Google Case Analysis

Essay by angelxplaya April 2009

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GoogleA.PositioningShort company historyGoogle Inc. was co-founded by Larry Page and Sergey Brin while they were attending Stanford University in 1998. The idea of this was a search engine that analyzed the relationships between websites would produce better ranking of results than existing techniques, like ranking results according to the most number of times the search term appeared on a site. Google was incorporated on September 4, 1998.

Google's first funding source was from a Sun Microsystems co-founder, Andy Bechtolsheim, who helped contribute $100,000 in 1998. In 1999, the next group of investors were Kleiner Perkins Caufield & Byers and Sequoia Capital, who invested a total of $25 million into the company. The Google IPO took place on August 19, 2004. 19,605,052 shares were offered at a price of $85 USD per share.

Vision and Mission StatementGoogle's mission statement is "to organize the world's information and make it universally accessible and useful".

Google believes that the most effective, and ultimately the most profitable, way to accomplish that mission is to put the needs of its users first. Google has found that offering a high-quality user experience leads to increased traffic and strong word-of-mouth promotion. Their dedication to putting users first is reflected in three key commitments:•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...