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History

Development and Growth

SWOT Analysis

External Environment Analysis

Business Level Strategy

Corporate Level Strategy

Organizational structure

Recommendation

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The first Internet search engine was Archie, Created in1990.

The Web started to take off after 1993, with the number ofwebsites expanding from 130 to more than 600000, by 1996.

In 1995, AltaVista appeared as search engine.

In 1996, Page and Brin developed Google, though it

formally incorporated on September 7, 1998.

They were in GoTo.com but separately create the Googleas improved search engine.

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Growth in Asset:

Growth in Equity:

Growth in Net Income:

2012 2011 2010 2009

30.6% 42.5% 29.2% 25.4%

2012 2011 2010 2009

23.3% 25.7% 28.4% 36%

2012 2011 2010 2009

14.48% 10.27% 30.4% 44.8%

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Google developed Google maps, Google Earth, Google

mail(Gmail)

They are developing own Android operating system.

Developing new Games.

They are developing Wireless network more smoothly

than any other firm.

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Strengths

Open source products and services

Quality and customer experience

are the primary objects

Financial situation

Access to the widest group of

internet users worldwide

Strong patents portfolio

Product integration

Culture of innovation

Weaknesses

Relies on one source of

income

Unprofitable products

Patent litigations

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Opportunities

Growing number of mobile

internet users

Obtaining patents throughacquisitions

Driverless electronic cars

Growing into electronics

industry

Google fiber cables

Threats

Growing number of mobile

internet users

Unprofitable productsCompetition from Microsoft

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Portersfive forces analysis:

Potential New Entrants

Bargaining power of Suppliers

Bargaining power of buyers

Potential substitutes

Rivalry among establish company

PESTEL method:

Political

Environmental

Social

Technological

Economical

Legal

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Google's Corporate Strategy is to accelerate innovation andstrengthen brand loyalty through transformational changes while

creating an open-source environment.

Related Diversification

Google map, Gmail, Google+, etc

Unrelated Diversification

Notebook, Tablets, Mobile- Nexus

In 2012 Googles acquisition with Motorolas gained a

strong advantage over its competitors.

Strategic Alliances

2005 AOL

2006 Fox Interactive

Mid 2006 Dell Computer

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Google currently pursues the generic business level strategyof differentiation.

The 4E's of Google Strategy:

Earn

Entice and defend

Expand the pie

Experiment

Organize the worlds information and make it universally

acceptable and useful

Focuson the user all else will follow

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Google has a flat organization system.

November 2005, Google had 1 manager for every 20 line

employees.

In recent time ratio is 1:40

Google have the tendency to create small teams for big

projects.

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Liquidity Ratio

Profitability Ratio

2012 2011 2010 2009

Current ratio 422% 592% 416% 1062%

Quick ratio 418% 592% 416% 1062%

Cash ratio 335% 501% 350% 891%

2012 2011 2010 2009

Gross margin 59% 65% 64% 63%

Operating margin 25% 31% 35% 35%

Pre-Tax margin 27% 33% 37% 35%

Profit margin 21% 26% 29% 28%

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Growing into electronics industry

Growing number of mobile internet users

Google fiber cables