Case Study 1 Google Answer the following questions regarding Google using this hyperlinked video as the basis for your responses. You do not have to limit your information base to this information if...

Question 1: Explain why Google’s marketing and innovations are important in the 21st
century. Be specific.
Google Inc. maintains an array and index of websites as well as other online content for its users,
advertisers and its network members and content providers. “The company was incorporated in
1998 by Larry Page and Sergey Brin” (GOOG Key statistics, 2011). The company offers
AdWords, the company’s auction based advertising program; AdSense, a program enabling
network websites to deliver Ads from its AdWords advertisers; Google Display; DoubleClick Ad
Exchange; You Tube and many other Advertising formats. The company also provides
applications, operating system for mobiles and email services. Some of its most popular
applications include Google Maps, Google Earth and firewall software. The company has a
current market capitalization of $167 billion with a share price of $519.17 (Google Annual
Report 2010, 2010).
There are a number of reasons attributing to the competitive advantage of Google with its
innovative capability being the primary reason. With its innovative approach to page ranking,
Google is a company that builds equipment specially designed all its own servers from
components it buys directly from manufacturers. Google now runs the world's largest distributed
computing system. Business model innovation has also added to the success of the company. By
perfecting the nature and source of targeted ads, Google not only has created a highly efficient
source of revenue, they produced what it hopes will be a better experience for users. The goal of
the company is to make their ads are at least as relevant and useful to users than search results
themselves. Google has always been known for good team building. They have inculcated their
values across the system and made sure that employees are happy so that they can serve at their
best possible way to the customer. Google in its total compensation plan tried to make sure that
all necessary needs of employee and its family are met with the compensation structure of the
organisation.
Question 2: Describe the value and satisfaction that Google brings to the consumer.
The advertising and sales staff of Google lays its focus on relationship management with the
high revenue advertisers, customers and with the leading internet companies. The company has
invested heavily in building an initiative towards multi-product sales and with the help of its
sales staff it had achieved growth in selling campaigns including search, display and mobile
advertising. The success of sales team of the company can be judged from the fact that no
customer of Google represents more than 10% sales of the company (Google Annual Report
2010, 2010). Being an industry leader, this highlights the fact of business bringing capability of
sales team of Google.
Since the time of incorporation in 1998, Google has continuously strived to gain...