Google Case Study

1. Vision Statement Google strives to be the leader in technology-based solutions for consumer and business problems.

2. Mission Statement a. We will provide affordable and user friendly services. b. We aim to provide alternative business solutions for individuals and all types of organizations. c. We aim to have the globe at your finger tips through innovative technologies by 2015. d. Maintaining market leadership by providing employees an environment to excel and enhance corporate profitability and financial stability.

External Factor Evaluation [EFE] Matrix Key External Factors Opportunities

1. Rise in computer literacy in third world countries and global trend in new markets is an opportunity 2. Global trend in telecommuting and at-homebusiness 3. Mobile, telephony, video convergence 4. Development and expansion of wireless technology 5. Continue to maintain dominance in ICT development; be a leader for new technological advancements Sub - Total Threats

1. Targeting competition; specifically trying to compete against google 2. ‘Click’ fraud 3. Government regulations restricting various operations processes; privacy and censorship 4. Security; virus OR technological sabotage 5. Adaptation to new technology Sub - Total Total

Weight

Rating

Weighted Score

0.15

3

0.45

0.07

4

0.28

0.05

3

0.15

0.07

3

0.21

0.15 0.49

3

0.45 1.54

0.15

4

0.6

0.05

3

0.15

0.1

2

0.2

0.11

3

0.33

0.1 0.51 1.00

2

0.2 1.48 3.02

Internal Factors Evaluation

Key Internal Factors

Weight

Rating

Weighted Score

Strengths 1. Strong brand recognition and recall

0.10

3

0.30

2. Brand equity (Ranked #1 among online brands by EquiTrend)

0.07

3

0.21

3. Talented employee base

0.05

3

0.15

4. Access to Google available to anyone with Internet access

0.10

4

0.40

5. Good cash reserves ($426,900,000)

0.03

2

0.06

6. Strong revenues (117 percent over previous year

0.06

3

0.18

7. Strong profits (profits increased 106 percent over previous year)

0.09

4

0.36

8. Culture of innovation and accountability

0.08

4

0.32

9. Products based on solving consumer needs

0.07

3

0.21

Sub-Total Weaknesses 1. Corporate governance minimizes power of no employee shareholders

0.65

2.19

0.07

2

0.14

2. Lack of independence on board of directors

0.07

2

0.14

3. Fast growth may be unmanageable and unsustainable

0.03

3

0.09

4. Net profit margin is weak (12.51 percent) compared to Yahoo! (23.00 percent

0.08

2

0.16

5. Little physical presence (offices) in Asia and none in South America or Africa

0.04

2

0.08

6. Vision for company may be unclear

0.02

3

0.06

7. Company is smaller and less profitable compared to its competitors

0.04

3

0.12

Sub-Total Total

0.35 1.00

0.79 2.98

Competitive Profile Matrix (CPM) Critical Success Factor 1. Brand Recognition 2. Revenue 3. R & D 4. Sales & Marketing 5. Net Income 6. Employees(Worldwide) 7. Innovation 8. Security 9. Global Presence 10. Organizational Structure TOTAL

Weight s 0.11 0.09 0.15 0.08 0.10 0.09 0.16 0.08 0.06 0.08

Google Ratings Weighted Scores 4 0.44 3 0.27 3 0.45 2 0.16 2 0.20 2 0.18 4 0.64 3 0.24 2 0.12 2 0.16 2.86

Yahoo Ratings Weighted Scores 3 0.33 2 0.36 3 0.45 3 0.24 4 0.40 3 0.27 3 0.48 2 0.16 3 0.18 4 0.32 3.19

Microsoft Ratings Weighted Scores 4 0.44 4 0.36 3 0.45 3 0.24 4 0.40 4 0.36 3 0.48 2 0.16 3 0.18 3 0.24 3.31