Strategic Planning Process - Google

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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.

Vision:

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

Long-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.

Philosophy:

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.

Threats:

Remote (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)

Industry (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 operating margin)

Operating (Operating issues are the current ad base, design of the ads, and shrinking advertising budgets of customers. The quality of service provided by the Google organization and retaining qualified help is also an operating issue.)

Opportunities:

Unmapped countries expanding services (potential for unknown regions)

New advertisement format and tracking mechanisms (new innovation of technology)

Size of current customer base and market share is small (potential growth and new advertising agreements)

Step 3. Assessment of the Internal Environment.

This section of the strategic environment is a realistic analysis of Google's internal resources.

Strengths:

Search engine differentiation (Google’s strategic are innovation and concentric diversification)

Employee focus (Google has a unique culture and policies to promote innovation. The company strives to employ the most qualified applicants and reward the greatest contributors, in order to promote good performance and facilitate hiring and retention)

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