Elevating Google's Brand Image through Strategic Implementation

The assignment content discusses the recommendations for Google's strategic implementation to improve its brand image, telecommunications, and innovation. The company should focus on developing its brand image through more advertisements, pursue telecommunications, and prioritize information availability on the internet. Google also needs to invest in research and development (R&D) to expand its market share and bring innovation regularly to retain customers. Additionally, the company should provide high-quality content, appoint webmasters, and ensure site accessibility. The overall conclusion is that Google's strategy must be appreciated as it has led to the company's success and continued growth.

Running Head: Company Analysis
Google

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 will discuss the company analysis of Google in order to provide the
recommendations to the company for achieving the strategic goals and objectives of the
company within the specific period of time. The paper includes mission, vision statement and
value system, growth strategy of the company.
Company History and Current Overview
The Google is one of the top leading companies, it is one of the American multinational
technology companies that focus 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 also focuses on the images and the video
clips of any particular thing. The Google began in the January 1996, thus it gained huge success
with its advent, and it gained heights in 1999 (Lazer, D., Kennedy et al. 2014). Its headquarters
are in the Mountain View, California. Everyone says that Google is a nice platform in America
to work with all the employees has 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 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

Company Analysis 4
 Enterprise Services
 Consumer Services
 Software
 Internet Services
 Other Products
The first funding for the Google was done in the August 1998, 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:
As the Google Company is one of the famous companies and it has made the life of the people
easy because if we want to know about any information we can easily go the Google search
engines that will show the particular item (Zhang et al., 2015). The logo of the company is the
original homepage and the simple design because the company designers were not that much
experienced in the HTML and the markup language at that time they have the website that was
not that much designed. 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;

Company Analysis 5
the work environment is fast in pace. The Company just retain the highest minded people in the
Company. There are 57 worldwide locations. But it doesn’t include the United States
Headquarters.
There is a very good working environment, the people feel privileged to work with the Google
because there is the very good working environment 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
The Google broadly goes there where no one has reach or in short the Google provides the
solutions or the information which other countries fail to. This company is perfect from every
angle because the CEO as well as all the employees are well educated and experienced. Thus
they are formulating the policies and strategies which are suitable for an organization like
Google. The operation department of Google is performing really well and it is providing huge
benefits to the company.

Company Analysis 6
Evaluation of the Vision, Mission, and the Value Statement
The Vision, Mission and the Value statement of the company are important for making the
company run and the mission as well as vision statement focus on the fulfilling the objectives
the goal of the organization. These are the company strategic direction. There are 30 million
websites for the search engine to focus; undoubtedly, the scope of the company is very broad.
The mission statement is one of the statements that describe short term goals of the company that
enable to achieve the vision of the company. The mission statement is for the specific period of
time that allows following the particular path by the company towards the long term goals of the
company. The mission of the Google says that "make money without doing the evil" and the
work should be challenging. The Company mission statement says that there is the high –energy
and fast pace work environment 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 it helps in
connecting so many people and providing them the best 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.
 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.

Company Analysis 7
 Innovation: There should be innovation at the same time; 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, one user at a time.
 Training the Employees: In this, it focuses on enhancing the skills and the knowledge of
the people providing them the best known to them.
 Make a good reputation: In this, the Company Google tries to make 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 had gone: In this, we can say that the Google provide us
that information which no one is accessible to it. So we can say that it provides the depth
knowledge of anything.
 The vision statement talks about the long term goals of the company. The vision
statement of the Google is 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, where the company wants to reach in the future. The Google Vision
Statement focuses on providing the information with one click. The company aim is to
provide the direct information to the people. The vision statement comprises of three
important aspects, namely the world's information, accessibility, and one click. The
Google focus on the accessibility of the information provided by the search engine. It is
only one search engine that provides whole information makes the Google Company
smarter. The company helps to access the information from and around the world easily.

Company Analysis 8
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 system of the Google says that
they provide the great environment where people can grow flourish. It also says that they
treat the people with the respect and the dignity.
SWOT Analysis
The SWOT analysis; comprises of strength, weakness, opportunity and the threat. It is one of the
structured methods that help in planning the four aspects, also help in analyzing the competitive
analysis. If the company wants 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. The SWOT analysis provides critical analysis that where the company is lacking. It
also analyzes the external and the internal factors within the organization that helps them in
achieving the goals. Google is probably the world’s best known company of search engine and it
provides the appropriate medium for the internet users of the world to search and find the
information with one click. Further, Google is also known for its work in organizing information
in a precise manner. Google is one of the game changer for the internet economy. The purpose of
the Google is that it should provide the information whenever required. The company has done
something better than harm in bringing the information together and organizing it successfully.

Company Analysis 9
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
It can be stated that the smart phone has occupied the half market so it is considered as
the major strength of the company. According to the annual revenues, the Google is the
largest revenue generating company within the same industry. The Google is best in
providing the 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 is as follows:

Company Analysis 10
The Google free operating system and the production software gives them the
competitive advantage against the Microsoft.
Weakness of the Google
About 90% of the Google is earning from the ads, now Google is vulnerable to the fluctuation in
demand for the ads. This is the biggest disadvantage that Google is facing. The Google also have
the high turnover ratio for its employees and at the executive level because it leaves the huge
impact on the goodwill of the company.

Company Analysis 11
Opportunities of the Google
The opportunities that are being available for Google so that they can expend the market share.
The Google is planning to expand into the enterprises market with the Android. The Google can
also work with chrome. This is the biggest advantage and helps the company to grow further and
do the best. The success is that the Company is earning really well from the advertisements, it
should better expand in this field only.
Threats for the Google
It determines the major area for threats of Google. 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
a 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
There is competitive analysis that is needed to be done in order to analysis the competition
within the various companies. It takes into consideration 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.
Based on Porter's model there is a huge threat of completion, there is a great completion among
the different companies. If we talk about the rivalry among the companies or the threat of the
substitution, then it is moderate. The bargaining power of the Supplier and the Buyer is
significantly more as it is attached to the external factors. The five competitive forces model is a
framework for understanding the structure of an industry. The model is composed in order to

Company Analysis 12
determine the industry profitability. They support to determine the average rate of returns for the
firms in an industry.
Competition
Google is giving the biggest Competition to the whole world; 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
There is a huge competition which exists among the different companies. (Preis, T et al. 2013)
Bargaining Power of the Buyers
The Bargaining Power of the Buyers, there are so many buyers, this is related to the external
factors, that there are a 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
So in the end we can say that there is a huge quality of information that is being available and
that attracts the customers towards them. There is huge demand of the Google that’s why the
bargaining powers of the buyer are really high.
Bargaining Power of the Supplier

Company Analysis 13
The Bargaining power of suppliers of Google is quite weak for this we can blame the two most
important factors for this which is as follows:
 Very High availability of Supply
 Bigger Population of the Supplier
However the Google have the weak bargaining Power of the Supplier and this has the
huge impact on the company.
Threat of the substitution
The threat of substitution is moderate for Google. Threat of substitution generally refers to the
substitutes that are available and which gives huge competition to the company. The Competitors
of Google are Amazon, Facebook etc. The price the consumers are willing to pay for a product
that depends on the availability of a substitute product. In contrast, when close substitutes for a
product exists industry profitability is suppressed, because consumer will opt out if prices got so
high. The threat of substitution is as follows:
 Lower the Switching Cost
 Moderate to high availability of the substitution
There is a moderate competition that occurs within the company. But this can’t be assured that in
future it will remain the same. There might be chance of fluctuation in the competition that may
occur among the companies.
Threat of the New Entry
The threat of new entry states that no one can take the place of Google that Google had already
occupied. It must be stated that no one can reach to this much height which Google has
conquered and there are few factors which are as follows:

Company Analysis 14
 The Cost of doing the business is very moderate
 Brand Development Cost is very high
 Regulatory Requirements are fully fulfilled
Organization Growth Strategy
There is a deep analysis of the organizational growth strategy and Google growth strategy is
appropriate as it focuses on all the aspects that are mandatory for an organization to grow. As 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. The strategy plays a vital role to achieve the long-
term and the short-term objectives too. The strategy plays an integral part of an organization. The
organization growth strategy considered to be important 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 they can increase the sales as
well as the revenue too. Thus, it also impacts the productivity and the goals of an organization.
However the growth strategy should be planned by every organization as the Google has already
did, that's the biggest reason that why it has conquered the whole market, also focused on
providing the access information to everyone.
The Google has always followed the growth strategy, that's why for them the sky is the limit, the
Google gives the biggest competition to all its competitors. There are huge buyers; 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, taking the corrective actions so that the company can determine
that whether they are on the right track or in the right direction or not. The organization growth

Company Analysis 15
strategy which Google follows is explained below also and also how they give the opportunity to
the Company to grow higher. The growth strategy of the Google is specified and clear and thus
it makes no confusion in the minds of the employees working in Google.
As there is the deep analysis of the Google Organization Growth Strategy that it follows and that
is elaborated under that as Porter's model suggests that three Generic strategies that are cost
leadership, differentiation 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, the cost focus.
Evaluating the differentiation policy according to Porter's framework the Google is following the
differentiation policy that makes it different from the others. It is doing really well because it
provides the people with the different product and services and that is unique too. The Google is
trying to bring innovation in their work which acts as a plus point for the company.
The Google CEO said in his interview that they don’t have the five-year plan they follow those
rules which are exciting for everyone. The Google believes in the strength of the new ideas that
will take the company further; or innovation is must for the company like Google.
The company also focused on increasing their internet access and also increasing the search
infrastructure, they are also improving the mobile products and the advertisement techniques.
They are more focused on improving the Social advertisement and social networking too.
(Greenwald, G et al. 2013)

Company Analysis 16
Evaluation of the strategy in terms of the SFA
Suitability of the Strategy
We all know that the strategy of the Google is really well and the Google is using the strategy
that helps in generating high profit, also enhance their productivity. The strategy also helps the
company to achieve its goals and the objectives on time. However, the strategy of the company is
best suitable and if company will follow this they can achieve all its targets.
Feasibility of the Strategy
The feasibility strategies of the Google are really powerful and the organization is making use of
the resources that are really good; it also acts to be feasible in the long-run. The strategies of the
Google are really feasible and the Google is going on very right track. Revenue of the company
is increasing day-by-day by this factor we can elaborate that companies’ strategy is really
feasible.
Acceptability of the Strategy
The acceptability of strategy refers to that when the stakeholders are satisfied; the expectations of
the stakeholders are fulfilled.
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 the Google
stakeholders have the faith on the company, they feel that one day or another their expectation
will be fulfilled. As the Google have 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

Company Analysis 17
 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.
In a nutshell, the organization growth strategy is really appreciable the strategy is suitable,
feasible acceptable by the organization 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
The specific strategies that are mentioned below the Google can adopt and implement in order to
increase their revenue and sales. The strategy refers to deciding in advance. The strategy helps
the company in accomplishing their task. It also helps the company in increasing their
productivity. The effective strategy helps the company to expand the market share. It also helps
the company in generating their sales. All these strategies will help in earning the huge profits.
Strategies are the heart of every organization. Moreover, Google also follow the same
benchmark but still it is lacking in some key areas namely make it more popular, innovation and
differentiation policy too.

Company Analysis 18
The three plan of expansion that the Google is undertaking which are as follows:
Mobile:
The company is bringing its phone in the market. Every time the customers can't carry their
laptops with them, so there is an urgent need of bringing the smartness in every people. So that's
why they are introducing the new phones that provide the excellent feature and at the rate which
is affordable by everyone then the company should implement this as soon as possible. (Ghosh,
A. et al. 2013)
Television

Company Analysis 19
The second pillar of the company Google is the television 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 they are trying to implement this, and it is going with the flow, and when it comes, it will
occupy the market in the larger terms 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:
The Google found it really interesting and really common, the Google is biting its competitors in
this field, and the Google is best in performing all these things,( Grant et al. , 2016) the Google
is also focusing on the Google me that is Facebook-type application, 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, 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

Company Analysis 20
The Ethics of the company has a good reputation also has the good brand image; the company
has the moral responsibility towards its customers 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 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:
The company is really working on it so as to resolve the issue related to the privacy part of the
company, people find it difficult with the privacy issue and this issue is still the main concern for
the company.
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, 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:
They are doing more advertisement so that they can make their company which helps to develop
the brand image in the eyes of the customers (Brabazon, T.et al. 2016)
Recommendation #3

Company Analysis 21
The company should be working on the information that they provide on the internet and the
reach of that information is that it is reachable to every person .The main concern is that
everyone relies on the information provided on the internet. The Google need to work on the
policy that it should be reaches to everyone.
Strategic Implementation:
The strategic implementation of the company is planning to improve the quality of the
information and the reach of the internet. The Google, 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 all this step help the Google to grow further.(Holmes Jr et al. 2014).
Basically the company like Google needs to bring innovation from time to time in order to retain
the customers. The company must use the differentiation techniques so that company can make
its product unique. This helps in creating the value for a product. The company need to make
those strategies that everyone should be aware of its name. There are still some areas which are
not aware of the name of the Google. The company should also invest on the R&D in order to
expand the market share.
From the above analysis we can recommend that the Google should also try to provide the high-
quality content on their pages, especially on their homepages. The content must attract many
visitors and the information should be made more concise and accurate. The Google must
appoint various webmasters to link the site. The Google should try to make the site more
accessible .Even the Google need to build the site with more logical link structure. The Google
must consist of the pages that are reach in graphics.

Company Analysis 22
Conclusion
It can be concluded that the Google is one of the best companies that are doing the work up to
the mark and the Google have the most powerful search engine, the SWOT analysis, Porter's
Five Forces Model and the Porter Generic Strategy are being done in order to accomplish their
goals successfully. The Google strategy must be appreciated because there way of doing the task
is very crucial and even they have put the suggestions to the fore, also discussed about the
implementation of the policy. The overall company analysis must be appreciable as the Company
is a benchmark in every aspect and also the company is earning more from the social
advertisement. The 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, all the strategies
everything is up to the mark. Google is a corporation that was formed to provide the internet-
based search engine services. It also provides accessibility to world’s online information. Google
has expanded from their initial search engine. Then they provided the services for mobile
internet devices. The SWOT analysis of the Google tells that the strength of Google is its search
engine and their smart phones. That has increased its brand image.
Moreover, Google has to go a long way because it is a tool which connects the whole world with
one click.

Company Analysis 23
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Company Analysis 26