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I had to do a final project consisting of an entire strategic plan for a Fortune 1000 company. I chose Google because I love most of their products. The powerpoint begins from the start of thinking about strategy all the way through implementing it and revising it when necessary. Everything in between falls in this Powerpoint as well. It is one of my personal favorites.
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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
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