POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
CASE STUDY WRITTEN REPORT
GLOBAL INNOVATION POWERHOUSE:
LEADING THE DIGITAL AGE THROUGH
SEARCH, AI, AND CLOUD COMPUTING
Alphabet Incorporated
As part of the requirements in
MANAGEMENT SCIENCE (BUMA 020)
Submitted by:
PAJOTA, Yuna Lescka M.
BSMA 2-7
Submitted to:
Prof. Bonifacio P. Echauz
, POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
NAME OF THE COMPANY
Alphabet Inc. is a multinational technology holding company based in Mountain
View, California, that was officially established on October 2, 2015, through a corporate
restructuring of Google. Founded by Larry Page and Sergey Brin to serve as the parent
company of Google and its various subsidiaries, Alphabet is organized into three major
business segments: Google Services, Google Cloud, and Other Bets, with a primary
focus on internet technology, digital communication, cloud computing, advertising, and
artificial intelligence. The company’s core purpose is to efficiently manage its diverse
businesses while promoting innovation and making information more accessible and
useful to people worldwide. Today, Alphabet is recognized as one of the world’s largest
and most influential technology giants due to its vast global reach, continuous
technological advancement, and dominant presence in the digital industry.
BRIEF HISTORY OF ALPHABET INC.
➢ 1998 - Google was incorporated in Menlo Park, California as an internet search engine
company founded by Larry Page and Sergey Brin. Its search technology became
widely recognized for providing faster and more relevant search results through the
PageRank algorithm.
➢ 2000 - Google launched AdWords, an online advertising platform that enabled
businesses to advertise through search results. This became the company’s primary
source of revenue and supported its rapid business expansion.
➢ 2005 - Google acquired Android Inc. as part of its strategy to expand into the growing
mobile technology market. This acquisition later led to the development of the Android
operating system, which became the world’s leading mobile operating system.
➢ 2006 - Google acquired YouTube for $1.65 billion to strengthen its digital media and
online advertising presence. The platform eventually became one of the world’s
largest video-sharing services.
, POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
➢ 2015 - Google reorganized its corporate structure and established Alphabet Inc. as
the parent holding company. The restructuring separated Google’s core services from
other experimental and long-term innovation projects.
➢ 2023 - Alphabet introduced Gemini, its flagship generative artificial intelligence model
designed to compete in the rapidly growing AI industry. Gemini was integrated into
several Google products and services to improve user experience and productivity.
➢ 2024 - The U.S. Department of Justice won a major antitrust ruling against Google
regarding its dominance in the online search market. The ruling marked a significant
regulatory challenge that had an impact on Alphabet’s future business practices and
market operations.
➢ 2025 - Google Cloud achieved record profitability due to increasing demand for cloud
computing and AI-related services. In the same year, AI Overviews became a
standard feature in Google Search, transforming how users access and interact with
online information.
SITUATION ANALYSIS
Porter’s Five Forces Analysis
1. Supplier Power – Moderate
• Suppliers include hardware manufacturers, semiconductor companies, and highly
skilled professionals such as software engineers and AI researchers.
• Specialized suppliers, particularly chip manufacturers and technical talent
providers, hold some bargaining power due to high global demand
• However, Alphabet reduces supplier dependence through large-scale operations,
diversified sourcing, and in-house development of AI systems and hardware
technologies.
CASE STUDY WRITTEN REPORT
GLOBAL INNOVATION POWERHOUSE:
LEADING THE DIGITAL AGE THROUGH
SEARCH, AI, AND CLOUD COMPUTING
Alphabet Incorporated
As part of the requirements in
MANAGEMENT SCIENCE (BUMA 020)
Submitted by:
PAJOTA, Yuna Lescka M.
BSMA 2-7
Submitted to:
Prof. Bonifacio P. Echauz
, POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
NAME OF THE COMPANY
Alphabet Inc. is a multinational technology holding company based in Mountain
View, California, that was officially established on October 2, 2015, through a corporate
restructuring of Google. Founded by Larry Page and Sergey Brin to serve as the parent
company of Google and its various subsidiaries, Alphabet is organized into three major
business segments: Google Services, Google Cloud, and Other Bets, with a primary
focus on internet technology, digital communication, cloud computing, advertising, and
artificial intelligence. The company’s core purpose is to efficiently manage its diverse
businesses while promoting innovation and making information more accessible and
useful to people worldwide. Today, Alphabet is recognized as one of the world’s largest
and most influential technology giants due to its vast global reach, continuous
technological advancement, and dominant presence in the digital industry.
BRIEF HISTORY OF ALPHABET INC.
➢ 1998 - Google was incorporated in Menlo Park, California as an internet search engine
company founded by Larry Page and Sergey Brin. Its search technology became
widely recognized for providing faster and more relevant search results through the
PageRank algorithm.
➢ 2000 - Google launched AdWords, an online advertising platform that enabled
businesses to advertise through search results. This became the company’s primary
source of revenue and supported its rapid business expansion.
➢ 2005 - Google acquired Android Inc. as part of its strategy to expand into the growing
mobile technology market. This acquisition later led to the development of the Android
operating system, which became the world’s leading mobile operating system.
➢ 2006 - Google acquired YouTube for $1.65 billion to strengthen its digital media and
online advertising presence. The platform eventually became one of the world’s
largest video-sharing services.
, POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
➢ 2015 - Google reorganized its corporate structure and established Alphabet Inc. as
the parent holding company. The restructuring separated Google’s core services from
other experimental and long-term innovation projects.
➢ 2023 - Alphabet introduced Gemini, its flagship generative artificial intelligence model
designed to compete in the rapidly growing AI industry. Gemini was integrated into
several Google products and services to improve user experience and productivity.
➢ 2024 - The U.S. Department of Justice won a major antitrust ruling against Google
regarding its dominance in the online search market. The ruling marked a significant
regulatory challenge that had an impact on Alphabet’s future business practices and
market operations.
➢ 2025 - Google Cloud achieved record profitability due to increasing demand for cloud
computing and AI-related services. In the same year, AI Overviews became a
standard feature in Google Search, transforming how users access and interact with
online information.
SITUATION ANALYSIS
Porter’s Five Forces Analysis
1. Supplier Power – Moderate
• Suppliers include hardware manufacturers, semiconductor companies, and highly
skilled professionals such as software engineers and AI researchers.
• Specialized suppliers, particularly chip manufacturers and technical talent
providers, hold some bargaining power due to high global demand
• However, Alphabet reduces supplier dependence through large-scale operations,
diversified sourcing, and in-house development of AI systems and hardware
technologies.
