Google Strategic Plan

Google Strategic Plan - Google Strategic Plan Ray Sherwood...

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Google Strategic Plan Ray Sherwood January 25, 2006 ----------------- Company Background "Google is now the most dominant search tool on the web, setting the standards that others try to follow and better, as yet unsuccessfully" (Websearch, 2005). Founded just eight short years ago, Google was developed by Larry Page and Sergey Brin. From the walls of a garage the Google business was born. The Google search engine has continued to grow at a rapid rate since the initial launch in 1998. "The search engine and the company grew quickly through word of mouth, initially with regular web users coming across the tool and finding the results to their liking" (Websearch, 2005). The augmenting popularity of Google has continued with strong user acceptance worldwide. "Google took a major step forward in 2000 when it replaced Inktomi as the provider of supplementary search results on Yahoo 3/32 this gives Google exceptional coverage of web searches and it now has more than 50% share of the total search market, making it the clear market leader" (Websearch, 2005). Google serves three primary market segments: end users, advertisers, and partner web sites (Google, 2005a). Google does not charge users for searches. Google displays advertisements with the results of each search requested by a user. Whenever a user clicks on an advertisement, Google collects a fee from the advertiser. Long Term Objectives Google's long-term objectives are to deliver new advertising technology, develop tracking mechanisms, and enable users to search a larger base of information. Strategic Analysis and Choice Google's search engine business is the dominant business of the company. Google has built a competitive advantage based on search engine differentiation. Google's strategies are innovation and concentric diversification. Plan Goals and Implementation Google's short-term objectives are to expand the workforce for anticipated growth, expand further into international markets, and continue developing new products. Expanding the workforce will help achieve the long-term objective of delivering new advertising technology. Google's organization structure is primarily functional but also includes a few geographical organizations. Google has a unique culture and policies to promote innovation.
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Google Mission Organize the world's information and make it universally accessible and useful (Google, 2005b) Vision/Values Google does not document a Vision or Values on the Google website. They do state a philosophy on the Google website, some are listed below: 11/32 Focus on the user and all else will follow. 11/32 It's best to do one thing really, really well. 11/32 Fast is better than slow. 11/32 Democracy on the web works. 11/32
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Google Strategic Plan - Google Strategic Plan Ray Sherwood...

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