Search Industry Essay

448 Words2 Pages
1. Discuss competition in the search industry. Which of the five competitive forces seem strongest? Weakest? What is your assessment of overall industry attractiveness? Search engine industry is used not only in the United States but also across the world. It seems like that Google’s ability to sustain its competitive advantage among search companies is a function of its ability to maintain strong relationships with advertisers, internet users, and websites. Five major competitors in this industry are competing with Google. As we can see most of them target the same market and conducting the similar business and technologies. The five major companies are Yahoo, Microsoft, Ask, AOL and others. • Rivalry (among competing sellers)- Competition is based non-price dimensions, such as when industry companies tempt companies to cut prices and when the cost of switching brands is low. The major rivalries are Yahoo and Microsoft when the number of competitors is high and they are somehow equal in size. • Threat of new entry- Exhibit a high technology and a lot of know-how. Internet search engine industry has a low barrier to entry. Since the barrier is low, new entries should be able to provide faster search results then other competitors. • Threat of substitute products-Can customers switch easily to substitutes? As a search engine, yahoo can be a suitable substitute that can replace Google, whereas for advertisers I think Facebook is a powerful substitute that can replace Google. • Bargaining power of suppliers- depends upon whether members are major customers of the suppliers. I am a Google supplier and all of us are. It’s too hard to get a person with the knowledge and skill that it wants, and therefore, Google provides lots of benefits and flexible working schedule to attract and keep them in company. • Bargaining power of buyers- Google had been able

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