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1. Study on the supply chain
strategy of a global company
(Google)

2. Submitted by:
Name: Alamin
ID: 2183401019
Batch: 19th
Subject Name: SUPPLY CHAIN
MANAGEMENT

3. Index
No Topic Page No
1 Introduction to supply chain 4
2 Company Overview 5-10
3 Supply chain objectives of the Google 11-13
4 Supply chain network of the Google 14-18
5 Supply chain strategy of the Google 19-23
6 Supply chain innovation (new technology
implementation) of the Google
24-32
7 Supply chain challenges for the Google 33-36
8 Conclusion 37
9 References 38

4. Supply chain management can be defined as
the management of flow of products and services, which
begins from the origin of products and ends at the product's
consumption. It also comprises movement and storage of raw
materials that are involved in work in progress, inventory and
fully furnished goods.
Introduction to supply chain

5. Google is an American multinational,
publicly-traded organization built
around the company's hugely popular
search engine. Company was first
incorporated as privately held
company on September 7, 1998
Company Overview
What is Google

7.  Google began in 1996 , as a research project by Larry
page who was soon joined by Sergey brine , two Ph.D.
Students at Stanford university
 In 1997 , the BACKRUB was renamed as “GOOGLE”.
 “GOOGLE” : which means 10^100.
 And in the same year GOOGLE becomes GOOGLE inc.
 Finally , in 1998 the homepage was launched .
 in 1999 , GOOGLE redesigns the logo .
History

8. Founder of Google
Larry Page Sergey Brin

9. • Gmail
• YouTube
• Picasa
• Google maps
• Google earth
• Google street view
• Google news
• Google play
• Android fiber
• Hangouts
• Google car
Services of Google
• Google glass
• Google cardboard
• Google alerts
• Google chrome
• Google apps
• Blogger
• Google reader
• AdWords
• Google voice
• Book search
Over 151 Google Products and
Services

10. In 1’ April 2004 , Gmail goes
live started with 1 GB
storage space .
Gmail YouTube
In 2006 ,YOUTUBE Join
GOOGLE .
Google CHROME
Google Join
In 2008 , GOOGLE is 10
years old and it introduced
one web browser .

11. “Google's mission is to organize the world's information and make
it universally accessible and useful” (google company overview,
2014). The business is built on a strong core value system which
encourages growth, innovation, and ease of use for everyone.
The primary goal of google is to provide users with the most
relevant, highest quality results based on user search queries, i.e.
Their wants and needs when performing a search online.
Supply chain objectives of the Google

13. 1. Ask your phone anything
2. Get reminders anytime, anywhere
3. Keep up with your favorite web sites and news
4. Access tickets for upcoming events
5. Stay up to date on movies, books, and TV shows
6. Go shopping, online and in-store
7. See how far you've walked (or biked)
8. Travel without stress
9. Keep an eye on stocks & sports
10. Keep your commute simple
Top 10 awesome features of
google now

14. Google search results pages, other google sites like maps and
shopping, and search sites that partner with google to show ads. ... The
display network: google sites like YouTube, blogger, and Gmail, plus
thousands of partnering websites across the internet.
The first and most popular network google has in its
arsenal is the google search network. This network is the one you're
probably the most familiar with and use on your own google ads
campaigns. The google search network includes every search engine
results page under Google's control.
Supply chain network of the Google

15. • All of the places where your ads can appear, including google sites, websites that partner
with us, and other placements like mobile phone apps.
• The google network is divided into groups to give you more control over where you'd like
your ad to appear:
• The search network: google search results pages, other google sites like maps and
shopping, and search sites that partner with google to show ads.
• The display network: google sites like YouTube, blogger, and Gmail, plus thousands
of partnering websites across the internet.
• By default, new ad campaigns are set up to show ads across the entire network to give
your ads the most visibility.
• If you see that you're not getting a good return on investment from an area of the
network, you can exclude individual sites on the display network or change your ad
campaign's network settings to opt in or out of each network.
Google Network

16. • EVER SINCE GOOGLE’S LAUNCH BACK IN THE ’90S, THE COMPANY HAS BEEN
CONTINUALLY EXPANDING AND GROWING ITS SERVICES. WITH THE
INTRODUCTION OF ADWORDS AND ADSENSE IN THE EARLY 2000S, GOOGLE’S
ADVERTISING NETWORKS HAVE EXPLODED IN SIZE AND CAN NOW REACH
OVER 90% OF ALL ONLINE USERS.
• IT’S THIS NETWORK THAT ADVERTISERS PAY A PRETTY PRICE TO ADVERTISE
THEIR PRODUCTS AND SERVICES TO MILLIONS (POSSIBLY BILLIONS) OF USERS
ONLINE. CURRENTLY, THERE ARE 2 MAIN GOOGLE NETWORKS THAT
ADVERTISERS CHOOSE TO USE; THESE ARE THE GOOGLE SEARCH NETWORK
AND THE DISPLAY NETWORK.
Understanding Google’s
Networks

18. • The first and most popular network google has in its arsenal is the google search network. This
network is the one you’re probably the most familiar with and use on your own google ads
campaigns.
• The google search network includes every search engine results page under Google's control.
This means that any search term you type in google, that search engine results page is part of
Google's search engine network.
• Considering there are an unlimited amount of phrases that people can search for, that’s a pretty
big network!
• If you use google frequently (without adblocker), then you’ve probably noticed the sponsored
results at the top of every search you make. All of these adverts are using the google search
network to maximize their visibility. Depending on what settings the ads are using, this means
the ads will display for a range of keywords including exact match phrases, phrase matches and
broad matches.
• With billions of users making google searches every day, there are plenty of opportunities for
advertisers to advertise their products to millions of people.
Google search network

19. Supply chain strategy of the Google
Google's corporate strategy is to accelerate
innovation and strengthen brand loyalty through
transformational changes while creating an open-
source environment. Its
corporate strategies increased corporate overall
value. It involves strategic planning at corporate
level and often called as
corporate strategic planning.

20.  The more time people spend on the internet the more time they'll engage in revenue
generating activities such as viewing and clicking display ads and performing searches.
 Almost all of Google's efforts are focused on improving internet access and speed, with
the goal of shortening the distance between any activity and the internet.
 Google long-term strategy also includes:
 getting more ambitious things done.
 Empowering great entrepreneurs and companies to flourish.
 Investing at the scale of the opportunities and resources.
 Improving the transparency.
 Making google even better through greater focus.
 As a result of all this, improving the lives of as many people as we can.

21. Product strategy through product and service
diversification
• Online search has always been the main service and product of google. The
company initially capitalized on its search technology that it began developing
since 1996. However, as part of its product strategy, it later diversified to different
internet-related products and services.
• These include productivity tools such as Gmail and google drive, enterprise
products such as google search appliance, online advertising and publishing
services such as AdWords and AdSense, and other online services such as
google news, google translate, and google maps, among others.
• Diversification is a core business strategy of google because it allows the
company to create new markets and retain existing customers, thereby creating a
pool of google-dependent internet users. Furthermore, diversification has enabled
the internet giant to position itself as a one-stop venue for all internet-related
needs.

22. UNDERSTANDING THE BUSINESS STRATEGY
OF GOOGLE
• Note that the discussion above is a general overview or snapshot of the
business strategy of google. Of course, there is more to google than the
strategies mentioned above. But it is undeniable that central to the internet
giant is the need to maintain leadership by introducing innovations and
adapting technological breakthroughs.
• Through product strategy that revolves around creating and maintaining
complementary internet-related services and products and acquiring relevant
technology ventures, google is able to retain and expand its stronghold, as well
as maintain a competitive advantage by cornering diverse technology-
dependent consumers while raising barriers to entry. Apple inc. Has employed
a similar strategy.

23. • Google further corners these technology-dependent consumers by making
other businesses from other industries and sectors dependent on its
services and products. The result is an ecosystem of various businesses,
brands, and products and services wherein google plays an influential role.
• The billion-dollar advertising business remains the fuel that keeps google
running. Note that the internet giant is both a technology and a media
company. The aforementioned strategies involving diversification,
acquisition, and vertical industry integration are all sustained and improved
further to supplement this advertising business.

24. Google introduced new products and
technology upgrades at its annual
developer conference on Tuesday that
showed the internet giant lagging
behind apple and Amazon.com in
some areas – while driving home its
superiority in artificial intelligence.
Supply chain innovation (new
technology implementation) of the
Google
The biggest new technologies
and products from google

25. Robot calling human
• The feature that got the most attention on the first day of the I/O developer show was
called duplex.
• It’s part of the google assistant, a voice-controlled system that answers questions and
performs an increasing array of tasks on command.
• It competes with amazon’s Alexa and apple’s Siri. A demonstration on stage showed
Google's assistant calling small businesses to book appointments.
• A google executive asked the system to make a restaurant reservation and when a
human there picked up the phone, the software discussed different times, the number of
seats and other details with the unsuspecting employee.
• Duplex is launching as an experiment soon, the company said. Google assistant also is
getting some new voices, including musician john legend’s.

26. • Duplex relies on AI, a type of software that learns automatically from data, rather than
having to be hand-coded.
• Google has been developing machine learning, computer vision, natural language
understanding and other forms of ai for at least a decade and is considered a leader in
the field.
• Ai powers many of the other new products and features google showed off on tuesday,
including smart compose for Gmail.
• This technology predicts the next words or phrases as people type an email. It takes
Gmail a step further beyond smart replies, a feature from a few years ago which
suggests appropriate responses to emails.
Gmail will write your Emails

27. • Google introduced version 3.0 of its tensor processor unit, a chipset
designed in-house for handling all these data-heavy AI tasks.
• The new version is eight times more powerful than last year’s and it
is water-cooled rather than air-cooled. Older thus are available for
outside companies to rent through Google's cloud-computing
business. But for now, only google gets to use the latest version.
A new AI chip

28. • The company introduced a visual positioning system, a new way for
people to find their way around with maps using their phone cameras
and Google's augmented-reality and computer-vision technology.
• The feature tackles a common problem when using google maps for
walking directions: it’s not always clear which way to walk initially.
Now users will be able to raise their phones and see an image of the
street with a large arrow pointing the correct way.
• The maps application also got some functionality similar to apple
maps and yelp to point users toward suggested places.
Maps gets an AR upgrade

29. Google announced big upgrades to its photos
app, including the ability for AI algorithms to
suggest who to share shots with based on who is
in the picture. The system will also make editing
suggestions and turn black and white photos to
color.
Ai-powered pic
sharing
Robot manners
Google said it will begin encouraging children to
say “please” to the google assistant, to
encourage better manners. Amazon announced
similar functionality for Alexa a few weeks ago.

30. • Google praised the importance of journalism and announced a new google
news app for android devices, iPhone, and the web.
• It comes with a built-in subscriptions tool making it easier for readers to pay
for digital magazines and newspapers. It also has a tab for suggested news
and can play video. Sound familiar?
• It looks like the google version of the apple news service launched in 2015.
Apple news is getting its own upgrade in the next year with a Netflix-style
subscription service, Bloomberg news has reported.
A new news app

31. • Google also wants you to use your phone less. Many tech companies are
looking to free people from their devices, but google is one of the first to
show off tools.
• The company announced a new dashboard tool for android phones that
lets users monitor how long they’re watching YouTube videos or using
other apps.
• Apple plans to show off similar functions when it announces a new
version of its ios mobile operating system next month, Bloomberg news
has reported.
Tackling tech addiction

32. • The latest version of Google's mobile software, called android P,
was announced a few months ago, but google held back a big
change for Tuesday: A revamped interface that looks like the
iPhone x’s new gesture-based system.
• It eschews a software navigation bar at the bottom of the display for
more fluid interactions that take users between apps and back to
the home screen.
X-like gestures

33. 1. Growing regulatory risks
2. Shoring up growth, profits
3. Skeptical employees
Supply chain challenges for the
Google
Google's 3 Biggest Challenges

34. Growing regulatory risks
• Alphabet formally acknowledged the government’s antitrust probe earlier this year, but it isn’t just U.S. Federal law
enforcement officials taking a harder look at alphabet’s business practices. In addition to FTC and DOJ investigations, a
coalition of state attorneys general are participating in an antitrust probe of the company. In Europe, alphabet has faced
record fines in recent years for antitrust violations, and the European commission, the EU's antitrust regulatory
body, recently opened an investigation into Google's data collection practices, and may include data related to local
search services, advertising, ad targeting, login services, web browsers, and others, according to reutters.
• What’s more, public scrutiny of alphabet could intensify as well. A recent wall street journal investigation found that
contrary to some of the company’s claims, it routinely intervenes in search results, even favoring the results generated
by big businesses such as eBay over smaller ones. Any such activity is likely to draw the attention of regulators, as well.
• What does this add up to for investors? The dark cloud of investigations and potential regulatory
action could kneecap its multiple expansion, according to analysts. And with Pichai now alone at
the top, “investors might view [his elevation to CEO] as a sign that investigations are going to take
up even more time of alphabet exec team over the near-term,” wrote MKM partners analyst Rohit
Kulkarni in a recent note.

35. • For the third quarter, alphabet posted a mixed earnings report that revealed better-than-expected
revenue, but a hit to its earnings -- earnings per share came in at $10.12 versus estimates of $12.42.
One reason for that miss, as noted by real money's tech columnist eric johns, was accelerating
operating expense growth, along with spending on R&D, sales and marketing and other expenses. It
also recorded a net loss in its equity investments last quarter, posting a loss of $1.53B loss versus a
$1.38B gain in the third quarter of last year.
• Alphabet’s reputation for secrecy often works against it when its updates to investors are mixed. After
its first quarter earnings call, for example, alphabet’s stock hit the skids for weeks -- partly owing to
management’s lack of clarity in explaining its missed quarterly revenue and how it might have been
affected by changes to its ad products. Meanwhile, investors have expressed frustrations that alphabet
doesn’t break out youtube revenue, although it’s been long presumed to be a top driver of ad revenue
growth for google.
• Alphabet may gradually pull back the curtain on the details of its books, and how they relate to product
changes and other initiatives. With Pichai's appointment, analysts expressed some optimism that the
management change could herald a more transparent alphabet. If it did, that would likely mean good
news for investors.
Shoring up growth, profits

36. 3. Skeptical employees
• Alphabet is still one of the most sought-after employers in silicon valley. But a vocal contingent of
its workers disagree with the company’s policies and direction. For instance, Pichai navigated
google through a worker revolt last year over project maven, a contract with the military to analyze
drone footage. (Google did not renew the contract.)
• That was not an isolated incident. In June, a group of workers appeared at a shareholder meeting
to protest Google's handling of sexual harassment complaints and its work on building a censored
search engine for China. Google nixed the Chinese search engine, dubbed project dragonfly, in
July. In November, employees protested the suspension of two colleagues, allegedly over their
internal activism.
• Having deprecated the “don’t be evil” mantra co-founders Larry page and Sergey brin codified in
Google's initial company values, Pichai must determine what kind of company alphabet wants to
be -- and how to sell that message to employees and investors alike. There is optimism that more
transparency with investors could be coming on Pichai's watch, but whether that will extend to
Google's workforce of over 100,000 remains to be seen.

37. Google should keep on pushing advancements in technology and machine
learning, helping marketers to improve their understanding of the consumer
journey.
Google’s values and unconventional management practice to be maintained by
providing commitment to leading-edge technology driven solutions.
Google should keep pace with risk taking, long-term horizons and bottom-up
innovation approaches, which tends to deliver high-reward projects with larger
margins.
Google should continue to innovate and provide with the right tools and
insights, to ensure that consumer expectations won’t outpace the ability of
deliverable by innovation & technologies.
Conclusion

38. 1. HTTPS://WWW.GOOGLE.COM/SEARCH?Q=SUPPLY+CHAIN+INTRODUCTION&RLZ=1C1B
NSD_ENBD948BD948&OQ=S&AQS=CHROME.0.69I59L3J69I60L5.1589J0J7&SOURCEID=
CHROME&IE=UTF-8
2. HTTPS://WWW.SLIDESHARE.NET/IKHTIARKHANSOHAN1/PRESENTATIONABOUT-
GOOGLE
3. HTTPS://WWW.GOOGLE.COM/SEARCH?Q=OBJECTIVE+OF+GOOGLE&RLZ=1C1BNSD_EN
BD948BD948&OQ=OBJECTIVE+OF+GOO&AQS=CHROME.0.0I20I263J69I57J0L5J69I60.1
1057J0J4&SOURCEID=CHROME&IE=UTF-8
4. HTTPS://PPCPROTECT.COM/WHAT-IS-THE-GOOGLE-NETWORK/
5. HTTPS://WWW.GOOGLE.COM/SEARCH?Q=STRATEGY+OF+THE+GOOGLE&SOURCE=LM
NS&BIH=577&BIW=1280&RLZ=1C1BNSD_ENBD948BD948&HL=EN&SA=X&VED=2AHUK
EWIVQSC8OOLXAHX2NKSFHCQSAAYQ_AUOAHOECAEQAA
6. HTTPS://BUSINESSTECH.CO.ZA/NEWS/TECHNOLOGY/243301/9-OF-THE-BIGGEST-
NEW-TECHNOLOGIES-AND-PRODUCTS-FROM-GOOGLE/
References