Strategic Planning Processes - GoogleStep1. Evaluation of the organization's current mission and purpose. Mission: Organize the world's information and make it universally accessible and useful. Purpose: to allow users to find information in many different languages; check stock quotes, maps and news headlines; search directory listings for every city in the United States; Search billions of images and browse the world's largest archive of Usenet messages. We also help thousands of advertisers use Google's AdWords program to promote their products and services across the web with targeted advertising. Vision: Short-term goals: Expand workforce for expected growth, expand further into international markets, and continue to develop new products. Long-term goal: Provide new advertising technologies. Expanding the workforce will help achieve long-term goals. Google's organizational structure is primarily functional but also includes some geographic organizations. Philosophy: Google does not document a vision or values ​​on the Google website. They express a philosophy on Google's website, some are listed below: · Focus on the user and everything else will follow · It's better to do one thing really, really well. · Fast is better than slow · You don't have to be at your desk to get an answer. · No pop-upsStep 2. Assess the external environmentThis section identifies the threats and opportunities the company faces.Threats:Remote (remote concerns for Google are new laws and regulations, increased intellectual property claims, and access to more information.) (Weak position in China: strict government regulations and cultural differences) Industry (Industry concerns for Google are competitive threats from of Yahoo and Microsoft and new unknown competitors that may be international. Deals with advertisers could potentially become competitive and, consequently, reducing the operating margin) Operational (operational issues are the current ad base, ad design and reducing clients' advertising budgets. The quality of service provided by the Google organization and maintaining qualified help is also an operational issue.) Opportunities: Unmapped countries expanding services (potential for unknown regions) New advertising format and tracking mechanisms (new technological innovation) The size of the current customer base and market share is small (potential growth and new advertising deals) Step 3. Evaluation of the internal environment. This section of the strategic environment is a realistic analysis of Google's internal resources. Strengths: Differentiation in search engines (Google's strategies are innovation and concentric diversification) Focus on employees (Google has a unique culture and policies to promote innovation. The company is committed to hiring the most qualified candidates and rewarding top contributors to promote good performance and facilitate hiring and retention)