Google Strategic Audit

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Executive Summary:
Beginning in the 1990’s, the world has witnessed a tremendous growth in the World Wide Web. This boom has resulted in an unstoppable technological revolution that continuous to change our lives. The 20th century has blossomed with the rapid expansion of the Internet. Yet, this expansion has brought with it both, opportunities and challenges; particularly, in the “dot- com” industry. As a result, companies of all kinds employed the Internet as a tool to expand their business reach. For others, the Internet was a new “gold mine” that gave birth to a multi-billion dollar business, named “Google”. Google is one of the most successful corporations that have ever been established. Through innovation, persistence, growth, and cooperation, Google has become a major public corporation in the United States. Today, it is a recognizable world brand, a technology leader, and a top Internet destination. “Google is everyone’s friend”. Google made the search engine industry a pleasant experience for every party involved. Investors, users, and employees were at the heart of Google’s business; as a result, they were the main reasons behind its success. Google is not merely a search engine; it is a legend, a role model, and a company that has always been first to explore new opportunities, expands, takes risks, and succeeds.

Conducting a strategic audit in an essential process in order to assess Google’s strategy and evaluate its performance. This multi- stage process will help us develop a conceptual understanding of the company’s opportunities and threats. In addition, it will set the first step towards establishing precise and solid business goals. In the long run, these goals will enable the company to build on its strengths and minimize its weaknesses. In this paper, we will begin by studying the history of Google and its growth, followed by a thorough analysis of its culture and corporate governance. Similarly, we will study the external environment...
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