Corporate Objectives Googles mission statement is to organize the worlds information and make it universally accessible and useful.

- Googles main focus is to push the limits of existing technology to provide a fast, accurate and easy-to-use service that anyone seeking information can access. Google has been focusing on providing the best user experience possible. Its key ingredients are relevance, comprehensiveness, freshness and speed providing users with best possible result. - Google wants to have an improved infrastructure to make their engineers more productive. They wants to expand the workforce for anticipated growth, expand further into international markets, and continue developing new products. - Google wants to push their add system since they take it very seriously. In addition, support thousands of advertisers to use Googles AdWords program advertising. -It also focuses on innovation and make sure that their tools are running everywhere.Similarly, competitor like Apple, Facebook has been attacking Google from all side so they focus on development and research to bring new products to users. Financial Objectives to promote their products and services on the web with targeted - Google has been investing a lot these past years. Therefore, one of its financial objectives is to increase its Return On Capital Employed. - Google main source of income is advertisement where a companys website pays google certain amount of money whenever their website are clicked. Therefore, Google has to increase the cost per click in order to increase their revenue. Income Statement of Goolgle Inc.

In Millions of USD (except for per share items)

Revenue Other Revenue, Total Total Revenue Cost of Revenue, Total Gross Profit Selling/General/Admin. Expenses, Total Research & Development Depreciation/Amortization Interest Expense(Income) Net Operating Unusual Expense (Income) Other Operating Expenses, Total Total Operating Expense Operating Income Interest Income(Expense),

3 months ending 2011-0331 8,575.00 8,575.00 2,936.00 5,639.00 1,617.00 1,226.00 500.00 6,279.00 2,296.00 -

3 months ending 2010-1231 8,440.00 8,440.00 2,946.00 5,494.00 1,461.00 1,051.00 5,458.00 2,982.00 -

3 months ending 2010-0930 7,286.00 7,286.00 2,552.00 4,734.00 1,193.00 994.00 4,739.00 2,547.00 -

3 months ending 2010-0630 6,820.00 6,820.00 2,467.00 4,353.00 1,090.00 898.00 4,455.00 2,365.00 -

3 months ending 2010-0331 6,775.00 6,775.00 2,452.00 4,323.00 1,017.00 818.00 4,287.00 2,488.00 -

Net Non-Operating Gain (Loss) on Sale of Assets Other, Net Income Before Tax Income After Tax

7.00 2,392.00 1,798.00

3.00 3,142.00 2,543.00

3.00 2,714.00 2,167.00

-4.00 2,434.00 1,840.00

3.00 2,506.00 1,955.00

Here the financial statement shows that the revenue of Google has been increasing every 3 months and so is the Gross Profit. However, its expense are increasing since Google had been spending a lot on Research and Development. Balance Sheet Chart of Google Inc.

Here the chart shows that the Total Asset of Google has been increasing whereas the total debts fluctuates. It means that Googles financial position and liquidity is in a good condition. Financial Strategies Financial Strategies used by Google are increasing the cost per click which will aid in increasing the income. Google Adword which is the major revenue earner for Google aidsin Research and Developement. Recent Investment In Google's latest investment is clean energy, the search giant has partnered with installer SolarCity to offer solar systems to homeowners for no money up front. In exchange, customers agree to pay a set price for the power produced by the panels. This will be Google's seventh green energy investment, totaling more than $680 million.The money will allow installer SolarCity to offer solar systems to homeowners for no money up front. In exchange, customers agree to pay a set price for the power produced by the panels. Of course there are lots of risk involved since it is their biggest investment in clean energy. Google earns a return on its investment by charging SolarCity interest to use its money and reaping the benefits of federal and local renewable energy tax credits. Analysis of market Google is the world most popular search engine with 90% market share in UK. Its major competitors are Apple, Facebook, Amazon, Microsoft etc. Hence the main marketing objectives of Google is to introduce new services for users in order to maintain market share. New products and services are introduced in market each day which is making Google difficult to compete. Google Chrome has been

competing with Apple Safari whereas Googles music search with Apples iTunes. Moreover, Microsofts Bing, one of the search engine, has been competing Googles search engine. Marketing Strategy and Competitive Strategy To maintain Googles competitive advantage, the company has developed an infrastructure that guarantees a fast and efficient search engine, as well as branching out their efforts in other directions beyond search. For example,any random search takes between 0.06 to 0.12 seconds. Googles competitive egde is traced to the fact that theyve built their own infrastructure of servers, storage systems, bandwidth and hardware that supports the fastest search on the web. While the cost is high google spends billions of dollars in research and developement and keep up the competitive strategy. Googles choice of managing customer relations is a good one, because its technological capabilities such as detection of bad practices, customer feedback, information management and result analysis have improved greatly through tracking and retention of a loyal customer base. In the eyes of the customer such value additions Google Calendar, Docs, Gmail, Groups, Blogger, Labs, Mobile, Checkout and Google GEO-Maps, Earth and Local have delighted them tremendously. Google has designed effective viral marketing campaigns, word of mouth promotions and public relations to establish a brand identity for the organization. The dont be evil Google enjoys an immaculate branding strategy which has proven to be one of the most brilliant and effective branding strategies ever witnessed. Google is #1 of all Internet brands for brand loyalty. Human Resources Objectives - Expand the workforce will help achieve the long-term goals. Expand further into international markets, and continue developing new products. Google wants employees to maintain the best possible work/life balance, so they offer flexible work hours, parttime work options, and telecommuting if the specific job allows. Human Resources Strategies - As an organization, Google and its employees take pride in being regarded as geeks.Hiring the right people is a key HR philosophy at Google the median age of employees at Google is 27 years, making it the youngest workforce across the industry. - Google employees are offered tremendous opportunities to learn and grow. Professional development opportunities offered to all employees include classes on individual and team presentation skills, content development, business writing, executive speaking, delivering feedback, and management/leadership to improve their skills. - There is a strong culture of innovation and experimentation at Google with engineers encouraged to take 20% of their time to develop new product or service offerings, or to provide enhancements to current offerings. - Google has the informal corporate motto Dont be Evil, which reminds its employees that commitment to be ethical is part and parcel of being a leader at Google. - Employees are attracted not to the short term monetary returns from work, but rather to the support system that could help them create anything. - Google places a high value on the opinions of employees. Any employee can approach any manager to discussany issue.