Competition In The Bottle Water Industry

Google's Strategy

1. Discuss competition in the search engine industry. Which of the five competitive forces seems strongest? Weakest? What is your assessment of overall industry attractiveness?

Suppliers are very weak:

Ð'* Computer components suppliers

Ð'* ?

Buyers Strong:

Ð'* Advertisers

Ð'* Web publishers licensing the search engine

Ð'* Telephone companies

Ð'* ?

Rivalry among search engine firms is Very Strong:

Ð'* Rapid growth in online auctions is acting to strengthen rivalry

Ð'* Technology advances from Microsoft is the strongest source of competition

Ð'* Recent entry of capable competitors (MSN) has heightened rivalry substantially

Ð'* Jockeying for position among the search engine competitors is very active.

Ð'* Competing with internet portals & web publisher for advertising dollars

Ð'* Rivalry is centered around:

o Name recognition, image

o Services provided

o Relationship with Internet users, web sites, & advertisers

o Relevancy of a search results

The threat of additional entry is weak:

Ð'* The search engine industry has very few legitimate competitors

Ð'* Entry barriers are high which lowers threat of new entry

Ð'* The major barrier is the marketing/advertising costs needed to attract site users in adequate growing numbers lowering this threat

Ð'* The industry is generating attractive profits which may attract people

Ð'* The pool of likely entry candidates is small lowering the threat

Ð'* The biggest potential threat is for new entry comes from existing online firms (like ISP providers) that expand technology and merge horizontally

Competitive pressure from substitutes is weak:

Ð'* There are few good substitutes

Ð'* The number and availability for efficient substitutes are few

Ð'* Competing with internet portals & web publisher for advertising dollars

Ð'*

2. How is the search engine industry changing? What forces seem most likely to bring about major change to the industry within the next 3 to 5 years?

Ð'* Yahoo & Microsoft developing their own search engines

Ð'* MSN integrating its search into outlook, internet explorer, and other Microsoft applications

Ð'* ISP providers horizontally integrating with data base experts

Ð'* Desk top search versions

Ð'* Web histories, music, ect

3. What are the key factors that define success in the industry? What are the key competencies, capabilities, and resources of successful search engine companies?

Ð'* Quality of search technology: advanced search functionality

Ð'* Relevant search results

Ð'* Size of the companies technology

Ð'* Innovative features (toolbars, integrating other features)

Ð'* Ability to provide relevant and useful advertising

Ð'* Ability to