Essay on Google: A Strategic Move

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Google Inc.: A Strategic Move

History

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
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By expanding the workforce, Google believes they can achieve its long-term objective of delivering new advertising technology. They will begin to offer new policies to promote idea generation and feedback for all its employees. This way everyone has a say in the company and encourages a better job. Google is now trying to penetrate more markets including China in which they have a large potential market but political difficulties. This company is applying a Concentric Diversification strategy or related diversification. It plans to expand its products and create new, related products to complement its previous ones.

Next, I would like to talk more in depth about each aspect of their strategic process according to Fred R. David's Strategic Management book and what Google is taking into consideration. Develop Vision and Mission Statements

The first step of the Strategic Management Process is to define the Mission and Vision statements. Each statement answers the questions "What is our business?" and "What do we want to become?" respectively. This is a very important process to express a single, unified company purpose. According to Google's site this are their statements.

Google's Mission statement is the following:

"Google's mission is to organize the world's information and make it universally accessible and useful."

Google's Vision statement is as follows:

"'The

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