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Analyzing Alphabet, Inc Annual Letter to Shareholders

Autor:   •  December 1, 2018  •  7,365 Words (30 Pages)  •  40 Views

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Sign here____________________________________________


Please include this page when you submit your exam.

The firm that will be the primary focus of this exam is Alphabet

and is referred to as “THE FIRM” hereafter.


The due dates are

STL – Monday _6/10/17______ at 12 noon

Kansas City – Monday _______ at 12 noon


Name Mike Rapp EMBA 50 Team E

Process for submitting final exams

(1a) If you are hand delivering your final exam in St Louis, please deliver it to:

Kathryn Graham ( ) in the Executive Programs Department, Knight Center Suite 300, Monday through Friday between the hours of 8:30am until 5:00pm.

(1b) If you are hand delivering your final exam in Denver or Kansas City, please deliver it to the administrative offices

(1c) If you are mailing your final exam, please use the following address. Express services such as UPS and FedEx will deliver to this address:

Washington University in St. Louis

Olin Business School

ATTN: Kathryn Graham

One Brookings Drive

Campus Box 1158

St. Louis, MO 63130


Name Mike Rapp EMBA 50 Team E

Part 1: Analyst’s street-view of the FIRM

Suggested length: 2 – 3 pages:

Prepare an analyst street-view of the FIRM. The goal of the street-view is to organize the relevant information as an analyst would in order to have a framework to succinctly communicate the core aspects of the FIRM. You may use any format for your summary, but the following TEMPLATE for Coca-Cola is one possible approach.

If you follow this TEMPLATE, start by clearing all data specific to the FIRM before you begin. This is an example only and you are encouraged to use your creativity in answering this part of the exam. If you do use this template, delate all the content before beginning and change the name for the firm you are analyzing.

Analyst street-view for: Alphabet Inc Ticker symbol: GOOGL

Created 06/27/17 (By Mike Rapp EMBA 50)


1 Background

HQ: Mountain View, CA


Age: Incorporated October 2, 2015 (as Alphabet)

Founded September 4, 1998 (as Google)

Larry Page and Sergey Brin founded Google to provide an important service to the world, namely, instantly delivering relevant information on virtually any topic to end users. Despite Alphabet incorporation, moon shots and other bets, delivering information to the world remains at the heart of what the firm does.

Mission: Access and Technology for Everyone

Mantra: "Google is not a conventional company. We do not intend to become one."

Mission Statement: To organize the world’s information and make it universally accessible and useful.”

2 Size, product groups, brands, and customer demographics

Brand: Technology and Communications

Demographics: Presence in 49 countries, serving 1 billion people and holding an 85% market share of search engines—its primary source of revenue.


- Google: Search, Ads, Commerce, Maps, YouTube, Google Cloud, Android, Chrome, and Google Play

- Other Bets: Access, Calico, CapitalG, GV, Nest, Verily, Waymo, and X

Assets: 12/31/16 12/31/15

(in millions) $167,497 $147,461

% change = 12%

Share equity 12/31/16 12/31/15

(in millions) $139,036 $120,331

% change = 13.5%

SE/Assets 12/31/16 12/31/15

83% 81.6%

Revenues 2016 2015

Total revenue $90,272 $74,989

(in millions) % change = 16.9%

Net income $ 19,478 $15,826

(in millions) % change = 18.7%

3 People

Larry Page: Chief Executive Officer, Co-Founder and Director (Principal Executive Officer)

Sergey Brin: President, Co-Founder and Director

Ruth M. Porat: Senior Vice President and Chief Financial Officer (Principal Financial Officer)

Eric E. Schmidt: Executive Chairman

As of December 31, 2016, Alphabet had 72,053 full-time employees: 27,169 in research and development, 20,902 in sales and marketing, 14,287 in operations, and 9,695 in general and administrative functions.

Alphabet maintains work councils


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