Strategic Planning Process - Google

Topics: Advertising, Strategic management, Web search engine Pages: 4 (894 words) Published: September 30, 2008
Strategic Planning Processes - Google

Step1. Evaluation of the organization’s current mission and purpose

Mission: Organize the world's information and make it universally accessible and useful.

Purpose: Allow users to be able to find information in many different languages; check stock quotes, maps, and news headlines; lookup phonebook listings for every city in the United States; search billions of images and peruse the world's largest archive of Usenet messages. In addition, support thousands of advertisers to use Google’s AdWords program to promote their products and services on the web with targeted advertising.

ØShort-term objectives: are to expand the workforce for anticipated growth, expand further into international markets, and continue developing new products.

ØLong-term objective: delivering new advertising technology. Expanding the workforce will help achieve the long-term goals. Google's organization structure is primarily functional but also includes a few geographical organizations.

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:

·Focus on the user and all else will follow
·It's best to do one thing really, really well.
·Fast is better than slow
·You don't need to be at your desk to need an answer.
·No pop-ups

Step 2. Assessment of the External Environment
This section identifies the threats and opportunities the company faces.

ØRemote (Remote concerns for Google are new laws and regulations, increasing intellectual property claims, and access to more information.) (Weak position in China- strict gov’t regulations and cultural differences)

ØIndustry (Industry concerns for Google are competitive threats from Yahoo and Microsoft and new unknown competitors that may be international. Agreements with advertisers could potentially become competitive as well, as a result, reducing...
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