Introduction: (Google Case)

Google Company has accomplished a lot in a short time. Google has grown to serve hundreds of
thousands of users and customers worldwide since its 1998 founding. In 1995, founders Sergey
Brin and Larry Page met at Stanford University. By 1996, they had constructed a web crawler (at
first called BackRub) that pre-owned connections to decide the significance of individual site
pages. Google is now one of the world's largest businesses. Google's business model is
straightforward but novel: it aims to attract Internet users and generate revenue through targeted
advertising. The focus of this report will be on how Google Company develops and implements
its strategy in the global market, including Google's mission statement, how information systems
support their strategy, how organization strategy can support business strategy, what type of
market disruption Google employs, and what generic strategy Google uses.

Industry Background: ( Steffani Cameron, 2019)

In 1997, Sergey Brin and Larry Page established Google in a garage in Menlo Park. They would
later write, "Google is not a typical company. We have no intention of becoming one. They
proved it by making Google one of the most powerful businesses in the world. As part of an
evolution that began in 2015 with the intention of assisting in the acceleration of development
across all of their various divisions, Google is now a holding company of its parent company,
Alphabet. Because the work that Google, or Alphabet (GOOGL), does encompasses every facet
of modern life, anyone who wants to conduct a Google company analysis needs to clear some
space in their schedule.

On the balance sheet, Google is outnumbered only by Apple, Microsoft, and Amazon, all of
which are approaching a trillion dollars in value. Google is more than just a cloud service and
search engine; It is changing everything about life, from robotics and space exploration to
disease treatment and wind harvesting.

History of Google: (WIKIPEDIA)

Larry Page and Sergey Brin officially launched Google in 1998 to promote Google Search,
which is now the most popular web-based search engine. In 1996, Larry Page and Sergey Brin,
both students at Stanford University in California, collaborated with Scott Hassan and Alan
Steremberg to create a search algorithm that was initially referred to as "BackRub."The search
engine gained popularity quickly, and the growing business relocated several times before
settling in Mountain View in 2003.This was a time of rapid expansion, when the company went
public in 2004 and quickly became one of the biggest media companies in the world. In addition
to many other products, the company introduced Google News in 2002, Gmail in 2004, Google
Maps in 2005, Google Chrome in 2008, and the social network Google+ in 2011 (which was
shut down in April 2019).In 2015, Google became the main subsidiary of Alphabet Inc., the
holding company. The search engine underwent numerous updates to try to get rid of search
engine optimization.

NASA, AOL, Sun Microsystems, News Corporation, Sky UK, and other companies have
collaborated with Google. In 2005, Google.org, a charitable subsidiary, was established.

The name Google is a misspelling of Googol, which is the number one followed by a hundred
zeros. It was chosen to indicate that the search engine was intended to provide a large amount of
information, so the name Google is a misspelling of Googol.

Present position of Google: (Mark Hall, 2022)

Google started out as an online search engine, but it now offers more than 50 Internet services
and products, including software for mobile phones and tablet computers, online document
creation, and e-mail. Additionally, it was able to sell hardware in the form of mobile phones after
acquiring Motorola Mobility in 2012.Along with Apple, IBM, and Microsoft, Google is one of
the top four influential companies in the high-tech market due to its extensive product portfolio
and size. Even though it offers a plethora of products, its original search tool is still the
foundation of its success .Google advertising generated nearly all of Alphabet's revenue in 2016
from users' search requests.

Products and services: (WIKIPEDIA, List of Google products)

The following is a list of products, services, and apps provided by Google.

Products:-
Search tools: Google Search, Google Alerts, Google Assistant, Google Books, Google Dataset
Search, Google Flights, Google Images, Google Shopping, Google Travel, Google Videos.

Groupings of articles, creative works, documents, or media: Google Arts & Culture, Google
Books, Google Finance, Google News, Google Patents, Google Scholar, YouTube.

Advertising services: Google Ads, AdMob, Google AdSense, Google Ad Manager, Google
Marketing Platform, Google Tag Manager.

Communication and publishing tools: Blogger, FeedBurner, Google Chat, Google Collections,
Google Classroom, Google Currents, Google Duo, Google Fonts, Google Groups, Google Meet,
Google Voice.

Productivity tools: Gmail, Google Account, Google Calendar, Google Charts, Google Domains,
Google Docs Editors, Google Docs, Google Sheets, Google Slides, Google Drawings, Google
Forms, Google Sites, Google Keep, Google Drive, Google Jamboard, Google Translate.

Map-related products: Google Maps, Google My Maps, Google Maps Gallery, Google Mars,
Google Moon, Google Street View, Google Sky, Google Santa Tracker.

Statistical tools: Google Analytics, Google Surveys, Google Ngram Viewer, Google Public Data
Explorer, TensorFlow, Google Trends, Google Activity Report, Google Data Studio.

Business-oriented products: Google Workspace , Google My Business, Google Tables (beta).

Healthcare related products: Google Care Studio, Google ARDA project.

Services:-

Google Cloud Platform, Google Crisis Response, Google Fi, Google Get Your Business Online,
Google Public DNS, Google Person Finder, Google Firebase, Google Cast, Google Pay, Stadia,
YouTube TV.

Competitors of Google: (Sivakumar, 2019)

Search Competitors of Google: Bing, Yahoo, DuckDuckGo.

Advertising Competitors of Google: Facebook, Amazon.

Google’s Competitors In Smartphone Industry: Apple, Android OEMs.

Google’s Competitors In Cloud: Amazon Web Services, Microsoft Azure.

Google’s Competitors In Different Countries: Baidu, Yandex.

Market share of Google: (KINSTA)

Depending on the location, Google's market share varies between 86 and 96 percent. Since its
launch in 1997, it has dominated the search engine market share. As of June 2022, it holds a
91.88% market share of the global search engine market.

 Google has a market share of 86–96% worldwide, making it the most popular
search engine.
 As of June 2022, 91.88% of the world's search engine market was owned by
Google.
 In contrast to other nations, Russia's search market is dominated by two
companies: Yandex and Google.
 95% of users use Google on mobile devices, compared to 85% on desktop
computers.