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EFAS (External Factors Analysis Summary) and IFAS of Google

Hunger & Wheelen, Chapters 3, 4 Scanning the Environment

Research The Google Corporation.
(http://investor.google.com/)

Using your research findings from the Library and the Internet, develop both an EFAS (External Factors Analysis Summary) table and an IFAS (Internal Factors Analysis Summary) table. The tables are to be submitted in one Excel file (one sheet for the EFAS and one sheet for the IFAS), separate from your assignment that will be written in MS Word.

You will be graded on your knowledge of the software and math in building the MS Excel tables, and on your ability to communicate in writing and present your arguments. The description of both your environmental and internal scanning process, including what factors you considered and why will be in your MS Word file.

In summary, you will submit two files: one file in MS Excel, which will count as two written pages, and one file in MS Word.

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Research The Google Corporation.
(http://investor.google.com/)
Using your research findings from the Library and the Internet, develop both an EFAS (External Factors Analysis Summary) table and an IFAS (Internal Factors Analysis Summary) table. The tables are to be submitted in one Excel file (one sheet for the EFAS and one sheet for the IFAS), separate from your assignment that will be written in MS Word.

You will be graded on your knowledge of the software and math in building the MS Excel tables, and on your ability to communicate in writing and present your arguments. The description of both your environmental and internal scanning process, including what factors you considered and why will be in your MS Word file.

In summary, you will submit two files: one file in MS Excel, which will count as two written pages, and one file in MS Word.

Google is one of the most successful new dot com companies presently. Their success is based on innovation, rapid growth, and an obsession to be the best search engine in the Wide World Web. According to Saul Hansell, of the New York Times; Google is "... one of the biggest advertising vehicles the world has ever seen. Google is a public and profitable company focused on search services. Named for the mathematical term "googol," Google operates web sites at many international domains, with the most trafficked being www.google.com. Google is widely recognized as the "world's best search engine" because it is fast, accurate and easy to use. The company also serves corporate clients, including advertisers, content publishers and site managers with cost-effective advertising and a wide range of revenue generating search services. Google's breakthrough technology and continued innovation serve the company's mission of "organizing the world's information and making it universally accessible and useful."
Listed hereunder are excerpts from their main page website (http://www.google.com/corporate/index.html) which describes its vision and mission
Vision
Google's vision is: "The perfect search engine would understand exactly what you mean and give back exactly what you want." This unique vision differentiate and separates Google from its competitors since it is the conceptual reference to its values which allows users to experience in a single search four elements that separate Google from its competition: speed, accuracy, objectivity and ease of use. In contrast, Google's competitors pay high premiums to receive a higher ranking in search results which subtracts integrity and objectivity to the search engine main function or use.
Mission
Google's mission is "to organize the world's information and make it universally accessible and useful."
External Environment analysis
In Remote Environment, Google's high priced shares indicate that the company has a strong economic value in the market. They have to provide convenience, quality, speed and top notch products and services to attract new customers and to retain the loyal existing customers as well. In today's modern and fast-paced world, people are constantly looking for ways to help them better manage their time. People strive to make their life better, and this make the ecommerce services the potential to fulfill all of these needs.
Economic Forces

Globalization has increased opportunities. Moreover, globalization leads to the creation of the universal customer, one who expects the same quality of products and services regardless of where he or she is located in the world. This does not mean one customer, one world, one brand or one positioning platform.
Exchange rate exposure may affect financing costs volatile cash flow. Transaction exposure reflects the exposure of Google's future cash transactions to exchange rate movements. Economic exposure measures the direct and indirect risks to cash flows from exchange rate movements. Translation exposure focuses on consolidated financial statements. (Measuring Exposure to Exchange Rate Fluctuations, 2004)

General economic and geo-political risks

Events like terrorist attacks and political instability may affect the revenue and profitability. Similarly the business cycle, inflation, softness in corporate information technology spending, or other changes in general economic conditions that affect demand for its services
? Technological Forces
Technology is continuously changing and improving. Google had embraced the latest ...

Solution Summary

This explains the EFAS (External Factors Analysis Summary) table and an IFAS (Internal Factors Analysis Summary) table of Google

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