Groupon Inc, Strategic Audit

Strategic Audit for

The headings in the audit are:

1. Evaluate Current Performance results

2. Review Corporate Governance.

3. Scan and assess the external environment

4. Scan and assess the internal environment

5. Analyze the strategic factors using SWOT

6. Generate and evaluate strategic alternatives

7. Implement strategies

8. Evaluate and control

The company was the first of its kind and changed the way consumers spend, shop, and think about idea (they began recruiting merchants to offer discounts in online deals that centered. In deals when enough coupons were purchased, consumers saved money and merchants benefitted from both large scale and market exposure. )

Groupon is a name of combining the words “Group” and “Coupon” .

Firstly, its first deal was launched in October 2008, the company grew with incredible rate reaching Groupon`s estimated worth over $1 billion after just 16 months becoming the second fastest website after ( Youtube that reached the first after 12 months by 2010) .

Secondly, Groupon also was serving more than 150 markets in North America, 100 markets in Europe, Asia, and South America. Also, it was boasting 35 million registered users .

Thirdly, In Nov.2011, Groupon raised $700 million in its initial public offering , the largest IPO by U.S. since Google $1.7 billion in 2004 but this growth seen in the company `s infancy had been largely elusive since its IPO . On August 31,2012 Groupon stock fell 84% from 26.11 $to close at 4.15 $ .

Groupon were always trying to create new ways for local merchant partners to attract customers by offering good & service at a discount and this by scaling relevant deals based on customer satisfactions.

Groupon strategic formulation contains: Mission, Objective, Strategies and policies.

* Mission & Vision :

Groupon old mission is to be the marketing tool that connects consumers and merchants. Now, is to be become the...