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Google's main brands in a GE Matrix

International Marketing Strategy: Google's major brands in a portfolio analysis

Hausarbeit (Hauptseminar) 2010 19 Seiten

BWL - Offline-Marketing und Online-Marketing


Table of contents

List of figures

1 Introduction

2 Google’s major brands
2.1 Search engine
2.2 YouTube
2.3 Chrome Browser
2.4 Maps, Earth and Street View.
2.5 AdWords and AdSense
2.6 Other Google brands

3 Portfolio analysis via matrices in the 21st century
3.1 Why portfolio analysis?
3.2 Portfolio analysis and Google
3.3 Companies like Google

4 Conclusion

Reference List

List of figures

Figure 1: McKinsey / General Electric Matrix

Figure 2: Google’s brands in a GE Matrix

1 Introduction

According to the list FT Global 500 from the Financial Times, Google is worldwide on position 39 from the companies listed in the stock exchange (Financial Times, 2009). Google was founded in 1998 by the software en­gineers Larry Page and Sergei Brin. Nowadays, only 12 years later, it has grown to one of the greatest international companies which has a huge influence on the daily life in industrial nations. Furthermore with 66 billion US-Dollars Google is the most valuable brand in the world. They started with a search engine which has pushed the former competition like Alta­Vista out of business. Google Inc. had in 2008 a turnover of almost 22 bil­lion US-Dollars and it is still growing (Google, 2010). At the beginning they had a positive press but nowadays there are more and more critical voices because of their high market share in the search engine sector of almost 90%. Critics say that Google has too much influence and it is possible that they manipulate data. Google has many current projects where people fear a lack of their own data protection (The Register, 2009; BBC, 2007a). But Google does not have such a success because of a disregard of data protection, they are just more innovative than the competition. They rein­vest the benefit they make in innovation and design new products or inte­grate other innovative companies in their own portfolio. Most of their pro­jects are projects which the world has never seen before (Chaffey et al., 2009, p.3).

This piece of work organizes Google’s major brands in a GE-Matrix in or­der to identify the strengths and weaknesses of them. Furthermore the products are evaluated to prognosticate their future in this company. Fi­nally there is a short outline about the sense and the value of these portfo­lio models in the 21st century.



ISBN (eBook)
ISBN (Buch)
577 KB
Institution / Hochschule
University of Lincoln – Business and Law
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Titel: Google's main brands in a GE Matrix