Google Inc.

Google Inc.

Introduction

This paper critically examines the Search industry in depth, and the major focus is on the Google Inc. It discusses the competition in the industry and porter's five competitive forces. Further, it explores the key success factors in the industry. In addition to this, the paper conducts SWOT analysis of Google. In the end, recommendations are made to Google to sustain the competitive advantage in the search engine industry, where there is a cut throat competition.

Discussion

Competition in the Search Industry & Porter's Five Forces

Google

86.3%

Bing

7.3%

Yahoo

3.1%

Face book

1.4%

Ask.com

0.8%

Other

1.1%

Source: http://www.karmasnack.com/about/search-engine-market-share/

It is clear from the above figures of search engine market share that Google Inc. has been leading the industry with considerably high percentage of 86.3, while Bing has managed to increase its market share and secured 7.3 %. Yahoo has been experiencing decline from past year and from second position in the industry, it has come down to third with 3.1 %. From this year Face book has also been counted in the market of search companies and it secured fourth position with 1.4 %.

In addition to this, Porter's five forces apply too well on search engine industry. The detailed analysis is given below (Lariviere, 2012);

Suppliers;

Supposedly the main product of the search engine companies is the 'key word'. Thus, in the key word competition, the main suppliers are actually search engine companies. The position of keyword is under siege on constant basis by search engine companies' changing algorithms. The only thing required is to analyze the Google's Penguin and Panda update to have a clear view regarding supplier threat that can have a negative impact on SEO strategy, sales and marketing.

Buyers;

The threat of buyers in search engine industry is referred to as the customer's influence on the industry. The keyword ranking can easily be impacted by the actions of customers. It should be given a thought that how difficult or easy it may be for the search companies to impact the rankings.

Substitutes;

Substitutes in this regard is termed to the fact that competitors may find a much constructive way to be located by the prospect and then generating a high return on investment in comparison to the return on investment of the SEO strategies. In addition to this, in order to increase the return, companies also use other marketing methods and schemes, such as email marketing, search re-targeting, paid search, trade shows and so forth.

Entrants

Entering in the market of ...