1. Submitted by
Shalu Maria Paul

2. BCG Matrix &
TWOS Matrix

3.  Google began in January 1996 as a research project by Larry Page and Sergey Brin –
Stanford University Ph.D. Students
 The domain name for Google was registered on September 15, 1997, and the
company was incorporated on September 4, 1998.
 Google hosts and develops a number of Internet-based services and products, and
generates profit primarily from advertising through its AdWords program.
 The company's mission statement from the outset was "to organize the world's
information and make it universally accessible and useful“
 Google runs over one million servers in data centres around the world, and
processes over one billion search requests and about twenty-four pet bytes of user-generated
data every day
Introduction

4. Why only Google…?
It came from misspelling of the word "googol” .
What does it mean??
A googol is the large number 10100; that is, the digit 1 followed by
100 zeroes
10,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-
000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-000,-
000,-000,-000,-000,-000.

5. Few Figures about….
Type - Public
Traded as - NASDAQ: GOOGFWB: GGQ1
NASDAQ-100 Component
S&P 500 Component
Industry- Internet, Computer
software
Founded - Menlo Park, California, U.S.
(September 4, 1998)
Founder(s) -Larry Page, Sergey Brin
Headquarters- Googleplex, Mountain
View, California, United States
Key people- Larry Page
(Co-founder & CEO)
Eric Schmidt
(Executive Chairman)
Sergey Brin (Co-Founder)
• Revenue - US$ 37.905 billion (2011)
• Operating income- US$
11.632 billion (2011)
• Profit- US$ 9.737 billion (2011)
• Total assets- US$ 72.574 billion
(2011)
• Total equity- US$ 58.145 billion
(2011)
• Employees -54,604 (2012)
• Subsidiaries-
AdMob, DoubleClick, Motorola
Mobility, On2
Technologies,Picnik, YouTube, Zagat
• Website Google.com

6. Products offered by Google
TTeecchhnnoollooggyy SSeerrvviicceess IInnnnoovvaattiioonn

7. Potential Users
Service & Products Launched/
Released Year
Potential Users
Communicate
& Share
Talks 2005/ 8
• Students
• Office workers
• Professionals
• Elders
Docs
2006/ 3 • Students
• Office workers
• Professionals
Translate
2005/8 • Students
• Office workers
• Professionals
Business
Solution
AdWord 2000/ 10 •Commercial
customers
AdSense 2003/ 3
Analytics 2005/ 11 • Office workers
• Professionals
• Commercial

8. BCG Matrix
Developed by Bruce Henderson of BCG Group in 1970s
Mainly used for Multi-product companies
Consist of 4 cells
Most renowned business portfolio analysis tool
It has two dimensions: MARKET SHARE and MARKET GROWTH and
Four Category : Star,cash cow, Dog and Question Mark

9. Quadrants of BCG Matrix
Stars
All time
high
demand
Question Marks
New in the market
Dogs
No Demand/
Outdated
Cash Cows
Revenue Generation

10. Dog & Question Mark
DOG
– It has a small market share in a mature industry.
– A dog may not require substantial cash because dogs have low
market share and a low growth rate and thus neither generate
nor consume a large amount of cash.
QUESTION MARK (Problem Child)
– It has a small market share in a high growth market.
– Question marks are growing rapidly and thus consume large
amounts of cash, but because they have low market shares they
do not generate much cash.
– It has the potential to gain market share and become a star, and
eventually a cash cow when the market growth slows.

11. Star & Cash Cow
STAR
– It has a large market share in a fast growing industry.
– Stars generate large amounts of cash because of their strong
relative market share, but also consume large amounts of cash
because of their high growth rate.
CASH COW
– It has a large market share in a mature, slow growing industry.
– As leaders in a mature market, they exhibit a return on assets
that is greater than the market growth rate, and thus generate
more cash than they consume.
– Such business units should be "milked", extracting the profits
and investing as little cash as possible.

13. Cash Cow
The Search-Ad business is
Google's Cash Cow, and at the
moment makes all the profit Google earns - they
have a very large (dominant) market share, but over
time it is a slowing market (relative to the rapid
growth of technology sectors and under increasing
competitive pressure). They are thus doing what
every company is advised to do in this position, ie
to invest their surplus in faster growing industries
and so keep up the pace. To this end their rate of
acquisition has been phenomenal, not least
because - by and large - their ability to launch their
own successful products has so far been pretty
lacklustre

14. Question Mark
Most of Google's acquisitions tend to be in
the Question Mark camp - small market
shares but in rapidly growing markets. No
doubt the strategic thinking is that the
Google infrastructure will be able to rapidly
ramp up the growth of these small
companies. In the pst, Google has been quite
good at this, and refined the offerings before
finally launching - problem is that by and
large it hasn't worked more recently, and
many of the acquisitions have withered,
finding themselves becoming...

15. Dog
these are plays that lose market share
and/or the sector declines. Google places
some bets early so the sector fizzles out,
which is fine - low cost option plays are a
creditable achievement. The problem is
when too many Google acquisitions look
like Jaiku - it was a decent competitor to
Twitter but died as Twitter exploded,
forcing Google into some far more high
cost/high risk plays (such as Buzz) later
in the day. Chrome could be a dog - the
browser market is mature, they have a
low market share - if the current
consumer Ad campaign doesn't massively
increase market share then its likely to
be another failure.

16. Star
the aim of all the acquisitions is clearly to become
Stars, those businesses that surpass the old
business and launch Google into new areas. GMail /
Google Docs and YouTube are the current successes
- but none of them make any money, in fact
YouTube would be spectacularly bankrupt if it
wasn't for massive subsidies. And Stars have to
make money eventually - very large services that
lose money are a millstone around any company,
and may well attract regulatory attention for being
anticompetitive. So right now, these ain't real Stars,
given their unprofitability they are more like black
holes. So Google has to engineer something more
here.

17. TWOS Matrix
TOWS is the acronym for threats, weaknesses,
opportunities, and strengths. The Tows matrix can be used to
develop a set of strategies for the company since it gives
alternate set of strategies from which to choose.
Breakdown of the strategies:
SO strategies – use a firm’s internal strengths to take
advantage of external opportunities
WO strategies – are aimed at improving internal
weaknesses by taking advantage of external opportunities
ST strategies – use a firm’s strengths to avoid or reduce the
impact of external opportunities
WT strategies – are defensive tactics directed at reducing
internal weaknesses and avoiding external threats

18. TWOS Matrix