Google v. Bing
With a tremendous increase in the number of people using the Internet, many search engine have emerged with an aim to dominate the market. However, only two search engines have realized positive results; namely, Google and Bing are the current market leaders. The inner query that will be answered in this paper is why people all over the world opt to use Google and Bing over other search engines such as Yahoo or Ask.com, which have been existent for several years; for this reason, this paper will discuss the differences in missions and visions of Google and Bing to connect the results with the companies’ market positions.
Primarily, Google’s mission, which is “to organize the world’s information and make it universally accessible and useful”, addresses its goal and provides the company with a constant development (Thompson, 2017, par.1). According to the corporation’s mission statement, the company regards itself as a provider of web search engine that can be used by any individual for any purpose. The company’s mission statement is informative and somehow paints a clear picture to the Internet users regarding Google’s aims because of its declaration on “organizing the world’s information” and being “universally accessible.” Google’s mission statement does not limit the brand, but instead, gives the company a direction based on broad, flexible, and desirable motivation for the improvement of the entity. However, since Google’s goal does not strictly limit its activity, it creates an avenue for their virtual services, products, and also physical merchandises to be developed. In turn, an excellent example indicating that the company’s mission statement doest not restrict the entity’s activities and point of view is Google’s free YouTube, which completely differs from the search engine, but it perfectly supplement its functioning. Therefore, since Google’s mission statement is exceedingly broad, it permits the company to apply any type or format in the organization of information that contribute to meeting customer needs.
Bing’s mission statement says that “at Bing our central mission is to help you search less and do more. To that end, we’re constantly looking for ways make your search experience more efficient” (Find it Faster with Bing Product Search, 2017, par. 1). Therefore, if Bing’s mission involves the assistance of the Internet users to search less and perform more, then perhaps, Bing is fulfilling the stated mission by following Google’s footsteps and also improving the Search Engine Result Pages (SERPs) via its interactive version of answer boxes, maps, and knowledge graphs. Despite being tied to Microsoft as its parent company and a search-centric mission, Bing fails to develop and promote its product, which does not go beyond the the scope of searching the Internet. Furthermore, in response to Bing’s mission statement, it is straightforward and intuitive to any reader, which makes it unique in several aspects. The statement “we are constantly looking for ways to make your search experience efficient” reveals the company’s intent to implement changes aimed at improving the company’s search engine. Bing’s mission also regards its ability to “help you search less and do more”, which significantly expresses the company’s desire to provide more information and resources that suit the users’ needs. Additionally, there are numerous reasons for consumers and businesses alike to use Bing globally. The company’s mission statement also paves the way for any particular individual to make use of its search engine in accordance with his or her needs. With Bing’s Mission utterance, it provides the wider audience with an understanding of how the Internet is more interactive with the modern day people. Thus, the Bing’s mission statement describes the company’s strategic direction and motivation sourse, which contributes to the advancement of the company.
It would be appropriate to note that in spite of the fact that vision statements of the organizations relate to the same field, they are different. Bing’s vision statement states “to help individuals and businesses realize their full potential” (Find it Faster with Bing Product Search, 2017, par. 2). The report is based on Microsoft’s software and technological products. The most significant components of the company’s vision statement relate to empowerment individuals and organizations and seeking an additional achievement. The first element reveals what Bing as a Microsoft product intends to do for consumers. The second component specifies the corporation’s target market. The final element involves company’s emphasis on achieving more. In contrast, Google’s vision statement is “to provide access to the world’s information in one click” (Thompson, 2017, par. 2). One click, accessibility, and world’s information constitute the variables in this statement. The entity fulfills the “world’s information” component of the latter by crawling web pages. It also maintains the databases with indexes of several websites. Fulfillment of the “accessibility” aspect regards Google’s ability to offer search services globally. The “one click” component relates to the company’s ease of accessibility to information. Thus, although the vision statements are attributed to the same industry, they considerably differers in terms of the main goal. .
In a comparison of the two vision statement, Google gains the upper hand over Bing because of its simplicity and clarity regarding what the company intends to do. The components of Google’s vision statement accurately define what the entity is going to do to achieve the goal. Rothaermel suggests that any individual attempting to get access to information on the Internet realizes the ability of his or her desired company to satisfy that particular need based on its vision (Rothaermel, 2015). Bing fails to address this issue properly despite its capability to perform a similar role. Therefore, Bing’s failure gives Google an upper hand in the comparison.
While relating to the mission statements of both organizations, it is evident that broad mission statements tend to result in high performance based on user preference. Over recent years, Google has been on the forefront in providing web search services, which is attributed to the company’s overall mission and vision statements. It guides the entity in quality service delivery and customer approval. Rothaermel (2015) asserts that businesses that inception monetary amounts, percentages, goals, and objectives in their mission statements tend to achieve more success that their counterparts since they can effectively communicate with their consumer base grounding on factual information. Therefore, Google’s strategy to establish multi-branding and meet new customer needs has been it greatest strength.
The paper demonstrated that both Google and Bing have had a fair share of successes based on the functions and achievements of the companies in providing a search engine services for the masses; however, Google’s one is more clear and well-designed. Both companies have gained an edge over other related companies based on popularity and user preference, though Google has achieved more. Its success can be attributed to the company’s overall mission and vision statements, which have guided the company to achieving its present day status. Such statements, which are inclusive of factual data and objective information, are essential in the bridging the gap between consumers and the business entity.
References
Find it faster with bing product search. (2017). Blogs.bing.com. Retrieved from https://blogs.bing.com/search/2013/08/23/find-it-faster-with-bing-product-search.
Pratap, A. (2017). Mission and vision statement analysis of Google. Cheshnotes. Retrieved 1 April 2017, from http://www.cheshnotes.com/2016/12/mission-and-vision-statement-analysis-of-google/.
Rothaermel, F. T. (2015). Strategic management. New York, NY: McGraw-Hill.
Thompson, A. (2017). Google’s vision statement & mission statement, Panmore Institute. Retrieved from http://panmore.com/google-vision-statement-mission-statement.
