Google Inc.

Abstract

The aim of this paper is to analyze Google's mission, vision, stakeholders, five forces of competition, corporate governance mechanisms and corporate social responsibility to ascertain Google's endeavours towards success. SWOT will be examined carefully by carrying out an analysis accompanied by strategies to overcome weaknesses and hone skills further to cash in on the strengths as well as seek out for opportunities for further growth and expansion. The paper further attempts to form a causal relationship of corporate governance with CSR and the overall attainment of company goals. The impact of CSR on profitability is discussed to form a relationship between the two entities. Lastly, the paper provides an array of recommendations which Google should implement in order to continue towards the ultimate journey of success.

Google's mission, vision and key stakeholders4

Google's five forces of competition4

Bargaining power of suppliers5

Bargaining power of buyers6

Threat of Substitutes6

Threat of new entrants6

SWOT analysis of Google6

Strengths7

Weaknesses8

Opportunities8

Threats9

Corporate governance mechanisms used by Google9

CSR and Google10

Conclusion11

References13

Google's Mission, Vision and Key Stakeholders

Google Inc. founded by Larry Page and Sergey Brin is a pioneer in the IT world since 1998.Google provides an array of services to its customers all around the world including search engine, cloud computing, networking tools, advertising technologies and advertisements. Google primarily benefits from Adwords, which is an essential, an online advertising service that anyone can benefit from via paying the fee and placing an ad at the top or bottom of the page. The company's exponential growth led to the company's going public in 2004.Over time, the company has earned reverence by incorporating an innovative culture and constantly striving towards improvement. Google endorses values such as openness to experience and a seamless flow of communication to be able to serve customers on a profound level (Google Inc., 2012).

The mission of Google Incorporation is to disseminate information and make it readily available to people all over the world. Google Inc's ultimate vision is to formulate an immaculate search engine that would cater to the needs of myriad users. Google took various measures in the past to implement the mission by launching specialized services such as Gmail, Google Desktop Search, Picasa and Google Print to address the needs of a wide audience and maintain the growth of this giant company (McCracken, 2005).



Google's Five Forces of Competition

According to Porter's five forces analysis, there has been dramatic growth in the search engine industry. The exponential growth in the search industry sustains the growth of Google's market share. Threats to new entrants are very high due to the barriers to entering the market. A significant amount of revenue generation through Adworks is an achievement.

Availability of substitutes is considerably low due to the presence of only a handful of key players in the market. A wide pool of information on search engines is accessible free of cost to an array of content providers. This hampers the power of suppliers significantly. Consumers and advertisers have become more ingenious when it comes to choosing among different sites, which grants them some ...