Google Strategy Plan

Abstract Google is the most recognized hunt club locomotive on the profit in the beingness. They be a worldwide engineer science ships company focussinged on meliorate the ways pack connect with reading. Googles revenue primarily comes from delivering online publicizing. Googles is focused on areas such as reckon, advertising, operating ashess and platforms and enterprise. AdWords is Google program used by line of productses to tug their products and services with targeted advertising. Also, third parties that make up the Google Network use some separate Google program, AdSense, to deliver relevant advertisements that generate revenue (Lennihan, 2012).As Google has openhanded, they have added several in the rawly services for its exploiters. Some make entanglement facees more efficient and relevant, eon others seem to have little in common with bet engines. The piecey an(prenominal) services have entered Google into direct rival with other companies (St wrestleland, 2012). Google has plumped their company beyond just search and advertising and are sounding for sensitive ways engineering can expand their ancestry. They want to be technical innovators that people want to work for to be the tethitherr in technology research and ripening.The Google culture encourages their people to explore new ideas that may lead to a break by not yet discovered. The Global Strategy image covers from where Google first started by two Stanford PhD students back in 1998 into what it is today, a multi-billion buck corporation that strives to be the leader in technology. They are continuously flavor for ways to improve the search for users and the speed and teaching they receive. Google is a technology leader and continue to expand into more technology fields. GoogleGoogle provides a modification of tools to help businesses of all(a) kinds succeed on and off the clear (Google Company, 2012). They are a global technology leader focused on impro ving the ways people connect with teaching. Innovations in web search and advertising have made Googles web site a pourboire internet property and their brand one of the most recognized in the world (Grant, 2010, p. 350). Googles advertising programs, with range from simple text edition edition ads to rick media ads, help businesses find customers, and help publishers make money off of their content.They in any case provide cloud computing tools for businesses that save money and help organizations pass more productive (Google Company, 2012). Googles mission is to organize the worlds information and make it universally accessible and useful (Grant, 2010, p. 350). Firm summary Google Inc. was established in September 1998 in a friends garage in Menlo Park, California by Larry rascal and Sergey Brin, PhD students at Stanford University. In January 1996, Pages search for a dissertation capic direct him to examine the linkage structure of the World Wide Web.Page and Brin devel oped a page-ranking algorithm that used backlink data (references by a Web page to other Web pages) to measure the importance of any Web page. They called their search engine Google and on September 15, 1997 registered the domain name google. com. They incorporated Google Inc. and Googles Page Rank algorithm was granted a patent on September 4, 2001 (Grant, 2010, p. 340). The Google search engine attracted a rapidly growing following because of its superior page ranking and its simple design.In 2000, Google began selling advertisements paid web links associated with search keywords. After 2000, Google experienced explosive growth and was boosted in May 2002 by AOLs decision to adopt Googles search engine and its paid rockings service (Grant, 2010, p. 341). Page and Brins initial funding for Google was a $100,000 contri hardlyion from Andy Bechtolsheim, co-founder of Sun Microsystems. In June 1999, braggyr funding was obtained from venture detonating device firms Kleiner Perkins Caufield &038 Byers and Sequoia Capital. On awful 19, 2004 an initial public offering of roughly 7% of Googles shares raised $1. 7 billion, well-favoured Google a grocery store capitalization of $23 billion, which fueled even more rapid increment of its business (Grant, 2010, p. 341). Google is best known for their search engine on the internet, unless they have been acquiring, on norm, more than one company per week since 2010 (Wikipedia, 2012). both(prenominal) of the major purchases made by Google have been YouTube on October 9, 2006 and Motorola Mobility on marvellous 15, 2011 (Wikipedia, 2012). They have also purchased various other companies to build on their search engine, help improve their website and their advertisement business.Googles quest to meet the information needs of society caused it to continually seek opportunities for accessing new information and provide it through additional media channels. Googles quest to provide accessibility to the worlds infor mation had understandn it into new communication media (notably wireless telephony, but also tuner, TV and video games) and sources of information beyond third-party web sites. These new sources of information included images, maps, academic articles, books, broadcast imagery, news, patents, video, finance, and Web logs (Grant, 2010, p. 343-344). Google purchased YouTube in October 2006 for $1. 5 billion. Many writers thought since Google made a majority of its revenue from advertising, it would lolly from placing video ads next to the 100 million video streams that YouTube claims users view there each month. Google, instead, kept YouTube as an independent company. Google was attempting to break into TV and radio advertising and testing the waters on the internet with YouTube seemed like a good idea that would be a cheap alternative to truly placing ads on TV. At the time of the purchase, TV advertising was the biggest ad foodstuff of all totaling $61 billion in the U. S. ompar ed to the Nets $8 billion. Google executives confirmed the company bought YouTube, in part, to better position itself for getting into the business of selling traditional television advertising (Kirkpatrick, 2006). The purchase of Motorola Mobility the spun-off call up-making wing of the authoritative Motorola, cost Google $12. 5 billion, which is about a third of their cash reserves, as of when the purchase was made. The most obvious reason the deal was made was to take a shit Google access to Motorolas ability to manufacture computer hardware in immense numbers, something Google is painfully naive about.Google now gets access to Motorolas design and engineering process, and this will suspend it to carefully tailor both afterlife smartphone hardware and its own Android OS software together. Making phones in-house means a Google Droid phone will likely have better battery life, oilskin performance, greater reliability and fewer bugs, which is exactly what Google needed to ri val orchard apple tree, with its iron-fist ascendency over seamless integration of software into custom-crafted hardware.Also, Motorola is already so huge, and long-established, it has large and very strong links to manufacturing partners rough the world. Those relationships are now possess by Google, which means it can hone and refine them to meet future Android phone and tablet needs, which puts Google in the hardware business (Eaton, 2011). Googles growth and capacity for innovation rested upon a management system that was unique, even by the unorthodox standards of Silicon Valley.Gary Hamel identified in the book, The future tense of Management, several key features of the management system built by founders Larry Page (President of Products) and Sergey Brin (President of Technology), and their adult supervisor Eric Schmidt (Chairman and CEO) their hiring policy, a dramatically flat, radically decentralized organization, weensy, self-managing teams and rapid, inexpensive experimentation. The result was a constant impetus towards creativity, innovation and entrepreneurial initiative. Google is make around the ability to attract and leverage the talent of exceptional technologists and business people (Grant, 2010, p. 45-346). Google keeps lines of communication open between the top people in the organization and the workers, referred to as Googlers. This open communication allows the workers to question the decision-makers about the happenings in the company and gives them a sense of ownership of the products. Google AdWords and AdSense is a pair of Web advertising services that generate revenue. AdWords allows advertisers to submit ads to Google that include a hark of keywords relating to the product, service or business. When a Google user searches the Web with one of the keywords, the ad appears on the sidebar.Google gets paid by the advertiser every time the user clicks on the ad. AdSense is similar, except instead of displaying ads on the sideb ar, a webmaster can involve to integrate ads into their own site. Every time someone clicks on an ad on the webmasters site, the webmaster receives a portion of the ad revenue (Google gets the rest). With both AdWords and AdSense, Googles strategy is to provide targeted advertising to users (Strickland, 2012). In 2011, 96% of Googles $37. 9 billion in revenue comes from advertising (Miller, 2012).Googles international Markets is one of the most used search engines in the world, offered in virtually 144 countries. The search engine holds around a 60% marketplace share in the worlds search engine requests. Google holds a 10% higher market share in Europe than in the U. S. Google, Inc. has approximately twenty American carnald lieus, thirteen offices in the Asia peace-loving region, twenty-six in Europe, three in Canada, three in Latin America and five in the Middle East. Sergey Brin, Google, Inc. s co-founder, stated, Google plans to quickly expand into a wide variety of new m arkets.The simplicity of our user embrasure and the scalability of our back-end systems enables us to expand very quickly (Bailey, Gilmore, Hrones, Mendea, Peal). Google, Inc. is swiftly becoming a noticeable global brand with approximately 70 office locations as of April 2010 in the U. S. and around the world (Bailey, Gilmore, Hrones, Mendea, Peal). Google believes it is possible to organize all the information on earth and provide it to users when needed. Google started out as a search engine and later collaborated with its various products (Kumar, 2011). SWOT AnalysisStrengthsWeaknesses -Ease of use by all users to retrieve information -Speed of the search engine -Integrate with various languages -Localized searching -Googles products -Development supports innovation-Difficult to differentiate between real good content, good content and average content -Business manipulate the system -Just a search engine that provides information to the user -Products are not well known Opportu nitiesThreats -Technology and increase internet usage created a revolution for information and knowledge for the common man -Major revenues from advertising Constantly involved in acquisition programs -Huge user base causes any additions to immediately become more popular than even the skipper idea-Faces competition from other search engines like Yahoo and Bing -Baidu and Yandex in mainland China and Russia are market winners -User preference changing -Possible failure or take time to migrate its existing technology -Dont lose its focus with competitors -Moving away from the search engine (Kumar, 2011) Recommendations Google is constantly acquiring new businesses and ideas that allow it to provide information the users want to them at a rapid pace.One of their newest suffers is Google specs which is in line to compete with Facebook for the social media crowd. These augmented reality glaze would bring smartphone computing straight to your eyeballs while allowing wearers to captur e photos and videos of the world as they see it. Google glasses will have the ability to send text messages, take phone calls and give directions making it a competitor to Apples iPhone. Were constantly being told these days that sitting is cleaning us, and that the amount of time we spend planted in a chair, attach to computers and tablets is dangerously unhealthy.Technologies that allow mobility and engagement with the world, while still connected to the profits are going to be attractive (Hill, 2012). As a company, Google aims high. Its opposition far exceeds Internet search and advertising. It has built a powerful web of data centers around the globe in hopes of connecting users instantly with high-resolution satellite pictures of every corner of the earth and sky making the entire text of books available online and becoming the leading distributor of online video through YouTube.At the equivalent time, Google has taken its advertising system offline, as it tries to captur e portions of large ad markets in television, radio and newspapers, investing heavily in mobile phone technology to replicate its online success in the wireless world. The company continues to be dominate in its core business, search advertising, but Google faces fierce competition from social media sites like Facebook and Twitter. Information ex flip-flopd over the social network is walled off from search engines and lucrative territory for ads (Lennihan, 2012).Google has had many inquiries from the Federal communication theory Commission (FCC), the Federal Trade Commission (FTC) and the European Commission (EC). The FCC fined Google $25,000 for obstructive an investigation into its data collection practices. The FTC escalated its just investigation of Google by hiring a prominent litigator, sending a strong signal the agency is active to take the case to court. The EC warned Google it must move quickly to change four business practices or face formal charges for violating Euro pean antitrust law.The EC found, after a two-year inquiry, that Google might have ill-treated its dominance in Internet search and advertising, giving its own products an service over those of others, while maintaining it offers a neutral, best-for-the-customer result (Lennihan, 2012). Having such a large share of the search and advertising market around the globe is attracting the political sympathies agencies to look into the way Google is doing business to ensure they are legitimately looking out for the best interest of the customer.The government wants to ensure Google is not giving any company an unfair advantage over any other company. Googles future is being imagined at the companys top-secret lab, called Google X, in an undisclosed Bay Area location. At the lab, Google is tackling a list of 100 ideas. Among them is a refrigerator that could be connected to the Internet, so it could run groceries when they ran low a dinner plate that could post what you are take to a so cial network a robot that could go to the office while you stay home in your pajamas or an elevator to out space.One of the ideas the driverless cars may turn into a new business. Even as Google has grown into a major corporation and tech start-ups are biting at its heels, the lab reflects the companys ambition to conduct ground-breaking research and development (Lennihan, 2012). Conclusion Google has come a long way since Sergey Brin and Larry Page networked a few computers together at Stanford. What started as a modest project is now a multibillion-dollar global organization that employs more than 19,000 people around the world.Brin and Page are still very much involved with Googles operations (Strickland, 2012). Hiring intelligent people that fit the Google way and keeping the teams to small groups are key ingredients to keep effective teams able to get things through without too many layers. Googles drive to remain on top of the search and advertising industry and drive to co ntinuously improve their products through acquisition, research and development keeps them on top of the industry. References Bailey, Gilmore, Hrones, Mendea, Peal. Google, Inc. International Strategies.Retrieved from http//www. slideshare. net/abail019/international-strategies-for-google-inc Eaton, K. (2011, August 15). Why Google Bought Motorola Mobility, And What It Means. Retrieved from http//www. fastcompany. com/1773548/google-bought-motorola- mobility-12-point-five-billion-what-it-means Google Company. (2012). Our products and services. What we do for business. Retrieved from http//www. google. com/about/company/products/ Grant, R. (2010). Contemporary Strategy Analysis. west Sussex, United Kingdom. John Wiley &038 Sons, Ltd. Hill, K. (2012, May 30).Googles Competitor For Facebook Isnt Plus. Its Project Glass. Forbes. Retrieved from http//www. forbes. com/sites/kashmirhill/2012/05/30/googles- competitor-for-facebook-isnt-plus-its-project-glass/ Kirkpatrick, D. (2006, October 19). The real reason that Google bought YouTube? Fortune Magazine. Retrieved from http//money. cnn. com/2006/10/18/technology/fastforward_gootube. fortune/index. htm Kumar, A. (2011, June 25). Google SWOT Analysis. Retrieved from http//www. marketing91. com/google-swot-analysis/ Lennihan, M. (2012, July 19). Google Inc.New York Times. Retrieved from http//topics. nytimes. com/top/news/business/companies/google_inc/index. hypertext markup language Miller, M. (2012, January 23). How Google Made $37. 9 Billion in 2011. Retrieved from http//searchenginewatch. com/article/2140712/How-Google-Made-37. 9-Billion-in-2011 Strickland, J. (2012). How Google Works. Retrieved from http//entertainment. howstuffworks. com/hsw-shows/sysk-crowd-sourced-quiz. htm Wikipedia. (2012, July 23). List of acquisitions by Google. Retrieved from http//en. wikipedia. org/wiki/List_of_acquisitions_by_Google