Google has created a comprehensive strategic plan to organize the world's information and make it universally accessible. The plan covers Google's mission, values, competitive advantage, corporate strategy of vertical integration, globalization and diversification. Google invests heavily in research and development to maintain its competitive edge in search and develop new products. It has diversified into areas like mobile, hardware, software and content to continue driving growth. The strategic plan evaluates Google's approach and provides recommendations to better leverage resources and capabilities going forward.
My final paper for my MBA Capstone class, based on "Google's Strategy in 2012" by John E. Gamble. Includes a SWOT analysis and suggestions on how Google can move forward.
This document provides an overview of the Indian advertising industry and some of the major competitors in the industry. It discusses the market size of the industry, with print, TV, and digital being the largest segments. Some of the top advertising agencies in India are discussed, including Oglivy & Mather, Crayons Advertising, McCann Worldgroup, DDB Mudra Group, Lowe Lintas, J. Walter Thompson, and GroupM Media. These agencies offer integrated marketing communications services across various media and have a large client portfolio of national and multinational brands. The Indian advertising industry is projected to grow significantly in the coming years.
Romsha Singh has over 8 years of experience in marketing, brand management, consumer insights, digital marketing, event management, media planning, and sales promotion. She currently works as an Assistant Manager for Brand Communications at IDEA CELLULAR LTD., where she develops communication strategies, executes promotions, and manages a budget. Prior to this, she held marketing roles at various companies where she led projects in events, activations, alliances, and digital strategies.
Google company Profile
Introduction
Mission and Vision
Product offerings
Industry analysis
SWOT analysis
competitor analysis
marketing Mix
Google Management
Current Events
Conclusion
The document summarizes Brent Callinicos' presentation about Google Treasury. It outlines Google's mission to organize the world's information and make it universally accessible. It then discusses Google's strategy of focusing on search, ads, and apps. The presentation also provides an overview of Google Treasury's organization, focus on areas like foreign exchange management, and goal of implementing robust risk management systems.
The document discusses Google's business strategy and potential areas for expansion. It summarizes that Google started as a search engine and used innovative paid listing and algorithmic models to grow rapidly. While competitors pursued diversification, Google achieved differentiation through superior search quality and a focus on innovation. The summary recommends that Google continue focusing on its core search competency in line with its 70-20-10 strategy, given its competitive advantages in this area. Direct competition with established players in other domains like portals, ecommerce or operating systems would be challenging.
As a part of the Strategy Assignment during MBA. We tried to create a Strategic Landscape of Google Inc. This is one of the best presentations we ever made. I made it with my friends Abhishesh Kumar Sharma and Virindersingh Villkhoo
This document provides a summary of the Workforce 2020 Executive Report on Google. It finds that the US workforce will be older, more female, and impacted by immigration trends over the next decade. This will affect Google's talent pool. The report also identifies trends that will impact Google, such as increased social media, mobile internet, demand for personalized experiences, and new technologies like robots. It recommends that Google create mentoring programs, expand into robotics, address unfair litigation, and strengthen Google+.
My final paper for my MBA Capstone class, based on "Google's Strategy in 2012" by John E. Gamble. Includes a SWOT analysis and suggestions on how Google can move forward.
This document provides an overview of the Indian advertising industry and some of the major competitors in the industry. It discusses the market size of the industry, with print, TV, and digital being the largest segments. Some of the top advertising agencies in India are discussed, including Oglivy & Mather, Crayons Advertising, McCann Worldgroup, DDB Mudra Group, Lowe Lintas, J. Walter Thompson, and GroupM Media. These agencies offer integrated marketing communications services across various media and have a large client portfolio of national and multinational brands. The Indian advertising industry is projected to grow significantly in the coming years.
Romsha Singh has over 8 years of experience in marketing, brand management, consumer insights, digital marketing, event management, media planning, and sales promotion. She currently works as an Assistant Manager for Brand Communications at IDEA CELLULAR LTD., where she develops communication strategies, executes promotions, and manages a budget. Prior to this, she held marketing roles at various companies where she led projects in events, activations, alliances, and digital strategies.
Google company Profile
Introduction
Mission and Vision
Product offerings
Industry analysis
SWOT analysis
competitor analysis
marketing Mix
Google Management
Current Events
Conclusion
The document summarizes Brent Callinicos' presentation about Google Treasury. It outlines Google's mission to organize the world's information and make it universally accessible. It then discusses Google's strategy of focusing on search, ads, and apps. The presentation also provides an overview of Google Treasury's organization, focus on areas like foreign exchange management, and goal of implementing robust risk management systems.
The document discusses Google's business strategy and potential areas for expansion. It summarizes that Google started as a search engine and used innovative paid listing and algorithmic models to grow rapidly. While competitors pursued diversification, Google achieved differentiation through superior search quality and a focus on innovation. The summary recommends that Google continue focusing on its core search competency in line with its 70-20-10 strategy, given its competitive advantages in this area. Direct competition with established players in other domains like portals, ecommerce or operating systems would be challenging.
As a part of the Strategy Assignment during MBA. We tried to create a Strategic Landscape of Google Inc. This is one of the best presentations we ever made. I made it with my friends Abhishesh Kumar Sharma and Virindersingh Villkhoo
This document provides a summary of the Workforce 2020 Executive Report on Google. It finds that the US workforce will be older, more female, and impacted by immigration trends over the next decade. This will affect Google's talent pool. The report also identifies trends that will impact Google, such as increased social media, mobile internet, demand for personalized experiences, and new technologies like robots. It recommends that Google create mentoring programs, expand into robotics, address unfair litigation, and strengthen Google+.
Google employs a strategic management approach that aligns with its mission to organize the world's information. It uses a flat management structure and empowers employees to collaborate on projects they are passionate about, living its theory as a "network company." Google's mission is to make information universally accessible and useful. It drives innovation through products like search, maps, translation and more. A Porter's 5 forces analysis found Google faces little threat from new entrants or substitutes given its market dominance in digital advertising, where it has over 30% share. While competitors like Microsoft and Yahoo have tried and failed to gain significant share, Google maintains success through strategic planning, execution, and focusing on customer retention.
Running head CAREER CONNECTION Final Strategic Plan1CAREER.docxsusanschei
Running head: CAREER CONNECTION: Final Strategic Plan
1
CAREER CONNECTION: Final Strategic Plan 21
CAREER CONNECTION: Final Strategic Plan
Avonda Ellison
BUS/475
October 24, 2016
Ramzy Noel
Table of Contents
I. Executive Summary ………………………………………………………………………….3
II. Strategic Plan Part 1: New Business Division; Vision, Mission, and Value Proposition.……4
III. Strategic Plan Part 2: SWOT Analysis and Supply and Value Chain Analysis … ....……….7
IV. Strategic Plan Part 3: Assumptions, Risk and Change Management Plan; Summary of Strategic Objectives; Balanced Score Card and its impact on stakeholders; the Communication Plan........................................................................................................…….8
V. Conclusion………………………………………………………………………………..…..9
VI. Reference Page……….……………………………………………………………………..10
Executive Summary
Google Company plans to introduce a new product and division. The new division that will be directly in charge of the proposed product will be referred to as the virtual reality division. The consideration of this new division is informed by the need for Google to meet the changing needs of consumers and narrow the innovative gap between it and its competitors such as Facebook and Microsoft. For the proposed product to gain competitive advantage, a proper strategy, mission, vision, as well as communication plan should be put in place. These are elements that will establish the roadmap for the product and the success of the new department. Comment by Avonda Ellison: This needs to be added to. It has to be 350 words Comment by Avonda Ellison: Comment by Avonda Ellison: Comment by Avonda Ellison:
Strategic Plan Part One
The New Business Division
The new company division that will deal with the proposed product is the virtual reality division. Google will establish its internal and committed virtual reality division for virtual reality computing. This comes after considerations by the organization to comply with the emerging plans to establish viable enterprises. This proposed division will focus on virtual reality computing. This move comes in the wake of rising rivalry from organizations such as Facebook and Microsoft. One proposed product for virtual reality computing is the Cardboard. This product will deal with transforming smartphones and other mobile phone devices into a 3-d viewing device. The cheap product will be an accessible device that will serve the purpose of bringing mobile virtual reality to consumers. To ensure that the proposed division works effectively, the organization will form partnership with various firms such as GoPro.
Mission
Google’s mission statement is indicative of the high status of the entire organization and the newly proposed division. The company’s mission is to reorganize the global information and transform it into a universally accessible and useful resource (Google Company, 2015). From the time of its formation to the present moment, Google has p ...
Google started in 1998 and has since grown into a global technology leader known for its innovative culture and commitment to employees. It employs over 40,000 people across over 40 countries. Google prioritizes investing in employees through benefits like free meals, transportation, and work environments designed for collaboration. This focus on culture and employee happiness has helped Google become a top employer and innovator in technology.
Running head WEEK 3 ASSIGNMENT 1 1WEEK 3 ASSIGMENT 16We.docxrtodd599
Running head: WEEK 3 ASSIGNMENT 1
1
WEEK 3 ASSIGMENT 1
6
Week 3 Assignment 1
Nikema Foster-Carrero
Strayer University
BUS499 Business Administration Capstone
Dr. Brian C. Grizzell
Date July 22, 2018
Week 3 Assignment 1
Introduction
The company that I have chosen to discuss in this writing assignment is Google. Starting as Backrub by two graduate students who had the vision to create a search engine with links attached to the world wide web. Google is a leading technology company that consists of vast amounts of software and hardware that is available worldwide. Their unconventional methods were the basis Google was founded by and they are continuing by creating hundreds of products used daily by millions of people and majority of their services are free. Their headquarters is in Parkway in Mountain View, California, United States. As of now, this company has developed and implemented the mechanisms that have enabled it to compete effectively in the global realm of Information technology. Also, the company has heavily invested in the most modern programs and services that have enabled it to consolidate its global business status.
In this paper I will be discussing how globalization and technology changes have impacted Google, how the company can earn above average returns based on the industrial organizations model, how the vision and mission statement influences its’ overall success, and how each category of stakeholder impacts the success of the company.
Globalization
Since Google has dominated the search engine industry, it seems only fair for them to dominate the rest of world, right? Google is a leader in reaching a global market. In 2005, the company decided it was going to expand their market to China, Europe, and Japan. Today, Google serves over 100 countries however, 25 of them are partially blocked. Although you would think that Google would be in competition with Bing or Yahoo, according to an article from searchengineland.com the Executive Chairman, Eric Schmidt stated that their biggest search competitor is Amazon. Apple and Facebook are among the global competiors. These companies are also innovative which creates heat for Google. Although Android controls majority of the market, Apple’s innovative creations can’t be ignored. The article also states that Facebook and Google combined make up more than 50 percent of the overall markets, from a mobile and market share perspective.
Technology
Technology evolves at a speed of 18 months according to Moore’s Law which is also known as technology diffusion. According to the text book disruptive technology destroy the value of an existing technology and creates new ones and new products contribute to the information age. Google’s strategy always keeps consumers fresh with new technology that is designed to never keep the consumer waiting. They are surpassing their competitors with items such as Google Duplex which is a speaker like Amazon’s Alexa, Gmail upgrades, Google Maps, .
Revolutionizing Analytics- A Strategic Proposal for Google Analytics 360.docxBradRamphal
I propose enhancing Google Analytics 360 by streamlining the interface, introducing advanced reporting and visualization features, improving integration, providing robust support and training, ensuring accessibility and inclusivity, and implementing a user feedback mechanism.
Running head GOOGLE MANAGMENT1GOOGLE MANAGMENT8GOOGLE M.docxjeanettehully
Running head: GOOGLE MANAGMENT
1
GOOGLE MANAGMENT
8
GOOGLE MANAGEMENT
Author Name(s), First M. Last, Omit Titles and Degrees
Institutional Affiliation(s)
Table of Contents
Introduction to the company3
Who founded Google?4
How is Google funded?4
History of Company4
What impact has the brand had within its category?5
How have you differentiated yourself from your competitors?5
Mission of company5
Best practice6
Best practice into concepts8
It gives value to work8
Optimize efforts through analytical tools8
How could another organization adopt this best practice?9
Boosts flexibility at work10
Conclusion10
Introduction to the company
Google LLC is a US international technology organization that focusses on Internet-related products and services, which contain search engines, online marketing technologies, cloud computing, hardware, and software. The purpose of Google management is to organize all the information in the world and create it nearby and beneficial to everyone (Shane, & Wakabayashi, 2018).
The company Google was born as a search engine for more information on the web. Its main characteristic with respect to its competitors was its advanced system of analysis of relations between pages, which allowed a higher ranking or ranking. Google's next step was to use this information to introduce advertising and manipulate the ranking based on the payment for such advertising. The enormous benefits that the company achieves are reinvested in new services and new policies that have strengthened the individual-segmentation relationship, reaching perfect segmentation (Mingers, & Lipitakis, 2010).
Google is an American multinational company focusing on products and services linked to the Internet, electronic devices, software and other expertise. Google's key product is the Internet content search engine of the similar name, although it also provides other services such as an email service called Gmail, its Google Earth map and Google Maps service, the YouTube video website, others Web values such as Google News or Google Books, the Google Chrome web browser, the Google+ social network. It provides an easy and quick way to find info on the web, by access to a catalogue of over 8,168 million web pages. As said by the Google company, currently replies to above 200 million queries a day (Verma, et.al. 2015, April).
Who founded Google?
The American of Larry Page and the Russian Sergey Brin , are the founders of this magnificent company. In 1995, Page had finished his studies at the University of Michigan and went to do his graduate degree at Stanford University, California. In this same university he meets Brin, 21, who was in charge of teaching him the campus (Verma, et.al. 2015, April).How is Google funded?
Faced with the great and rapid growth, in the year 2000, Google develops what today gives them the highest proportion of their profits: Google Adwords. Which is a Digital Marketing strategy that is based on making money throu ...
This document provides a case study analysis of Google in China. It begins with an overview of Google's history, development, mission, growth and financials. It then conducts a Porter's Five Forces analysis and SWOT analysis of Google. The document evaluates Google's experiences in China, noting that its market share declined significantly after conflicts with the Chinese government. It recommends that Google refrain from re-entering the Chinese search market to preserve the credibility of its search results and maintain its reputation of providing uncensored information.
1FINANCIAL ANALYSIS GOOGLE AND COMPETITOR MICROSOFT.docxfelicidaddinwoodie
1
FINANCIAL ANALYSIS GOOGLE AND COMPETITOR MICROSOFT
Financial Analysis of Google and competitor Microsoft
This paper is to examine the future financial health of Google Inc. and its competitor Microsoft Corporation. Of note the two competitors are prominent technology giants. Both Google and competitor Microsoft Corporation are publicly traded companies. Google is a prominent provider of a widely popular search engine. In addition Google is also a world class leader of other products and services which include digital advertising, cloud computing, Web app, browser, internet analytics, and operating system development. Contrastingly Microsoft is known to manufactures, supports, develops and sells electronics, personal computers, computer software and services. It is recognized for Edge web browsers, Internet Explorer, and Microsoft Windows brand of operating systems
The analysis of the financial health of the two companies Google and Microsoft will include the funding of the operations of the business from external sources namely debts, debentures and repurchases of stock.
External Financing Needs
For an organization to have a precisely healthy financial position, it is imperative to endeavor its cash and its debt cautiously. Google’s capital structure is comprised of a blend of debt and equity that takes full advantage of the stock price, so as to safeguard and support the financial structure. Google primarily generates revenues from providing affordable digital adverting. The company finances its operations through debt financing, and equity.
Consequently Google’s debt to equity ratio for the quarter which ended June, 2016 is 0.03 % this may perhaps suggest Google has a sensible percentage of its general assets financed by debt. A high debt to equity ratio in general denotes a company has been forceful in financing its progress with debt. Moreover the value of Google’s assets remarkably exceeds the company’s complete debt (SEC Google, 2015).
Google’s current debt to equity ratio represents the value of common shareholders’ equity which also astoundingly outshines that of general liabilities. Additionally, the company has ample resources from investors to bolster its long-term obligations. Google has demonstrated the prospect to offer a substantial return on investment for investors; however its deficiency to distribute dividends in the near future may be a drawback for stockholders in regards to short-term stock holdings.
On the other hand, Microsoft external financial necessities are met by issuing debt to yield benefit of positive liquidity and pricing in the debt marketplace. Microsoft provides a particular fixed securities and income to generate returns on investments. The earnings of these issuances will be utilized for corporate operations, which includes, funding for working capital, repurchases of capital stock, repayment of existing debt, capital expenditures and acquisitions (SEC Microsoft, 2015).
Targ ...
5.1 PRD- A report on People Resourcing of Google (Individual)Shilabrata Karmakar
1. The document discusses Google's human resource management practices related to performance management, people resourcing, and development. It covers Google's organizational structure, recruitment and selection processes, training programs, and performance management.
2. Google forecasts human resource needs through trend and scenario analysis to balance supply and demand. It uses a matrix structure and recruits both internally and externally, focusing on creativity, smartness, and excellence rather than experience.
3. Google provides competitive compensation and benefits to attract and retain top talent. It implements various training programs and performance management to maximize employee capabilities.
Running Head DIAGNOSING THE CHANGE DIAGNOSING THE C.docxjoellemurphey
Running Head: DIAGNOSING THE CHANGE
DIAGNOSING THE CHANGE
Diagnosing the Change
Within Google and YouTube Using the Star Model
Abstract
This paper uses the star model to diagnose how Google and YouTube execute their change mission. Both websites are under the Google Inc. leadership, whose goal is to provide free useful information, while profiting from online advertising. Google Inc. supports its strategy by investing in research and development, outlining a clear mission statement for employees, and rewarding network members by sharing advertising revenue. The paper also covers Google Inc.’s SWOT analysis. It is a leader in the web search and video sharing industry, and makes most of its profit from the growing internet advertising business. However, Google Inc. is facing steep competition from other companies in the industry, and some of its attempts to explore other ventures have failed.
Introduction
The internet continues to grow exponentially as more people from around the world gain access. One of the most interesting things about the internet is that it is very democratic. Anyone can purchase a web page with very little capital and share their opinions. Another reason for the growth in internet usage is that there are more platforms with internet usage capabilities, such as cell phones, and motor vehicles. Advertisers cannot ignore this growth in internet usage. In fact, the revenue from internet advertising is catching up with the revenue of TV advertising. This creates opportunities for web-based companies to increase their profits. Google and YouTube are profiting from this shift in advertising by adopting advertising based platforms. This paper covers their strategies, people and practices, structure, rewards system, and SWOT analysis.
Strategy
Google and YouTube are under the same leadership, with very similar strategies to success. As mentioned in previous papers Google and YouTube lacked direction when both companies began. Under new leadership, profitability was added to the equation, using an advertising model. The new leadership saw both companies as game changers due to the competitive advantage of the growth in internet use, the popularity of search engine use, and the increasing power of video sharing. Both companies were/are leaders in their sectors.
Google Inc’s leaders had a clear vision for both companies, to provide free and useful information/products, while profiting from advertising. This way, users of the free products and information can advertise Google and YouTube, reducing the need for a widespread advertising campaign. For example, college students learn about various topics watching YouTube videos, while drivers all over the country benefit from Google maps. When those users talk about the benefits of using these features, Google Inc. gets free advertising, while profiting from businesses advertising on both websites.
People and Practices
Its ...
GOOGLE 2
Google is one of the model companies to work for based on a number of factors including working conditions, salary, an opportunity for advancement and the work involved. Google has proven itself to be an ideal workplace due to the premium that it places on employee happiness. The key to Google’s success as the ideal workplace is the company’s constant innovation and experimentation to create the ideal work place. As a tech giant, Google has been able to achieve its incredible success due to a culture of creativity and innovation. The company also follows the same approach when it comes to managing its human resource (Bock, 2015).
Google is renowned for its unique people culture and talent management practices and policies. The company’s flexible approach to talent management attracts talented employees to the company in addition to keeping its workers satisfied and engaged (Bock, 2015). The company’s exceptional workplace culture and successful evaluation system enable it to retain high performing employees. Google recognizes the significance of a motivated workforce and the importance of flexibility in nurturing creativity and innovation. As a result, the company has invested in spaces that nurture creativity. It also gives the employees adequate time to experiment with their ideas. As a result, the employees are productive and satisfied which is critical to organizational performance.
Google transformative approach towards talent management is driven by the application of data and analytics to inform its people practices and policies. Through effective use of data and analytics, Google is able to leverage on technology to make more accurate decisions in regard to its human resource asset. Google success as a company is based on its ability to mine massive data sets to inform its business model. The company has extended this practice in managing its talent asset through what it has dubbed a people analytics approach. The approach entails the leveraging on big data and machine learning to gain insight into its employees. This is then used as the basis for making people decisions which has enabled Google to gain tremendously in terms of productivity returns (Bock, 2015).
Google’s employee development and training program is another important people policy that has had a significant impact in its organizational outcomes. Google has heavily invested in the training and growth of its workforce through various programs. This include offering its employees job-specific courses that improve their abilities. The company has also implemented a Google-to-Googler model through which employees learn from one another. In addition, the company has nurtured an organizational culture that encourages learning as a way of developing employees. This is vital as it ensures that its workforce is prepared for the various changes in the increasingly competit ...
Google is the world's largest search engine company with over 54,000 employees. They have created a strong work environment to maintain their dominance in search. Google's main strengths are its search engine and success in Android mobile market. Their main weakness is social media advertising. Opportunities lie in growing smartphone markets while threats include European antitrust investigations. The document recommends Google establish intellectual property rights over employees' ideas developed during work to diversify revenue beyond advertisements.
Part B Your Marketing PlanPatrick FrostMKT 500 Dr.docxherbertwilson5999
Part B: Your Marketing Plan
Patrick Frost
MKT 500
Dr. Adina Scruggs
February 15, 2015
Strayer University
Running head: PART B: YOUR MARKETING PLAN
1
PART B: YOUR MARKETING PLAN
5
Google Market Plan
Google is irrefutably one of the most popular and successful companies globally. This is one of the fastest growing companies as from when it was founded in 1998, it has grown into a multibillion dollar company. Google’s mission over the years has been to “organize the world's information and make it universally accessible and useful” (Google, 2010). In order to do this the company has implemented a very effective branding strategy that has enabled it to emerge the better amongst the companies that offer related services. Google as a company has played a major role in the promotion of globalization. For any company to be successful, the marketing process has to be implemented flawlessly in order to ensure the company has an upper hand over the competitors. Google as a company has at the forefront in ensuring that their branding strategy guarantees the company is well placed and positioned in the market.
Google’s corporate identity is one of the most profound brands in the world today. Just like any other companies, Google has to work towards promoting its identity through spreading the company believes and services which creates a collective sum of what the organization stands for. Differentiation has been one of the major strategies that have propelled Google towards becoming better than the competitors. Google has been at the fore front in trying new things hence having a better platform in ensuring consumer satisfaction. Branding for any of Google’s products has been very important especially in positioning of the company (Levi, 2007). One of the major Google products over the years has been the mobile phones and mobile software. Google although having entered into a very competitive market several years ago has managed to become one of the major mobile phone makers.
Google as a brand in the mobile phone industry needs improvement as none of the products can compete effectively with the other products provided by the competitors in the market. The product this case is a state of the art smart phone as a new brand. The name is “Google Smart”. The Google smart series of phone will include a very flashy look and simplified software interphase so as to ensure it has got the upper hand when compared with the other products in the market today. The product slogan will be “the life partner” as with the different support programs for the day to day use the phone will offer support for most of the activities surrounding ones activities. The phone will be releases in phases according to different regions as different regions have different specifications. The different specifications require different product specification settings and hence the difference the launch for the regions globally.
The product design and the production of.
Business module innovation management and forecastingiWant tutor
This a two-part report carrying out an analysis of innovation development in Google Inc USA, and the evaluation of the forecasting method at Ford. In the innovation development and analysis, the creativity and innovation of the firm is analyzed along with the implications introduced by means of organization structure, culture, and change management. As with any impediments to processes, the innovation management of company would also have faced some challenges and these challenges are then discussed in context.
Google has achieved significant market share and success through its search engine and targeted advertising capabilities. However, it faces challenges such as legal threats, economic uncertainty, and ensuring new initiatives align with its mission. The recommendations are to: 1) Focus on superior search and advertising, Google's strengths, 2) Expand into organizing video through YouTube to capitalize on investments, and 3) Rigorously assess new ideas' alignment with Google's mission to organize information. This will protect Google's leadership in key areas while guiding strategic expansion.
Google Inc. provides information products and services but also commits to social responsibility through Google.org. However, Google.org's philanthropic activities diverge from Google's core mission of organizing information. While Google's founders want to help society, focusing too much on social causes undermines Google's main strength in information technology. The document discusses alternatives for Google.org, including using Google's information resources for social problems or reducing Google.org's scale. It recommends that Google.org leverage Google's information and technology expertise to create useful data and tools addressing global issues, bringing its goals in line with Google's core competency.
Dissertation: Success, Challenges & How to Stay on Top (Grade A: 77%)Tennessee Watt
My MSc Capstone Report was a Strategic Management case study on the Google Ads platform, competitive challenges, and strategic options going forward. (Grade: 77%)
Google Recommendations and Implementations Strategiesgbrynza
This group paper was written in my Managing Organizations class with Dr. Chio at the University of Washington Tacoma. This paper describes the recommendations and implementation strategies to be taken when the SWOT Analysis of Google was revealed.
Content
I. Introduction
II. Company overview
III. Products and services
IV. Main competitors 2015
V. Profitability and US market share 2013
VI. Market Segmentation
VII. SWOT analysis
VIII. Google innovative corporate culture
IX. Business strategy
a) Early success
b) Google’s way of business expansion
c) 4Es of Google strategy
Google is a technology company founded in 1998 with a mission to organize the world's information and make it universally accessible. It has grown significantly and diversified its products and services. Google controls over 90% of the global search engine market share, with main competitors being Bing, Yahoo, DuckDuckGo, Facebook, and Amazon. Google has strengths in brand recognition, product diversity, and marketing strategies, though it also faces weaknesses in privacy policies and employee protests.
Google employs a strategic management approach that aligns with its mission to organize the world's information. It uses a flat management structure and empowers employees to collaborate on projects they are passionate about, living its theory as a "network company." Google's mission is to make information universally accessible and useful. It drives innovation through products like search, maps, translation and more. A Porter's 5 forces analysis found Google faces little threat from new entrants or substitutes given its market dominance in digital advertising, where it has over 30% share. While competitors like Microsoft and Yahoo have tried and failed to gain significant share, Google maintains success through strategic planning, execution, and focusing on customer retention.
Running head CAREER CONNECTION Final Strategic Plan1CAREER.docxsusanschei
Running head: CAREER CONNECTION: Final Strategic Plan
1
CAREER CONNECTION: Final Strategic Plan 21
CAREER CONNECTION: Final Strategic Plan
Avonda Ellison
BUS/475
October 24, 2016
Ramzy Noel
Table of Contents
I. Executive Summary ………………………………………………………………………….3
II. Strategic Plan Part 1: New Business Division; Vision, Mission, and Value Proposition.……4
III. Strategic Plan Part 2: SWOT Analysis and Supply and Value Chain Analysis … ....……….7
IV. Strategic Plan Part 3: Assumptions, Risk and Change Management Plan; Summary of Strategic Objectives; Balanced Score Card and its impact on stakeholders; the Communication Plan........................................................................................................…….8
V. Conclusion………………………………………………………………………………..…..9
VI. Reference Page……….……………………………………………………………………..10
Executive Summary
Google Company plans to introduce a new product and division. The new division that will be directly in charge of the proposed product will be referred to as the virtual reality division. The consideration of this new division is informed by the need for Google to meet the changing needs of consumers and narrow the innovative gap between it and its competitors such as Facebook and Microsoft. For the proposed product to gain competitive advantage, a proper strategy, mission, vision, as well as communication plan should be put in place. These are elements that will establish the roadmap for the product and the success of the new department. Comment by Avonda Ellison: This needs to be added to. It has to be 350 words Comment by Avonda Ellison: Comment by Avonda Ellison: Comment by Avonda Ellison:
Strategic Plan Part One
The New Business Division
The new company division that will deal with the proposed product is the virtual reality division. Google will establish its internal and committed virtual reality division for virtual reality computing. This comes after considerations by the organization to comply with the emerging plans to establish viable enterprises. This proposed division will focus on virtual reality computing. This move comes in the wake of rising rivalry from organizations such as Facebook and Microsoft. One proposed product for virtual reality computing is the Cardboard. This product will deal with transforming smartphones and other mobile phone devices into a 3-d viewing device. The cheap product will be an accessible device that will serve the purpose of bringing mobile virtual reality to consumers. To ensure that the proposed division works effectively, the organization will form partnership with various firms such as GoPro.
Mission
Google’s mission statement is indicative of the high status of the entire organization and the newly proposed division. The company’s mission is to reorganize the global information and transform it into a universally accessible and useful resource (Google Company, 2015). From the time of its formation to the present moment, Google has p ...
Google started in 1998 and has since grown into a global technology leader known for its innovative culture and commitment to employees. It employs over 40,000 people across over 40 countries. Google prioritizes investing in employees through benefits like free meals, transportation, and work environments designed for collaboration. This focus on culture and employee happiness has helped Google become a top employer and innovator in technology.
Running head WEEK 3 ASSIGNMENT 1 1WEEK 3 ASSIGMENT 16We.docxrtodd599
Running head: WEEK 3 ASSIGNMENT 1
1
WEEK 3 ASSIGMENT 1
6
Week 3 Assignment 1
Nikema Foster-Carrero
Strayer University
BUS499 Business Administration Capstone
Dr. Brian C. Grizzell
Date July 22, 2018
Week 3 Assignment 1
Introduction
The company that I have chosen to discuss in this writing assignment is Google. Starting as Backrub by two graduate students who had the vision to create a search engine with links attached to the world wide web. Google is a leading technology company that consists of vast amounts of software and hardware that is available worldwide. Their unconventional methods were the basis Google was founded by and they are continuing by creating hundreds of products used daily by millions of people and majority of their services are free. Their headquarters is in Parkway in Mountain View, California, United States. As of now, this company has developed and implemented the mechanisms that have enabled it to compete effectively in the global realm of Information technology. Also, the company has heavily invested in the most modern programs and services that have enabled it to consolidate its global business status.
In this paper I will be discussing how globalization and technology changes have impacted Google, how the company can earn above average returns based on the industrial organizations model, how the vision and mission statement influences its’ overall success, and how each category of stakeholder impacts the success of the company.
Globalization
Since Google has dominated the search engine industry, it seems only fair for them to dominate the rest of world, right? Google is a leader in reaching a global market. In 2005, the company decided it was going to expand their market to China, Europe, and Japan. Today, Google serves over 100 countries however, 25 of them are partially blocked. Although you would think that Google would be in competition with Bing or Yahoo, according to an article from searchengineland.com the Executive Chairman, Eric Schmidt stated that their biggest search competitor is Amazon. Apple and Facebook are among the global competiors. These companies are also innovative which creates heat for Google. Although Android controls majority of the market, Apple’s innovative creations can’t be ignored. The article also states that Facebook and Google combined make up more than 50 percent of the overall markets, from a mobile and market share perspective.
Technology
Technology evolves at a speed of 18 months according to Moore’s Law which is also known as technology diffusion. According to the text book disruptive technology destroy the value of an existing technology and creates new ones and new products contribute to the information age. Google’s strategy always keeps consumers fresh with new technology that is designed to never keep the consumer waiting. They are surpassing their competitors with items such as Google Duplex which is a speaker like Amazon’s Alexa, Gmail upgrades, Google Maps, .
Revolutionizing Analytics- A Strategic Proposal for Google Analytics 360.docxBradRamphal
I propose enhancing Google Analytics 360 by streamlining the interface, introducing advanced reporting and visualization features, improving integration, providing robust support and training, ensuring accessibility and inclusivity, and implementing a user feedback mechanism.
Running head GOOGLE MANAGMENT1GOOGLE MANAGMENT8GOOGLE M.docxjeanettehully
Running head: GOOGLE MANAGMENT
1
GOOGLE MANAGMENT
8
GOOGLE MANAGEMENT
Author Name(s), First M. Last, Omit Titles and Degrees
Institutional Affiliation(s)
Table of Contents
Introduction to the company3
Who founded Google?4
How is Google funded?4
History of Company4
What impact has the brand had within its category?5
How have you differentiated yourself from your competitors?5
Mission of company5
Best practice6
Best practice into concepts8
It gives value to work8
Optimize efforts through analytical tools8
How could another organization adopt this best practice?9
Boosts flexibility at work10
Conclusion10
Introduction to the company
Google LLC is a US international technology organization that focusses on Internet-related products and services, which contain search engines, online marketing technologies, cloud computing, hardware, and software. The purpose of Google management is to organize all the information in the world and create it nearby and beneficial to everyone (Shane, & Wakabayashi, 2018).
The company Google was born as a search engine for more information on the web. Its main characteristic with respect to its competitors was its advanced system of analysis of relations between pages, which allowed a higher ranking or ranking. Google's next step was to use this information to introduce advertising and manipulate the ranking based on the payment for such advertising. The enormous benefits that the company achieves are reinvested in new services and new policies that have strengthened the individual-segmentation relationship, reaching perfect segmentation (Mingers, & Lipitakis, 2010).
Google is an American multinational company focusing on products and services linked to the Internet, electronic devices, software and other expertise. Google's key product is the Internet content search engine of the similar name, although it also provides other services such as an email service called Gmail, its Google Earth map and Google Maps service, the YouTube video website, others Web values such as Google News or Google Books, the Google Chrome web browser, the Google+ social network. It provides an easy and quick way to find info on the web, by access to a catalogue of over 8,168 million web pages. As said by the Google company, currently replies to above 200 million queries a day (Verma, et.al. 2015, April).
Who founded Google?
The American of Larry Page and the Russian Sergey Brin , are the founders of this magnificent company. In 1995, Page had finished his studies at the University of Michigan and went to do his graduate degree at Stanford University, California. In this same university he meets Brin, 21, who was in charge of teaching him the campus (Verma, et.al. 2015, April).How is Google funded?
Faced with the great and rapid growth, in the year 2000, Google develops what today gives them the highest proportion of their profits: Google Adwords. Which is a Digital Marketing strategy that is based on making money throu ...
This document provides a case study analysis of Google in China. It begins with an overview of Google's history, development, mission, growth and financials. It then conducts a Porter's Five Forces analysis and SWOT analysis of Google. The document evaluates Google's experiences in China, noting that its market share declined significantly after conflicts with the Chinese government. It recommends that Google refrain from re-entering the Chinese search market to preserve the credibility of its search results and maintain its reputation of providing uncensored information.
1FINANCIAL ANALYSIS GOOGLE AND COMPETITOR MICROSOFT.docxfelicidaddinwoodie
1
FINANCIAL ANALYSIS GOOGLE AND COMPETITOR MICROSOFT
Financial Analysis of Google and competitor Microsoft
This paper is to examine the future financial health of Google Inc. and its competitor Microsoft Corporation. Of note the two competitors are prominent technology giants. Both Google and competitor Microsoft Corporation are publicly traded companies. Google is a prominent provider of a widely popular search engine. In addition Google is also a world class leader of other products and services which include digital advertising, cloud computing, Web app, browser, internet analytics, and operating system development. Contrastingly Microsoft is known to manufactures, supports, develops and sells electronics, personal computers, computer software and services. It is recognized for Edge web browsers, Internet Explorer, and Microsoft Windows brand of operating systems
The analysis of the financial health of the two companies Google and Microsoft will include the funding of the operations of the business from external sources namely debts, debentures and repurchases of stock.
External Financing Needs
For an organization to have a precisely healthy financial position, it is imperative to endeavor its cash and its debt cautiously. Google’s capital structure is comprised of a blend of debt and equity that takes full advantage of the stock price, so as to safeguard and support the financial structure. Google primarily generates revenues from providing affordable digital adverting. The company finances its operations through debt financing, and equity.
Consequently Google’s debt to equity ratio for the quarter which ended June, 2016 is 0.03 % this may perhaps suggest Google has a sensible percentage of its general assets financed by debt. A high debt to equity ratio in general denotes a company has been forceful in financing its progress with debt. Moreover the value of Google’s assets remarkably exceeds the company’s complete debt (SEC Google, 2015).
Google’s current debt to equity ratio represents the value of common shareholders’ equity which also astoundingly outshines that of general liabilities. Additionally, the company has ample resources from investors to bolster its long-term obligations. Google has demonstrated the prospect to offer a substantial return on investment for investors; however its deficiency to distribute dividends in the near future may be a drawback for stockholders in regards to short-term stock holdings.
On the other hand, Microsoft external financial necessities are met by issuing debt to yield benefit of positive liquidity and pricing in the debt marketplace. Microsoft provides a particular fixed securities and income to generate returns on investments. The earnings of these issuances will be utilized for corporate operations, which includes, funding for working capital, repurchases of capital stock, repayment of existing debt, capital expenditures and acquisitions (SEC Microsoft, 2015).
Targ ...
5.1 PRD- A report on People Resourcing of Google (Individual)Shilabrata Karmakar
1. The document discusses Google's human resource management practices related to performance management, people resourcing, and development. It covers Google's organizational structure, recruitment and selection processes, training programs, and performance management.
2. Google forecasts human resource needs through trend and scenario analysis to balance supply and demand. It uses a matrix structure and recruits both internally and externally, focusing on creativity, smartness, and excellence rather than experience.
3. Google provides competitive compensation and benefits to attract and retain top talent. It implements various training programs and performance management to maximize employee capabilities.
Running Head DIAGNOSING THE CHANGE DIAGNOSING THE C.docxjoellemurphey
Running Head: DIAGNOSING THE CHANGE
DIAGNOSING THE CHANGE
Diagnosing the Change
Within Google and YouTube Using the Star Model
Abstract
This paper uses the star model to diagnose how Google and YouTube execute their change mission. Both websites are under the Google Inc. leadership, whose goal is to provide free useful information, while profiting from online advertising. Google Inc. supports its strategy by investing in research and development, outlining a clear mission statement for employees, and rewarding network members by sharing advertising revenue. The paper also covers Google Inc.’s SWOT analysis. It is a leader in the web search and video sharing industry, and makes most of its profit from the growing internet advertising business. However, Google Inc. is facing steep competition from other companies in the industry, and some of its attempts to explore other ventures have failed.
Introduction
The internet continues to grow exponentially as more people from around the world gain access. One of the most interesting things about the internet is that it is very democratic. Anyone can purchase a web page with very little capital and share their opinions. Another reason for the growth in internet usage is that there are more platforms with internet usage capabilities, such as cell phones, and motor vehicles. Advertisers cannot ignore this growth in internet usage. In fact, the revenue from internet advertising is catching up with the revenue of TV advertising. This creates opportunities for web-based companies to increase their profits. Google and YouTube are profiting from this shift in advertising by adopting advertising based platforms. This paper covers their strategies, people and practices, structure, rewards system, and SWOT analysis.
Strategy
Google and YouTube are under the same leadership, with very similar strategies to success. As mentioned in previous papers Google and YouTube lacked direction when both companies began. Under new leadership, profitability was added to the equation, using an advertising model. The new leadership saw both companies as game changers due to the competitive advantage of the growth in internet use, the popularity of search engine use, and the increasing power of video sharing. Both companies were/are leaders in their sectors.
Google Inc’s leaders had a clear vision for both companies, to provide free and useful information/products, while profiting from advertising. This way, users of the free products and information can advertise Google and YouTube, reducing the need for a widespread advertising campaign. For example, college students learn about various topics watching YouTube videos, while drivers all over the country benefit from Google maps. When those users talk about the benefits of using these features, Google Inc. gets free advertising, while profiting from businesses advertising on both websites.
People and Practices
Its ...
GOOGLE 2
Google is one of the model companies to work for based on a number of factors including working conditions, salary, an opportunity for advancement and the work involved. Google has proven itself to be an ideal workplace due to the premium that it places on employee happiness. The key to Google’s success as the ideal workplace is the company’s constant innovation and experimentation to create the ideal work place. As a tech giant, Google has been able to achieve its incredible success due to a culture of creativity and innovation. The company also follows the same approach when it comes to managing its human resource (Bock, 2015).
Google is renowned for its unique people culture and talent management practices and policies. The company’s flexible approach to talent management attracts talented employees to the company in addition to keeping its workers satisfied and engaged (Bock, 2015). The company’s exceptional workplace culture and successful evaluation system enable it to retain high performing employees. Google recognizes the significance of a motivated workforce and the importance of flexibility in nurturing creativity and innovation. As a result, the company has invested in spaces that nurture creativity. It also gives the employees adequate time to experiment with their ideas. As a result, the employees are productive and satisfied which is critical to organizational performance.
Google transformative approach towards talent management is driven by the application of data and analytics to inform its people practices and policies. Through effective use of data and analytics, Google is able to leverage on technology to make more accurate decisions in regard to its human resource asset. Google success as a company is based on its ability to mine massive data sets to inform its business model. The company has extended this practice in managing its talent asset through what it has dubbed a people analytics approach. The approach entails the leveraging on big data and machine learning to gain insight into its employees. This is then used as the basis for making people decisions which has enabled Google to gain tremendously in terms of productivity returns (Bock, 2015).
Google’s employee development and training program is another important people policy that has had a significant impact in its organizational outcomes. Google has heavily invested in the training and growth of its workforce through various programs. This include offering its employees job-specific courses that improve their abilities. The company has also implemented a Google-to-Googler model through which employees learn from one another. In addition, the company has nurtured an organizational culture that encourages learning as a way of developing employees. This is vital as it ensures that its workforce is prepared for the various changes in the increasingly competit ...
Google is the world's largest search engine company with over 54,000 employees. They have created a strong work environment to maintain their dominance in search. Google's main strengths are its search engine and success in Android mobile market. Their main weakness is social media advertising. Opportunities lie in growing smartphone markets while threats include European antitrust investigations. The document recommends Google establish intellectual property rights over employees' ideas developed during work to diversify revenue beyond advertisements.
Part B Your Marketing PlanPatrick FrostMKT 500 Dr.docxherbertwilson5999
Part B: Your Marketing Plan
Patrick Frost
MKT 500
Dr. Adina Scruggs
February 15, 2015
Strayer University
Running head: PART B: YOUR MARKETING PLAN
1
PART B: YOUR MARKETING PLAN
5
Google Market Plan
Google is irrefutably one of the most popular and successful companies globally. This is one of the fastest growing companies as from when it was founded in 1998, it has grown into a multibillion dollar company. Google’s mission over the years has been to “organize the world's information and make it universally accessible and useful” (Google, 2010). In order to do this the company has implemented a very effective branding strategy that has enabled it to emerge the better amongst the companies that offer related services. Google as a company has played a major role in the promotion of globalization. For any company to be successful, the marketing process has to be implemented flawlessly in order to ensure the company has an upper hand over the competitors. Google as a company has at the forefront in ensuring that their branding strategy guarantees the company is well placed and positioned in the market.
Google’s corporate identity is one of the most profound brands in the world today. Just like any other companies, Google has to work towards promoting its identity through spreading the company believes and services which creates a collective sum of what the organization stands for. Differentiation has been one of the major strategies that have propelled Google towards becoming better than the competitors. Google has been at the fore front in trying new things hence having a better platform in ensuring consumer satisfaction. Branding for any of Google’s products has been very important especially in positioning of the company (Levi, 2007). One of the major Google products over the years has been the mobile phones and mobile software. Google although having entered into a very competitive market several years ago has managed to become one of the major mobile phone makers.
Google as a brand in the mobile phone industry needs improvement as none of the products can compete effectively with the other products provided by the competitors in the market. The product this case is a state of the art smart phone as a new brand. The name is “Google Smart”. The Google smart series of phone will include a very flashy look and simplified software interphase so as to ensure it has got the upper hand when compared with the other products in the market today. The product slogan will be “the life partner” as with the different support programs for the day to day use the phone will offer support for most of the activities surrounding ones activities. The phone will be releases in phases according to different regions as different regions have different specifications. The different specifications require different product specification settings and hence the difference the launch for the regions globally.
The product design and the production of.
Business module innovation management and forecastingiWant tutor
This a two-part report carrying out an analysis of innovation development in Google Inc USA, and the evaluation of the forecasting method at Ford. In the innovation development and analysis, the creativity and innovation of the firm is analyzed along with the implications introduced by means of organization structure, culture, and change management. As with any impediments to processes, the innovation management of company would also have faced some challenges and these challenges are then discussed in context.
Google has achieved significant market share and success through its search engine and targeted advertising capabilities. However, it faces challenges such as legal threats, economic uncertainty, and ensuring new initiatives align with its mission. The recommendations are to: 1) Focus on superior search and advertising, Google's strengths, 2) Expand into organizing video through YouTube to capitalize on investments, and 3) Rigorously assess new ideas' alignment with Google's mission to organize information. This will protect Google's leadership in key areas while guiding strategic expansion.
Google Inc. provides information products and services but also commits to social responsibility through Google.org. However, Google.org's philanthropic activities diverge from Google's core mission of organizing information. While Google's founders want to help society, focusing too much on social causes undermines Google's main strength in information technology. The document discusses alternatives for Google.org, including using Google's information resources for social problems or reducing Google.org's scale. It recommends that Google.org leverage Google's information and technology expertise to create useful data and tools addressing global issues, bringing its goals in line with Google's core competency.
Dissertation: Success, Challenges & How to Stay on Top (Grade A: 77%)Tennessee Watt
My MSc Capstone Report was a Strategic Management case study on the Google Ads platform, competitive challenges, and strategic options going forward. (Grade: 77%)
Google Recommendations and Implementations Strategiesgbrynza
This group paper was written in my Managing Organizations class with Dr. Chio at the University of Washington Tacoma. This paper describes the recommendations and implementation strategies to be taken when the SWOT Analysis of Google was revealed.
Content
I. Introduction
II. Company overview
III. Products and services
IV. Main competitors 2015
V. Profitability and US market share 2013
VI. Market Segmentation
VII. SWOT analysis
VIII. Google innovative corporate culture
IX. Business strategy
a) Early success
b) Google’s way of business expansion
c) 4Es of Google strategy
Google is a technology company founded in 1998 with a mission to organize the world's information and make it universally accessible. It has grown significantly and diversified its products and services. Google controls over 90% of the global search engine market share, with main competitors being Bing, Yahoo, DuckDuckGo, Facebook, and Amazon. Google has strengths in brand recognition, product diversity, and marketing strategies, though it also faces weaknesses in privacy policies and employee protests.
1. Running Head: A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
A COMPREHENSIVE STRATEGIC PLAN
Spencer Atton
MBA6024
Capella University
2. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
2
A Comprehensive Strategic Plan For Google, Inc.
Presented here before the VP of Strategy, Terry Bell, is this student’s Comprehensive
Strategic Plan for Google, Inc., an accumulation of all previous memos and reports submitted
with additional information acquired since his last memo. Google (NASDAQ: GOOG) has been
and continues to be the preeminent choice for people searching for information all around the
globe. Though our search engine is our proudest contribution to the world, this Company seeks
to reach people in new and different ways while offering technological solutions for their
inquiries, dilemmas and opportunities. We seek to remain on the cutting edge of information
technology and we plan do this with the intelligent utilization of our cherished resources (both
human and non-human) and immense capabilities. The Company has an opportunity to
positively change the world as well as a responsibility towards social, environmental and privacy
issues.
Many of our products such as Google Chrome, our search engine, Gmail, Android,
YouTube, Google Glass, Chromebooks, Motorola wireless telecommunications and Chromecast
have had a positive influence on the global community, bringing people together and educating
the masses. The purpose of this strategic plan is to cover several critical areas regarding
Google’s current strategy as well as recommendations for the future. With the aid of several
references, to include Robert Grant’s Contemporary Strategy Analysis and our Company’s own
10-K Annual Report from 2013, this report strives to identify the Company’s values and mission
and determine whether the Company’s current overall strategy aligns with those values and the
mission. This student will describe the Company’s approach to creating a sustainable
3. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
3
competitive advantage while evaluating the approach’s effectiveness, discuss the Company’s
corporate strategy with respect to vertical integration, globalization and diversification, provide
recommendations on how Google’s resources can be better aligned and leveraged to create
capabilities that facilitate a sustainable competitive advantage and also regarding realignment of
the organizational structure and management systems that supports this student’s proposed
realignment and leveraging of resources and capabilities. Finally, this student will decide
whether Google is overstretched with its diversification strategy, which areas should be scrapped
or divested as well as any new opportunities that should be explored.
When we speak of a mission statement, we must understand the components it
incorporates to unify and align employee, management and shareholders’ objectives. Bozarth &
Handfield (2013) assert a mission statement as a concept that describes why an organization
exists, identifies the organization’s domain (where we will compete) and their core values, or
what is important to the organization. According to Google’s Form 10-K Annual Report, its
mission statement is “…to organize the world’s information and make it universally accessible
and useful” (“Google, Inc.,” 2013, p. 3). Our business model is primarily emphasized around
critical areas such as web search and display advertising, mobile wireless devices and support
products, commerce, enterprise and hardware products, the Android operating system and
consumer content via Google Play (“Google, Inc.,” 2013). Google’s culture holds creativity and
collaboration in high regard and also values the importance of iterative ideas that solve complex
problems (“Google. Inc.,” 2013). Broken down into smaller, autonomous teams that may work
on a facet of a bigger project, the firm’s de-centralized organizational breakdown structure
requires highly capable individuals who are encouraged to think unconventionally in order to
develop new ideas for future development as well as lenient, trusting team leaders (or managers)
4. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
4
that delegate a high degree of responsibility to their team members (Grant, 2013). Our primary
means of revenue generation originate from cost-effective online advertising initiatives such as
AdSense and AdWords, both based on a pay-per-click approach (“Google, Inc.,” 2013). Even
though our mission is to organize the world’s information and make it universally useful and
accessible, a small percentage of their products and services would not necessarily fall into this
category. However, products such as Google Search, Google Local, Google Earth, Google
Books, Google+, Google Chrome, Android mobile operating system, Google Glass and
Chromebooks do in fact facilitate one’s search for information.
Competitive Advantage
Google earns a great deal of revenue from its online advertising efforts as opposed to
generating it from end-user customers. When we speak of a competitive advantage, the student
is referring to Grant’s definition “when two or more firms compete within the same market, one
firm possesses a competitive advantage over its rivals when it earns (or has the potential to earn)
a persistently higher rate of profit” (Grant, 2013, p. 170-1). He also goes on to state that there
are external sources of change like customer demand, pricing, technology, adaptability,
differential impact or internal sources of change such as a greater creative or innovative
capability (Grant, 2013). In order to understand how a competitive advantage can be achieved,
the reader must consider the enormous amount of resources and exceptional capabilities that the
firm possesses, which permits them to think of innovative ideas and conduct R&D in order to see
these ideas come to fruition.
Since Google understands that competitive advantage eventually erodes with atrophy,
they must continue to strive and innovate at a faster rate than their competitors. Google invests
5. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
5
these vast sums of working capital in their 70-20-10 rule. The 70-20-10 plan represents 70% of
its engineering resources being dedicated to developing the core business, 20% is allocated to
extending its core into new areas and 10% is reserved for eccentric ideas that could result in
future success (Grant, 2013). It is obvious that Google has planned for the eventuality that they
may lose their competitive advantage and are hedging their bets against this in a calculated
manner. Though 95% of their revenue comes from online advertising, Google understands that
they must reach out to people in different ways other than their search engine.
Corporate Strategy
Before investigating further into Google’s general corporate strategy, this student would
opt to define the terms being used to ensure everyone speaks the same business language. A
corporate strategy encompasses “…the scope of the firm in terms of the industries and markets
in which it competes” (Grant, 2013, p. 19). The term vertical integration is best defined in
Grant’s text as the portions of a value chain that serve as internal functions of the business as
opposed to outsourcing these activities (Grant, 2013). The more activities a business controls
internally, the more vertically integrated it becomes (Grant, 2013). Internationalization is
described as when a company decides to trade with businesses or invests directly in operations
located in foreign countries (Grant, 2013). The final noteworthy definition is for diversification
(in a business context), which means when a company chooses to expand into new types of
markets or industries with the intent of discovering new growth opportunities (Grant, 2013).
However, a firm must realize there is much risk involved in completely new ventures, as they
may not be able to maintain their core competencies and suffer immeasurable losses as a result.
As part of their vertical integration initiatives, Google’s global sales and support structure
6. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
6
dispatches highly trained, capable and experienced teams across vertical markets (“Google, Inc.,”
2014). Google’s Chromebooks are an additional activity that complements its search engine,
which the latter happens to be complemented by the Google Chrome web browser. As one can
see, for the entire personal computer value chain, Google has made efforts to internalize much of
the activities involved (“Google, Inc.,”2014).
Google prides itself in being a global technology leader that both trades with and directly
invests in other nations while assisting billions of people in their search for information (“Google,
Inc.,” 2014). The Company offers products and services to more than 50 countries, territories
and regions and their US revenue only accounted for 45% of total revenue. In January 2014, the
Company came to contractual terms with Lenovo Group Ltd (based in Hong Kong) in order to
build their Motorola Mobile segment (“Google, Inc.,” 2014). Google obviously is, and has been,
an influential force in search engine platforms all over the world. Our ability to permeate into
different nations, whose own homegrown IT firms cannot hope to replicate Google’s search
algorithms in over 100 languages, is boundless. Some of the numerous risks inherent to
internationalization are foreign exchange rates, for which Google suffered in international
markets because of the marginal strengthening of the US dollar (relative to the Japanese yen and
Brazilian real) from 2012 to 2013 (“Google, Inc.,” 2014). As the US markets begin to plateau,
Google will need to explore investments in foreign markets in order to experience similar rates
of growth.
Google’s diversification strategy involves acquiring businesses in various sectors where
they feel there are attractive growth opportunities, usually in the area of information technology.
The Company has expanded its scope from being a mere search engine firm to one that dabbles
in advertising management services, operating systems, wireless telecommunications,
7. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
7
information products and applications software (Grant, 2013). Unfortunately, aside from
Google’s Motorola endeavor and Adwords / AdSense advertising avenues, they have no
additional revenue being generated (Grant, 2013). Google feels that the industries it is
expanding into are attractive and feels it can develop a competitive advantage with the resources
and capabilities available to them. Google will need to continue its diversification path, but also
realize that incorporating Motorola along with the Android operating system and the current
trend in smart phones in order to achieve a competitive edge over Apple is imperative.
Resources & Capabilities
This student feels it is important to review the company’s financials to obtain a more
intimate understanding of their resources and capabilities. When speaking in mere qualitative or
non-specific terms, the reader may not fully comprehend the magnitude and influence of a firm’s
resources and capabilities. When we use quantitative values to support a comprehensive
presentation, it can provide the reader with an increased level of insight and understanding. For
the year ending in 2011, Google earned total revenues of $37.9 billion; it increased to $46 billion
in 2012 and a staggering $55.5 billion in 2013 (“Google, Inc.,” 2013). Motorola Mobile earned a
mere $4.1 billion in 2012 (8.1% of total revenue) and $4.3 billion in 2013 (or 7.2% of total
revenue) (“Google, Inc.,” 2013). Google’s resources and growth indicators are astounding when
reviewed: $12.9 billion in net income for 2013 - a 20.3% margin increase from 2012 ($10.7
billion). As is displayed in this plan’s Appendix, Google’s cumulative rate of return is currently
exceeding that of the S&P 500, the NASDAQ Composite Index and the RDG Internet Composite
Index - a remarkable feat (“Google, Inc.,” 2013). Also displayed in the Appendix, it shows our
shareholder price in mid-2009 being $200/share to over $580/share in mid-2014, a 290%
8. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
8
increase over five years. Google In 2013, they boasted $18.9 billion in cash on hand, or $58.7
billion in total cash, cash equivalents and marketable securities, maintained low inventory levels
of only (relatively speaking) $426 million, $16.5 billion in plant, property and equipment (PPE)
and $61.2 billion in retained earnings for future investments (“Google, Inc.,” 2013). They
display exceptional liquidity with current assets at $72.9 billion and current liabilities of $15.9
billion, a current ratio of 4.584. Our net profit margin sits at an unparalleled 23.2%, unheard of
in other industries (“Google, Inc.,” 2013). The Company’s debt-to-equity ratio was .27 (or 27%)
and return on assets (RoA) was .126, or 12.6% (“Google, Inc.,” 2013). This fully demonstrates
the health and liquidity of Google’s business in financial terms, or a lack of foreseeable
weaknesses. With these resources at their disposal, the Company is capable in meeting
objectives and develop ideas where others are not able to or could never hope to compete.
As far as what Google could be doing differently is re-examining its sources of revenue
and diversifying into markets that are more attractive. Right now, Motorola is our only other
profitable venture coming in at 5% of total sales revenue. It does have numerous products and
services, but identifying the end user as a source of income could also prove to be beneficial.
Pay-per-period services such as its streaming movies and TV shows may prove to be a massive
generator of profits if it can achieve anything comparable to what Netflix has established. The
firm already has a considerable market share of online advertisers, but end-users are the next
market segment Google will need to reach out to. Products that would appeal to end user
customers such as Google Glass and Chromebooks have not captivated the masses as of yet.
Also, with internationalization, they could enter markets that lacks similar, stiff competition.
Google did suffer when they ventured into the Chinese market due to censorship issues with the
host government and competitor Baidu having no reservations about offering easy access to
9. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
9
pirated media (Crawford & Chau, 2013). With this amount of cash on hand for further
investment, Google should take advantage of this attribute and exploit other opportunities for
growth rather than remain stagnant in the current markets it competes in and see its competitive
advantage naturally erode.
Organizational Structure & Management Systems
When we speak of organizational structure, we must include effective concepts such as
specialization and division of labor. This forces planners to address the need for cooperation or
goal alignment for individuals who may not share the same interests as well as coordination,
which simply refers to complementing their various activities (Grant, 2013). Many firms have
adopted the conventional organizational structure where there is vertical communication
channels, decisions are made at the highest levels and there are divisions between the various
functions or product/service lines (Grant, 2013). This has transitioned from the multi-divisional
firms into multi-national corporations where international expansion has set up regional divisions
(Grant, 2013). At Google, the firm has taken the standard organizational structure and turned it
upside down. Our recruitment and retention of highly qualified, creative, independent
individuals has allowed the organization to organize itself in an unconventional manner. There
are several factors that identify Google as being unique in this respect: our hiring policy, flat
decentralization, small, autonomous teams and rapid, low-cost experimentation (Grant, 2013).
This method has thus far been very effective for Google and as long as they continue to recruit
employees who are creative, innovative and entrepreneurial, this flat, decentralized organization
will encourage management to provide a high level of trust to these teams and enable them to be
10. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
10
successful. This keeps the organization in line with the overall mission of organizing the world’s
information and making it accessible and useful to everyone.
Conclusion & Recommendations
It is recommended that Google remain in the sub-groups of the information technology
industry as this is their forte. History has shown with the likes of Exxon and Sears that when
expanding into unfamiliar industries un-related to anything they had done in the past, the same
core competencies and competitive advantage that they possessed in their normal industries
failed to translate elsewhere. The Company needs to focus on its key strengths using available
resources and capabilities and continue to increase shareholder value. The technology industries
experience a massive amount of change and volatility and due to this fact, Google must avoid
delayed or inaccurate decision-making or they will fall behind the curve. To reiterate, a business
strategy looks to identify how a firm will compete in a particular area, market or industry and a
corporate strategy focuses on where a firm will compete (Grant, 2013). Google faces the
challenge with its diversification strategy and ensures its ultimate objectives align with
shareholder objectives, as diversification sometimes leads to a divergence (Grant, 2013). If
Google is to continue its diversification strategy, the Company should look for ways to vertically
integrate certain activities within its supply chain and for the complementary portions that are
outsourced, they should ensure they have a large number of vendors to choose from while also
having control of how many competitors there are for those suppliers to vie for (Crawford &
Chau, 2013). Though this student is concerned about Google’s antitrust and privacy issues as
well as its move into the online travel advertising, he would like to see Google test its resources
and capabilities in the PC operating system industry to rival Microsoft’s Windows, Linux and
11. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
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Apple’s OS X. There are opportunities to grab market share and with its effectiveness with web
browsers, laptops and search engines, it seems we could continue our vertical integration of the
personal computer experience. Also, by finding dangling value, or bringing end-users to your
services and products while gaining advertiser dollars is a great way to attract public interest and
future revenue streams.
13. A COMPREHENSIVE STRATEGIC PLAN FOR GOOGLE, INC.
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References
Bozarth, C. C. & Handfield, R. B. (2013). Introduction to Operations and Supply Chain
Management (3rd ed.). Boston, MA: Pearson Education, Inc.
Crawford, A. & Chau, L. (2013, June 25). Why Google’s Business Model Works. US News &
World Report (online). Retrieved from http://www.usnews.com/opinion/blogs/economic-intelligence/
2013/06/25/why-googles-business-model-works
Google, Inc. (2013). Form 10-K 2013. Retrieved from http://investor.google.com/pdf/2013
1231_google_10K.pdf
Grant, R. M. (2013). Contemporary Strategy Analysis: Text and Cases (8th ed.). West Sussex,
UK: John Wiley & Sons, Ltd.
Travlos, D. (2013, May 23). Google Offers Investors More Than Search and Display Ads.
Forbes (online). Retrieved from http://www.forbes.com/sites/darcytravlos/2013/05/23/
what-is-google/