Evaluating Google's Social Advertisement Strategy

The assignment content discusses the importance of social advertisement in today's digital age, specifically highlighting Google's strategies and efforts to excel in this field. The content also presents three recommendations for improving Google's ethics, research and development, and quality of information reach. These recommendations include maintaining a good brand image while prioritizing customer privacy, pursuing telecommunications and high-speed internet connections, and enhancing the quality of information provided on the internet. The strategic implementation of these recommendations is also discussed, emphasizing the need for effective communication and innovation to drive growth. Ultimately, the content concludes that Google is at the peak of its success, with its strategies and efforts demonstrating exceptional performance.

Running Head: Company Analysis
Company Analysis

Company Analysis 1
Table of Contents
Introduction:....................................................................................................................................2
Company History and Current Overview........................................................................................2
Current Overview.........................................................................................................................4
Evaluation of the Vision, Mission and the Value Statement...........................................................5
SWOT Analysis...............................................................................................................................7
Strength of the Google:................................................................................................................8
Weakness of the Google..................................................................................................................9
Opportunities of the Google.......................................................................................................10
Threats for the Google...............................................................................................................10
Industry and the Competitive Analysis..........................................................................................10
Competition................................................................................................................................11
Bargaining Power OF the Buyers..............................................................................................11
Threat of the Substitution...........................................................................................................12
Threat of the New Entry.............................................................................................................13
Organization Growth Strategy.......................................................................................................13
Evaluation of the strategy in terms of the SFA..............................................................................15
Suitability of the Strategy..........................................................................................................15
Feasibility of the Strategy..........................................................................................................15
Acceptability of the Strategy......................................................................................................16

Company Analysis 2
Strategy Recommendation and Implementation............................................................................17
Conclusion.....................................................................................................................................20
References......................................................................................................................................22

Company Analysis 3
Introduction:
In this present paper, we are hired by Strategic Management Consultancy to analyze any random
company. The company can be either public or a startup company. The SMC has provided us
with various companies from which we were asked to choose a company and completely analyze
it. In this, we will analyze the company, and we will also talk about the mission, vision statement
and what is the value system of the company. In this, we will also talk about the growth strategy
of the company. We will also cover various aspects that are related to the company. The SMC is
one of the international firms, and gave us the opportunity to do the company analysis and also
prepare the PowerPoint Presentation to present the complete analysis of the company. So I chose
the company ‘ Google’, and it is one of the leading companies, that helps in providing the
services related to the internet.(Lazer, D., Kennedy et al. 2014).
Company History and Current Overview
The Google is one of the top leading companies, and it is one of the American multinational
technology companies that focuses on specializing the internet-related services and products. It
also focuses on the online advertisement technology. The Google is a type of the search engine
in which we can find all the types of the information related to everything. Basically, the Google
provides us with useful information about anything and also focuses on the images and the video
clips of any particular thing. The Google began in the January 1996, and thus it gained huge
success with its advent, it gained heights in 1999. Its headquarters are in the Mountain View,
California. Everyone says that Google is a nice platform in America to work with and all the
employees have ranked them high in the Pascal’s. The services it provides to the people are the
email, video, images, various information and other numerous things. We can say that the

Company Analysis 4
existence of the Google has made the life easy for everyone. The mission of the company is that
to organize the information in a chronological way and make that information accessible to the
universe. The parent organization is the Alphabet Inc. The product and the services that it offers
are as follows:
 Advertising
 Search Engine
 Enterprise Services
 Consumer Services
 Software
 Internet Services
 Other Products
The first funding for the Google was done in the August 1998, and the maximum
contribution of the $ 100,000 and the co-founders of the Google are the Sun,
Microsystems which are incorporated. The logo of the Company is as follows:
So as we know that the Google Company is one of the famous company and it had made the life
of the people easy. It is all related to the information which one can get when he/she don’t know
the alphabet of it. The logo of the company is the original homepage and the simple design

Company Analysis 5
because the company designers were not that much experienced in the HTML and the markup
language and also they were poor in designing the website.
The domain name of the Google was registered in the September 1997.
Current Overview
The Google was founded by the Larry Page and Sergey Brin, and they were the students in the
Standford University. The Google was officially launched in 1998. The Google is high energy
and the work environment is fast in pace. The Company just retain the highest minded people in
the Company. There are 57 worldwide locations and not including the one in the United States.
There is a very good working environment, and the people feel privileged to work with the
Google because there is very good working environment and there are thousands of the
employees that are working with it. It is one of the helping hands to the world as all the
information is accessible to the whole world. The products associated with it follow:
 Google Map
 Google Chrome
 Gmail
 Google Drive
 Google Calendar
 Google Play Store

Company Analysis 6
Evaluation of the Vision, Mission, and the Value Statement
Google Vision, Mission, and the Value statement are important for making the company run and
the mission and the vision statement focus on the fulfilling the objectives and the goal of the
organization. These are the company strategic direction. The vision and the mission statement
are the important part of the organization. There are 30 million websites for the search engine to
focus, undoubtedly, the scope of the company is very broad.
In this paragraph we will be discussing the Vision, Mission, and the Value Statement. The
mission statement is one of the statements that tell why the company exists. The mission
statement talks about the reason of the company existence and the short-term goals of the
company. The mission of the Google says that "make money without doing the evil" and the
work should be challenging, and the challenge should provide you the biggest fun. Coming to the
official company website that states "organize the world information and make it accessible and
useful." The Company mission statement says that there are the high –energy and fast pace work
environment and that what remains are the brightest and the highest mind of the people there.
The Google Company focuses on the 10 most important Mission statements which are as
follows:
 It is a helping Hand: In this, the Google Company acts as the helping Hand and it helps in
connecting so many people and providing them the best information and that
information.
 Focus: In this, it focuses on providing the information that is reliable and fruitful to the
company.
 Best Motivation: It focuses on providing the best motivation to the people, and the
company follows that the Happy Employees are the productive ones.

Company Analysis 7
 Fun and work should go hand-in-hand: It focuses on the quality of the work that the
company Google asked to do. Challenges are taken as the fun for the company but at the
time quality work is also more important.
 Innovation: There should be innovation at the same time, and it should be in the bloodline
of the people and the company too.
 Make the World together: In this, the Google strictly works on the policy of making the
world together, and there is one user at a time.
 Training the Employees: In this, it focuses on enhancing the skills and the knowledge of
the people and providing them the best known to them.
 Make a good reputation: In this, the Company Google tries to make the good goodwill
and the good reputation in the eyes of the people.
 Free Meals: The Google also takes care of the health of the employees, and it will
provide the free meals to them.
 Go to the depth where no one has gone: In this, the focus of the company is that they
should go in such depth or they should use the information that no one has used, and no
one is accessible to that news.
The vision statement talks about the future of the company. The vision statement talks
about the long-term objectives and the Google want to make it an excellent information
hub. The Google acts as the smarter search engine. The Vision Statement talks about that
what should be the destination and where the company wants to reach in the future. The
Google Vision Statement focuses on the "to provide the information just in one click."
The company aim is to provide the direct information to the people. The vision statement
talks about the three thinks that are the world's information, accessibility, and the one

Company Analysis 8
click. The Google focus on the accessibility and the information provided by the search
engine. It is only one search engine that provides whole information and makes the
Google Company smarter. The company helps to access the information from and around
the world easily. The Google also focuses on the innovation as well as on the cost-
savings. Google wants to be the top leading company in the world. The value Statement
of Google says that the company is responding to the refugee crisis and the 100%
renewable is just in the beginning and the value system also focus on the exploring the
machine learning and the techniques to diagnosis it and investing to make the difference.
SWOT Analysis
In this, we will talk about the SWOT analysis, and it refers to the strength, weakness, opportunity
and the threat. It is one of the structured methods that help in planning the four aspects and also
help in analyzing the competitive analysis. If we want to go for the competition, then we must do
the SWOT analysis. It also talks about the favorability and the non-affordability of the
organization in achieving the objectives. It also analyzes the external and the internal factors
within the organization that helps them in achieving the goals. SWOT detailed definition which
is as follows:
S: It talks about the features of the business that provides the advantage to the company over the
others.
W: It talks about the features of the business that provides the disadvantage to the company over
the others.

Company Analysis 9
O: It talks about the biggest platform that the company can get, and it helps the coming to grow
further.
T: It talks about the elements in the environment that can create the trouble for the company to
grow further
So the SWOT analysis of the Google is as follows:
The strength of Google: The Google has the competency in the two main fields, and they are as
follows:
 Search Engine
 Smart Phones
The search engine helps in sorting the queries worldwide that is 70% and the smart
phones have conquered the market nearly 80%. These both are the boom for the
company, and they are the biggest strength of the company. By the annual revenues, the
Google is the largest revenue generating company. The Google is best in providing the

Company Analysis 10
best in the search engines and the smart phones. They also add 30% to the play store
purchases. The strength of the Google is shown in this chart only which is as follows:
The Google free operating system and the production software gives them the advantage
against the Microsoft. The advantage of the Google is also their disadvantage.
Weakness of the Google
In this, we will talk about the weakness of the Google and the advantage of the Google is also
their disadvantage. About 90% the Google is earning from the ads, and now the Google is
vulnerable to the fluctuation in demand for the ads. So we can say that this is the biggest

Company Analysis 11
disadvantage that Google is facing. The Google also have the high turnover ratio for its
employees and the executive level post people.
Opportunities of the Google
In this we will talk about the opportunities which Google is getting to grow further. The Google
is planning to expand into the enterprises market with the Android with the work and the Chrome
with the work and these two will act as the biggest advantage and help the company to grow
further and do the best. The success is that the Company is earning really well from the
advertisements, and it should better expand in this field only.
Threats for the Google
In this, we will talk about the threats that the Google will come across and that will act as the
barrier for the growth of the company. The three competitors of the company are the Apple,
Amazon and the Facebook. The Facebook act as the barrier for the company to advertise on the
social media. The Google will act as the competitor in the ecosystem and Amazon also is the
great competitor of the Google. So the Google is focusing on the innovation so that there is a
great productivity and those entire thing doesn’t hamper the growth of the company.
Industry and the Competitive Analysis
In this, we will be talking of the Industry and the Competitive analysis of the Google and the
competition of the Google start with the Facebook, Amazon and the Apple. If anyone wants to
go for the competitive and the Industry analysis, then we should do the Porter Five Forces
model. In this, it takes the five Parameters that will analyze and examine the competition and
how well you are performing in terms of the suppliers, buyers, rivalry among the companies, a
threat of the new entry and the strong competition.

Company Analysis 12
Based on Porter's model we can say that the threat of the completion is strongest and the
Company is the greatest competitors of the other companies. If we talk about the rivalry among
the companies or the threat of the substitution, then we can say that it is moderate. The
bargaining power of the Supplier and the Buyer is significantly more as it is attached to the
external factors.
Competition
In this we will talk about the competition that the firms are facing, and Google is giving the
biggest Competition to the whole world and this is only possible because of the three elements
which are as follows:
 Large Number of the Firms
 Huge Diversity of the Firms
 Low switching
Although there is a very difficult competition that is existing among the companies and we can
say that there are so many competitors which exist among the companies. (Preis, T et al. 2013)
Bargaining Power OF the Buyers
In this we will be talking about the Bargaining Power of the Buyers and there are so many
buyers and this is related to the external factors and we can say that there are number of buyers
and this happens because of the following:
 Small Size of the Individual Buyers
 High and the Increasing demand of the Buyer
 Better quality of the Information

Company Analysis 13
So in end we can say that there is huge quality of information that is being available and that
attracts the customers towards them. There is the huge demand then there will be more
bargaining powers of the buyers and there is the huge influence of the buyers.
Bargaining Power of the Supplier
In this we will talk about the Bargaining power of the Supplier and the bargaining power of the
Supplier is quite weak and we can blame the two most important factors for this which are as
follows:
 Very High availability of Supply
 Bigger Population of the Supplier
So in this, we can say that there is a weaker bargaining Power of the Supplier and this has
the huge impact on the company.
Threat of the Substitution
In this we will talk about the threat of the substitution, and there is the mode threat of the
substitution, and the substitution will occur due to the other medias that are the television, radio
and this effect will be done because of the following aspects which are as follows:
 Lower the Switching Cost
 Moderate to high availability of the substitution
In this, we can say that there is a moderate competition that occurs within the companies.
In this, we can say that there is less competition but in future, there can be large threat of the
substitution that may occur among the companies.

Company Analysis 14
Threat of the New Entry
In this, we will discuss the threat of the new entry and then we say that no one can take the place
which Google had already occupied. In this we can elaborate that no one can reach to this much
height which Google has conquered and we can say that there are few factors which are as
follows:
 The Cost of doing the business is very moderate
 Brand Development Cost is very high
 Regulatory Requirements are fully fulfilled
In this, we can say that there are less chances of entering the market.
Organization Growth Strategy
In this we will discuss about the organization growth strategy as we talk about the strategy we
know that the strategy refers to the plan or the course of action that we need to do in the future so
that the company can achieve its growth and we can say that strategy plays a vital role to achieve
the long-term and the short-term objectives too. The strategy plays an integral part of the
organization. The organization growth strategy plays a vital role in raising the efficiency and the
effectiveness of the organization. The organizational growth strategy is implemented so that the
company can grow and earn the huge benefits. The organization growth strategy is the initial
stage that is being performed by every organization so that there can be efficiency and
effectiveness in the organization. Thus, it also impacts the productivity and the goals of an
organization. In this we can say that the growth strategy should be planned by every organization
as the Google does, that's the biggest reason that why it has conquered the whole make market
and also focused on providing the access information to everyone.

Company Analysis 15
The Google has always followed the growth strategy, and that's why for them the sky is the limit,
and the Google gives the biggest competition to all its competitors. There are huge buyers, and
even there is less chance of the substitution because no one can come in place of the Google. The
strategy refers to planning in advance and taking the corrective actions so that we can see that
whether we are on the right track or in the right direction or not. The organization growth
strategy which Google follows are explained below and also how they give the opportunity to the
Company to grow higher.
Talking about The Google Organization Growth Strategy that it follows and that is elaborated
under that as Porter's model suggests the three Generic strategies that are cost leadership,
differentiation and the cost focus and the Google follows all these three criteria that are essential
for the growth of the company. Those three elements are the Cost Leadership, Differentiation,
and the cost focus.
Evaluating the differentiation policy according to Porter's framework we can say that the Google
is following the differentiation policy that makes it different from the others and we can say that
it is doing really well because it is providing the people with the different product and services
and that is unique too.
Now coming to the competitive advantage, we can say that the Google has won the competitive
advantage and have bitten all its competitors for a longer period of time and the competitors of
the Google are Yahoo, Microsoft, and the AOL and is doing really well in the near years and we
can say that it focuses the cost leaderships.
The Google CEO said in his interview that they don’t have the five-year plan they follow those
rules which are new and exciting for everyone. The Google believes in the strength and the new

Company Analysis 16
ideas that will take the company further, and we can say that innovation is must for the company
like Google.
The company also focused on increasing their internet access and also increasing the search
infrastructure and they are also improving the mobile products and the advertisement techniques.
They are more focused and the also focusing on improving the Social advertisement and social
networking too. (Greenwald, G et al. 2013)
Evaluation of the strategy in terms of the SFA
Suitability of the Strategy
In this we will be talking about the suitability of the strategy of the Google and we will evaluate
this by seeing the threats and the opportunities of the company and the Google opportunities is a
strong search engine, and the threats will be coming from the competitors that are the Facebook
and the Youtube.
The Google strategy of coming with all the new ideas and clubbing them and all the strategies
that will improve the social media advertisement and also the company is going on the right
track to be successful in the near future.
Feasibility of the Strategy
In this we will be talking about the feasibility of the strategy of the Google, that the Google
strategies are really powerful and the organization is using the good resources that will be
feasible in the long-term. So we can say that the strategies of the Google are really feasible and
the Google is going on the very right track.

Company Analysis 17
Increasing the revenue and the profit of the company we can that the company strategies are
really feasible.
Acceptability of the Strategy
In this we will be talking of the acceptability of the strategy and the acceptability of the strategy
refers to that when the stakeholders are satisfied, and the expectations of the stakeholders are
fulfilled.
In this, we can say that the Google is bad in fulfilling the expectation of the investors
somewhere, so the Google is somewhere struggling in satisfying the expectation of the
stakeholders and somewhere the Google stakeholders have the faith on the company, and they
feel that one day or another there expectation will be fulfilled. As the Google has really good
reputation and the brand image too.
So the organization growth strategy of the Google helped in the following:
 It helps in increasing the Profit Margin of the company.
 Helps in better decision making
 Helps in evaluating the risk
 Helps in setting various parameters that reduce the burden.
 Also, it helps the company to grow well.
 Helps in increasing the efficiency.
 Also, help in the smooth flow of work in the business.
 Helps in increasing the effectiveness.
 Accomplish its entire task on time.

Company Analysis 18
In a nutshell, we can say that the organization growth strategy is really appreciable and the
strategy is suitable, feasible and acceptable by the organization and by the people too. The
company is giving excellent results in the growth. So the Google follows that strategy that helps
in reducing the risk as well as help in great success.
Strategy Recommendation and Implementation
In this, we will be talking about the strategy that the Google can adopt and how it should be
implemented so that the Google can earn the maximum profits and can improve in further sectors
too.

Company Analysis 19
In this we will talk about the three plan of expansion that the Google is undertaking which are as
follows:
Mobile:
In this, we can say that the company is bringing its phone in the market. The Google doesn't
follow the policy of being online every time but the ads and all stuff can also be easily available
to the mobile phones, and the people can't take their laptops everywhere so that's why they are
introducing the new phones that provide the excellent feature and at the rate which is affordable
to everyone then the company should implement this as soon as possible. (Ghosh, A. et al. 2013)
Television
In this we will talk about the second pillar of the company Google and the television is the
second main pillar of the Google and the Google T.V is the great platform and selling it, and it
will increase the performance of the company. The Google is planning to go for the next main
weapon, and that is the Television, and the implementation of this strategy is also really well,
and it is going with the flow and when it comes it will occupy the market in the larger terms and
the features which contain are also very good and it makes us believe that it will occupy the
market and also it will help in expanding the market too. It will also increase the efficiency and
effectiveness of the Google. Meanwhile, it will also increase the productivity too.
The Google consider the television the massive tool, and it will help the company to grow really
well. (Butler, D et al. 2013)
Social advertisement:

Company Analysis 20
In this, we will talk about the third main pillar that the social advertisement and it plays a vital
role in this field. The Google found it really interesting and really common, and the Google is
biting its competitors in this field, and the Google is best in performing all these things and the
Google is also focusing on the Google me that is Facebook-type application, and that will help
the company to make the advertisement more viral and optimal and the combination of these two
strategies help in performing really well and the implementation of this type of the policy will
help the company to go further and move in a very extensive manner .
Google venture into the social media is a booming for the company, and the company is
performing really well in the social media.
Now we will be discussing the various recommendations and the strategic implementation which
are as follows:
Recommendation #1
In this we will be talking about the Ethics of the company and the company has a good
reputation and also has the good brand image, and the company has the moral responsibility
towards its customers and never disregard its customers. But the problem arises in the privacy
section of the g-mail and the Google. So people generally feel risky with the section of the
privacy of the g-mail, and that is the main concern of the people. So there is quite a conflict
between the convenience and the privacy part. (Verma, A. Pedrosa et al.2014)
Strategic Implementation:

Company Analysis 21
In this, we can say that the company is really working on it so as to resolve the issue related to
the privacy part of the company and they have taken various steps that they are planning to
introduce so that they can avoid the risk of the privacy.
Recommendation #2
The company privacy was the first recommendation and then comes with the R&D part of the
Google. The company should focus on two main criteria, and the first one is the Google brand
image, and the company should try to make more advertisement of the Google. Secondly, the
most important thing is to pursue the telecommunications. The Google need to work on it so as
to reach the heights and do really well.(Olsson, M. I.et al. 2014)
Strategic Implementation:
In this we will be talking about the strategic implementation that the company is trying to
implement this two things so that the company can earn really well, and even the company is
trying to resolve this issues by following so many strategies, and they are doing more and more
advertisement so that the Google can be popular, and also, they are working on the
telecommunication and they are trying to resolve the issues so that the company can grow in the
wiser and in a very efficient manner. They are doing more and more advertisement so that they
can make their company more popular. (Brabazon, T.et al. 2016)
Recommendation #3
In this we will be talking about the quality of the knowledge, and also it will talk about the reach
on the internet. The company should be working on the information that they provide on the
internet and the reach that it should be reachable to many people and the main concern is that

Company Analysis 22
everyone relies on the information provided on the internet and it should reach to everyone and
that the Google should make it implemented so that it could reach to heights and earn really
well and there should be proper growth.
Strategic Implementation:
In this we will be talking about the strategic implementation that the company is planning to take
in order to improve the quality of the information and the reach of the internet, or we can say the
Google, and it is also working on the high-speed internet and the connection so that the
Company can earn more and do really well in the future and enhancing their information it will
also open the new doors of the innovation and also work on the reach section and all this step
help the Google to grow further.(Holmes Jr et al. 2014)
Conclusion
At the end, we can say that the Google is one of the best companies that is performing really well
and we can say that the Google is the most powerful search engine, and we have also talked
about the SWOT analysis , Porter's Five Forces Model and the Porter Generic Strategy and we
have appreciated the Google strategy and even we have put our suggestions to the fore and also
discussed about the implementation of the policy and in this way we can say that the overall
company analysis is really well as the Company is a benchmark in every aspect and also the
company is earning more from the social advertisement, or we can say that from the social
media. In this, we can conclude by saying that Google is at its peak and its success has
multiplied manifolds. We have gone through various aspects, in a nutshell, Google is one of the
leading company and all the strategies and everything is up to the mark.

Company Analysis 23

Company Analysis 24
References
Lazer, D., Kennedy, R., King, G., & Vespignani, A. (2014). The Parable of Google Flu: Traps in
big data analysis. Science, 343(6176), 1203-1205.
Preis, T., Moat, H. S., & Stanley, H. E. (2013). Quantifying trading behavior in financial markets
using Google Trends. Scientific reports, 3, srep01684.
Greenwald, G., & MacAskill, E. (2013). NSA Prism program taps into user data of Apple,
Google, and others. The Guardian, 7(6), 1-43.
Butler, D. (2013). When Google got flu wrong. Nature, 494(7436), 155.
Verma, A., Pedrosa, L., Korupolu, M., Oppenheimer, D., Tune, E., & Wilkes, J. (2015, April).
Large-scale cluster management at Google with Borg. In Proceedings of the Tenth European
Conference on Computer Systems (p. 18). ACM.
Olsson, M. I. (2014). U.S. Patent No. D697,962. Washington, DC: U.S. Patent and Trademark
Office.
Brabazon, T. (2016). The University of Google: Education in the (post) information age.
Routledge.
Lungeanu, R., & Zajac, E. (2014, January). Director Expertise and its Influence on Firm
Strategy: Theory/Evidence from Firms after their IP. In Academy of Management Proceedings
(Vol. 2014, No. 1, p. 17095). Academy of Management.

Company Analysis 25
Schijven, M., Nadolska, A., Boons, M., & Barkema, H. G. (2013, January). The Right People for
the Job: Integrating Corporate Strategy, Top Team Composition, and Learning. In Academy of
Management Proceedings (Vol. 2013, No. 1, p. 17630). Academy of Management.
Ghosh, A., & Ganesan, K. (2015). Policy: Rethink India's energy strategy. Nature, 521(7551).
Holmes Jr, R. M., Kim, H., Wan, W. P., & Holcomb, T. R. (2015, January). Business Group
Research in Strategy and its Related Fields: A Review and Research Agenda. In Academy of
Management Proceedings (Vol. 2015, No. 1, p. 17577). Academy of Management.

Company Analysis 26

Company Analysis 27