Portfolio Analysis Of Google

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A corporate portfolio analysis takes a close look at a company’s services and products. Each segment of a company’s product line is evaluated including sales, market share, cost of production and potential market strength. The analysis categorizes the company’s products and looks at the competition. The goal is to identify business opportunities, strategize for the future and direct business resources towards that growth potential.
Portfolio analysis can be performed by an outside firm or by company management. There are various tools used for a portfolio analysis with some that look at market share and others that evaluate a company’s product line against the competition. While the process typically points the way for spending for future growth,
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Google Search is the company’s search engine that people use to find information online. It’s the most widely used search engine in the world with a 67.86% desktop market share and more than 90% share of the mobile segment.[3] Google’s search engine domination is especially prominent in Europe with the company having more than 90% market share in both the desktop and mobile market segments.
• Android mobile operating system. Google’s recent increase in its advertising and other revenue sources has been fuelled by the rising adoption of its Android mobile OS. Android OS is the number one mobile OS in the world, being used by some of the largest smartphone vendors such as Samsung, Lenovo, LG, Huawei, HTC, and Motorola. In Q2 2015, Google’s Android had 82.8% of the worldwide smartphone OS market
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How does Google’s leadership position in these markets help the company to gain competitive advantage?
• Massive amount of information. Google receives an enormous amount of information about its users and their habits through Google Search, Google Analytics, YouTube, Android OS, Chrome and its other products and services. This information provides Google with a key competitive advantage. Google can target advertisements or adapt its products to its users’ needs better than any competitor, because it has both smarter algorithms and much more information about its users.
• Growing brand awareness. Market leadership provides Google with a lot of publicity, attention, and more users via strong brand recognition.
• Power over customers, competitors and suppliers. To some extent, Google can use its dominant market share as a source of power over its customers, competitors and

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