INFORMATION TECHNOLOGY

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INFORMATION TECHNOLOGY

CASE STUDY 1

Google.Com — The World’s Number One

Internet Search Engine

1. In what ways were the services offered by Google different from those offered by other search engines? Discuss with specific reference to technology, corporate client servicing and customer friendliness.

Answer : Launched in mid-1999, the Web Search service enabled clients (destination sites and portals) to offer Google’s search services to their members. The client could use the results page for selling its own advertisements on the web. The Web Search Service provided many useful features like cached links. directory definitions, file types. I’m feeling lucky (a button that allowed users to bypass all results and go to the first page that was returned for a query) and a spell checker.

The Google Site Search service provided clients with a fully customizable search on the (client) company extranets and public websites. Site Search improved site navigation and usability and also increased site stickiness. Visitors to a website using the Site Search service could easily locate a specific product or service and find company information. This not only enhanced customer communications, it also

2. Most dotcom companies relied heavily on online advertisements as the primary source of revenue, and many also spent a lot of money on advertising their brands. However, Google did not do so — and was still rated as the world’s most preferred search engine. Critically discuss Google’s business model in the light of the above. Was Google’s decision not to use conventional advertising a wise one or not?

Answer :  Most search engine companies spent a lot of money on marketing to build their brands. Google, however, focused solely on building a ‘better’ search engine. Its superior search technology was the primary reason for us popularity among Internet surfers and corporate clients. Sergey said, “We developed our approach to search technology to address the very real challenge of finding information on the Internet. Everything we do — from the development of our advanced technology to the design of our user interface — is focused on delivering the best search experience on the web. We are delighted with the response we have received from Google users around the

3. “Over the last three years, Google has stolen 40% of the search market directly at the expense of AOL, MSN, and Yahoo.” Do you think Google’s leadership position is going to become a threat to the company’s future growth and survival? What measures should the company take in order to sustain its position as the leading

Internet search services provider in the future?

Answer :  Google also faced stiff competition from other search engines like Verity and Overture. Verity had grown to become a leader in the corporate search market while Overture had strengthened its position in the paid search listings business. Overture had signed a series of contracts with various businesses, the most significant being contracts with CNN and CNN’s various online properties. These developments were a cause for concern for Google as it earned approximately one third of its revenues in 2002 by being a third

party search results supplier. However, Google

CASE STUDY 2

Mercedes Benz’s E-Biz Solution: The Factory

Delivery Reservation System

Q.1) “The factory delivery option gives Mercedes-Benz customers something that they do not get from other automobile manufacturers”. Briefly discuss the salient features of the Factory Delivery Reservation System of MBUSI.

Answer :  The FDRS program was proposed in the first quarter of 1998. In the third quarter of 1998. MBUSI entered into a contract with IBM. A development team was constituted with IBM Global Solutions specialists and IBM c-commerce developers, who worked closely with MBUSI. The program became operational by the first quarter of 1999. The IT team at MBUSI had a clear set of functional specifications for FDRS. However, they relied on IBM to transform the concept into an e-business solution. The FDRS was designed in such a way that customers buying the M-Class SUV could

Q.2) “One of the most fundamental goals in developing the FDRS was to strengthen and market the Mercedes-Benz brand in the United States”. Discuss other benefits of the FDRS program.

Answer :  MBUSI seemed to measure FDRS’ success in terms of increased satisfaction of its customers, The company also believed that the marketing and customer satisfaction aspects outweighed the significance of more traditional cost-based benefits. Apart from the factory delivery experience, the program also offered the customer a factory tour and ride on the off-road course at a low cost. The company also seemed to gain strategic marketing benefits from the FDRS program, as it was able to establish Mercedes-Benz as a premium brand. (Refer Table I for advantages of FDRS in different areas).

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