The Strategic Analysis of Google, Inc.

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Running Head: THE STRATEGIC ANALYSIS OF GOOGLE, INC. 1

The Strategic Analysis of Google, Inc.
Laura P. Fann
Mount Olive College

Tillman School of Business
BUS 370, International Business Management
Dr. Khalid Dubas, Professor of Marketing
March 16, 2012
THE STRATEGIC ANALYSIS OF GOOGLE, INC. 2
Introduction
Company History
Google made it’s beginning in 1996 as a search engine that used links to determine the importance of individual web pages. In 1998 its founders, Stanford University graduate students, Larry Page and Sergey Brin formalized their work, creating the company we know today as Google. The company that started from two computer science students in a university dorm room, now employs thousands and holds offices around the world. (Google, Inc.) Company Milestones

Sept. 15, 1997 The google.com domain was registered

Sept. 4, 1998Google became incorporated

1999Secured $25 million in funding for its operations.

2000Yahoo is using Google search engine—Ad Sense program is launched

2001Company went global; setting up its first international office in Tokyo-added a new chairman of the board, Eric Schmidt, who soon became CEO 2004Google's search index reached eight billion

2006Google bought YouTube

2008Launched mobile phone operating system

2010Company was collecting information from open wireless networks and joining Verizon in a net neutrality pact

2011Entered into an agreement to acquire the mobile phone maker Motorola Mobility for about $12.5 billion. Google agreed to pay $500 million to settle a case involving the importation of illegal prescription drugs into the United States (John P. Mello, 2011) 2012Billionaire George Soros’ firm added shares in Google in fourth quarter(Burton, 2012) THE STRATEGIC ANALYSIS OF GOOGLE, INC. 3

Company Philosophy
Described as “The perfect search engine”, Google has become successful at being better and faster at finding the right answers to search queries. Google continues to push the limits of existing technology to provide a fast, accurate and easy-to-use service that anyone seeking information can access, whether by computer or mobile device. Google, Inc. operates by ten core principles that guide their actions. 1. Focus on the user and all else will follow. Google has always focused on providing the best user experience possible. 2. It’s best to do on the thing really, really well. Google is in the search business and their goal is to bring the power of search to previously unexplored areas, and to help people access and use even more information in their lives. 3. Fast is better than slow. . 4. Democracy on the web works. Google searches rely on millions of individual posting links on websites to which other sites offer content of value. 5. You don’t need to be at your desk to need an answer. Google is developing new technologies and offering new solutions to the ever increasing mobile market. 6. You can make money without doing evil. The revenue generated by Google is derived from offering search technology to companies and from the sale of advertising displayed on their site. 7. There’s always more information out there. Researchers continue to look into ways to bring information to people seeing answers. 8. The need for information crosses all borders. The company mission is to facilitate access to information for the entire world, and in every language. 9. You can be serious without a suit. The company culture is casual and with a diverse background of employees with creative approaches to work and life.

THE STRATEGIC ANALYSIS OF GOOGLE, INC. 4
10. Great just isn’t good enough. Through innovation and iteration, Google aims to take things that work well and improve upon them in unexpected ways....
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