Google's Website: A Critique Case Study by Kien

Google's Website: A Critique
An analysis of Google's website, business models and business practices.
# 153576 | 1,385 words | 9 sources | APA | 2013 | KE
Published on Jun 18, 2013 in Business (Companies) , Business (Marketing) , Computer and Technology (Internet)

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This paper examines the background of the Google website, and looks at Google's co-founders, inception, development and growth into a global phenomenon. The paper analyzes Google's diverse business strategies, distinct business models such as B2B and B2C, its use of the marketing mix in expanding its market share, as well as its consumer relationship management strategies that assist the company to maintain a loyal customer base. Lastly, the paper identifies and recommends changes for Google to improve its business approach.

Purpose of the Site in the Business Model
Target Market and Consumer Behavior
Customer Relationships Management (CRM) in Use

From the Paper:

"The Google website was developed in the late 1990s as a joint effort by Larry Page and Sergey Brin who were both students at Stanford University. Larry and Sergey endeavored to create a search engine that would provide internet users with the most relevant search results. Until its launch under the domain, the website was initially hosted in the Stanford university website. With a new domain, the website was registered as an independent entity enabling it to pursue its goals unhampered.
"The primary focus of the website was to offer efficient search services in terms of speed and relevancy. However, as time went by the website began hosting marketing advertisements in form of text ads. These were designed in a manner that would maintain the websites page design and search speed. As such, the website hosts numerous advertisements in form of Google ad-words. Therefore, besides serving as a search engine the website also provides a marketing platform for diverse businesses and hence a lucrative source of revenue for the Google website. According to a survey conducted in 2004, the website handles 75 percent of the overall website searches (Basch, 2005:18)."

Sample of Sources Used:

  • Arnold, S. E. (2004). How Google Has Changed Enterprise Search. Searcher , 12 (10), 8.
  • Basch, R. (2005). Doing Good and Doing Well: the Saga as Google Goes Public. Searcher , 13 (1), 18.
  • Capon, N. (2008). Managing Marketing in the 21st Century. London: Wessex Publishing.
  • Desouza, K. C. (2008). Customer Driven Innovation. Research Technology Management , 51 (3), 35.
  • DP. (n.d). Giving: U.S. Philanthropy. Darby: Diane Publishing.

Cite this Case Study:

APA Format

Google's Website: A Critique (2013, June 18) Retrieved March 02, 2024, from

MLA Format

"Google's Website: A Critique" 18 June 2013. Web. 02 March. 2024. <>