Google's Prospects in Terms of the Criteria 'Suitability, Essay

Google's Prospects in Terms of the Criteria 'Suitability, Acceptability and Feasibility' (FSA) - Essay Example would be embarked on to understand its strategic position based on the feasibility, acceptability and suitability of its present strategy. Evaluation would be helpful to determine if â€Å"Google Inc.: Running Amuck?† as stated by many, is true or to what extent the company is exposing itself to risks by expanding and diversifying? This report attempts to clearly understand Google Inc.’s strategic position with its innovative product and service launches in the recent past. Products and services Google has products and services for both online internet users and the mobile users. The company has products and services based on three types of technologies: web search technology, advertising technology and large-scale systems technology (shown in Appendix A). It has a large portfolio of products and services with a core product: web search, as its major revenue generating service. It has various different classifications of its products based on the kind of service it prov ides. â€Å"Google.com, web and content search, communication and collaboration, downloadable applications, mobile, labs, Google AdWords, Google AdSense and Google Enterprise, all of which are nevertheless marketed as categories of products relevant to: search, explore and innovate, communicate, show and share, go mobile and make your computer work better† (Case study- Google Inc., 2011). The company also is committed to always giving users an experience that they would vouch for, and its motto is the guiding force. The company has a strategy for investment where it invests in three different levels, popularly known as 70-20-10 investment strategy. It invests in three kinds of product markets: core search and advertising products, products related to core products and experimental products (Case study- Google Inc., 2011). It also has a product serving according to the specific region or country laws as witnessed in EU and China where the company has adapted to the legal requi rements of serving restricted or customized services through locally located servers delivering filtered web pages (Martin, 2006). A list of patents for Google is shown in Appendix B. Appendix C and Appendix D list the free and for profit products offered by Google. Opportunities Google provides search engine web content services through simple user interfaces and uses low cost web servers. It provides content in about 88 languages and is an established brand which has gained users trust. Leveraging on this end user trust, the company has the potential to build on its sponsored advertisement links by tracking user searches and providing relevant and updated content with user permissions (Google Inc.: SWOT analysis, 2008). As the sponsored links are relegated to a corner of the page at the moment, it can nevertheless be moved to a full-fledged revenue generating service offering like AdSense and AdWords. The company’s product offering, Google Video is another link that provide s