Strategic Planning Process – Google Essay Example

(Operating issues are the current ad base, design of the ads, and shrinking advertising budgets of customers. The quality of service provided by the Google organization and retaining qualified help is also an operating issue. )

Opportunities:

• Unmapped countries expanding services (potential for unknown regions)
• New advertisement format and tracking mechanisms (new innovation of technology)
• Size of current customer base and market share is small (potential growth and new advertising agreements)

Step 3. Assessment of the Internal Environment

This section of the strategic environment is a realistic analysis of Google's internal resources.

Strengths:

• Search engine differentiation (Google’s strategic are innovation and concentric diversification)
• Employee focus (Google has a unique culture and policies to promote innovation.

The company strives to employ the most qualified applicants and reward the greatest contributors, in order to promote good performance and facilitate hiring and retention) OStrong brand name (well-known by all users as the best search engine)

• The advertisers' return on investment from advertising campaigns on our web sites outweighs other forms of advertisements like radio, television or new papers.

Weaknesses:

• Strategic controls can be largely affected by environmental factors (negative consequences of a significant power outage). Google systems are vulnerable to any electrical service disruptions resulting in service being impacted.ONew technologies that do not compliment Google's current operating systems
• Nearly all revenue is from advertising source OFinding new key employees and infrastructure could be challenging Step 4.

Step 4. Re-evaluation of the organization’s mission and goals/objectives. Based on the SWOT analysis of internal and external factors, the next 10 years will define the longevity and sustainability of Google as a company. Quick and dramatic changes characterize the technological environment. To keep up with the market Google

plans to focus on

• Enabling users to search a larger base of information
• Developing tracking mechanisms and new advertising technology
• Creating patents and intellectual property - will hold the keys to gaining competitive advantages in the market
• Retaining and recruiting the best human resources (a critical factor for Google in order to reach the changing needs of consumers and advertising clients.)

Step 5&6. Formulation, Development and Implementation of strategic plans

Strategic Planning

• In order to compete with other media titans such as Microsoft and Yahoo! , Google has sought to employ the power of differentiation to create a competitive advantage. (understands exactly what you mean and gives you back xactly what you want)
• Applying concentric diversification focus on the core product of search services the company has also been able to benefit from a competitive advantage in "faster response times, greater scalability and lower costs" Hence, not only does Google have a high advantage in the differentiation arena, but a cost and speed advantage as well.
• Google offers generous stock options and provide relaxed working atmosphere to retain the best talent and align employee interests with shareholder interests. (Google provides free lunches every day for employees and encourages participation in the weekly roller hockey games. The company regularly sponsors employee outings such as picnics and skiing trips)
• Monitoring strategic projects must involve contingency planning in the event that Google's present product offerings become obsolete with the invention of new Internet devices and in case of a competitive threat. (This can be done by continuous monitoring of competition and expanding current product offerings. Gathering of data detailing consumer needs and search preferences will ensure that Google continues to
  

be an industry leader among search engines. )