A business analysis project on Google Inc.

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 368 percent annual revenues of $ 2932 bn and an EBIT of $ 108 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 743 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