Leave Blank Strengths – S Weaknesses – W
1. Strong brand recognition 1. Corporate governance
and recall 2. Lack of independence of
2. Brand equity board
3. Talented employee base 3. Unclear vision
4. Access to Google available 4. Fast growth
to anyone with Internet 5. Potential for inappropriate
5. Good cash reserves positioning of client
6. Strong revenues and profit brands on Web sites
margins 6. Small relative to
7. Relationships with major competitors
corporations like AOL 7. Little physical presence in
8. Culture of innovation and some global markets
accountability
9. Products based on solving
consumer needs
Opportunities – O SO Strategies WO Strategies
1. Internet-based 1. Continue to develop new 1. Develop clear vision for
technologies and offerings that build upon company (W3, O1, O4)
businesses continue to brand and increase unique 2. Partner when possible with
develop visitors to sites (e.g., Google organizations to develop
2. Worldwide growth in Video, Froogle, Gmail) – new applications (W6, W7,
Internet coverage and use S4, S9, O4, O5 O2, O3, O4)
3. Asia makes up most of 2. Expand Google into 3. Target growth in specific
world’s population, but additional countries areas (W6, W7, O2, O3,
has low Internet (particularly in Asia) and O4)
penetration languages (especially 4. Develop presence in Asia
4. Increasing demand for Mandarin) – S4, O2, O3 (especially in China) and
Web-based business and 3. Increase advertising sales South America (W7, O2,
consumer solutions (S1, S2, S9, O5, O6) O5)
5. Advertising spending 4. Target business solutions in
increasing online addition to consumer
6. Potential to expand into solutions (S7, S8, O1)
other media
Threats – T ST Strategies WT Strategies
1. Competition, especially 1. Defend against competitors 1. Establish a plan for
Microsoft and Yahoo! by ensuring people are addressing threats from
2. Potential for click fraud satisfied with Google Microsoft and other
3. Potential for attack on services and developing competitors (W1, W2, W3,
servers new services (S5, S6, T1) W6, T1)
4. Legal constraints in the are 2. Build excellence in areas of
of intellectual property importance to consumers in
rights order to encourage Yahoo!
5. Consumer attitudes toward users to switch to Google
online advertising (S9, T1)
3. Harness innovation to
develop preventative
measures to protect against
attacks from hackers (S8,
T2, T3)
4. Be proactive in the
interpretation of intellectual
property rights laws and
regulations (S3, S8, T4)
5. Develop new streams of
revenue that are not based
on advertising models (S5,
S3, S8, T5)