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Google Inc
Google Inc
Google Inc
Agenda
Situational Analysis
Industry Analysis
PESTLE
PORTERS
SWOT
Strategies
Tactics
Controls
The Vision
The Mission
Make search engines so powerful they would understand everything in the world
To FOCUS on
Building great products depends on great people. There are more than 40,000
Googlers behind the tools that you use every dayfrom search to Chrome.
Find out more about what its like to work at Google, where we work and who
drives our company strategy below.
Uniqueness of Google
The search should also fit the tech and the consumer behavior
Situational Analysis
Industry Analysis:
Major Sectors
Cloud computing
Advertising
Search engine
Jean Cler
Entry Barrier
Substitution Threat:
Rivalry Factors
PESTLE
Political
Copyright - An author sued Google when the companys cached search results
provided copies of copyrighted works
Economical
Social
Technological
Access to technology
Basic infrastructure
New discoveries and development
SWOT
Strength
HAPPYEMPLOYEE-emotional and physical well
Strength
HUGE CASH FLOW-the Google stock analysis shows positive net income cash
flow of 14.44B for 2014
Strength
FAITHFUL CUSTOMER-3 billion searches
daily with a 64.5 % market share in US only
Strength
Strength
Management- Android+ YouTube purchased were turned into mega hits, and
were both forward thinking. They now dominate their respective areas, and
benefit each other. They comprise a large part of Google's ecosystem.
WEAKNESS
Censor information -Germany and France extremist sites have been removed
from the German and French +Google Auto Complete feature does not
WEAKNESS
WEAKNESS
Mozilla replaced Google with the Yahoo as it's default search engine for its
Firefox browser, costing Google market share to decrease
Opportunities
Innovation : GLASS /DRIVERLESS CAR
Opportunities
Threats
Difficulty to manage such as huge company
Threats
Exchange rates-50% of its revenue from outside of the U.S. 2014, Google
reported revenue of $16 billion, out of which 58% was derived from outside of
the United States
Amazon- people going directly to the e-commerce vendor to BUY takes away
from Google and their most lucrative searches.
OBJECTIVES
Google 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
STRATEGIES
STP analysis
Competitive
Growth
STP Analysis
Google Inc
Segment Mass
Positioning
Credible
Solution centric
Innovative
Socially Responsible
Entering New Markets e.g. Google Compare platform US & UK. Compare car insurance quotes from up to 120
providers.
Diversification e.g. Acquisition of YouTube which was an existing product in Google's portfolio on an existing
market i.e. Google Video. Or showing intention of tapping into the auto industry with the driverless-car technology.
Organic Growth Expansion of a firm's operations from its own (internally generated) resources, without resorting
to borrowing or acquisition of other e.g. Google Earth and Gmail are developed internally.
Inorganic Growth Grow by acquiring new businesses by way of mergers, acquisitions and take-overs e.g. Google
acquiring Motorola on the 22 nd of May 2012
Solution centric
Innovative
Socially responsible
Household name
Competitive
Superior Structure
Plethora of products
Google always pursuing to extend its portfolio of services and tools (SCA)
RBV
Growth
TACTICS
RECOMMENDATION
CONCLUSION