
AdSense
Adsense is a service that, by writing adequate advertisements on general websites, their sysops are given money according to the frequency of visitors' every click. These advertisement model become an advertisement market which is made by voluntary demands of netizen, so the territory of advertisement extend to all the websites of the world. By increasing exposure time of advertisements and automatizing, Adsense offers an opportunity for advertisements to be changed from waiting advertisements to advertisements that going to the space where the user's exist.
Generally Adsense was written on the websites or blogs. Google upload advertisements on adequate space. And the advertisement charges are paid whenever the advertisements are clicked.
There are two kinds of Adsense. One is Adsense for contents that Google generally load advertisements on the specific space of websites, and the other is an Adsense for search that offers search engine. If users click advertisements through the search tool, Adsense fee is paid.
4.2 Business Strategy
Google business model is actually from advertisement. So basic strategy of Google is focused on maximizing the effect of advertisement. To achieve this goal, a number of visitors and traffic are needed, so Google provides users variable free services. Google merged many companies since 2002, and also has developed variable services on its own.
4.2.1. Dominating Internet Advertising
M&A
Since 1998, Google has succeeded 63 cases of acquisitions in 12 years and except for search engine, other services are originated from M&A. Within 63 cases, only 3 fall into the
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