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Unformatted text preview: I nternal Analysis of Google I nc. Googles mission, financials, value chain, and competitive advantages are discussed and illustrated. Mission Statement Googles mission, to organize the worlds information and make it universally accessible and useful 1 , speaks to their goals, but does not reflect the way they earn a profit. The statement definitely gives the company a future to strive towards, as it will be quite some time before all of the worlds information is easily accessible even though they have made great strides. The mission statement sets the company up as a resource that would be used by anyone who was doing research whether as part of a thesis or just a question out of curiosity. The mission statement doesnt give a timeline, it only states the end result. The mission statement is broad enough that it allows for Google to use any means possible to organize information. This means that they are neither limited to search nor are they limited to using the internet in its current form. The mission statement is graphic because it gives a sense of the scale of the endeavor in its bold declaration to organize the worlds information and become universally accessible. This definite goal with a strong focus gives the statement direction and flexibility as it does not specify the means, leaving lenient room in the respect of the physical products the company will produce. All the worlds information could never be made searchable or categorized because some data is private and other data is not defined in a computer readable form. However, even though the mission statement isnt strictly feasible, it is desirable, motivational, and long-lasting. Googles mission statement is quite distinctive and original because the scope of the project is much larger and more long-term than most other companies would aspire towards. I t is complete in the sense that the goal is not just to organize information, but also to make it accessible and useful. Figure 1. Home Pages The statement is forthright in understanding the boon and the banes of advertisements to search engine users in its suggestions that advertisements should not be an annoying interruption 2 Figure 1 displays the difference between the homepage of the top competitors in the search industry. Google has long held a very human-centric point-of-view, and their mission statement reflects their dedication to user experience in their promise to provide the most relevant and useful search resultsindependent of financial incentives 2 . Google is quick to recognize that customer faith will provide the basis for increased traffic and strong word-of-mouth promotion 2 ....
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- Spring '09