Unit-1 Organizational Goals of Hyundai Company

Unit-1
Organizational goals of Hyundai company
Introduction:
Hyundai Motor Company is a South Korean multinational automotive manufacturer that has
grown into one of the world's largest and most successful automobile companies. Founded on
December 29, 1967, by Chung Ju-Yung, Hyundai has become a prominent player in the global
automotive industry.
Hyundai's founder, Chung Ju-Yung, started the company with the goal of establishing a South
Korean automotive industry. The company initially focused on construction projects and later
expanded into the automobile sector.
In response to the growing focus on environmental sustainability, Hyundai has developed eco-
friendly technologies and introduced electric and hybrid vehicles. The company aims to
contribute to a more sustainable future by reducing emissions and promoting cleaner mobility
solutions.
Philosophy:
Hyundai Motor Company has embraced a corporate philosophy that guides its operations,
decision-making processes, and overall approach to business.
Hyundai places a strong emphasis on understanding and meeting the needs of its customers. By
prioritizing customer satisfaction and feedback, the company aims to build long-lasting
relationships and loyalty.
Hyundai is committed to delivering high-quality products and continuously pursuing innovation

in design, technology, and manufacturing processes. This commitment is evident in the
company's efforts to stay at the forefront of automotive advancements and offer cutting-edge
features in its vehicles.
Vision:
“Progress for Humanity with Clean Mobility Solutions”

This vision underscores Hyundai's commitment to advancing not only its business interests but
also contributing to the betterment of society. The emphasis on "clean mobility solutions" aligns
with the global movement toward environmental sustainability and highlights Hyundai's
dedication to developing and promoting eco-friendly technologies.
Mission:
“To create exceptional automotive value for our customers by harmoniously blending safety,
quality, and efficiency.”
“With our diverse team, we will provide responsible stewardship to our community and
environment while achieving stability and security for the future."
This mission statement reflects Hyundai's dedication to delivering value to its customers through
a combination of safety, quality, and efficiency in its vehicles. Additionally, the mission
emphasizes the importance of responsible corporate citizenship, including stewardship toward
communities and the environment. Achieving stability and security for the future suggests a
commitment to long-term success and sustainability.
Organizational goals:
Hyundai Motor Company is likely to pursue a set of organizational goals that align with its
vision and mission. However, specific details about a company's organizational goals can change
over time based on market conditions, industry trends, and internal strategic decisions. Here are
some general organizational goals that Hyundai may pursue:
Hyundai is likely to focus on maintaining a leadership position in automotive innovation and

technology. This could include the development of advanced driver assistance systems, electric
and hybrid vehicles, and other cutting-edge automotive technologies.
As a multinational company, Hyundai is likely to pursue goals related to expanding its presence
in global markets. This may involve entering new markets, increasing market share in existing
regions, and adapting products to meet the diverse needs of customers worldwide.
Ensuring high-quality products and maintaining a reputation for reliability is crucial for Hyundai.
Organizational goals related to continuous improvement in manufacturing processes, quality
control, and customer satisfaction are likely to be emphasized.
Cooperate Governance of Hyundai
Introduction:
solutions.
Cooperate governance:
Hyundai carries out a variety of activities to protect shareholder rights. While guaranteeing
shareholders’ basic rights to participate in profit distribution, attend GSMs and exercise voting
rights, and receive information in a regular and timely manner as stipulated in the Commercial
Act, Hyundai seeks to establish transparent governance by communicating with its shareholders
through various channels. We respect the fair demands and opinions of shareholders, including
their exercise of shareholders’ rights to vote and make proposals, while laying solid foundations
for sound governance through a transparent and rational decision-making process. In addition,
we bolster communication by actively operating investor relation activities such as corporate
briefings, non-deal roadshows (NDRs), and GSMs.
The Board of Directors is a key governing body responsible for making high-level decisions and
providing oversight of the company's management. The board typically includes both executive
and non-executive directors.
The Board of Directors is a key governing body responsible for making high-level decisions and
providing oversight of the company's management. The board typically includes both executive
and non-executive directors. The chairman of the board is often a significant leadership figure in
the company.
The executive management team, led by the Chief Executive Officer (CEO), is responsible for
the day-to-day operations and implementation of strategic initiatives. The CEO is accountable to
the Board of Directors.
Shareholders play a crucial role in corporate governance. They have the right to vote on key
matters, including the election of directors and approval of major decisions. The company
typically holds regular shareholder meetings.
Hyundai is likely to have a code of conduct and ethics that outlines the principles and standards
employees are expected to follow. This code helps ensure that the company operates with
integrity and complies with legal and ethical standards.
Benefits that company got from utilizing cooperate governance:
Effective corporate governance provides companies like Hyundai with numerous benefits that
contribute to their long-term sustainability, reputation, and overall success. Here are some key
benefits that Hyundai and other companies gain from implementing strong corporate
governance:
Effective corporate governance provides companies like Hyundai with numerous benefits that
contribute to their long-term sustainability, reputation, and overall success. Here are some key
benefits that Hyundai and other companies gain from implementing strong corporate
governance:
A robust corporate governance framework builds trust among stakeholders, including investors,
customers, employees, and the wider community. Transparency and accountability in decision-
making enhance confidence in the company's leadership.
Companies with strong corporate governance practices often find it easier to attract investment
and secure financing. Investors are more inclined to support organizations that demonstrate
responsible management and sound financial practices.
An effective governance structure helps identify, assess, and manage risks. By having
mechanisms in place to monitor and mitigate risks, companies like Hyundai can navigate
challenges more effectively, ensuring resilience and stability.
Corporate governance facilitates strategic decision-making by providing a clear framework for

setting organizational goals and objectives. It ensures that decisions align with the company's
mission and are in the best interest of all stakeholders.
Companies that adhere to sound corporate governance principles are often associated with better
financial performance. Transparency, accountability, and ethical behavior contribute to investor
confidence and can positively impact stock prices and valuation.
Companies that adhere to sound corporate governance principles are often associated with better
financial performance. Transparency, accountability, and ethical behavior contribute to investor
confidence and can positively impact stock prices and valuation.
Corporate governance ensures that companies comply with relevant laws, regulations, and
industry standards. This helps mitigate legal risks and prevents potential legal issues that could
harm the company's reputation.
A strong governance framework promotes ethical behavior throughout the organization. This is
crucial for maintaining integrity, avoiding scandals, and upholding a positive corporate image.
A strong governance framework promotes ethical behavior throughout the organization. This is
crucial for maintaining integrity, avoiding scandals, and upholding a positive corporate image.
Unit-2
Principles of business valuation of hyundai
Introduction:
solutions.
Principles of business valuation:
Business valuation involves determining the economic value of a business or company. While
specific details about Hyundai's business valuation principles may not be publicly disclosed,
general principles that are commonly applied in business valuation can be considered. These
principles help provide an estimate of a company's worth, taking into account various financial,
operational, and market factors. Here are some fundamental principles that are often considered
in the business valuation process:
Discounted Cash Flow (DCF):
This method estimates the present value of expected future cash flows generated by the business.
It considers the time value of money and provides an indication of the business's intrinsic value.
Comparable Company Analysis (CCA):
Compares Hyundai to other similar publicly traded companies in terms of financial metrics,
valuation multiples, and market capitalization.
Comparable Transaction Analysis (CTA):
Examines recent transactions in the automotive industry, comparing key financial metrics and
deal terms to assess the value of Hyundai.
Book Value:
Calculates the value of Hyundai based on its net asset value, considering the difference between
total assets and total liabilities.
Adjusted Net Asset Value:
Adjusts the book value by considering the fair market value of assets and liabilities.
Price/Earnings (P/E) Ratio:
Compares the market value per share to the earnings per share. This ratio is often used to assess
Hyundai's relative valuation in the market.
EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization)

Multiple:
Compares Hyundai's enterprise value to its EBITDA, providing an indication of the company's
earnings performance. Assessing Hyundai's growth potential and future cash flows is a cri tical
aspect of valuation.
various risks that may impact Hyundai's operations, including market risks, regulatory risks, and
industry-specific risks, and incorporating risk adjustments in the valuation process.
Evaluating the quality of Hyundai's management, corporate governance practices, and overall
business strategy as these factors can influence the company's valuation.
Benefits that are got from the principles of business valuation of Hyundai:
While the specific details of Hyundai's business valuation principles may not be publicly
disclosed, implementing sound business valuation principles generally provides several benefits
to a company. Here are some potential benefits that Hyundai or any company might gain from
applying robust business valuation principles:
Accurate business valuation provides essential information for strategic decision-making. It

helps Hyundai's management and stakeholders assess the company's overall worth, aiding in
decisions related to mergers and acquisitions, investments, divestitures, and capital allocation.
A well-executed business valuation enhances investor confidence. Shareholders, potential

investors, and financial markets gain a clearer understanding of Hyundai's financial health and
performance, contributing to increased trust and a positive perception of the company.
Accurate valuation allows Hyundai to allocate capital more effectively. Whether for expansion,
research and development, or other initiatives, understanding the true value of the business
assists in prioritizing and allocating resources efficiently.
Sound business valuation principles contribute to accurate financial reporting, helping Hyundai
comply with accounting standards and regulatory requirements. This is essential for maintaining
transparency and credibility with regulators, investors, and other stakeholders. Business
valuation principles consider various risk factors that may impact Hyundai's value.
Understanding these risks allows the company to implement strategies for mitigating risks and
strengthening its resilience in the face of uncertainties.
Reasons for failure of Hyundai company
Introduction:
solutions.
Reasons for failure of Hyundai company:
Hyundai has generally been a successful and well-established automaker. However, like any
business, companies can face challenges and setbacks. While Hyundai has experienced success
overall, potential reasons for failure or challenges could include:
Economic Downturns:
Economic recessions or downturns can impact the automotive industry significantly. Reduced
consumer spending and a decline in demand for new cars during economic challenges can affect
Hyundai's sales and profitability.
Global Economic and Political Factors:
Events such as trade tensions, geopolitical conflicts, or changes in government policies can
impact international businesses like Hyundai. Shifts in exchange rates, trade tariffs, or political
instability in key markets can affect the company's operations.
Supply Chain Disruptions:
Disruptions in the global supply chain, whether due to natural disasters, geopolitical events, or
unexpected crises (as seen with the COVID-19 pandemic), can impact Hyundai's production
capabilities and the availability of key components.
Market Competition:
Intense competition in the automotive industry can pose challenges. If Hyundai faces difficulties
in differentiating its products, maintaining quality, or adapting to changing consumer
preferences, it may lose market share to competitors.
Product Quality Issues:
Quality-related problems, recalls, or safety issues with Hyundai's vehicles can damage the
brand's reputation and erode consumer trust. Ensuring consistent product quality and addressing
any issues promptly is crucial for sustained success.
Rapid Technological Changes:
The automotive industry is undergoing rapid technological changes, especially with the
development of electric vehicles, autonomous driving technology, and connectivity features.
Failure to adapt to these changes or invest in new technologies could impact Hyundai's
competitiveness.
Environmental and Regulatory Challenges:
Stringent environmental regulations and a global shift toward sustainability may pose challenges
for traditional automakers. Companies need to invest in eco-friendly technologies and comply
with evolving regulations.
Management and Leadership Issues:
Poor decision-making, leadership conflicts, or inadequate management strategies can contribute

to a company's challenges. Effective leadership is crucial for navigating complex business
environments.
Consumer Perception and Brand Image:
Negative publicity, controversies, or a decline in consumer perception can harm a company's

brand image. Building and maintaining a positive brand reputation is essential for long-term
success.
Failure to Innovate:
The automotive industry is driven by innovation. Failure to innovate in terms of design,

technology, or business models could result in a loss of market relevance for Hyundai.
Hyundai, like any major corporation, continuously monitors and adapts to market conditions,
aiming to address challenges and seize opportunities. The company's success has been driven by
its ability to innovate, adapt to changing markets, and produce reliable vehicles.
Unit-3
Transfer pricing of goods and services across international borders of google
Introduction:
Google is an American multinational corporation and technology company focusing on online

advertising, search engine technology, cloud computing, computer software, quantum
computing, e-commerce, consumer electronics, and artificial intelligence (AI). It has been
referred to as "the most powerful company in the world" and as one of the world's most valuable
brands due to its market dominance, data collection, and technological advantages in the field of
AI. Google's parent company Alphabet Inc. is one of the five Big Tech companies, alongside
Amazon, Apple, Meta and Microsoft.
Google was founded on September 4, 1998, by American computer scientists Larry Page and
Sergey Brin while they were PhD students at Stanford University in California. Together they
own about 14% of its publicly listed shares and control 56% of its stockholder voting power
through super-voting stock. The company went public via an initial public offering (IPO) in
2004. In 2015, Google was reorganized as a wholly owned subsidiary of Alphabet Inc. Google is
Alphabet's largest subsidiary and is a holding company for Alphabet's internet properties and
interests. Sundar Pichai was appointed CEO of Google on October 24, 2015, replacing Larry
Page, who became the CEO of Alphabet. On December 3, 2019, Pichai also became the CEO of
Alphabet.
Google's other ventures outside of Internet services and consumer electronics include quantum
computing (Sycamore), self-driving cars (Waymo, formerly the Google Self-Driving Car
Project), smart cities (Sidewalk Labs), and transformer models (Google Deepmind).
Products and services:
The following is a list of products, services, and apps provided by Google. Active, soon-to-be
discontinued, and discontinued products, services, tools, hardware, and other applications are
broken out into designated sections.
Web-based products:
Search tools, Google Search, Google Alerts, Google Assistant, Gemini, Google Books, Google
Dataset Search, Google Flights, Google Images, Google Shopping, Google Travel, Google
Videos, Groupings of articles, creative works, documents, or media , Google Arts & Culture
Google Books, Google Finance, Google News, Google Patents, Google, YouTube
Advertising services:
Google Ads, AdMob, Google AdSense, Google Ad Manager, Google Marketing Platform
Google Tag Manager and Local Service Ads.
Communication and publishing tools:
Blogger, FeedBurner , Google Chat, Google Saved, Google Classroom, Google Fonts, Google
Groups, Google Meet and Google Voice.
Productivity tools:
Google products and services for productivity software.
Gmail, Google Account, Google Calendar, Google Charts, Google Docs, Google, Google Slides,
Google Drawings, Google Forms, Google Sites, Google Keep , Google Drive ,Google Jamboard
and Google Translate.
Transfer pricing of goods and services across international borders:
Transfer pricing is a complex and often contentious issue in the world of international taxation. It
involves the pricing of goods, services, and intellectual property transferred between related
entities within multinational corporations. The goal of transfer pricing is to ensure that profits are
allocated fairly among different jurisdictions, avoiding tax avoidance or evasion by manipulating
prices. In this section, we will explore different approaches to transfer pricing methods and
analyze their advantages and disadvantages.
Comparable Uncontrolled Price (CUP) method:
The CUP method compares the price charged for a controlled transaction with the price charged
for a similar transaction between unrelated parties. This method is considered the most reliable
as it relies on actual market prices. For example, if a multinational corporation sells a product to
its subsidiary at a certain price, the CUP method would compare this price to what an unrelated
company would charge for a similar product. However, finding truly comparable transactions
can be challenging, especially in cases involving unique products or services.
Cost Plus method:
The Cost Plus method determines the transfer price by adding a reasonable profit margin to the
cost of production incurred by the selling entity. This method is often used for intragroup
services or manufacturing activities. For instance, if a subsidiary provides a service to its parent
company, the transfer price would be based on the cost of providing that service plus an
appropriate profit margin. The advantage of this method is that it is relatively simple to apply
and provides certainty in determining the transfer price. However, it may not accurately reflect
the value created by the selling entity, especially if it possesses unique intangible assets.
Resale Price method:
The Resale price method focuses on the price at which the buyer resells a product purchased
from a related party, applying an appropriate profit margin to determine the transfer price. This
method is commonly used when a subsidiary acts as a distributor or reseller of goods. For
example, if a subsidiary purchases a product from its parent company and resells it to customers,
the transfer price would be based on the resale price minus an appropriate profit margin. The
Resale Price method allows for the consideration of the value added by the buyer, but it may not
account for the cost incurred by the seller in producing the goods.
Profit Split method:
The Profit Split method allocates the combined profits of related entities based on the economic
contributions made by each entity. This method is often used when the value creation is highly
integrated and cannot be easily attributed to one entity. For instance, if a multinational
corporation develops and sells a product jointly with its subsidiary, the profits would be split
based on the relative contributions of each entity. The advantage of this method is that it can
capture the value created by each entity, but it requires a detailed analysis of the functions
performed, risks assumed, and assets employed by each entity.
Best option:
Determining the best transfer pricing method depends on the specific circumstances of each case.
In general, the CUP method is considered the most reliable if comparable transactions can be
found. However, in cases where comparables are scarce or when unique intangible assets are
involved, a combination of methods such as the cost Plus method and the Resale Price method
may be more appropriate. Additionally, in highly integrated value chains, the Profit Split method
can ensure a fair allocation of profits. Ultimately, the best option is to adopt a method that
reflects the economic reality of the transaction and is consistent with the arm's length principle.
Exploring different transfer pricing methods allows us to understand the complexity involved in
determining fair transfer prices. Each method has its strengths and weaknesses, and the choice of
method depends on various factors such as the nature of the transaction, availability of
comparables, and the value added by each entity. By adopting the best transfer pricing method
for a particular case, multinational corporations can ensure a fair allocation of profits and avoid
disputes with tax authorities.
Mnc’s in shaping transfer pricing strategies:
Multinational corporations (MNCs) play a significant role in shaping transfer pricing strategies,
as they have the ability to manipulate prices within their global operations to minimize tax
liabilities and maximize profits. This practice, known as transfer pricing, involves setting prices
for goods, services, and intellectual property that are transferred between different entities within
the same corporate group located in different countries.
From the perspective of MNCs, transfer pricing offers several advantages. Firstly, it allows them
to allocate costs and profits across different jurisdictions, taking advantage of lower tax rates in
certain countries.
Acquisition of google
Introduction:

Alphabet.
Acquisition:
Having made an incredible 256 acquisitions, Google has carefully curated a talent pool, industry
knowledge, and technology ecosystem that has fueled its expansion and influence.
Today, we set out to investigate the biggest investments and acquisitions that Google made in
2023. These game-changing agreements have permanently changed the way we work, live, and
use technology, influencing the future of the digital world.
Phiar Technologies: Securing the Autonomous Future
Google acquired Phiar Technologies in February 2023, so there was only one round of
investment. The financial terms of the deal were not disclosed, but it is believed to be a
significant investment as a calculated move to bolster its autonomous driving capabilities. This
firm has a lot of potential to overcome the cybersecurity issues that have been a major barrier to
the mainstream adoption of self-driving cars. It specializes in AI-powered security solutions for
autonomous vehicles.
Machine learning is used by Phiar’s technology to identify and stop cyberattacks on self-driving
cars. This is crucial since hackers are increasingly turning their attention to driverless vehicles.
Google is getting access to state of the art cybersecurity technologies with the acquisition of
Phiar, which will aid in defending its driverless cars against hackers.
With the acquisition of Phiar, Google’s autonomous driving initiative has advanced significantly.
Google is well on its approach to creating safe and dependable self-driving cars that the general
public can use thanks to Phiar’s technology.
Why Phiar Technologies is Important (Why did Google invest in it):
A leading supplier of AI-driven cybersecurity solutions for self-driving cars is Phiar

Technologies. It has been demonstrated that the company’s technology is efficient in identifying
and stopping cyberattacks on self-driving cars.
To improve its technology for self-driving cars:
Phiar Technologies creates AI-powered security systems, which are essential for guaranteeing
the security of self-driving automobiles.
To utilize Phiar’s cybersecurity knowledge:
Leading the way in autonomous vehicle cybersecurity is Phiar Technologies. Google can use
Phiar’s experience to defend its own autonomous vehicles against online threats.
To increase the range of AI-powered products it offers:
Google is making significant investments in AI, and Phiar Technologies is a business that shows
promise in this field. Google is bolstering its position as a leader in AI innovation and
diversifying its offering of AI-powered solutions with the acquisition of Phiar.
Enable: Empowering Small Businesses with AI-Powered Finance
By investing in Enable, a startup creating AI-powered financial tools especially for small
businesses, in November 2023, Google showed its dedication to helping small businesses.
Google has not publicly announced the amount invested in Enable. With this calculated bet,
Google is showing that it understands the potential of artificial intelligence (AI) to revolutionize
the banking industry and that Enable can help small businesses succeed in the digital economy.
Revolutionizing Small Business Financial Management:
With the help of Enable’s cutting-edge AI-powered financial tools, small businesses may
increase cash flow, simplify financial processes, and make wise business decisions.
Among these tools are:
Automated accounting and bookkeeping: Enable’s AI gathers and sorts financial data
automatically, removing the need for human data entry and delivering financial insights in real-
time.
Intelligent bill pay and cost management: By automating recurring payments and offering
insights into spending patterns, Enable streamlined bill payment and expense management.
AI-powered cash flow forecasting: By using Enable’s AI to estimate future cash flows, small
businesses may prevent possible liquidity problems and make proactive financial decisions.
Google’s Backing for Enable’s Expansion (Why did Google invest):
With Google’s funding, Enable will be able to reach more small businesses and offer its AI-
powered financial solutions. This extension will consist of:
Entering new markets:
Facilitate plans to extend operations into other areas, providing financial solutions to
marginalized populations and aiding small enterprises across the globe.
Creating new AI-powered solutions:
In order to meet the changing demands of small businesses, Enable will keep funding research
and development and growing its portfolio of AI-powered financial tools.
Improving customer service: Enable will make use of Google’s resources to improve customer
service, giving small businesses the direction and help they require to make the most of its AI-
powered financial solutions.
Wonder: Revolutionizing Food Delivery with Local Partnerships
Google is committed to remaining at the forefront of this rapidly changing food delivery market.
By investing in Wonder, a startup that is revolutionizing the meal delivery experience by
collaborating with local eateries, Google made a big step in the food delivery market in October
2023. The financial terms of the deal were not disclosed but it is believed to be a strategic
investment.
Google’s decision to promote local businesses in the digital economy and acknowledge the
growing demand for fresh, locally sourced food is demonstrated by this strategic investment.
Wonder has raised a total funding of $460M over 7 rounds.
Its latest funding round was a Series B round on Nov 07, 2023, for $100M.
Championing Local Restaurants and Fresh Cuisine (Why Did Google Invest)
Wonder’s distinctive approach to meal delivery distinguishes itself from conventional models by
placing a high value on collaborations with nearby eateries, giving customers access to a greater
range of cuisines and supporting their local communities. This method also guarantees that
consumers will obtain food that is of a higher caliber and is fresher because it does not require
long transit times.
Empowering Local Businesses and Creating a Sustainable Ecosystem:
Google’s investment in Wonder aims to create a more egalitarian and sustainable ecosystem for
local businesses in addition to giving customers additional options for food delivery. Local
eateries can reach a wider audience and increase their market share by collaborating with
Wonder, all without having to worry about running their own delivery fleet. Through its support
of small enterprises and encouragement of teamwork, this alliance also contributes to the
strengthening of local communities.
Mantis AI: Enhancing Customer Service with AI-Powered Chatbots
In an attempt to improve customer service, Google acquired Mantis AI, a business that was
leading the way in AI-powered chatbots, in January 2023. With this undisclosed acquisition,
Google is demonstrating its dedication to using cutting-edge technology to improve customer
interactions by offering quick, attentive, and personalized service that increases client happiness
and loyalty.
The Challenges of Traditional Customer Service
Traditional customer service models often face challenges in providing timely, personalized, and
consistent support. Long wait times, limited availability, and language barriers can hinder
customer satisfaction and create frustration. Mantis AI’s AI-powered chatbots address these
challenges by offering around-the-clock accessibility, multilingual support, and the ability to
handle complex inquiries with human-like understanding and empathy.
Mantis AI’s AI-Powered Chatbots:
Transforming Customer Interactions:
Mantis AI’s chatbots are equipped with advanced natural language processing (NLP) and
machine learning capabilities, enabling them to engage in natural conversations with customers.
They can understand customer intent, provide accurate information, and resolve issues
effectively. This level of intelligence and responsiveness revolutionizes customer service,
providing a seamless and personalized experience that leaves a positive lasting impression.
Kaggle: Harnessing the Power of Data Science
In an audacious bid to further establish itself as a leader in the data science space, Google
acquired the well-known data science community and platform Kaggle in March 2023.
Unit-4
Framework for risk management of google
Introduction:

Alphabet.
Framework for risk management:
The greatest challenges in improving how AI actors manage AI-related risks where “manage”
means identify, assess, prioritize, respond to, or communicate those risks. Our understanding of
AI technology as well as its benefits, potential risks, and available mitigation options is
constantly evolving. Given the immense range of AI applications across a diverse set of sectors,
the risks and impacts of AI technology can also vary significantly by application. There are few
widely accepted metrics or benchmarks for measuring and comparing the benefits and risks of AI
systems, and even when risks can be identified and measured, they can rarely be completely
eliminated. One of the biggest challenges in improving how AI actors manage AI-related risks is
finding the right balance between putting in place established guidelines and responsible
practices that govern the development and use of the AI technology, while still allowing the
significant flexibility necessary to adapt to evolving scenarios and generate creative solutions.
The Framework must consider the social and economic context in which AI systems are
deployed and focus on risks that can be effectively estimated and mitigated. Notably, it may be
that some AI applications considered “high-risk” are also “high value” to society. For instance,
AI has tremendous potential to advance health care, including new tools to identify, prevent, and
treat serious disease, and it must be held to extremely high standards of safety, reliability, and
fairness. It is also important to acknowledge the opportunity costs of not using AI in a specific
situation, or of intentionally developing AI without particular capabilities. The risks and 2
benefits of AI systems should be weighed against existing (non AI) approaches, including human
judgement. If an imperfect AI system is shown to perform better than the status quo at a crucial
life-saving task, for example, it may be irresponsible to not use the AI system. Where the
alternative of not using AI poses greater risk than the risk posed by deploying an AI system, AI
actors should continue to be supported for AI’s net beneficial use. Together, industry, academia,
and civil society, along with others, will play a critical role in providing balanced, fact-based
analyses of the opportunities and challenges presented by AI, reflecting views across diverse
disciplines, perspectives, and walks of life. Although there remain plenty of questions and
challenges related to AI and managing risk, given its remarkable promise across society, our
biggest risk would be not encouraging the responsible use of AI to help us address some of the
world’s greatest challenges.
How organizations currently define and manage characteristics of AI

trustworthiness and whether there are important characteristics which should
be considered in the Framework besides:
Accuracy, explainability and interpretability, reliability, privacy, robustness, safety, security

(resilience), and mitigation of harmful bias, or harmful outcomes from misuse of the AI. Google
agrees that public trust is best achieved if AI technology is developed responsibly and
transparently, and supports NIST’s aim of cultivating public trust in AI throughout the design,
development, use, and evaluation lifecycle. Our AI Principles (discussed further in the response
to request 3 below) outline seven characteristics that are instilled in allour AI projects, as well as
four applications that we will never pursue. We have also developed tools, techniques, and
infrastructure to enable AI developers inside and outside Google to implement our Principles.
Trust in AI systems only partially reflects the properties of the systems themselves. Brand trust, media
coverage, and fears related to job disruptions also play a significant role in establishing public
confidence and trust in AI. The potential benefits of AI technology cannot be fully realized if its
development is held back by unfounded fears and misunderstandings3 the building of a
Framework that will help create trust and guide responsible development and use of this widely
applicable technology.
How organizations currently define and manage principles of AI

trustworthiness and whether there are important principles which should be
considered in the Framework besides:
Transparency, fairness, and accountability. Responsible development of AI presents new

challenges and critical questions for us all. In 2018, we published our own AI Principles to help
guide our ethical development and use of AI, and we also established internal review processes
to help us mitigate unfair bias, test rigorously for safety, and design with privacy top of mind. 4
Our principles also specify areas where we will not design or deploy AI, such as to support mass
surveillance or violate human rights.
Five Specifically, in addition to principles of transparency, fairness, and

accountability, Google’s AI principles include:
Social benefit:
The use and development of AI technology should be pursued where the overall benefits of the
technology (social and economic) substantially outweigh any foreseeable risks and drawbacks. \
Safety and security:
Strong safety and security practices should be incorporated into AI development and use, and AI
actors should seek to avoid unintended results or misuse or abuse that creates risks of harm.
Privacy:
AI actors should incorporate privacy principles into the development and use of AI technology.
Such privacy principles include opportunity for notice and consent, architectures with privacy
safeguards, and providing appropriate transparency and control over the use of data.
Scientific excellence:
The highest standards of scientific excellence should be used as AI technology is researched and
developed. Scientifically rigorous and multidisciplinary approaches are encouraged for AI
research.
Access and availability:
AI technology has transformative potential for the common good. To that end, access to AI
technology and research should be democratized, rather than reserved for those with the most
resources. Regulators can encourage public access by providing government data sets (scrubbed
and anonymized) to help support the design, development, and operation of AI applications.
We support efforts by Governments to increase access by funding AI research and educational

efforts. To this end, Google is doing its part to safely share open data 7 and provide funding to
those who seek to create uses of AI for social good.
We also recognize that NIST has existing frameworks and standards that address some of these
themes, for example NIST’s privacy 9 and cybersecurity 10 frameworks. Rather than reinventing
the wheel or risking creating redundant or conflicting approaches, it could instead be beneficial
to reference existing standards and frameworks in the AI RMF and articulate how these
frameworks can be used together to holistically manage risk. The extent to which AI risks are
incorporated into different organizations' overarching enterprise risk management including, but
not limited to, the management of risks related to cybersecurity, privacy, and safety.
AI risks do not exist in a vacuum. With that said, integrating AI into existing risk management
processes is typically a complex, iterative process of experimentation, research, model training
and retraining, testing and validation, and redevelopment. At Google, our dedicated AI Principles
review processes complement our existing internal governance processes, including privacy,
security, and quality assurance. Our approach involves combining embedded processes from
Markets of google
Introduction:

Alphabet.
Marketing strategy of google:
A Google marketing strategy is the overall framework of how your brand will be represented on
search engine result pages. It includes how you use Google’s tools and services, what your goals
are, and how you measure success, how your business uses Google to build and maintain its
brand identity.
With the right Google marketing strategies, you can create an online presence that resonates with
people and use that presence to promote products and services.
Markets:
Google is not only popular in its home country but is also the dominant internet search provider
in many major online markets, frequently generating more than 80 percent of desktop search
traffic. The search engine giant has a market share of over 92 percent in India and accounted for
the majority of the global search engine market, ahead of other competitors such as Yahoo, Bing,
Yandex, and Baidu.
As of July 2023, online search engine Bing accounted for 10.51 percent of the global desktop
search market, while market leader Google had a share of around 81.95percent. Meanwhile,
Yahoo's market share was 2.67 percent.
Google’s online dominance:
All roads lead to Rome, or if you are browsing the internet, all roads lead to Google. It is hard to
imagine an online experience without the online behemoth, as the company offers a wide range
of online products and services that all seamlessly integrate with each other. Google search and
advertising are the core products of the company, accounting for the vast majority of the
company revenues. When adding this up with the Chrome browser, Gmail, Google Maps,
YouTube, Google’s ownership of the Android mobile operating system, and various other
consumer and enterprise services, Google is basically a one-stop shop for online needs.
Google anti-trust rulings:
However, Google’s dominance of the search market is not always welcome and is keenly
watched by authorities and industry watchdogs – since 2017, the EU commission has fined
Google over 8 billion euros in antitrust fines for abusing its monopoly in online advertising. In
March 2019, European Commission found that Google violated antitrust regulations by imposing
contractual restrictions on third-party websites in order to make them less competitive and fined
the company 1.7 billion euros.
Google in the global market:
Ever since the introduction of Google Search in 1997, the company has dominated the search
engine market, while the shares of all other tools has been rather lopsided. The majority of
Google revenues are generated through advertising. Its parent corporation, Alphabet, was one of
the biggest internet companies worldwide as of 2023, with a market capitalization of 1,6 trillion
U.S. dollars. The company has also expanded its services to mail, productivity tools, enterprise
products, mobile devices, and other ventures. As a result, Google earned one of the highest tech
company revenues in 2023 with roughly 305.6 billion U.S. dollars.
Search engine usage in different countries:
Google is the most frequently used search engine worldwide. But in some countries, its’
alternatives are leading or competing with it to some extent. As of the last quarter of 2023, more
than 63 percent of internet users in Russia used Yandex, whereas Google users were nearly 36
percent. Meanwhile, Baidu was the most used search engine in China, despite a strong
percentage decrease of internet users in the country accessing it.
In other countries, like Japan and Mexico, people tend to use Yahoo along with Google. In the
first quarter of 2022 nearly 56 percent of the respondents in Japan said that they had used Yahoo
in the past four weeks. In the same year, over 27 percent of users in Mexico said they used
Yahoo. Another search engine, Bing, operated by Microsoft, was the second most popular search
engine in the United Kingdom after Google.
Online Advertising Market:
Google is a major player in the online advertising market through its advertising platforms such
as Google Ads (formerly known as Google AdWords) and AdSense.
Cloud Computing Market:
Google Cloud Platform (GCP) competes in the cloud computing market, providing infrastructure
as a service (IaaS), platform as a service (PaaS), and software as a service (SaaS) solutions.
Smart Home Market:
With products like Google Nest, including smart thermostats, cameras, and smart speakers,
Google competes in the smart home market.
Unit-5
Capital investment monitoring of nike
Introduction:
Nike, Inc is an American athletic footwear and apparel corporation headquartered near
Beaverton, Oregon, United States. It is the world's largest supplier of athletic shoes and apparel
and a major manufacturer of sports equipment, with revenue in excess of US$46 billion in its
fiscal year 2022.
The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman
and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name
from Nike, the Greek goddess of victory. Nike markets its products under its own brand, as well
as Nike Golf, Nike Pro, Nike+, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite,
Nike Skateboarding, Nike CR7, and subsidiaries including Air Jordan and Converse (brand).
Nike also owned Bauer Hockey from 1995 to 2008, and previously owned Cole Haan, Umbro,
and Hurley International. In addition to manufacturing sportswear and equipment, the company
operates retail stores under the Niketown name. Nike sponsors many high-profile athletes and
sports teams around the world, with the highly recognized trademarks of "Just Do It" and the
Swoosh logo.
Capital investment monitoring:
Nike’s working capital:
Nike's Working Capital is a measure of company efficiency and operating liquidity. The working
capital is usually calculated by subtracting Current Liabilities from Current Assets. It is an
important indicator of the firm ability to continue its normal operations without additional debt
obligations.
Working Capital Driver Correlations:
Understanding the fundamental principles of building solid financial models for Nike is
extremely important. It helps to project a fair market value of Nike Stock properly, considering
its historical fundamentals such as Working Capital. Since Nike's main accounts across its
financial reports are all linked and dependent on each other, it is essential to analyze all possible
correlations between related accounts. However, instead of reviewing all of Nike's historical
financial statements, investors can examine the correlated drivers to determine its overall health.
This can be effectively done using a conventional correlation matrix of Nike's interrelated
accounts and indicators.
Working Capital can be positive or negative, depending on how much of current debt the
company is carrying on its balance sheet. In general terms, companies that have a lot of working
capital will experience more growth in the near future since they can expand and improve their
operations using existing resources. On the other hand, companies with small or negative
working capital may lack the funds necessary for growth or future operation. Working Capital
also shows if the company has sufficient liquid resources to satisfy short-term liabilities and
operational expenses.
Capital Surpluse:
Based on the company's disclosures, Nike Inc has a Working Capital of 15.95 B. This is
166.84% higher than that of the Textiles, Apparel & Luxury Goods sector and significantly
higher than that of the Consumer Discretionary industry. The working capital for all United
States stocks is significantly lower than that of the firm.
Nike Working Capital Peer Comparison:
Stock peer comparison is one of the most widely used and accepted methods of equity analyses.
It analyses Nike's direct or indirect competition against its Working Capital to detect
undervalued stocks with similar characteristics or determine the stocks which would be a good
addition to a portfolio. Peer analysis of Nike could also be used in its relative valuation, which is
a method of valuing Nike by comparing valuation metrics of similar companies.
Macroeconomic Trends:
Consumer Confidence and Disposable Income: A strong economy translates to higher disposable
income, driving consumers to spend more on non-essential items like athletic apparel. Nike
benefits significantly from such periods, evidenced by its increased revenue during economic
upturns. For instance, Nike's revenue grew by 12% in fiscal year 2022 compared to 2021, partly
driven by a recovering global economy.
Exchange Rates:
Fluctuations in currency rates can impact Nike's production costs and profit margins. A stronger
dollar, for example, makes overseas production cheaper but reduces the value of revenue earned
in foreign currencies. Nike uses hedging strategies to mitigate these risks, but significant swings
can still affect its market power.
Industry-Specific Factors:
Barriers to Entry:
The high capital investment required for research and development, efficient manufacturing, and
global distribution creates substantial barriers to entry for new competitors. This limits
competition and allows established players like Nike to wield greater power over pricing and
product categories.
Economies of Scale:
Nike's massive production volume grants it significant economies of scale. They can buy raw
materials and manufacturing capacity at lower prices, further solidifying their cost advantage
over smaller competitors. This cost advantage translates to greater pricing flexibility and the
ability to undercut competitors.
Vertical Integration:
Nike controls aspects of its supply chain, from design and manufacturing to retail channels,
giving them flexibility and cost control.
Brand Recognition and Consumer Loyalty: Nike boasts a globally recognised brand with an
image of innovation, performance, and cultural relevance. This loyalty gives them pricing power,
allowing them to command premium prices for their products compared to less established
brands. A 2023 study by Morning Consult revealed that Nike ranks among the top 10 most
valuable brands in the world, a testament to its powerful brand image.
Data Supporting Market Power:
Market Share:
Nike holds a dominant market share in the global athletic footwear market, estimated at around
27% in 2022. This dominance allows them to exert significant influence over suppliers, retailers,
and even sporting events.
Profitability:
Nike consistently maintains high profit margins. This healthy profitability enables them to
reinvest in research and development, marketing, and strategic acquisitions, further solidifying
their competitive advantage.
Challenges and Nuances:
Competition:
While dominant, Nike faces substantial competition from Adidas, Under Armour, and other
sports brands. Competitive pressure can limit price increases and force product innovation.
Consumer Power:
While strong, brand loyalty has its limits. Consumers are increasingly price-conscious and value
ethical practices, making Nike vulnerable to shifts in consumer preferences and negative
publicity.
Regulation:
Antitrust scrutiny and regulations concerning marketing practices, particularly targeted towards
children, can constrain Nike's market power.
Economic Factors:
Economic downturns or shifts in consumer spending can impact Nike's sales and profitability,
limiting its ability to exert market power.
Ethical framework of nike
Introduction:
Nike, Inc is an American athletic footwear and apparel corporation headquartered near
Beaverton, Oregon, United States. It is the world's largest supplier of athletic shoes and apparel
and a major manufacturer of sports equipment, with revenue in excess of US$46 billion in its
fiscal year 2022.
The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman
and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name
from Nike, the Greek goddess of victory. Nike markets its products under its own brand, as well
as Nike Golf, Nike Pro, Nike+, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite,
Nike Skateboarding, Nike CR7, and subsidiaries including Air Jordan and Converse (brand).
Nike also owned Bauer Hockey from 1995 to 2008, and previously owned Cole Haan, Umbro,
and Hurley International. In addition to manufacturing sportswear and equipment, the company
operates retail stores under the Niketown name. Nike sponsors many high-profile athletes and
sports teams around the world, with the highly recognized trademarks of "Just Do It" and the
Swoosh logo.
Ethical framework:
Protection of NIKE Information, Ideas, & Intellectual Property:
From time to time, NIKE employees may be exposed to confidential information.
Confidential information includes things like strategic plans, sales figures, financial
information, product designs, information regarding negotiations, agreements or
dealings between NIKE and others, employee-related information, software, trade
secrets, patents, trademarks, and similar information from customers or suppliers.
Because the nature of NIKE’s business is highly competitive, disclosure of any
confidential information could result in severe damage to NIKE. Disclosing confidential

information to any person or organization, directly or indirectly, without prior written
consent from NIKE, is prohibited, as is using confidential information for commercial or
other purposes. Also, employees should not permit any of NIKE’s non-public, proprietary
or confidential information to enter the public domain through electronic transmissions.
Accurate Records & Reports:
Every employee has the responsibility to maintain accurate and complete records
and reports. Employees may not make any false statements, misleading or artificial
entries, or material omissions or misrepresentations in any of NIKE’s books, financial
records, or other documents or communications. No funds or assets may be maintained
for illegal or improper purposes. All financial transactions must be fully and completely
documented and recorded in NIKE’s accounting records. Any report, document, or
statement submitted to the government or communicated publicly must be accurate,
complete, understandable, and timely. Our goal is to strive for accuracy, transparency,
and fairness in all our records and reports.
Safeguarding Assets & Records:
Safeguarding NIKE assets and records is the responsibility of all employees and
NIKE representatives. Employees should use and maintain assets with care and respect,
while guarding against waste and abuse. Employees should also preserve or destroy
business records (physical and electronic) in accordance with NIKE’s record retention
schedule and any applicable laws.

Computing and Information Resources:
NIKE considers its computing and information resources to be corporate assets having
strategic value.
Fraud & Theft:
Our work-related activities at NIKE must reflect the standards of honesty, loyalty,
trustworthiness, fairness, concern for others and accountability. Any act that involves
theft, fraud, embezzlement, or misappropriation of any property, including that of NIKE or
any of its employees, suppliers, or customers, is strictly prohibited.
Gifts, Gratuities and Other Payments:
Part of doing the right thing means that we make our business decisions with
honesty and integrity based on objective factors like cost, quality, value, service, and
ability to carry through on commitments. This includes decisions about which external
partners we work with, such as vendors, contract factories and suppliers, and how we
work with them.
We want to avoid even the appearance of making business decisions based on
improper factors. Therefore, NIKE employees may not accept or offer gifts, gratuities,
entertainment, or favors unless they are of nominal value and are normal and customary
given the business circumstance. Employees may not accept or offer cash at any time
and should never accept or offer any gift, favor or entertainment if there is any
expectation of a return favor implied. Any employee who receives a gift that falls
outside of the acceptable guidelines must report it to their manager, who will decide
whether the employee may keep the gift or turn it over to NIKE.
Making bribes, kickbacks or other improper payments to government officials, civil
servants, or anyone else to influence them is prohibited. The U.S. Foreign Corrupt Practices
Act (FCPA) makes it illegal for anyone at NIKE to offer, promise, or pay money or
anything of value, directly or indirectly to any foreign government official or employee,
political party, or candidate for public office for the purpose of obtaining or maintaining
business or for any other business advantage. The fact that bribery may be an accepted
local practice in a country does not relieve NIKE employees from complying with the
FCPA. The FCPA permits payments under specific circumstances. Consult the NIKE
Legal department with any questions related to the FCPA.
Conflict of Interest:
NIKE recognizes and respects the rights of employees to take part in financial, business,
employment, or other activities outside of their NIKE jobs. However, these activities
must be lawful and free of any potential conflicts with employees’ responsibilities at
NIKE. Conflicts of interest arise when an employee uses his or her position at NIKE for
personal gain or when the employee’s personal interests conflict with NIKE interests.
All employees must avoid any actions or relationships that could conflict with, or
appear to conflict with, the interests of NIKE. For example, having a substantial investment
or position in any business that deals with NIKE, doing NIKE business with close friends
or relatives, and accepting or offering payments, gifts or favors from or to companies
doing business with NIKE are situations that could result in an actual or the appearance
of a conflict of interest.

Unit-1 Organizational Goals of Hyundai Company

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Organizational goals of Hyundai company

Hyundai is committed to delivering high-quality products and continuously pursuing innovation

“Progress for Humanity with Clean Mobility Solutions”

Hyundai is likely to focus on maintaining a leadership position in automotive innovation and

Benefits that company got from utilizing cooperate governance:

Corporate governance facilitates strategic decision-making by providing a clear framework for

Principles of business valuation of hyundai

Principles of business valuation:

Discounted Cash Flow (DCF):

Comparable Transaction Analysis (CTA):

Adjusted Net Asset Value:

Price/Earnings (P/E) Ratio:

EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization)

Accurate business valuation provides essential information for strategic decision-making. It

A well-executed business valuation enhances investor confidence. Shareholders, potential

Reasons for failure of Hyundai company:

Global Economic and Political Factors:

Product Quality Issues:

Rapid Technological Changes:

Environmental and Regulatory Challenges:

Management and Leadership Issues:

Poor decision-making, leadership conflicts, or inadequate management strategies can contribute

Negative publicity, controversies, or a decline in consumer perception can harm a company's

The automotive industry is driven by innovation. Failure to innovate in terms of design,

Transfer pricing of goods and services across international borders of google

Google is an American multinational corporation and technology company focusing on online

Products and services:

Communication and publishing tools:

Google products and services for productivity software.

Transfer pricing of goods and services across international borders:

Cost Plus method:

Resale Price method:

Profit Split method:

Mnc’s in shaping transfer pricing strategies:

Google is an American multinational corporation and technology company focusing on online

Phiar Technologies: Securing the Autonomous Future

Why Phiar Technologies is Important (Why did Google invest in it):

A leading supplier of AI-driven cybersecurity solutions for self-driving cars is Phiar

To improve its technology for self-driving cars:

To utilize Phiar’s cybersecurity knowledge:

To increase the range of AI-powered products it offers:

Revolutionizing Small Business Financial Management:

Among these tools are:

Google’s Backing for Enable’s Expansion (Why did Google invest):

Entering new markets:

Wonder: Revolutionizing Food Delivery with Local Partnerships

Wonder has raised a total funding of $460M over 7 rounds.

Empowering Local Businesses and Creating a Sustainable Ecosystem:

Mantis AI: Enhancing Customer Service with AI-Powered Chatbots

The Challenges of Traditional Customer Service

Mantis AI’s AI-Powered Chatbots:

Transforming Customer Interactions:

Kaggle: Harnessing the Power of Data Science

Framework for risk management of google

Google is an American multinational corporation and technology company focusing on online

Framework for risk management:

How organizations currently define and manage characteristics of AI

Accuracy, explainability and interpretability, reliability, privacy, robustness, safety, security

How organizations currently define and manage principles of AI

Transparency, fairness, and accountability. Responsible development of AI presents new

Five Specifically, in addition to principles of transparency, fairness, and

Safety and security: