strategy management Google

Topics: Google, Google services, Google search Pages: 14 (3948 words) Published: September 28, 2014


Strategic management has many benefits to an organization. A company’s vision, mission and future goals are set from the strategic process. In addition, strategic management gives managers an advantage in allocating resources efficiently. Moreover, these strategies help give the firm a competitive advantage in the market. Statistics show that, on average, companies using strategic management are more successful. 1. Introduction

Google has changed the way people look at and share information. This has made them a leading search engine on the web and a global technology leader. Back in the mid 90’s, Stanford University graduates, worked on developing this unique technology. Since then, Google has grown to become one of the most recognized brands in the world as well as one of the top Internet destinations. As of 2013, Google has 16800 employees working in more than 70 offices in more than 40 countries around the globe. Their headquarters is located in Mountain View, California, USA. Google is the world's most popular search engine. It began as a search project in 1996 by Larry Page and Sergey Brin, who were two Ph.D. students at Stanford University. They developed a search engine algorithm that ranked Web pages by content and keywords and by how many other Web pages linked to each page. This strategy produced more useful results than other search engines and led to a rapid increase in Google's Web search market share. The Google ranking algorithm was later named "PageRank" and was patented in September of 2001. In only a short time, Google became the number one search engine in the world. 2. Business Definition

According to Google's website, the company's mission is to "organize the world's information and make it universally accessible and useful." While the Web search remains Google's primary tool for helping users’ access information, the company offers several other services as well. Some of these include: Image Search - search for images on the Web

Google Groups - online discussion forums
Google Answers - answers to questions based on a bidding system Google Maps - maps and directions
Google Toolbar - a downloadable search tool
Blogger - a free blogging service
Gmail - Web-based e-mail with several gigabytes of storage
AdWords - Advertising services for advertisers
AdSense - Advertising services for Web publishers
Google Inc. has a record of $22.9 billion in advertising revenues in 2009 and is an indisputable leader in Internet search. In October 2013, Google's shares surged to a record high of more than $1,000 per share. By comparison, it's initial public offering in August 2004 was at $85 per share. 3. Vision and Mission

4. Transition
Product Development Philosophy
Google divides its product investments three ways, following a formula of “70-20-10”. Seventy percent targets its core search and advertising products, 20 percent focuses on related products, and 10 percent centers on the most experimental products190. These projects would include ones where the company remains unsure if users will adopt the service or if it would make money, but such experiments are critical for the long term. Products can move among the categories as well. For examples, Google News, a service for searching news articles, and Froogle, a product search service, are both beta products that fall into the category of adjacent products The users often see some of products’ logo indicates that the product is “beta” version and this is about Google's beta policy which Google keeps products and services in beta as long as its engineers expect to continue to make major changes to them. Google's betas also are central to its identity. Google itself was in beta for a very substantial number of years. Part of Google’s brand is that we under-promise and we over-deliver, and being in beta is part of that. It's part of our branding strategy As Google provides more and more services, it...
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