A Strategic Plan

This project consists of a comparative analysis of the strategy of two competitors in the same industry based on secondary research.  Selected competitors for this project are:  1) Google Search 2) Microsoft Bing Broadly, the purpose of the analysis is to identify underlying factors and forces that explain, from a strategic point of view, relative differences in their performance in recent years. You are then expected to take the point of view of one firm. If the lagging firm, why is it lagging behind? If the leading firm, how can it achieve competitive advantage?  After you explain the performance differences between firms, you are expected to develop a strategic plan for a company.  If you choose the lagging firm, what should it do to remedy the situation? If the leading firm, what should it do to sustain or further reinforce the situation?  You are going to use the tools such as Balanced Scorecard, Strategy Maps, strategic group analysis, etc. in formulating your plan. A written report including your analysis and recommendations are required. Format guide for final report: double-spaced pages maximum with 1-inch margin on all four sides of the pages. Use Times New Roman, 12-font only.