TwoIndividual Parts Part one Focus on several types of analytical tools, including the six paths framework, the strategy canvas, the four actions framework, and the three tiers of noncustomers....

9-910- -036 REV: APRIL 1 1 1, 2011 BENJA M MIN EDELMAN THOM A AS R. EISENMA N NN Go oogle In nc. Go oogle’s mission n is to organize the world’s inf nformation and d make it unive ersally accessib ble and useful. — Google’s mission state ement In January 2010 0, Google lau unched the Ne exus One mo obile device— —an elegant to ouch-screen p phone that a added compr rehensive voi ice recognitio on to reduce e dependence e on keyboar rd-style text e entry. Since the fall of 20 008, Google’s Android ope erating system m had power red various m mobile phones. But Google had extend ded its role w with Nexus O One: Google designed the e phone and planned to sell it direct tly to consum mers. Was ther re any limit to o Google’s asp pirations? Go oogle, based i in Mountain V View, Califor rnia, had gros ss revenues o of $21.2 billion n and an oper rating incom me of $5.5 billion in 2008. A As of year-end d 2008, the co ompany had 20,164 emplo oyees and cash h and equiv valents of $8.7 7 billion. (Exh hibit 1 shows Google finan ncials from 19 999–2008.) Founded in 199 99, the company complete ed its IPO in August 2004 4 at $85 per share. Google’s share price e exceeded $6 600 in Janua ary 2010, givi ing the comp pany a $189 b billion marke et value. Mea anwhile, Google.com enjoy yed a 1 65.6% % share of all l U.S. searche es in Novem mber 2009; Ya ahoo.com, its s closest rival l, had just 17 7.5%. (Exhib bit 2 outlines s trends in se earch engine market share e.) Outside th he United Sta ates, Google’s s lead was e even larger, e exceeding a 90% share of s search querie es in numerou us countries. (Exhibit 3 re eports marke et share by co ountry.) Sin nce its IPO, G Google had la aunched a flu urry of produ ucts that exp panded its do omain beyond d web search h. These inclu uded Gmail, Google Map ps, Google Bo ooks, Google Finance, Goog o le Docs, G Google Calen ndar, Google Checkout, an nd more. Ac cquisitions of f YouTube an nd...