Google

Google Inc. is an American multinational public corporation. Based on its internet search and advertising technologies, Google develops its business and generates profit chiefly from its AdWords advertising program. This essay will study the business strategies of Google as a world’s leading searching engine company and how it shape its business to gain competitive advantages among competitors in the market. As information systems playing a critical part in delivering Google’s search engine business, the quality of the search information determines its business success. Later in this essay, we will discuss the features of Google’s AdWords known as the main advertising product and main source of revenue of Google.

1. Using Porter’s competitive forces model, analyze Google and its business strategy.
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  1. Rivalry among competitive firms
  Rivalry among competing firms is the most powerful of the five competitive forces. This force describes the intensity of competition between existing companies in an industry. High competitive pressure lead to pressure on prices, margins, and hence, on profitability for every single player in the industry.
  Although Google is the gateway to the internet for hundreds of millions of users worldwide，we cannot make sure Google always be the one and only dominated superior to other companies .
  Like yahoo，some portals offer more services and solutions with frequently-used search than Google do. Google would start loosing its users owing to added lure in such portals；MSN is coming up with its new operating system called “Longhorn” which would have “implicit query” characteristic. Longhorn search will be able to search the web, blogs, news sources, hard drive files, email plus attachments all from a keyword search without a browser. Users will be able to search directly from already established Microsoft programs like “MS” word. This would handcuff users and eventually it would impair Google’s market；Overture has been...