Case Study 12

In addition to using the Google case study provided in the textbook, research the company further to find any relevant events that have transpired since the writing of the case study. Use the company's Web site, Internet search engines such as Google, online data services, or other sources to locate the latest articles about the company including press releases and current financial information. Be sure to cite all sources according to APA guidelines (see also Documentation Rules and Citation Styles).

Note: For assistance with analyzing the financial data in this case, Table 4-1 on pages 83-86 of your textbook is a useful reference.

Please limit your analysis to four pages, double-spaced. 

Case Question:

1. Explain Google’s business model.
2. Examine the financial reports in the case to determine the company’s profitability, liquidity, leverage and activity ratios. Based on these ratios what is your assessment of the company’s performance?  Justify your answer.
3. Perform a SWOT analysis of Google.
4. Describe Google’s value chain. What is the source of the company’s competitive advantage?