Strategic plan Introduction

Google, is a multinational technology firm specializing in cloud computing, artificial intelligence,

and e-commerce, has expanded its business diversification strategy to include smartphone
products like the Pixel 4a. Previously known as a search engine, Google Drive and Maps are
widely used globally. The company's market dominance, data collection capabilities, and
technological advantages in artificial intelligence have earned it the title of "the most powerful
company in the world."

Google operates in a hierarchical structure, with co-founders Sergey Brin and Larry Page as the
highest authority. The company is divided into functional areas like engineering, product
management, marketing, sales, and operations, with senior vice presidents overseeing each.
Google also owns companies like Waymo, DeepMind, and YouTube.

This report aims to develop an effective strategic analysis and plan of business for google
company organization. The objectives of this report to: 1-Review the overall performance,
processes and functions of google company. 2-Conduct environmental analysis for google
company: to develop IFAS, EFAS, VRIO, and Industry matrix. 3-Review the current corporate,
business and functional strategies. 4- Review the overall and functional KPIs for google
company. 5-Develop TOWS, BCG Matrix, strategic group mapping, parenting strategies, BSC and
action plans. 6-Recommend improvements for the strategic planning process for google
company

This report is organized into an overall introduction, of google company profile, Company
Governance and Ethics, that’s included external environment analysis, internal environment
analysis, strategy formulation, strategy implementation and strategy evaluation & control, it
will end up with number of recommendations in addition to summary and conclusion.

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Google’s Company Profile

Google is a multinational technology company that originated in the USA in 1998 and is
considered the biggest search engine. It is said to be "the most powerful company in the
world”. Moreover, due to its high market dominance and technological advantages in its field, it
is one of the most valuable companies to exist. Google was founded by Larry Page and Sergey
Brin, who were PhD students at Stanford University at the time. It was founded in September
1998. However, they started working on it in 1996. Google’s parent company is Alphabet Inc.,
which is one of the top 5 tech companies ( Hall and Hosch, 2023).

The organizational structure at Google is relatively flat and supports informal communication
between different organizational units. Google uses a matrix organizational structure, also
known as the cross-functional organizational structure. Google's structure involves three main
characteristics, which are Function-based, product-based and Flatness (SMITHSON, 2023)

Google seeks to provide work environments and economic opportunities that suit all its
employees, whether direct employees or an additional workforce that includes suppliers,
temporary employees, and independent contractors. As Google enters new fields, it has
become necessary to seek external expertise to support its institutional directions. Today,
Google has a broad base of employees who are qualified to perform their tasks to the fullest.
Temporary employees represent approximately 3% of our total workforce, and they also deal
with a small number of independent contractors, representing less than 0.5% of our total
workforce.
Google has aery advanced technology, as: Java, Java script, C++, python, and many other
(Google, Google, 2023) (Parker, 2023).

They use a variety of technology for their services, including Google search, it’s powered by
Google search algorithm, which uses a combination of machine learning and natural language.
Google maps, it’s built by a combination of satellite imagery, aerial photography, and street-

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level imagery. Google assistant, it’s built by combination of machine learning and natural
language processing technologies. Google cloud, it’s built by a variety of technologies, as
Kubernetes and TensorFlow. Also, they use Linux, GFS, MapReduce, Bigtable, protocol buffers,
spanner, Kubernetes and TensorFlow to power their products and services.

Google’s mission is “to organize the world’s information and make it universally accessible and useful”
(Google, About Google, 2023). Furthermore, Google's vision is to "provide access to the world's
information in one click" (Google, How search works, 2023). And Google’s approach to search
is, “People around the world turn to Search to find information, learn about topics of interest, and
make important decisions. We know people rely on us so our commitment will never waver. As
technology evolves, we will continue to help everyone find the information they’re looking for. We
believe Search should: “protect your privacy, help creators succeed online, deliver the most
relevant and reliable information available, maximize access to information, and present
information in the most useful way” (Google, Google, 2023).

Google have 7 product and services lines, which are:

Web-based products that contain 9 sub-lines, such as Search Tools, Advertising services and
Communication Tools. Developer Tools that contain several sub-lines, such as Google App
Engine and Security Tools. Operating systems that contain 5 sub-lines, such as Android and
ChromeOS. Desktop applications that contain 12 sub-lines, such as Google Chrome, Google
Earth and Backup & Sync. Mobile Applications in which they are all available for free from the
Google play store. Hardware that contains 3 sub-lines, such as Product Families, Models, and
Processors. Services that contain 10 sub-lines, such as YouTube TV, Google Cloud platform, and
Google Firebase. Scheduled to be discontinued products and services, such as Google Duo was
rebranded into Meet in 2023 and as Google Podcasts that is planned to shut down in 2024.
Discontinued products and services; there are many products and services that are
discontinued from the period 2006-2023, such as Google Video which is shut down and
transferred to YouTube in 2012, Speak to Tweet “Twitter or X” in 2016, and Google Optimize in
2023 (Wikipedia, 2023).

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Google has a competitive advantage due to its superior algorithms, which are constantly
evolving to provide relevant results. Google's data and machine learning capabilities allow it to
analyze user behavior, enabling personalized experiences and targeted advertising. Its
advertising platform, primarily Google Ads, is widely used by businesses. Google's diverse
product portfolio, including Gmail, Maps, Drive, YouTube, and Google Cloud, helps capture user
attention across multiple platforms and drives revenue. Its robust infrastructure, culture of
innovation, global reach, and financial resources have allowed it to maintain its position as a
leading player in the tech industry. Google has several competitive advantages that have
contributed to its success, including its “brand strength, diverse product range, advanced data
management, strong engineering capabilities, strong culture for innovation, global reach, and
strong financial position.” (Burman, 2019).

The current state of Google is the easiest way to keep up with the political news. Google
Chrome is available on many different operating systems, including Windows, macOS, Linux,
Android, and iOS. It offers synchronization capabilities, allowing users to access their favorites,
history, and settings across multiple devices. Google Chrome's market share remains significant,
competing with other web browsers such as Mozilla Firefox, Microsoft Edge, and Safari. It is
often praised for its fast-browsing speed and huge library of browser extensions (Muchmore,
2023).

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Google’s Governance & Ethics

1. Google Corporate governance structure:

Google's governance and ethics practices are shaped by rapid technological advancements,
evolving regulatory landscapes, and societal concerns. The company adapts to challenges,
integrates ethical considerations into innovations, and engages with stakeholders to address
data privacy, content moderation, and responsible AI development, also google governance
and ethics are centered on technology and online services, focusing on transparency, user
privacy, and responsible AI development. They uphold strong corporate governance to build
trust with users and stakeholders.

Strong corporate governance has always been a feature of Google. The company is frequently
listed as one of the most accountable and transparent businesses globally. Google has also
received recognition for its commitment to social and environmental responsibility as well as
for its high employee satisfaction rates. Google's corporate governance structure provides a
model of how an organization manages administrative processes. Market systems and
manager’s procedures are two of the many processes that make up the corporate governance
process. The idea suggests the way a company's management is responsible to its stakeholders
is the most important aspect of corporate governance (Olivia, 2022).