Google: External/Internal Factors
University of Phoenix
Google, which was created in a dorm room at Stanford University by Larry Page and Sergey Brin, is considered the most recognizable and largest search engine in the world. What started as a company of three in 1998 out of a garage in Menlo Park, CA is now a worldwide company of over 20,000 employees. Internal and external factors can have a direct impact on planning, organizing, leading, and controlling a business like Google. Management needs to be aware of what these factors are when establishing a corporate mission, vision, and the goals that help maintain Google’s status as a leader. Google is a leader in global technology and they are focused on bettering the ways people gather information. According to 2007-year end reports, Google captured 58.6% of the United States (US) search market, Yahoo! came in second place holding 22.9%, and Microsoft was in third place with 9.8%. Google currently has office locations in 49 countries worldwide, 21 of those here in the US. Google search engine services are available in 160 domains and in more than 117 languages. This gives Google the edge required to cater to the local beliefs and attitudes to of the cultures that use their services. Finding the best employee does not necessarily mean hiring only locals. The Google office in Zurich, Switzerland has a staff of close to 500 people, about one fifth of which are locals and the remainders made up of 50 different nationalities. When the office was started in 2004, no one planned for it to become the biggest engineering location outside of the US. “We didn’t plan from the very beginning to make this a very big office, but it is now at the core of many things we do”, states Matthias Graf, Head of Engineering Communication in Europe. “The office has developed over time because people have chosen to come to Zurich – if you need to attract people from foreign countries, you need to be in a location where people want to come and live.” The activities of the organization, such as personnel, finance, production, and marketing, are controllable forces or factors. Google has applied planning, organizing, leading, and controlling in order to determine when and where to expand offices, to acquire other pertinent companies in order to expand their services, and to build a robust technological infrastructure in order to visualize growth. The total number of unique hits has made Google the leader in search engines and “Strong market position has helped Google become one of the premier internet brands in the world” (www.datamonitor.com, 2008). Coupled with the right purchases of other companies has helped Google maintain strong organization and leadership. In October of 2004, Google acquired a digital mapping company named Keyhole; whose technology would go on to become Google Earth. Two years later, again in October, YouTube, which is a way for people to upload and share videos, was purchased and is run as a subsidiary company. “We stand alone in our focus on developing the ‘perfect search engine’ that understands exactly what you mean and gives you back exactly what you want” (Page, L., 2009). The constant pursuit of innovation and the refusal to accept limitations has helped Google to build the infrastructure and technology that has changed the way Internet searches are performed. There are many factors to consider during the four stages of management when a company’s goal is to go global. In the planning stage one must consider internal and external factors. One external factor that Google had to consider was when they had an opportunity to have their search engine available to the county of China. In order to do business with China, they had to adhere to the country’s government policy of censoring or they would not be allowed to operate there. Google agreed, although initially they received a lot of bad publicity for censoring their search engine. Paul Argenti, a professor of...
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