Google VRINValue Google provides a high esteem product which fulfils its buyer’s needs, whatever they may be, rapidly and productively. A costumer can utilize its search engine when searching for data on actually anything too known, or not, that would be. This is the thing that keeps it in its market ruling position as the leading search engine as it gives such an uncommon product. Moreover, Google utilizes a system call Ad Sense which is essential in order for businesses to generate income. This is because of the way that there is more traffic, henceforth more presentation, which thus prompts an increment in deals. Rarity Google's search offerings are uncommon as a result of the significance of the results. Microsoft and Yahoo, Google's fundamental rivals, essentially don't give connects that are as helpful as Google's. Google's site emphasizes a moderate outline, which is phenomenal. Most sites gimmick a pennant promoting and are littered with several words. The Google home page can just contain 28 words as a strategy created by Sergey Brin and Larry Page, the organization's organizers. This keeps the disorder to a base which is a distinct difference to Yahoo and Microsoft's search home pages. Google loyally sticks to the procurement in the statement of purpose which perceives that "promotions ought not to be an irritating interference". This uncommon service is confirmation to their charge to never "bargain client centre for transient monetary addition". Inimitability Google’s results are not easily imitated because of the large infrastructure requirements to serve the relevant pages quickly. Google has servers all over the world, all synced up and all running on a very large quantity of RAM, fast computer memory. With each search, Google refines its results so that the search engine gets “smarter” and caters to people’s individual preferences. Since Google has the largest market share, their search engine can effectively learn more quickly than competitors’ products. Google’s operations exhibit path dependency because it takes time to collect the data to provide results and even more time to analyze both the content and users reactions to the results. Without going through a process of refinement over a significant period of time, a competitor could not replicate Google’s search results. Google has used its analytics tools to help understand the social complexity of the meaning of keywords to specific groups of users. For example, one word like mouse has a variety of different meanings with each meaning being most important to certain people. Google’s minimalistic interface is physically unique and has remained different because the competitors value advertising money more than user experience and devote larger swaths of screen real estate to graphical and motion ads. Google’s success also depends on successful execution of its mobile strategy. The strategic recommendation for Google to continue maintaining its competitive advantage is through product diversification. It is apparent that Google relies on innovation. which are some of Google’s core competencies (Stross 2008). For instance. A case in point is that Google is the only search engine company offering search applications for specific data types such as images. The second strategic recommendation for Google to maintain its competitive advantage is through developing a HR strategy that focuses in attracting the top talent in IT. Google has relied on innovation as its tool for competitive advantage to establish a formidable wall against its rival firms. people may be willing to put up with longer ads on YouTube if the resolution of the videos keeps improving. Diversifying its product portfolio in the search engine industry will be instrumental in ensuring that Google reaches a wider audience. It cannot allow the quality of service to go down as it tries to figure out ways to monetize products that currently do not provide revenue. Google offers numerous search engine tools for various applications such as Google Maps.Some of Google’s success is due to its strategic management or simply to the luck of being at the right place at the right time. Google faces the challenge of maintaining high quality of products and services and maintaining its competitive edge. books. which is facilitated by the friendly staffing policies that manage to attract top talent into Google’s workforce (Stross 2008). the competitive pressure to innovate encompasses a wider range of products and services. However. Non. including products and services that may be outside of Google’s historical core business. especially with its flagship products. if Google can manage to position itself as a technological leader rather than a technological follower. Also. increasing the number of platforms for advertising will also critical. For instance.Substitutability Having expanded into various global markets. Google Maps. maps and docs (Vise & Malseed 2008). With the acquisition of Motorola. Google toolbar among others. since 95% of Google revenues rely on advertising. Google Earth. Google will be capacitated to stay ahead of its competitors in terms of innovation. . The recommended strategy for Google to maintain its competitive advantage in the search engine industry is to always strive to be a technological leader through constant innovation. Since its establishment. The search engine industry is technology savvy and key players strive to invent products that can constantly meet the changing needs of users (Sherman 2005). This causal ambiguity leads to the belief that perhaps the time to start an internet search company was in the 1990’s and it would be vastly more difficult to gain market share in a competitive environment where users are used to the novelty of Google’s interface. Google will continue will continue to expand its customer base. With a diversified product portfolio. Technological leadership can be achieved through emphasis on strategic innovation and developing its technology infrastructure. (Online) Available from: http://benmorrow.Poornima (2013) Strategic analysis of Google and understanding its competition (Online) Available from: http://productmargins. R (2008) Planet Google: One Company’s Audacious Plan to Organize Everything We Know. 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