Google Strategy Plan

Abstract Google is the most recognized attend locomotive on the net income in the instauration. They are a orbicular engineering science political party localizeed on upward(a) the ways lot connect with instruction. Googles revenue primarily comes from delivering online ad. Googles is focused on areas such as count, advertising, operating arrangings and platforms and enterprise. AdWords is Google program used by chorees to get ahead their products and services with targeted advertising. Also, third parties that make up the Google Network use some some other Google program, AdSense, to deliver relevant advertisements that generate revenue (Lennihan, 2012).As Google has braggart(a), they have added several rising services for its exploiters. Some make meshwork consume carees more efficient and relevant, season others seem to have little in common with hunting engines. The some(prenominal) services have entered Google into direct argument with other compani es (St alternate stateland, 2012). Google has widened their company beyond just search and advertising and are feeling at for cutting ways technology can expand their billet. They want to be scientific innovators that people want to work for to be the rifleer in technology research and festering.The Google culture encourages their people to explore wise ideas that may lead to a break through not yet discovered. The Global Strategy formulate covers from where Google first started by two Stanford PhD students back in 1998 into what it is today, a multi-billion dollar corporation that strives to be the leader in technology. They are continuously looking for ways to improve the search for users and the speed and discipline they receive. Google is a technology leader and continue to expand into more technology fields. GoogleGoogle turn ins a sort of tools to help businesses of tout ensemble kinds succeed on and off the blade (Google Company, 2012). They are a global tech nology leader focused on improving the ways people connect with reading. Innovations in web search and advertising have made Googles web site a slide by internet property and their brand one of the most recognized in the world (Grant, 2010, p. 350). Googles advertising programs, with range from simple textual matter ads to rick media ads, help businesses find customers, and help publishers make money off of their content.They alike provide cloud computing tools for businesses that save money and help organizations bring most 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 page and Sergey Brin, PhD students at Stanford University. In January 1996, Pages search for a dissertation circus tentic light-emitting diode him to examine the linkage structure of the World Wide Web.Page and Brin developed a pageboy-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 pursual 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 advertings 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, bigheartedr funding was obtained from venture neat firms Kleiner Perkins Caufield & Byers and Sequoia Capital. On rattling(a) 19, 2004 an initial public offering of about 7% of Googles shares raised $1. 7 billion, self-aggrandizing Google a merchandise place capitalization of $23 billion, which fueled even more rapid ontogeny of its business (Grant, 2010, p. 341). Google is best known for their search engine on the internet, still they have been acquiring, on fairish, more than one company per week since 2010 (Wikipedia, 2012). ii of the major purchases made by Google have been YouTube on October 9, 2006 and Motorola Mobility on expansive 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 acc essibility to the worlds information had taken it into new communication media (notably wireless telephony, but also wireless, TV and video games) and sources of information beyond third-party web sites. These new sources of information included images, maps, academic articles, books, transmit 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 service from placing video ads next to the 100 million video streams that YouTube claims users view thither 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 really placing ads on TV. At the time of the purchase, TV advertising was the biggest ad securities industry of al l totaling $61 billion in the U. S. ompared 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 mobilise-making wing of the legitimate 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 wee-wee Google access to Motorolas ability to art objectufacture hardware in bulky numbers, something Google is painfully naive about.Google now gets access to Motorolas design and engineering process, and this will abide it to carefully tailor two prox smartphone hardware and its own Android OS software together. Making phones in-house means a Google Droid phone will likely have better battery life, slippy performance, greater reliability and fewer bugs, which is exactly what Google needed to rival orchard apple tree, with its iron-fist ascendence over seamless integration of software into custom-crafted hardware.Also, Motorola is already so huge, and long-established, it has abundant and very strong links to manufacturing partners somewhat the world. Those relationships are now owned 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 succeeding(a) 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, fiddling, self-managin g teams and rapid, low-cost experimentation. The result was a constant impetus towards creativity, innovation and entrepreneurial initiative. Google is nonionised 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 list 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 inste ad of displaying ads on the sidebar, a webmaster can rent 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 outside(a) Markets is one of the most used search engines in the world, offered in well-nigh 144 countries. The search engine holds around a 60% market 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 tie-upd meanss, thirteen offices in the Asia peaceable 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 markets.The simplicity of our user interface 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 w ell known OpportunitiesThreats -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 pilot film idea-Faces competition from other search engines like Yahoo and Bing -Baidu and Yandex in 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 be afters is Google eye provide which is in line to compete with Facebook for the social media crowd. These augmented reality glasses would bring smartphone computing straight to your eyeballs while allow ing wearers to capture 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 cleansing 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 meshwork are going to be attractive (Hill, 2012). As a company, Google aims high. Its intake far exceeds Internet search and advertising. It has built a powerful profit 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 corresponding time, Google has taken its advertising system offli ne, as it tries to capture 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 exchanged over the social internet 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 hindering an investigation into its data collection practices. The FTC escalated its antitrust investigation of Google by hiring a prominent litigator, sending a strong signal the agency is ready to take the case to court. The EC warned Google it must move quickly to change four business practices or face formal c harges for violating European antitrust law.The EC found, after a two-year inquiry, that Google might have mistreat its dominance in Internet search and advertising, giving its own products an emolument 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 organisation 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 ensnare groceries when they ran low a dinner plate that could post what y ou are take in to a social 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 i ndustry and drive to continuously 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. western hemisphere Sussex, United Kingdom. John Wiley & 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-glas s/ 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 mark-up 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