GOOGLE COMPANY

Holley Jacobs

MT 460 Management Strategy

and Policy

A Strategic Plan of Google

STRATEGY• Strategy – from the

Greek words meaning “leading/moving army”

• “A general direction set for the company and its various components to achieve a desired state in the future” (Strategy – Definition and Features)

STRATEGIC CONTROL

• Strategic Planning and Control

• Management Planning and Control

• Technical Planning and Control

• Long-range Planning (Barnet)

BALANCED SCORECARD

• Measures of performance for customers

• Measures of performance for internal processes

• Measures of performance in innovation

• Measures of performance in improvement activities (Putting the Balanced Scorecard to Work, 1993)

INNOVATION IN CHANGE MANAGEMENT

Types of Innovation

Discontinuous Innovation

Continuous Innovation

Dynamic Continuous Innovation

(Role of Innovation in Change Movement)

GOOGLE’S FOUNDER

S

Google Facts• Founded – 1998

• Inc. – September 4th, 1998• Initial Public Offering (NASDAQ) – August 19, 2004

• Headquarters – Mountain View CA

• Industry Served – Internet

• Revenue - $50.17 Billion (2012)

• Profit - $10.7 Billion (2012)

• Employees – 53,861 (2012)

Larry Page and Sergey Brin

(Company – Google)

BRIEF OVERVIEW OF PRODUCTS AND SERVICES

For BusinessHelps businesses

succeed on and off of the web.

For InternetBuild products to

make the web better

(Our Products and Services – Company – Google)

GOOGLE PRODUCTS & SERVICES

(Products – Google)

GOOGLE PRODUCTS & SERVICES

(Products – Google)

GOOGLE PRODUCTS & SERVICES

(Products – Google)

GOOGLE’S MISSION STATEMENT

(Images – Google)

TEN THINGS WE KNOW TO BE

TRUE

1. Focus on the user and all else will follow.

2. It’s best to do one thing really, really well.

3. Fast is better than slow.4. Democracy on the web

works.5. You don’t need to be at

your desk to need an answer.

6. You can make money without doing evil.

7. There’s always more information out there.

8. The need for information crosses all borders.

9. You can be serious without a suit.

10. Great just isn’t good enough.

(Ten things we know to be true – Company – Google)

GOOGLE’S STRENGTHS

1. Search Leader2. Effective advertising

model3. Wide moat4. Household name

(Heller, 2012)

5. Quality and customer experience are the primary objects6. Access to the largest group on internet users worldwide7. Strong patents portfolio8. Product integration9. Culture of innovation (Google SWOT analysis 2013)

GOOGLE’S WEAKNES

SES

1. Mobile monetization

(Heller, 2012)

2. Relies on one source of income

3. Unprofitable products (Google SWOT analysis 2013)

GOOGLE’S OPPORTU

NITIES1. Online video2. Chromebooks3. Social

networking (Heller,

2012)

4. Growing number of mobile internet users5. Obtaining patents through acquisitions6. Driverless electronic cars (Google SWOT analysis 2013)

GOOGLE’S THREATS

1. Apple2. Microsoft3. Facebook4. IBM

(Heller, 2012)

GOOGLE’S LONG TERM

OBJECTIVES

1. Innovate and create

2. Maintain premium pricing

3. Employee retention

4. Corporate social responsibility

(Google Strategic Cases Analysis)

GOOGLE STRATEGY ANALYSIS AND CHOICE

PRODUCT INNOVATION DIFFERENTIATION

Hummer, Jones, Wilder, & Ellison

GOOGLE’S CRITICAL SUCCESS FACTORS

NOT JUST IT’S INTERNET SEARCH ENGINE… SUCCESS

Coordinated leadership

Commitment to cutting edge

Wide expansion Subtle marketing

(Faille)

GOOGLE’S CONTROLS AND EVALUATIONS ENVIRONMENTAL FACTORS NEW TECHNOLOGIES

REFERENCESPutting the Balanced Scoredcard to Work. (1993, September). Retrieved from HBR Org Web site:

http://hbr.org/1993/09/putting-the-balanced-scorecard-to-work/

Study case of Google: SWOT Analysis. (2012, August). Retrieved from Speak About Marketing Web site:

http://speak-about-marketing.blogspot.com/2012/08/study-case-of-google-swot-analysis.html

Google SWOT analysis 2013 | Strategic Management Insight. (2013). Retrieved from Strategic

Management Insight Web site: http://www.strategicmanagementinsight.com/swot-

analyses/google-swot-analysis.html

Barnat, R. P. (n.d.). Strategic Mangement: Elements of Strategic Management. Retrieved from

Introduction to Management: http://www.introduction-to-managemnet.24xls.com/en203

Comapny - Google. (n.d.). Retrieved from Google Web site: http://www.google.com/about/company

Faille, C. (n.d.). Google's Key Success Factors. Retrieved from Small Business Web Site: http://smallbusiness.chron.com/googles-

key-success-factors-27311.html

REFERENCES CONT’DGoogle Products. (n.d.). Retrieved from Google Web site: http://www.google.com/about/products

Heller, S. (2012, October 31). Here's What Google's SWOT Analysis Revealed. Retrieved from Mottle Fool Web

site:http://beta.fool.com/topdowntrends/2012/10/31/here-what-googles-swot-analysis-revealed/15508/

Hummer, B., Jones, G., Wilde, A., & Ellison, S. (n.d.). Google Strategic Plan. Retrieved from Daily

Speculations Web site: http://www.dailyspeculations.com/google-paper-ellison.html

Our Products and Services - Company - Google. (n.d.). Retrieved from Google Web site:

http://www.google.com/about/company/products

Role of Innovation in Change Management. (n.d.). Retrieved from Management Study

Guide Web site: http://www.managementstudyguide.com/role-of-innovation-in-change-management.htm

Strategy - Definition and Features. (n.d.). Retrieved from Management Study Guide Web

Site: http://www.managementstudyguide.com/strategy-definition.html

Ten things we know to be true - Company - Google. (n.d.). Retrieved from Google Web site:

http://www.google.com/about/company/philosophy

REFERENCES CONT’D

What Are the Four Types of Strategic Control? (n.d.). Retrieved from Small Bsuiness Chron Web site:

http://smallbusiness.chron.com/four-types-strategic-control-14720.html

What is innovation? (n.d.). Retrieved from Business Dictionary Website:

http://www.businessdictionary.com/definition/innovation.html

What is product innovation? (n.d.). Retrieved from Business Dictionary web site:

http://www.businessdictionary.com/definition/product-innovation.html