A Business Analysis Project on Google Inc.
GRIN Verlag, 2011 - 84 pages
Research Paper (undergraduate) from the year 2011 in the subject Business economics - Company formation, Business Plans, grade: 1, Anglia Ruskin University, course: Business Analysis, language: English, abstract: Google Inc. (Google), founded in 1981 by Larry Page and Sergey Brin, two Stanford students, has shortly turned into a global technology leader, overruling its global competitors in providing search engines: Yahoo, Baidu and Microsoft (Business Insights, p. 32, 2010). Above, Google has scarcely been rated as most valuable brand worldwide (Berger, 2010). Financial data are fairytale-like: from $ 85 (IPO, 2004), share price rose by 800 percent up to $ 642; margins of 36,8 percent, annual revenues of $ 29,32 bn and an EBIT of $ 10,8 bn strengthen the picture of high profitability and economic well-being (Google Inc., p. 27, 2010; Osiris, 2011). Delivering online advertising which is significantly adjusted to the customer primarily generates revenue for Google: together with licenses for its search engine technology, GoogleAdWords, an auction-based advertising program, and GoogleAdSense, distributing ads in the Google Network, are main sources of income (Stross, 2008). Today, Google holds market share in global search advertising of 74,3 percent (Business Insights, p. 12, 2010); longing for even more awareness, content such as YouTube, GoogleEarth, GoogleEnterprise or GoogleMaps is only a precise of what Google additionally offers - all services being positioned online (Google Inc., p. 4f., 2009). Downside of the global success story is that Google keeps walking on the edge of ethics and legality, as detractors arraign (Hintermeier, 2011). Further, the company is already under the weather of internal alterations and legal denunciations (Fleischmann, 2011). Though analysts foresee further growth in 2011/2012 (Moran, p. 20, 2011), increasing rivalry as well as internal and societal debates might harm the company in the author's opinion. Along with an external and
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area Modelling area area Next yr1 ARPU Baidu Balance Sheet Current bargaining power benchmarking brand Business Insights CAGR Change Income Statement Change Next yr3 cloud computing company’s competitors Customer value proposition display advertising e-commerce EBIT EBITDA Enterprise Value Facebook Federal Trade Commission financial data framework further Google Inc Google provides Google Yahoo Micorosft Google’s strategy Google’s three-year perfomance infrastructure in Third Intangible Assets Internet leadership in search legal regulations mainly market leadership media agencies Modelling area Modelling Moran negative cost online advertising market Operating P/L Operating profit margins Operating/Financial Items 4_523_ Osiris P/L after tax P/L before tax percent y/y perspective Porter Porter`s Five Forces products and segments Regarding Reschke Sales growth Schneller search engine share price Sheet Current Assets smartphone social media spending strategy map Taxiation Third World threat to profitability three-year perfomance modelling Total Shareholder Funds worldwide Yahoo and Microsoft year-over-year growth rates YouTube yr1 Change