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A Strategic Audit Of Google, Timothy Knaak
A Strategic Audit Of Google, Timothy Knaak
Honors Theses
Google is the premier tech company. One of the largest, most successful companies on the planet, Google derives the overwhelming majority of its revenue from Google AdWords to the tune of $136 billion last year. The following is an analysis of Google’s strengths, competition, and place in the market and society. Although Google needs no help dominating the ads industry — and thus no suggestion has been provided — should the digital ads industry falter, Google faces an existential threat. To counter this, various strategies to diversify Google’s sources of income, all of which leverage Google’s existing assets and competencies …
Google Ads: A Strategic Audit, Jessee Zhang
Google Ads: A Strategic Audit, Jessee Zhang
Honors Theses
Google began as an internet search product, allowing users to find relevant sites based on a search query. Over the past several decades, Google has become an extremely large and profitable business though online digital advertisements. While Google has a diverse product mix, the overwhelming majority of its revenue is generated through ads. This strategic audit first looks at the current external environment, looking at the political, economic, social, and technological changes and opportunities relevant to the industry. Then, it looks at the current competitive environment and shows the profitability of the business because of the large barrier to entry. …