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STRATEGIES 2007+
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Googles Mission and Strategic Intent
Mission:To organize the world's information,making it universally accessible anduseful.
Intent:Having the strongest advertising
network, and all the worldsinformation.
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General Problem Statement
How to maximize the potential to the useroffered byGoogle's current position as a leading conduit for
connecting the userwith relevant content and relevant
advertisers; in tandem with cultivating the unique culture
which lies at the heart of Google's success. Google's
love of creating, and their concern for the userunderlies
their innovative advantage, and has propelled their
sweeping market ascent.
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$1,775.8
$130,000.0$56,034.0
$292,243.0
$6,138.6 $5,257.5 $39,788.0
$1,465.4
$12,254.0
GOOGLE YAHOO! MICROSOFT
Total Revenues Total Net Income Total Market Ca .
Search Market Leaders
$US billionHoovers
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All search is not created equal
STRATEGIES OBJECTIVES
GOOGLE User-centric Respect and empower users
YAHOO! Social-networked, adcentric Connect users for ad revenues
MSN Brandname intimidation Control and lock-in users
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What users really wanted
"What users really wanted was, Speed .Marissa Mayer, VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
"What Googlemanaged to do is
remember thatthereasonwe searchis tofind things, potentially things thataren't in an antiseptic portal likeYahoo or Excite or Lycos, andGoogle . It turns out Google hadthe right approach. And we can seethe results today.
JOHN BATTELLE, Newshour with Jim Lehrer, "Th
Power of Google", NOV 30, 2005
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GOOGLE HOME
"What users really wanted was, Speed .Marissa Mayer, VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
"What Google managed to do isremember that the reason we search
is to find things, potentiallythings that aren't in an antisepticportal like Yahoo or Excite or Lycos,and Google . It turns out Googlehad the right approach. And we cansee the results today."
JOHN BATTELLE, Newshour with Jim Lehrer, "ThPower of Google", NOV 30, 2005
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YAHOO HOME
"What users really wanted was, Speed .Marissa Mayer, VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
"What Google managed to do isremember that the reason we search
is to find things, potentiallythings that aren't inan antiseptic portallike Yahoo or Exciteor Lycos,and Google . Itturns out Google had the rightapproach. And we can see theresults today."
JOHN BATTELLE, Newshour with Jim Lehrer, "ThPower of Google", NOV 30, 2005
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MSN HOME
"What users really wanted was, Speed .Marissa Mayer, VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
"What Google managed to do isremember that the reason we searchis to find things, potentially things
that aren't in an antiseptic portal like
Yahoo or Excite or Lycos, andGoogle .It turnsout Google had theright approach. Andwe can see the
results today."JOHN BATTELLE, Newshour with Jim Lehrer, "ThPower of Google", NOV 30, 2005
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GOOGLE CORE COMPETENCIES = SCA RARE VALUABLE COSTLY TO IMITATE NON-SUBSTITUTABLE
Constant Innovation of search algorithms
Impartial algorithms used to rank data weight
Open transparent organizational culture
Policies: Implement, then monetize; People >Profit
Corporate Reputation Brand Trust
Back net-neutrality interoperability + open source
SustainableCompetitiveAdvantage
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SWOT internal factors
FACTORS STRENGTHS WEAKNESSES
MANAGEMENT
Leadership vision: user-centric, backnet neutrality & interoperability;Implement before Monetize
Backlash from Industry alliances; Rivalleaders spread fear & uncertainty
PRODUCTS
Superior search; relevant & objectivealgorithms; user-centric service;AdWords & AdSense
Competitor strategic actions;unexpected rival breakthroughs; socialnetworks
EMPLOYEES
Key talent / human capital; highlymotivated, ownership mindset, culturevalues relationships
Rivals appropriating key talent; highcosts of highly skilled capital;recruitment
FINANCE
Financial stability, no debt, large cashreserves; Exponential growth inrevenues & net income
Face possible slowing of high revenuegrowth; market reaction to unexpectedgains
TECHNOLOGY
Transformational systems for dataprocessing; Superior advertisingalgorithms & methodologies
Intense global competition; broadband& ISP opposition to net neutrality
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SWOT external factors
FACTORS OPPORTUNITIES THREATS
SUPPLIERS
Forward and/or backward verticalintegration; Strategic alliances & jointventures
Broadband, ISP, and competitoralliances; Global market dynamics
COMPETITORS
Increasing M & A; alliances withcompetitors to expand advertisinggrowth
Increasing global competition; rivalalliances to limit Googles reach &market power
TECHNOLOGY
Invest in R&D innovation; Service +interface for wireless; revolutionarysystems of data processing
Internet security: Environmentalcrises; service interruptions; powergrid failures
ECONOMIC
Market power in value chain; media &advertising powers in turmoil;structural business shifts
Global economic slowdown; tradebarriers, currency fluctuations;government regulation
CULTURAL
User demand for convergence &convenience; User demands forinteroperability; consumer trust
Fickle public opinion; uneducatedpopulace as per technology; securityrisk-aversion
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Current Strategies
Differentiation Deliver the most relevant, objective data in the shortest tim
Focus on user experience and anticipate user needs
Develop personalized user products and services
Innovate advertising solutions for business sector
Protect key talent by investing in culture
Explore & develop internet video / wireless frontiers
Innovate services / interfaces for wireless sector
Ultimately, our goal at Google is to have the strongest advertising network
and all the worlds information. Thats part of our mission.Eric Schmidt; CEO Google; NYT:11/
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Key Strategic Issues
Always serve and respect the User Brand equity management Verify and expedite long-term value
Technological innovation Advanced search algorithms
Grasp changing dynamics Convergence of communications
Risks to net neutrality Competitors Industry Regulatory
First to innovate Fastest to adapt last to monetize
Prioritize core competencies Speed, access, relevancy
Dr. Walter Gibbs: User requests are what computers are for!
Ed Dillinger: Doing our business is what computers are for.Tron (Walt Disney science fiction film -1982 )
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Strategic Alternatives
Protect net neutrality and increase interoperability
Diversification vertical and/or horizontal integration
Give users unlimited remote access to search capabilities
Manage the Google brand always respect the user
Foster the Google culture
Expand advertising platform access environments via wireless search
Invest in R&D user-centric tools and search algorithms
Prepare to deploy rapid response rivals actions / regulatory threats
Acquisitions & Strategic Alliances increase global reach and scope
Sponsor academic information exchange
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Strategic CloudIt takes more than capital to swing business.
You've got to have the A.I.D. degree to get by Advertising, Initiative, and Dynami
Issac As
http://en.wikipedia.org/wiki/Introduction_to_quantum_mechanicshttp://www.youtube.com/watch?v=6gmP4nk0EOEhttp://www.skrenta.com/2006/12/googles_true_search_market_sha.htmlhttp://gesterling.wordpress.com/2007/10/15/where2getit-under-the-radar/http://psychohistory.wordpress.com/2006/11/10/insights-on-design-marissa-mayer-google-search-results/http://en.wikipedia.org/wiki/EHarmonyhttp://en.wikipedia.org/wiki/Introduction_to_quantum_mechanicshttp://en.wikipedia.org/wiki/Schr%E6%A4%A9nger%27s_cathttp://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needshttp://www.accel-team.com/maslow_/maslow_nds_02.htmlhttp://www.anu.edu.au/people/Roger.Clarke/SOS/Asimov.html#Introhttp://www.anu.edu.au/people/Roger.Clarke/SOS/Asimov.html#Implhttp://en.wikipedia.org/wiki/Three_Laws_of_Roboticshttp://www.anu.edu.au/people/Roger.Clarke/SOS/Asimov.html#Zerothhttp://en.wikipedia.org/wiki/Psychohistoryhttp://en.wikipedia.org/wiki/Psychohistory_(fictional)8/11/2019 Google Strategic Plan-ppt
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ThankYou
Amy Boynton
Tuesday, November 28, 2006
T2bMGT 526
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