Google's Growth Strategy and Alphabet
Added on 2020-04-15
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Running head: INFLUENCING ORGANISATIONAL STRATEGYInfluencing Organisational StrategyName of Student:Name of University:Author’s Note:
1INFLUENCING ORGANISATIONAL STRATEGYAbstract:The aim of this report is to answer certain questions related to the corporate strategy of the Google Company. It also aim to discuss whether Google has a clear vision for the future and also explore the diversification of Google’s products and services. The need of Google to refocuson its strategies is also discussed. The revolutionary step of the creation of the Alphabet Inc. was done by Google and the decision has also been analysed in terms of the strategic decision makingof Google. The report is concluded with a discussion on the influences on the strategy and the decision making of Google also with regard to the establishment of the new company.
2INFLUENCING ORGANISATIONAL STRATEGYTable of ContentsIntroduction:....................................................................................................................................3Google’s corporate Strategy:...........................................................................................................3Whether Google has a clear vision of what it wants to become:.....................................................7Google’s diversification of products and business:.........................................................................8The need for Google to refocus:....................................................................................................12The delineation of the corporate boundaries and businesses or products to be abandoned or sold:.......................................................................................................................................................14Influences on Google’s Strategies and complexity and ambiguity of strategic decision making:15Conclusion:....................................................................................................................................16References:....................................................................................................................................18
3INFLUENCING ORGANISATIONAL STRATEGYIntroduction:Google is a multinational public corporation and develops internet based services andalso products. The biggest and the most famous search engines is Google. It has to its creditmore than a billion searches. The company was started by Larry Page and Sergey Brin as aresearch project at the time of their PHD in Stanford University. Google is one of the mostdominant search engines possessing a market share of 65%. The search engine is so powerfulthat the word “Google” is often used as a verb which means to search. The headquarters ofGoogle is Googleplex which is at Mountain View, California, USA.The company earns its revenue from the internet searches, email, online mapping, officeproductivity, social networking and also the video sharing services. Google is a user friendlyservice which returns personalised results in the twinkling of an eye. More than 70% ofworldwide inline search requests are handled by Google, thereby placing it at the heart of mostof the user’s experience.Though it started as an online search firm but at present it offers more than 50 Internetservices and products from e-mail and online document creation to the software for the mobilephones and tablet computers. In addition to this the 2012 acquisition of Motorola Mobility gaveit the opportunity to sell hardware in the form of mobile phones. Despite the myriad products, theoriginal search engine tool remains the core of its success. In 2016, Alphabet earned nearly all ofits revenue from Google advertising based on the user’s search requests (Rugman and Verbeke2017).
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