Corporate Objectives

Googles mission statement is to organize the worlds information and make it

universally accessible and useful.
- Googles main focus is to push the limits of existing technology to provide a fast,
accurate and easy-to-use service that anyone seeking information can access.
Google has been focusing on providing the best user experience possible. Its key
ingredients are relevance, comprehensiveness, freshness and speed providing users
with best possible result.
- Google wants to have an improved infrastructure to make their engineers more
productive. They wants to expand the workforce for anticipated growth, expand
further into international markets, and continue developing new products.
- Google wants to push their add system since they take it very seriously. In addition,
support thousands of advertisers to use Googles AdWords program advertising.
-It also focuses on innovation and make sure that their tools are running
everywhere.Similarly, competitor like Apple, Facebook has been attacking Google
from all side so they focus on development and research to bring new products to
users.
Financial Objectives to promote their products and services on the web with targeted
- Google has been investing a lot these past years. Therefore, one of its financial
objectives is to increase its Return On Capital Employed.
- Google main source of income is advertisement where a companys website pays
google certain amount of money whenever their website are clicked. Therefore,
Google has to increase the cost per click in order to increase their revenue.
Income Statement of Goolgle Inc.

In Millions of USD (except

for per share items)

Revenue
Other Revenue, Total
Total Revenue
Cost of Revenue, Total
Gross Profit
Selling/General/Admin.
Expenses, Total
Research & Development
Depreciation/Amortization
Interest Expense(Income) Net Operating
Unusual Expense (Income)
Other Operating
Expenses, Total
Total Operating Expense
Operating Income
Interest Income(Expense),

3 months
ending
2011-0331
8,575.00
8,575.00
2,936.00
5,639.00
1,617.00

3 months
ending
2010-1231
8,440.00
8,440.00
2,946.00
5,494.00
1,461.00

3 months
ending
2010-0930
7,286.00
7,286.00
2,552.00
4,734.00
1,193.00

3 months
ending
2010-0630
6,820.00
6,820.00
2,467.00
4,353.00
1,090.00

3 months
ending
2010-0331
6,775.00
6,775.00
2,452.00
4,323.00
1,017.00

1,226.00
-

1,051.00
-

994.00
-

898.00
-

818.00
-

500.00
-

6,279.00
2,296.00
-

5,458.00
2,982.00
-

4,739.00
2,547.00
-

4,455.00
2,365.00
-

4,287.00
2,488.00
-

Net Non-Operating
Gain (Loss) on Sale of
Assets
Other, Net
Income Before Tax
Income After Tax

7.00
2,392.00
1,798.00

3.00
3,142.00
2,543.00

3.00
2,714.00
2,167.00

-4.00
2,434.00
1,840.00

3.00
2,506.00
1,955.00

Here the financial statement shows that the revenue of Google has been increasing
every 3 months and so is the Gross Profit. However, its expense are increasing since
Google had been spending a lot on Research and Development.
Balance Sheet Chart of Google Inc.

Here the chart shows that the Total Asset of Google has been increasing whereas the
total debts fluctuates. It means that Googles financial position and liquidity is in a
good condition.
Financial Strategies
Financial Strategies used by Google are increasing the cost per click which will aid in
increasing the income. Google Adword which is the major revenue earner for Google
aidsin Research and Developement.
Recent Investment
In Google's latest investment is clean energy, the search giant has partnered with
installer SolarCity to offer solar systems to homeowners for no money up front. In
exchange, customers agree to pay a set price for the power produced by the panels.
This will be Google's seventh green energy investment, totaling more than $680
million.The money will allow installer SolarCity to offer solar systems to homeowners
for no money up front. In exchange, customers agree to pay a set price for the power
produced by the panels. Of course there are lots of risk involved since it is their
biggest investment in clean energy. Google earns a return on its investment by
charging SolarCity interest to use its money and reaping the benefits of federal and
local renewable energy tax credits.
Analysis of market
Google is the world most popular search engine with 90% market share in UK. Its
major competitors are Apple, Facebook, Amazon, Microsoft etc. Hence the main
marketing objectives of Google is to introduce new services for users in order to
maintain market share. New products and services are introduced in market each
day which is making Google difficult to compete. Google Chrome has been

competing with Apple Safari whereas Googles music search with Apples iTunes.
Moreover, Microsofts Bing, one of the search engine, has been competing Googles
search engine.
Marketing Strategy and Competitive Strategy
To maintain Googles competitive advantage, the company has developed an
infrastructure that guarantees a fast and efficient search engine, as well as branching
out their efforts in other directions beyond search. For example,any random search
takes between 0.06 to 0.12 seconds. Googles competitive egde is traced to the fact
that theyve built their own infrastructure of servers, storage systems, bandwidth and
hardware that supports the fastest search on the web. While the cost is high google
spends billions of dollars in research and developement and keep up the competitive
strategy.
Googles choice of managing customer relations is a good one, because its
technological capabilities such as detection of bad practices, customer feedback,
information management and result analysis have improved greatly through tracking
and retention of a loyal customer base. In the eyes of the customer such value
additions Google Calendar, Docs, Gmail, Groups, Blogger, Labs, Mobile, Checkout
and Google GEO-Maps, Earth and Local have delighted them tremendously. Google
has designed effective viral marketing campaigns, word of mouth promotions and
public relations to establish a brand identity for the organization.
The dont be evil Google enjoys an immaculate branding strategy which has
proven to be one of the most brilliant and effective branding strategies ever
witnessed. Google is #1 of all Internet brands for brand loyalty.
Human Resources Objectives
- Expand the workforce will help achieve the long-term goals. Expand further into
international markets, and continue developing new products.
Google wants employees to maintain the best possible work/life balance, so they
offer flexible work hours, parttime work options, and telecommuting if the specific
job allows.
Human Resources Strategies
- As an organization, Google and its employees take pride in being regarded as
geeks.Hiring the right people is a key HR philosophy at Google the median age of
employees at Google is 27 years, making it the youngest workforce across the
industry.
- Google employees are offered tremendous opportunities to learn and grow.
Professional development opportunities offered to all employees include classes on
individual and team presentation skills, content development, business writing,
executive speaking, delivering feedback, and management/leadership to improve
their skills.
- There is a strong culture of innovation and experimentation at Google with
engineers encouraged to take 20% of their time to develop new product or service
offerings, or to provide enhancements to current offerings.
- Google has the informal corporate motto Dont be Evil, which reminds its
employees that commitment to be ethical is part and parcel of being a leader at
Google.
- Employees are attracted not to the short term monetary returns from work, but
rather to the support system that could help them create anything.
- Google places a high value on the opinions of employees. Any employee can
approach any manager to discussany issue.