Google: a Strategic Move Essay

1564 Words Apr 22nd, 2007 7 Pages
Google Inc.
A Strategic Move


Sergey Brin and Larry Page met in spring 1995 at a gathering in Stanford University. Between January 1996 and December 1997, they created "BackRub", the precursor of Google search engine. The objective was to better organize and huge amount of data on the Internet. Eventually the name was changed to "Google" to signify the immense amount of information that resided on the Internet. Google is transformed from the word googol, referring to 1 followed by 100 zeros.
Brin and Page incorporated Google in 1998, just nine years ago, with $1 million dollars from family and investors. The quality of Google's search technology attracted a growing amount of users. Many companies had Google as its main web
…show more content…
It is a realistic, measurable and congruent goal and the expected result of these strategies. Google's Long-Term Objective is: "To deliver new advertising technology, develop tracking mechanisms, and enable users to search a larger base of information"

Looking at the SWOT analysis, the next 10 years will define the longevity and sustainability of the company. This technological environment is characterized by changing quickly and dramatically. Google wants to keep up with the market and focus on what was stated above.

Generate, Evaluate and Select Strategies

Now in this step, Google executives selected a set of strategies to follow. In order to be competitive, Google will seek to employ the power of differentiation to create the competitive advantage he needs. All the strategies of Google have been focused on becoming a search engine that just like his co-founder stated, "understands exactly what you mean and gives you back exactly what you want". The company chose a strategy of concentric diversification (or also known as related diversification). In this process the company want to grow by developing new products and opportunities related to its main business, which is the search engine. According to Allen Weiner, one key element in their media strategy is make searches more relevant and useful to end users and maintain competitive edge over other search providers by growing their user base.


Related Documents