1.

Vision Statement
Google strives to be the leader in technology-based solutions for consumer and
business problems.
2. Mission Statement

a. We will provide affordable and user friendly services.

b. We aim to provide alternative business solutions for individuals and all
types of organizations.
c. We aim to have the globe at your finger tips through innovative
technologies by 2015.
d. Maintaining market leadership by providing employees an environment
to excel and enhance corporate profitability and financial stability.

External Factor Evaluation [EFE] Matrix

Key External Factors Weight Rating Weighted Score
Opportunities
1. Rise in computer literacy in third world
countries and global trend in new markets is an
opportunity 0.15 3 0.45
2. Global trend in telecommuting and at-home-
business 0.07 4 0.28
3. Mobile, telephony, video convergence 0.05 3 0.15
4. Development and expansion of wireless
technology 0.07 3 0.21
5. Continue to maintain dominance in ICT
development; be a leader for new technological
advancements 0.15 3 0.45
Sub - Total 0.49 1.54
Threats
1. Targeting competition; specifically trying to
compete against google 0.15 4 0.6
2. ‘Click’ fraud 0.05 3 0.15
3. Government regulations restricting various
operations processes; privacy and censorship 0.1 2 0.2
4. Security; virus OR technological sabotage 0.11 3 0.33
5. Adaptation to new technology 0.1 2 0.2
Sub - Total 0.51 1.48
Total 1.00 3.02
Internal Factors Evaluation
Key Internal Factors Weight Rating Weighted
Score
Strengths
1. Strong brand recognition and recall 0.10 3 0.30

2. Brand equity (Ranked #1 among online brands by 0.07 3 0.21

EquiTrend)

3. Talented employee base 0.05 3 0.15

4. Access to Google available to anyone with Internet 0.10 4 0.40

access

5. Good cash reserves ($426,900,000) 0.03 2 0.06

6. Strong revenues (117 percent over previous year 0.06 3 0.18

7. Strong profits (profits increased 106 percent over 0.09 4 0.36

previous year)

8. Culture of innovation and accountability 0.08 4 0.32

9. Products based on solving consumer needs 0.07 3 0.21

Sub-Total 0.65 2.19

Weaknesses
1. Corporate governance minimizes power of no employee 0.07 2 0.14
shareholders

2. Lack of independence on board of directors 0.07 2 0.14

3. Fast growth may be unmanageable and unsustainable 0.03 3 0.09

4. Net profit margin is weak (12.51 percent) compared to 0.08 2 0.16

Yahoo! (23.00 percent

5. Little physical presence (offices) in Asia and none in 0.04 2 0.08

South America or Africa

6. Vision for company may be unclear 0.02 3 0.06

7. Company is smaller and less profitable compared to its 0.04 3 0.12

competitors

Sub-Total 0.35 0.79

Total 1.00 2.98
 Competitive Profile Matrix (CPM)
Critical Success Factor Google Yahoo Microsoft
Weight Ratings Weighted Ratings Weighted Ratings Weighted
s Scores Scores Scores
1. Brand Recognition 0.11 4 0.44 3 0.33 4 0.44
2. Revenue 0.09 3 0.27 2 0.36 4 0.36
3. R & D 0.15 3 0.45 3 0.45 3 0.45
4. Sales & Marketing 0.08 2 0.16 3 0.24 3 0.24
5. Net Income 0.10 2 0.20 4 0.40 4 0.40
6. Employees(Worldwide) 0.09 2 0.18 3 0.27 4 0.36
7. Innovation 0.16 4 0.64 3 0.48 3 0.48
8. Security 0.08 3 0.24 2 0.16 2 0.16
9. Global Presence 0.06 2 0.12 3 0.18 3 0.18
10. Organizational Structure 0.08 2 0.16 4 0.32 3 0.24
TOTAL 2.86 3.19 3.31