Case Study3 | EssayIvy.com

Running head: CASE STUDY3 1

Case Study3

Student’s Name

Institution Affiliation

CASE STUDY3 2

Case Study3

1. The Competitive Advantages of Alpha Google

a) Google’s Infrastructure

i. Unique infrastructure of Google Search Engine

The search engine of Google exhibits unique infrastructure comparing to any other

competitor since it is differentiated into text match technique and PageRank technology

where underlying links are examined over the Internet. The business model of Google

Company is a licensing search engine which is used for business intranets and websites using

the search-advertising program. The core business model includes the Ad Words and

AdSense programs. The Ad Words textual messages were used for generation of revenue,

and AdSense made profits through hosting the textual advertisements. The model involves

the licensing of cloud computing programs, which enhances the profit formula (Jabaley,

Groff, Sharifpour, & Blum, 2018). The specific components in the Google strategy include

the provision of services that are beyond the search engine results. These include news,

books, bloggers, and Gmail.

Google Company has unique access to the market due to the specific infrastructural

characteristics. The company has a powerful infrastructure which is difficult to imitate.

Google has adopted high technology assets and processes. The number of servers or data

centers of Google is not made public. However, clients estimate those data centers to be 36.

The report launched in 2011 featured a story where Google is suggested to have about

900000 servers (Miller, 2011). These servers save electricity since only one percent of power

is consumed by the data centers (Miller, 2011). The services are innovative. There are

approximately 100 services, which include Google apps, Google finance, AdSense, and

youtube. It is cheap for the website hosting, yet the attractive advertisements earn it huge

amounts.

CASE STUDY3 3

i. Huge Market Share

The Google Company has a market share of 63,2 % as opposed to its close competitor

Microsoft with 23,7% (Statista, 2018). Thus, it holds the largest portion of the market share.

The strategies of the company give a competitive advantage over the competitors since

loyalty is well established. The usability capacity of this wireless technology and devices

makes the Google system very marketable since there is much demand (Lazer, Kennedy,

King, & Vespignani, 2014). The company enjoys a huge reception due to the diverse forms in

which it is accessible. For instance, the basic search option would entail Google, and access

communication via Gmail needs Google. On the other hand, Google is the baseline of all

computing and online access points since the other pages such as Facebook are interlinked

and advertised over the internet. The cheap hosting makes the company unique from the

others in the market (Aroles, 2018). However, the benefits they make from the advert made

by the websites are huge since they advertise through the search engine.

There is digital entertainment through youtube acquisitions, hence creating high

demand for these programs. It is possible to make media live streams via the internet Google

searches. Obviously, this implies that more customers have the access to the news as well.

The learning and research assets further diversify the market share (Teece, 2010). The

platform has rich library books and sites that enable book donation online. These are an

information-sharing program, and Google suffices the gaps in the information circulation.

Moreover, videos and music access is made available to the public in a timely manner using

the Google search engine.

b) Resource Based View Analysis

Resource-based view is defined as the model which associates available resources as the

cause of the success in the organizational performance. The capacity of any firm to offer

quality services is determined by the resource availability. Google enjoys the competitive

CASE STUDY3 4

advantage over the other firms since it has an enabling environment with technological

resources. On the other hand, it has an adequate number of data centers, which facilitates its

process. The servers are as many as 900000, and this makes the company the largest in terms

of size. The organizational output is determined by the strategy that was laid out. In fact, this

is the vision that the company has. Similarly, Google shows a humble beginning where other

dominant companies’ physical resources include huge warehouses, top technology inventory

systems, and adequate transport (Vise, 2017). However, the competitive advantage over other

companies is based purely on online resources.

2. The Capabilities of Alpha Google

a) Search Engine

The Google Company has the ability to integrate the innovations with its developments.

Google also connects well with the direct users since there are personalized accounts such as

email. The cloud computing systems make shared moments, excel sheets, and other

documents usable from online libraries. However, only the authorized users can access them.

Google had enabled voice recognition and command. This takes into account the physically

impaired. It takes care of the interests of the potential clients (Höpken, Eberle, Fuchs, &

Lexhagen, 2018). The developments are aimed at creating more convenience. It is fast and

offers a great number of results from the database. Google has the capacity to offer data

online for access to the online platforms in the respective websites effectively. It has an

additional platform, which facilitates faster access and completeness in information

provision.

Google database helps in defining the products through the adverts. The huge data is

initially personalized, but it has the capacity to integrate the different sources to merge and

give the information that may be essential elsewhere. The ability of online publishing and

CASE STUDY3 5

posting in social media helps in creating search result (Cusumano, 2010). The search engine

has the capacity to increase the technical knowledge through the information found in the

databases. The users recommended Google owing to its fast and reliable findings (Wang &

Xu 2011). However, the information found is not referenced to the ideal company. It offers

the capacity to save credentials and auto fill films, which makes the data retrieval easy.

a) Competition

Google trades its database to other companies that need it. The database has a similar

identity as the company, and this creates a good marketing tool for the company to earn

commission from the activities made over the Internet. However, the database ought to lead

the others in marketing or advertisements. Consumers also search over the internet to obtain

this news and advertisements. The adverts may be made through links or per click. The

number of clicks or download makes dome income. The interactions between the impression,

click, and download are minimal, but the desire for money makes them a good trap. The

marketing is possible due to the extensive competitive edge and improved advertisement

platform. The company has a great capability for innovation due to the good revenue model.

Without a doubt, the current state is achieved due to continuous improvement and dedication.

The products in the recent advertisement match the modern designs. More so, the company

invests greatly in the research and development, with the latest innovation being the ability to

determine the location of an individual from the Google search engine.

CASE STUDY3 6

References

Aroles, J. (2018). Ethnographic encounters: Towards a minor politics of field access. Culture

and Organization, 1-13.Cusumano, M. A. (2010). Staying power: Six enduring

principles for managing strategy and innovation in an uncertain world (lessons from

Microsoft, Apple, Intel, Google, Toyota and more). New York, NY: Oxford

University Press.

Höpken, W., Eberle, T., Fuchs, M., & Lexhagen, M. (2018). Search engine traffic as input for

predicting tourist arrivals. In Information and communication technologies in tourism

2018 (pp. 381-393). Cham: Springer.

Jabaley, C., Groff, R., Sharifpour, M., & Blum, J. (2018). 1418: Trends in the global

awareness of sepsis insights from search engine data between 2012 and 2017. Critical

Care Medicine, 46(1), 693.

Lazer, D., Kennedy, R., King, G., & Vespignani, A. (2014). The parable of Google Flu:

Traps in big data analysis. Science, 343(6176), 1203-1205.

Miller, R. (2011, August 1). Report: Google uses about 900,000 servers. Data Center

Knowledge. Retrieved from

http://www.datacenterknowledge.com/archives/2011/08/01/report-google-uses-about-

900000-servers

Statista (2018). Share of search queries handled by leading U.S. search engine providers as of

January 2018. Statista. Retrieved from

https://www.statista.com/statistics/267161/market-share-of-search-engines-in-the-

united-states/

CASE STUDY3 7

Teece, D. J. (2010). Business models, business strategy and innovation. Long Range

Planning, 43(2-3), 172-194.

Vise, D. (2017). The Google story. Strategic Direction, 23(10).

Wang, F., & Xu, Y. (2011). Estimating O–D travel time matrix by Google Maps API:

Implementation, advantages, and implications. Annals of GIS, 17(4), 199-209.

Place new order. It's free, fast and safe

Paper type

Deadline

Page count

550 words

Total price: $ 15.00

Our customers say

Jeff Curtis

USA, Student

"I'm fully satisfied with the essay I've just received. When I read it, I felt like it was exactly what I wanted to say, but couldn’t find the necessary words. Thank you!"

Ian McGregor

UK, Student

"I don’t know what I would do without your assistance! With your help, I met my deadline just in time and the work was very professional. I will be back in several days with another assignment!"

Shannon Williams

Canada, Student

"It was the perfect experience! I enjoyed working with my writer, he delivered my work on time and followed all the guidelines about the referencing and contents."