Google's Business Case Essay

410 words - 2 pages

This Google strategy case study is updated for each new edition of my Internet marketing or E-business book. Since marketers need to keep up-to-date with the implications of Google changing the functionality of their search and advertising services I have regular updates on my Smart Insights site on the latest developments in Google marketing.

Google mission
Google’s mission is encapsulated in the SEC filing statement “to organize the world’s information …. and make it universally accessible and useful”.

Google explains that it believes that the most effective, and ultimately the most profitable, way to accomplish our mission ...view middle of the document...

Putting users first is reflected in three key commitments illustrated in the Google SEC filings: “1. We will do our best to provide the most relevant and useful search results possible, independent of financial incentives. Our search results will be objective and we will not accept payment for inclusion or ranking in them.

We will do our best to provide the most relevant and useful advertising. Advertisements should not be an annoying interruption. If any element on a search result page is influenced by payment to us, we will make it clear to our users.
We will never stop working to improve our user experience, our search technology and other important areas of information organization”.
In the Google Annual SEC filings (the best source of information on Google's strategy and value proposition), the company explains “How We Provide Value to Our Users”: “We serve our users by developing products that quickly and easily find, create, organize, and share information. We place a premium on products that matter to many people and have the potential to improve their lives”.

Some of the key benefits which are stressed are: Comprehensiveness and Relevance; Objectivity; Global Access; Ease of Use; Pertinent, Useful Commercial Information; Multiple Access Platforms and Improving the Web.

Google Revenue - summary of the 2011 split
Word Stream has taken the published figure and contributed this breakdown.

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