Analyzing Google’s strategic planning process
Google’s Strategic planning
Strategic planning is the process of developing and maintaining a fit between the organization’s goals and capabilities and its changing marketing opportunities. Google’s story is not that different from many startups in the late 1990s.At first, the operation was run out of Page’s dorm room with borrowed and refurbished equipment. The newly incorporated company, funded by angel investors, moved off campus and soon, at the height of the dotcom boom, attracted $25 million in support from two venture capital firms. In 2004 the company went public with a prospectus that proposed the motto “Don’t Be Evil” and described an auction to determine its opening share price.
STEPS IN STRATEGIC PLANNING:
STEP ONE: DEFINE THE MISSION
Organize the world's information and make it universally accessible and useful.
STEP TWO: SET OBJECTIVES AND GOALS
Enabling users to search a larger base of information, Google began with the Internet search engine in 1998. They want to make the “perfect search engine” that “understands exactly what you mean and gives you back exactly what you want.” At that time, Google need to invest in research and development for a better search engine. So being profitable becomes an objective. Developing tracking mechanisms and new advertising technology, as their main profit was from Internet advertising, they dug deeper in this field and introduced “AdWords”, a self-service program for creating online ad campaigns in 2000.It help thousands of businesses grow and be successful. This program has become the main profit resources now. Creating patents and intellectual property - will hold the keys to gaining competitive advantages in the market and retaining and recruiting the best human resources Google has grown to offer products beyond search, but the spirit of the mission remains. From search to Chrome to...
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