Question 1
There were a number of factors behind Google’s early success. First, the company increased the number of web pages linked to various search results desired by customers to provide them with a wide scope of outcome for selection (McLeod). This necessitated the need for an algorithmic search engine to ensure that pages were ranked in the order of importance and ease the process for clients. At such a time, Google’s major competitors included Yahoo, which used people to organize web pages. According to Edelman and Eisenmann, yahoo was one of the earliest players in the search industry and used human editors (2). This made Google more efficient and the desired search engine for most individuals seeking information from the internet.
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Second, Google’s continued innovation led to the establishment of a prompt and friendly user interface that was easy for clients to comprehend. The introduction of a Spartan home page made it possible for clients to search content with heavy graphics and attain fast results. Competitors like AltaVista and Yahoo were unable to match the pace Google was moving with and this provided the company with a competitive advantage which helped enhance its popularity and adoption as the preferred organization for information (McLeod). Moreover, the lack of unnecessary add-on features common with rival firms improved the user experience. The prospect of joining an industry that had other players meant that Google was able to learn from the challenges encountered, thus, the reason for its customer-centric core values.
Question 2
To boost efficiency and reinforce its market share, Google’s co-founders have decided to restructure the business by establishing a holding company known as Alphabet, to assume the parent role for all the facets operating under the current entity. The move is meant to ensure that user experience is not compromised by the situation in the company whereby units such as Google X, Google Ventures, and Life Sciences operate under the same management; therefore, working under Alphabet will ensure that each segment is fully managed, with the holding entity overseeing its overall operations. Google has an array of other products that include Google books, Google finance, and the acquisition of Youtube means that proper leadership structures are needed to reinforce its online presence (Edelman & Eisenmann 1). This move will benefit Google through enhanced revenues due to the decreased tax liability associated with doing business under a holding venture.
Question 3
Google’s major competitors in the search business include Yahoo, Bing, Ask.com, Baidu, and AOL.com among others. Being the CEO of a company rivaling Google such as Bing, it would be necessary to link several web pages to the company’s user interface and remove any add-on features or pop-ups to make search activities faster and helpful by providing the desired results. It would also be necessary to continually carry out customer reviews for feedback to help determine areas that need to be improved to enhance their experience.
Instilling customer experience policies as one of the most important core values in the company would necessary to provide a timely support and take advantage of the weaknesses exhibited by rivals like Google such as the availability of frequent bugs. Partnering with Google’s dreaded rivals such as Facebook, Amazon, and Apple would be vital in increasing market share. For instance, customers purchasing items online, interacting on social media, or aiming for the best user offered by Apple would be able to use Bing as their preferred search engine.
- Edelman, Benjamin and Eisenmann Thomas R. “Google Inc.” Harvard Business School, 2011.
- McLeod, William. “The Birth of Google.” Wired. https://www.wired.com/2005/08/battelle/. Accessed July 25, 2018
