1. Define YouTube in terms of competitive advantage.
2. Of all Google's competitors, which ones should it attack? Which ones should it avoid?
3. Which basic competitive strategy does Google follow?
4. How would you classify Google in terms of competitive position? Why?
5. Is Google a market-centered company? Support your answer.
YouTube is young, but has already staked a claim in history as the most viewed online video website in the world. The Google-owned video site has captured 43 percent of the online video market by successfully navigating the ever-changing marketing environment. YouTube continues to thrive because it recognized early on that online video was not a static environment. With that in mind, YouTube's strategy has not only followed the trends, it has anticipated and even set them. In addition to the endless hours of user-generated video clips, YouTube boasts full-length television episodes and movies as well as original content produced through its extensive Partner Program. YouTube's goal: to provide something for everyone. It has capitalized on mobile technologies such that it can be viewed whenever and wherever. But YouTube also aspires to move beyond the small screen environment and become just as viewed on the big screens of people's living rooms. With all this going on, YouTube has already become the world's first global TV network.