Strategic planning is must for any kind of organization because it gives the institution directions and outlines calculable goals. It is a business tool that is functional to guide day-to-day business decisions as well as for evaluating improvement and changing methods when moving ahead .
Google Inc. is an American technology oriented corporation which specializes in Internet-related services and tools. The organization offers online advertising technologies, cloud computing, search and software. Google earns its profits mostly from AdWords which is an online promotion service which puts advertising close to the listing of search results .
“Google’s mission is to organize the world’s information and make it universally accessible and useful” . The organization’s sole objective is to focus on the people and what they want from the Internet and as a result they have been able to come up with software and tools that people need in their day to day life activities like Google Docs, Gmail, Hangouts, Picasa and so on. This is why on their company website they have mentioned that their number one focus is on their users. If the company can do that then everything else will follow .
Google could not survive on one strategy and this is why the company has recently created Alphabet which is a new umbrella organization which will separate its successful services like Google Search and YouTube from riskier or non-core projects like Google Capital and GoogleX. Google’s focus on serving the people has also enabled them to keep innovating and serving the people through the Internet .
Strategic planning can be successful with the implementation of thorough action plans using employees from all the departments and at every levels of the job with reference to how their capabilities, activities and duties fit into the bigger picture . Thus, building action items for organization’s strategic goals is very important as through these items the plans are actually executed. Actions plans for the organization are to keep innovating and maintain sustainability. Google also believes that business can be done without doing any evil. As people are moving away from websites and using social media for their business promotions, Google is also coming up with new tactics and joining forces with other companies .
As a global organization Google wants to maintain its supreme services and premium pricing. Also, they aim to retain its employees which reflect in their corporate culture which is now being followed by many companies. Corporate Social Responsibility is another goal that the company aims to maintain in all of their activities .
Google management follows unorthodox tactics to keep its employees motivated. They empower their employees and put trust in them to do the right things rather than conducting meetings and firing employees for not meeting the goals .
Google is not just a search engine. Its strategic expansion to different sectors of the Internet has been its key success factor alongside great corporate culture, leadership and continuous innovations.
There is always a possibility that other organizations may come with the better services and may start providing the similar kind of products and this is why the company plans to keep expanding and become not only a search engine.
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