11 May Question1. Discuss competition in the search industry. Which of th
Question
What is your assessment of overall industry attractiveness?
2. How is the search industry changing? What forces seem most likely to bring about major change to the
industry within the next three to fi ve years?
3. What are the key factors that defi ne success in the industry? What are the key competencies, capabilities, and
resources of successful search engine companies?
4. Describe Google’s business model. What are the company’s revenue-cost-profi t relationships? What
strategies has Google relied upon to build competitive advantage in the industry?
5. Have Google’s business model and strategy proven to be successful? Should investors be impressed with
the company’s fi nancial performance? How does the company’s fi nancial performance compare to that of
Microsoft and Yahoo? Please conduct a fi nancial analysis to support your position—you may wish to use
the fi nancial ratios presented in Table 1 of Chapter 4 as a guide in doing your fi nancial analysis of the
company.
6. What are the company’s key resource strengths and competitive capabilities? What competitive liabilities
and resource weaknesses does it have? What opportunities exist? What threats to its continued success are
present?
7. What recommendations would you make to Google’s top-management team to sustain its competitive
advantage in the search industry? How should it best capitalize on its strategic initiatives in mobile search,
cloud computing, and its auctioning system for traditional media ads?
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