RUNNING HEAD: STRATEGIC ASSESSMENT OF GOOGLE
Strategic Assessment of Google
Executive Summary
Google is a multinational company. Google self-stated mission is: "to organize the world's information and make it universally accessible and useful" (Google, 2013). Google competitors in the first few years of operation were AltaVista, Yahoo, Excite and Lycos. The three main market segments that Google serves are end users, advertisers, and partner web sites (Google, 2013). Google 70-20-10 requirement for employees is: Employees must spend 70% of time on core business, 20% for other areas such as a Gmail and Google desktop search, 10% for flexibility to innovate (Google, 2013). Google business structure has moved from a single business model to related linked (mixed) model where not all businesses are strictly related, but the core competencies and resources and assets were shared throughout all businesses. Google also have a distinct corporate culture that facilitate creative and innovative attempts, which gather exceptional talents around the world, and this is another great competency for Google that it shares around with its business units. The main source of Google revenues is generated through advertisement commission; it was inevitable for Google to find more efficient ways to satisfy both of their needs in a lower cost. In a country like China, the government censors some Google search and have gone as far as to block Google altogether. China and Google relationships have never been great because Google mission "to organize the world's information and make it universally accessible" contradict the country's restrictive government (Google, 2013). Google has three main core competencies, which is Search engine algorithm, Google Advertising inventories, Google unique corporate culture and people. Second, Google Adwords is Google leading advertising product and primary source of revenue. Google first and second core competencies are related to the...