Google is rapidly overtaking the search engine industry. Google creators Larry Page and Sergey Brin could not imagine 8 years ago that they would dominate the search tools industry. Google's dominance has set the standard for all its competitors to emulate. For Google to continue to dominate, it must create a successful marketing strategy and must implement its plan effectively. To compete in this global technological world, Google must evolve through innovation and adapt to its audience. To do this, Google must start with implementation, strategic control and contingency plans. According to Pearce & Robinson, 2011 “Implementation is “where the action is”. It is the arena that most students enter as they begin their entrepreneurial careers. It is the strategic phase in which staying close to the customer, gaining a competitive advantage and pursuing excellence become reality."Implementation plan/goalAccording to Google's website, "Google's mission is to organize the world's information and make it useful universally evaluable ." To achieve this goal, they must focus on increasing their employee base. By expanding their workforce, they will be prepared for the upcoming growth of this industry. The next goal is to become more prominent in the international market. Through expansion and innovation, this will help to enter the international market. The next goal is to use its employee base to help deliver new advertising and products Google generates innovation from their workforce Their policies encourage employees to break out of the box and come up with new ideas that would appeal to… half of the paper… the search engine industry. Google must create accurate timeframes and goals for substantive milestone evaluations because Google is expanding at such a rapid pace and does not have the experience to handle similar growth as its Time Warner/AOL partners. It is essential that Google chooses the right tracking systems; will be crucial to the sustainability of Google's success. To continue to dominate against Yahoo and Microsoft, they put more effort into finding employees who will provide a unique advantage against their competitors. This will help build loyalty among the target market and provide a competitive advantage. Google's implementation plan may focus on changing their core search services product, but provide a competitive advantage by providing faster turnaround, greater scalability, and lower prices to advertising consumers.