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Merloni Case Study Analysis For Education

Ben Merloni Google Case Study 1. What does the mission statement tell you about what Google believes its core competence is and what market needs it is targeTng? How useful do you Fnd this mission in se±ng Google’s strategy? Discuss the advantages and disadvantages of a broad versus a narrow vision statement for a corporaTon? If you were the CEO of Google, what might your vision for its future be? The mission statement about Google leads me to think that the company belives its core competency is about evolving innova±on. The mission statement of Google men±ons nothing about being a market leader men±ons nothing about proFt and makes no reference to a past or present tense. “To organize the world’s informa±on and make it universally accessible and useful”. That statement depicts that the target market for Google is everyone on the planet who is using or searching for informa±on over the internet. I Fnd the mission statement for Google to be very broad based on the markets they are currently in. When Google started as just a search tool and generated revenue for ad space this mission statement made sense but it lacks considera±on for other revenue genera±ng markets Google is involved in, like the android pla²orm. However I do Fnd the mission statement of Google to be useful as it is broad and does not limit itself to one speciFc competency, market or customer segment. If I were the CEO of Google my vision or mission for the future of the company would be, “To organize the world’s informa±on and technology, to make it universally available, useable and accessible”. My vision would be that Google s±ll has a broad mission statement but something that points to how they will develop and u±lize the technological advancements around the world to make them readily available and useful for everyone in the world to use. The focus would be around innova±on, technology and how it can be used to change the world.

Case | HBS Case Collection | February 1990 (Revised August 2001)

Merloni Elettrodomestici SpA: The Transit Point Experiment

by Janice H. Hammond and Maura G Kelly


Merloni Elettrodomestici is a leading Italian manufacturer of domestic appliances. In 1986, an exposition for Merloni customers is scheduled at its Milano regional warehouse. During the two-month period preceding the event, when the warehouse must be free of inventory, the company conducts a "transit point" experiment. Each day, a truckload of products from the company's central warehouse is sent to Milano, where it is immediately transferred to small trucks for local delivery. At the conclusion of the experiment, the company is considering the replacement of its 17 regional warehouses with transit points. Students are asked to evaluate this proposal and recommend a configuration for Merloni's distribution network. Issues to be considered in the analysis of the case include the impact of different network configurations on customer service and on inventory, labor, operating, and transport costs.

Keywords: Logistics; Marketing Channels; Planning; Time Management; Distribution Channels; Competitive Advantage; Customer Relationship Management; Information Technology; Consumer Products Industry; Italy;

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