Google Inc Full Strategic Appraisal

School of Business
MBA – International Business
FULL STRATEGIC APPRAISAL OF GOOGLE INC.

Course : Global Strategy
Course Code : BUSI 1271

Group Members : Stanslas Zulu
Centre : Zambia Centre for Accountancy Studies (ZCAS)
Date Due : 21st April, 2014

Lecturer : Ms. Malaniya Chanakira

Word Count : 2, 574

Number of pages : 13

Table of Contents

1.0 INTRODUCTION………………………………………………………………….…………4 1.1 BACKGROUND…………………………………………………………………….….….4 1.2 SCOPE……………………………………………………..........................…….…………4
2.0 ANALYSIS…………………………………………………………………..……………….5 2.1 EXTERNAL ENVIRONMENT (MACRO ENVIRONMENT)……………….......……….5 2.1.1 PESTEL ANALYSIS…………………………….…….………………………….…5-6 2.1.2 PORTER 'S 5 FORCES........................................................................................…....6-7 2.1.3 OPPORTUNITIES AND THREATS………………………………………………….8 2.2 INTERNAL ENVIRONMENT (MICRO ENVIRONMENT…………...…….……………9 2.2.1 VRIO FRAMEWORK……………………………………………...…………………9 2.2.2 STRENGTHS AND WEAKNESSES…………………….…………………………10 2.3 FINANCIAL EVALUATION……..………………………………………………………11 2.3.1 KEY FINANCIAL STATISTICS AND RATIOS......………………………………11
3.0 STRATEGIC GROWTH OPTIONS (ANSOFF MATRIX………………..…………….11-12
4.0 SELECTED STRATEGY FOR GROWTH…………………........…………………………12
5.0 RECOMMENDATIONS.……………………………………………………………………12
6.0 REFERENCES………………...…………………………………………………………….13

STRATEGIC APPRAISAL OF GOOGLE INC.

1.0 INTRODUCTION
1.1 Background
Google Inc. (Google) is a Multinational Corporation with presence in over 40 countries having over 70 offices worldwide. The company’s history dates back to January 1996 when Stanford University computer science graduate students Larry Page and Sergey Brin started working together on a search engine called BackRub. The google.com domain was registered in September 1997 and the company got its

References: 1. Barney, J. B. (1995). Looking Inside for Competitive Advantage. Academy of Management Executive, Vol. 9, Issue 4, pp. 49-61 2 3. Boston Consulting Group (2013) World 's 50 Most Innovative Companies [Online]. Accessed from: http://www.bcg.com/media/PressReleaseDetails.aspx?id=tcm:12-125372 [Accessed: 10/04/2014] 4 5. Fisher, A. (2013). Inside Google 's Quest To Popularize Self-Driving Cars. [Online] 18th September, 2013. Available from: http://www.popsci.com/cars/article/2013-09/google-self-driving-car, [Accessed on: 15/04/2014]. 7. Google (2014) Financial Tables [Online]. Accessed from: http://investor.google.com/financial/tables.html [Accessed: 10/04/2014]. 8. Johnson, G., Scholes, K., & Whittington, R. (2006). Exploring Corporate Strategy. Text and Cases. 7th Enhanced Media Edition. Pearson Education Limited. 9. Net Applications (2014) Search Engine Market Share [Online] Available from: http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0, [Accessed on: 15/04/2014]. 10. Regalado, A. (2013) Google’s Growing Patent Stockpile [Online] 29th November, 2013. Available from: http://www.technologyreview.com/news/521946/googles-growing-patent-stockpile/ [Accessed: 14/04/2014]. 11