STRATEGIC ANALYSIS AND

GOOGLE BOUGHT YOUTUBEDERVİŞ DEMİR

"Google's mission is to organise the world's information and make it universally

accessible and useful"

Mission

History

Products &ServicesGmailBloggerPicasaYouTubeGoogle SearchGoogle SitesGoogle VideoGoogle BuzzGoogle Docs

Google ChatGoogle CalendarGoogle ReaderGoogle AppsGoogle GroupsGoogle MapsGoogle EarthGoogle WaveGoogle Chrome

SWOT AnalysisW EAKNESSESS TRENGTHS

T HREATSO PPORTUNITIES

• Search engine industry• Executive management• Large cash flow• Loyal and satisfied employees• Loyal customers• Products are very adaptable • Pushing society’s technology • Channels for the phone market• Scalability • Openness

• Secure consumers personal info • Resurrect relationship with Chinese market • Focus into developing tangible technology • Relationship in other websites• Gaps in online market offering• Targeting specific markets- children or senior citizens • Future expansion for television • Revenue through advertising

• Public perception of Google’s practices • Non-corporation by foreign governments• Decisions being made to progress Google• Advertising revenue growth is slowing down

• Copyright lawsuits/issues• Public perception of Google• Microsoft’s growing dislike• Continued insistence by some foreign governments • Microsoft and Yahoo possible partnership• Advertising space is becoming more competitive

Google’s Advertising Value Chain

Marketing Strategy• USP: Google facilitate the efficient

organisation, storage and retrieval of data/information across a wide (online) platform. The result is a convenient, customizable, co-creation approach to media sharing for the use of individuals and organisations alike.

• Profit formula: Mostly dependent on advertising (97%), other main areas is software licencing to businesses

Competencies• Search• Data warehousing• Innovation• Software

programming• Cloud computing• Brand management

& PR

Capabilities•Recruitment & retention of talented staff•Facilitation of content co-creation on the web

Resources•Data warehouse•Huge financial resources•Expert & motivated personnel•Brand name•Search engine•Online traffic•Display network•Loyal customers

Key Strategic Area for Google

Competitive Advantage

• Brand image• Infrastructure

– servers, storage systems, hardware• Resource abundance• Scalability• Wide knowledge base

– Ability to branch off into other areas

Google Innovation Strategy

Hierarchy of Strategic

Focus

STRATEGIC INTENT

Business Aspect

Competitive Landscape

Video Blogging

List of Google Acquisitions

2004 20072006 20082005

2Web TechnologiesPhatbits

Urchin S/W Inc.Dodgeball

ReqwirelessCurrent Comm. Group

AndroidSkia

Akwan InfoTechAOL (5% stake) -

Internet

dMarc Broadcasting–

Radio Advertising

Measure MapUpstartle

@Last SoftwareOrion

Neven VisionJotSpot

YouTube- Video Sharing

Endoxon

XunleiAdscape – Video Game advertising

TrendalyzerTonic Systems

MarratechGreenBorder

PanoramioFeedBurnerPeakStream

ZenterGrand Central –

VOIP

Google Bought Youtobe

The Growth Share Matrix

In July 2006, Google Video shows 60 million worldwide, 649 million in the number of vidyo shown on YouTube.

Almost 11 times higher than in the entire internet from Google Video YouTube has made representation. More videos america 106.5 million people were also shown this.

Video display of 649 million a month, roughly 7 billion a year video that shows a site. YouTube to display videos on their site, not only in this place, the codes of broadcasting on the internet sites or Google's YouTube by putting anyone can show the same video.

So Why YouTube ?

Video display of 649 million a month, roughly 7 billion a year video that shows a site. YouTube to display videos on their site, not only in this place, the codes of broadcasting on the internet sites or Google's YouTube by putting anyone can show the same video.

Thus, Google Video ads will receive, billions of times, millions of people, tens of thousands of different sites will be able to show through.

And it showed that a number of sectors.

So Why YouTube ?