Google - étude de cas

Google

Introduction

Google Inc. is an American multinational technology company specializing in Internet-related services and products. These include online advertising technologies, search, could computing, and software. This is one of the most used search engine in the world, offered in approximately 144 countries.

The company was found September the 4th 1998 in the Google garage, in the Silicon Valley in California, USA. This research website was founded by Larry Page and Sergueï Brin.

The Google garage:

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The Google’s founder, Larry Page and Sergey Brin met at the Stanford University in 1995. In 1996 he create a research motor (named « BackRub ») which use links to determinate the importance of a website. Then in1998, the Google inc. was created due to the Sun’s cofounder’s cheque (Andy Bechtolsheim)

The name origin: « Google » come from googol, which means in mathematics , which means a number beginning by 1 followed by one hundred « 0 ». This name was officially registered September the 15th 1997.[pic 2]

On August the 18th 2004, Google went public in Wall Street. Few years after Google has became one of the first companies in America and in the world. In the early 2008, it value $176 milliard in Wall Street.

Google have got more than $1000 milliard of websites in 2008. In Europe, Google get a 93% market share – it holds a 10% higher market share in Europe than in United States.

In 2006, the website’s name was one of the ten most famous brands in the world. It became now the first renowned brand in the world.

Besides, some dictionary included « to google » as a real noun, which means « use the research website Google to get an information on the net »

In December 2013, Alexa listed google.com as the most visited website in the world. Indeed, when anyone wants to visit a website, he will firstly search the concerned website on Google.

Google became renowned because of the monopolistic situation of his research website. Its main concurrent was historically AltaVista and then Yahoo and Bing. The company made a lot of acquisitions and development – it owns today notable websites such as YouTube, Android and others services as Google Earth, Google Maps or Google Play.

The background

The Google’s Mission Statement is “Organize the world’s information and make it universally accessible and useful.”  (Google.com, 2010)

Google is recognized as the worlds largest search engine being free service that returns relevant results quickly to its customers. To solve for their customers, Google takes special care of their employees to keep them happy.

Google company has about 50 000 employees. The most works at the world headquarters at Mountain View, CA, USA.

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Google own more than 70 offices in more than 40 countries over the world.

Even if every single office is unique, the office idea is the same everywhere: Bright colors, pool tables, videogames, piano, baby-foot, hammock, flipper, a slide to access to the cafeteria, bikes, and also white boards to improvised brainstorming. 

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Google has created a work environment that is so enjoyable that they don’t want to leave.

The Googleplex is the corporate headquarters complex of Google Inc., built in July 2004. It is located at 1600 Amphitheatre Parkway in Mountain View, Santa Clara country, California, United States. The Googleplex is a 2 million square office space and this is the company's second largest square footage assemblage of Google buildings. It’s an attractive, fun and extraordinary workplace environment exists for Google employees.  

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The Google culture: Google's culture is unlike any in corporate America, and is well known for their organizational culture's distinctiveness and uniqueness compared to their immediate competitors. We can find on the Google Inc. website a list of the 10 core principles that guide the action of the entire organization:

« Focus on the user and all else will follow », « it’s best to do one thing really, really well », « fast is better than slow », « the need for information crosses all borders », « you can be serious with a suit », « great just isn’t good enough ».

The first shares were sold publicly on April 19, 2004 at $100 per share. Nowadays, their shares are trading for over $450 on a daily basis. They claim to “believe in the long term, we will be better served – as shareholders and in all other ways – by a company that does good things for the world even if we forgot some short term gains.” Example of YouTube: YouTube.com was really superior to GoogleVideo, so Google decided to purchase the rights for over $1,000,000.

Google’s sources of incomes:

In 2000, Google began to sell text-based advertisement associated with search keywords. Their innovative advertising system, comprised of its AdWords and AdSense products (let’s see the marketing mix of Google for more details), is so successful that 99% of their revenue is derived from it.

Alphabet Inc.:         

This is an American multinational conglomerate created in 2015 as the parent company of Google and several other companies previously owned by or tied to Google. The company headquarter is based in California and headed by Google's co-founders, Larry Page and Sergey Brin, with Page serving as CEO and Brin as President.

The reorganization of Google into Alphabet was completed on October 2, 2015. Alphabet was created to restructure Google by moving subsidiaries from Google to Alphabet, narrowing Google's scope. It was prompted by a desire to make the core Google internet services business "cleaner and more accountable" while allowing greater autonomy to group companies that operate in businesses other than internet services.

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