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1.Vision Statement
Google strives to be the leader in technology-based solutions for consumer andbusiness problems.
2.Mission Statement
a.
We will provide affordable and user friendly services.
 b.
We aim to provide alternative business solutions for individuals and alltypes of organizations.
c.
We aim to have the globe at your finger tips through innovativetechnologies by 2015.
d.
Maintaining market leadership by providing employees an environmentto excel and enhance corporate profitability and financial stability.
External Factor Evaluation [EFE] MatrixKey External FactorsWeightRatingWeighted Score
Opportunities
 
1. Rise in computer literacy in third worldcountries and global trend in new markets is anopportunity
0.1530.45
2. Global trend in telecommuting and at-home- business
0.0740.28
3. Mobile, telephony, video convergence
0.0530.15
4. Development and expansion of wirelesstechnology
0.0730.21
5. Continue to maintain dominance in ICTdevelopment; be a leader for new technologicaladvancements
0.1530.45
Sub - Total 
0.49
 
1.54
Threats
 
1. Targeting competition; specifically trying tocompete against google
0.1540.6
2. ‘Click’ fraud
0.0530.15
3. Government regulations restricting variousoperations processes; privacy and censorship
0.120.2
4. Security; virus OR technological sabotage
0.1130.33
5. Adaptation to new technology
0.120.2
Sub - Total 
0.511.48Total1.00
 
3.02
 
Internal Factors Evaluation
 
Key Internal FactorsWeight Rating WeightedScoreStrengths
1.Strong brand recognition and recall0.10
30.30
2.Brand equity (Ranked #1 among online brands byEquiTrend)
0.0730.21
3.Talented employee base
0.0530.15
4.Access to Google available to anyone with Internetaccess
0.1040.40
5.Good cash reserves ($426,900,000)
0.0320.06
6.Strong revenues (117 percent over previous year 
0.0630.18
7.Strong profits (profits increased 106 percent over  previous year)
0.0940.36
8.Culture of innovation and accountability
0.0840.32
9.Products based on solving consumer needs
0.0730.21Sub-Total0.652.19Weaknesses
1.Corporate governance minimizes power of no employeeshareholders
0.0720.14
2.Lack of independence on board of directors
0.0720.14
3.Fast growth may be unmanageable and unsustainable
0.0330.09
4.Net profit margin is weak (12.51 percent) compared toYahoo! (23.00 percent
0.0820.16
5.Little physical presence (offices) in Asia and none inSouth America or Africa
0.0420.08
6.Vision for company may be unclear 
0.0230.06
7.Company is smaller and less profitable compared to itscompetitors
0.0430.12Sub-Total0.350.79Total1.002.98
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