Google case analysis

Essay by breakgoUniversity, Master'sA, April 2008

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Question 1:Goggle's Mission StatementOur mission is to organize the world's information and make it universally accessible and useful. We believe that the most effective, and ultimately the most profitable, way to accomplish our mission is to put the needs of our users first. We have found that offering a high-quality user experience leads to increased traffic and strong word-of-mouth promotion. Our dedication to putting users first is reflected in three key commitments we have made to our users:We will do our best to provide the most relevant and useful search results possible, independent of financial incentives. Our search results will be objective and we will not accept payment for inclusion or ranking in them.

We will do our best to provide the most relevant and useful advertising. If any element on a result page is influenced by payment to us, we will make it clear to our users. Advertisements should not be an annoying interruption.

We will never stop working to improve our user experience, our search technology and other important areas of information organization.

We believe that our user focus is the foundation of our success to date. We also believe that this focus is critical for the creation of long-term value. We do not intend to compromise our user focus for short-term economic gain.

ObjectivesGoogle's Long-Term Objectives:Google's long-term objectives are to deliver new advertising technology, develop tracking mechanisms, and enable users to search a larger base of information.

Google's Short-Term Objectives:Google's short-term objectives are to expand the workforce for anticipated growth, expand further into international markets, and continue developing new products. Google must keep delivering on its upside: on going innovation that is profitable. Expanding the workforce will help achieve the long-term objective of delivering new advertising technology. Google's organization structure is primarily functional but also includes a...