Strategic Audit Report of Google

Running head: STRATEGIC AUDIT REPORT OF GOOGLE
Strategic Audit Report of Google
Name of the Student
Name of the University
Author’s note

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Executive summary
The aim of the report is to analyse the strategic audit performance of Google . the strategic
audit gives a view about the current situation of the company and how the company is setting
their mission and based on which the company will be able to achieve its objectives. From
the report it will be possible to understand the external and the internal environment of
Google and to analyse the strength weakness opportunities and threats of the organisation.
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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Current situation.........................................................................................................................4
Strategic posture.........................................................................................................................5
Strategic managers.....................................................................................................................6
External environment.................................................................................................................7
Internal environment................................................................................................................10
Strategy goals...........................................................................................................................17
Strategy alternatives.................................................................................................................17
Strategy recommendations.......................................................................................................19
Implementation plan.................................................................................................................19
Evaluation and control.............................................................................................................19
Conclusion................................................................................................................................19
Reference..................................................................................................................................20

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Introduction
The strategic audit is a very efficient method to check whether a organisation is
fulfilling its organisational goals in the most appropriate manner.in addition to that the
strategic audit also find out whether the organisation is making optimum utilisation of the
resources available to it.it is beneficial for every organisation to have a successful strategic
audit process. The strategic audit is a continuous process. based on the strategic audit report
the owners of the organisation takes decision and the team of the auditors checks the audit
process on periodical basis in order to revalue the performance of every unit of the
company .the management update the strategic plan once it achieve its goals.
Discussion
Background and issues
Company background
Over the last two decades that is more than 20 years Google has made enormous hike
from a dorm room project to a multinational company. The main products of Google include
android, search maps Ads, YouTube cloud and drive. With such versatile range of products
Google has earned a stake in all of the corresponding markets like search engine, advertising,
productivity suits mobile and office suites. The company until date has an employee strength
of 88000 in over 70 offices in the whole world and is continually innovating.
Company history
Larry page and Sergey Brin met at Stanford University in the yea 1995. A year after
their meeting they planned to build a search engine named Backrub from their dorm rooms.
They soon change the name into Google so that their mission can be easily reflected from the

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name, which is “to organise the world’s information and make it universally accessible and
useful”. At the time of inception of Google Inc, Andy Bechtolsheim invested $100000 to
Google and with this first loan Google was able to take a garage in Menlo park on rent and
set up the
In this report, the strategic audit process of Google has been explained. The strategic
audit process can be classified in to various steps these are enumerated below:
Current situation
Current performance
The current situation of Google is very impressive as it has been able to increase its
revenue in the last few years. The company always try to upgrade its products and that
enables it to capture more market position and attract more users. The company having a
huge market exposure for which it has been able to sustain in the market even it has several
large competitors like yahoo, and Microsoft Corporation Bing who give strong competition to
Google.
With its expansion, Google has started to enter into new markets .as the brand started
to get diluted so in order to response with the situation Larry and Sergey created a new
company named alphabet. Alphabet is the parent company of Google, X, Google nest Google
ventures fibre and more. The company was created in order to slim down Google ands
separate the companies that are not directly related with the core mission of Google. The
growth of alphabet was incredible and it fetched revenue of $110.90 billion with a year on
year growth of 23%.
In spite of the getting, the recognition of the number one company in the world
Google never looses its focus from its core mission. The vision of the company is to provide
reliable information in one click and its strategy is to explore different type of markets in the

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field of information technology and by doing so they want to create a impact on the society.
With growth various complicated issues also comes.as Google does not updated its mission
statement for many years , the present strategy does not align with the mission. Making a
impact on the society is the main objective of Google as stated by the founder Larry page.
This objective does not match with the mission of organising the world’s information and this
become a major cause of happening of any complex issue in the future.
Strategic posture
From its inception date, Google’s main objective is to organise the world’s
information and make it globally accessible and useful. The management of the company
believes that giving importance to the needs of the users is the only way to accomplish the
mission of the organisation.
Since maximum of the products of Google are free so the primary source of revenue
of Google comes from the advertising, search advertising, Ad words, AdSense provide
almost 86% of its 2017 revenue. The additional revenue comes from apps (in apps purchase
and digital content in the Google play store, cloud offerings and hardware.
Objectives
The objectives of Google is to provide excellent service to there users. In order to
fulfil the demand of the users the company has developed various products like Google
images , Google books ,Google scholar, Google finance , Google videos , Google maps ,
Gmail, Google news, Google pay and many other applications and that helps the users to get
information and satisfy their requirements .
Strategies