Google case questions
Case: YouTube, Google and the Rise of Internet Video
Case Overview: Although Google had a stellar performance in Web search, many of its other services, such as Google Video, were less successful. This case describes how YouTube came to dominate the video market for user-generated content (UGC), while Google Video tried various entry strategies and ultimately failed, ending with the acquisition of YouTube. It also reviews the various competitors in the UGC market, chronicles the entry of established and new players in the area of professionally generated content (PGC), and outlines the key challenges related to monetizing the acquisition of YouTube for Google.
Subjects Covered:
Competition; Global business; Growth strategy; International business; Marketing; Strategy; Technology
Case Questions:
1. Why did Google miss the "Video"opportunity?
a. What was Google's strategy?
b. What were Google's competitive advantages?
2. What are the supply chain dynamics?
a. Evolution of the "video" supply chain. b. Positioning in the "video" supply chain.
3. What were some possible revenue models for YouTube?
4. What were some of the strategic options froYouTube?
N.B.: You never need to look up for information beyond the case to do well in the class. The key is to using the information provided effectively. Collecting additional data is more likely than not to be a distraction.