LORD ASHCROFT INTERNATIONAL BUSINESS SCHOOL

EXAMINATION PAPER August 2012

BB430999S

POSTGRADUATE MAJOR PROJECT –
CAPSTONE MODULE

TIME ALLOWED: 3 HOURS & 15 MINUTES

INSTRUCTIONS TO CANDIDATES:

1. Students will be allowed 15 minutes reading time
2. Students are allowed to write on the question paper during that time, but NOT in the Answer Booklet
3. All questions carry equal marks
4. Start your answer to each question on a separate page

Materials Permitted in the Examination:

1. Seven A4 sides of pre-prepared research may be taken into the examination room and should be submitted with the examination answer. 2. A single-volume, bilingual dictionary (without annotation). However, the use of electronic dictionaries or translators is not permitted.

Mitigation – Academic regulations 6.86 - 6.94
6.90 Claims for mitigation must be submitted by the student or in exceptional circumstances (e.g. when a student has been hospitalised) by a Director of Studies, Programme Leader or Student Adviser on behalf of the student no later than five working days after the date on which an examination has been sat.

Number of questions set: 2
Number of pages: 4 (including cover)
Name of examiner/tutor: Dr. John W. Lang

NOTE:
All questions below relate to the Student Brief distributed in session 3 of the module regarding GOOGLE

QUESTIONS:

To be answered by ALL students

1. Critically analyse and evaluate the competitive position of GOOGLE and its potential to grow further and thrive within a fiercely competitive sector. Based on that positioning, evaluate the current business model of GOOGLE, and comment on the sustainability of that model as a paradigm. Include, in your analysis, direct reference to the following:

i. The Business Model of GOOGLE ii. Relevant KPIs and CSFs for GOOGLE iii. The Ecosystem and Co-opetition of GOOGLE

(Use appropriate strategy models to support your answer)

(Max mark 35%)

MBA Students only

2. What evidence is there that GOOGLE exhibits strong, innovative leadership? How does the executive leadership within GOOGLE influence the company’s performance?

(Max mark 35%)

MSc students only

3. You have been asked to advise a group of potential investors looking to invest in GOOGLE. Use the data in Table 1 (on page 4, “Key ratios for GOOGLE Inc.”), and any other KPIs / data that you believe are appropriate, to analyse GOOGLE as a potential equity investment. Are there any other questions that you would like to ask at the upcoming AGM of GOOGLE that might also support your argument to invest or not?

(Max mark 35%)

The remaining marks (30%) for this examination are awarded for the 7 sides of Research – the depth; the breadth; the structure, content and application of the research in the examination. (Max mark 30%)

Please turn over…………….

TABLE 1. Key ratios for GOOGLE Inc. – Annual

|KEY RATIO |
|Current |
|EQUITY RATIOS |
|EPS |
|PROFITABILITY |
|Gross margin |
|LEVERAGE |
|Net Debt to Equity |
|GROWTH RATIOS |
|Sales Growth |
|EFFICIENCY |
|Asset Turn |
|COST RATIOS |
Operating Costs% of sales64.6064.8574.5969.3666.52Admin. Costs% of sales16.2415.4417.2016.5215.10

End of Question Paper