Strategic Management (Distinction Criteria) - Analysis of Google's Management Strategies, PESTEL Analysis, and Porter's Five Forces Analysis

Strategic Management

Table of Contents
INTRODUCTION................................................................................................................................3
TASK....................................................................................................................................................3
1 ) Management strategies of google.......................................................................................3
2 a) Carry out a critical PESTEL analysis of Google’s current turbulent global
environment. Evaluate the balance of opportunities and threats and Google’s responses to
the major issues.........................................................................................................................6
B)Using Porter’s Five Forces Analysis, critically evaluate the strength and attractiveness of
the industry/sector that Google is currently operating in. What is the strength of the five
forces and what underlying factors drive them......................................................................7
3. a) Using Porter’s Generic Strategies framework, critically analyse Google’s corporate
and competitive strategies. To what extent do you think the competitive strategies are
sustainable over time?...............................................................................................................9
3 b) With the aid of the Ansoff Matrix, assess the growth strategies adopted by Google?
What recommendations can you make to Google’s growth strategy for the future?.......11
CONCLUSION..................................................................................................................................13
REFRENCES.....................................................................................................................................14
Books and Journal.....................................................................................................................14

INTRODUCTION
Management in an institutions means making people work and getting work done through
other people to accomplish organisations objective.(Tonelli, M. and Cristoni, N., 2018)
Management in an organisation should be able to make decision and solve all the issue in order to
be both useful and helpful for the institution. A company's management should be dynamic in
nature means it should be able to change itself as per the situation. Google is founded by Larry Page
and Sergey Brin in the year 1998. Company's headquarter is California, US. Its current CEO is
Sunder Pichai and CFO is Ruth Porat. This report comprises of an analysis on strategic management
of Google company. In this report we are discussing strength and weakness of an organisation and
also how supportive the staff was towards these strategies. This information helps people to know
about the effect of external environment on the company and also understand its external strength
and attractiveness of the company . This report also gives information about the growth strategies
adopted by the company and the corporate and competitive strategies that are used by Google to
stay and fight competition in the market. This is all included in the report.
TASK
1 ) Management strategies of google
Organisation has to always make correct and best strategies to survive in the market as there
is a lot competition and also there is a constant change in the requirement of the consumer taste and
this leads to impact on institution's market (Alieinykov and et.al, 2019). This is why company
should always have good management strategies and dynamic nature so that the organization can
change as per the requirement of the customer.
There are different types of strategies which includes the following-
Deliberate strategy- It is the top down approach in the strategic planning which is focused and
emphasized on the intention. It is based on mission and vision of business and is also focused
towards the achievement of the business purpose. Porters generic strategies are included in this
category.
Emergent strategy- It is a process which involves identification of the unforeseen outcome from
strategy execution and then also learning in order to incorporate the unexpected outcome in future
plans by way of taking the bottom up approach to the management. It is also known as realised
strategy which is more flexible as compared to deliberate and is known for a method of learning
while in the operations.
 Google's generic strategy -
Google generic strategies is based on the porter's model. In this strategies there is broad
market scope. Google creates and offers its products globally to everyone. This means that google

must maintain its competitive advantage by creating new uniqueness in the market. As it is very
important for a firm like this to be dynamic and innovative(Ansoff and et.al., 2018). The
organisation should always have new strategies should be creating new product and and
continuously improving the existing product.
 Google intensive strategies
Google’s intensive strategies relies on market penetration as it gives google a intensive
growth in the market especially outside of united states . As in the united states company is
already on the top or at the leadership position but in the other countries like china the
company directly compete with the other large search engines and advertising firm in such
scenario the market penetration is Henry, A.et.al, 2021 always the best way (Barbosa,
Castañeda-Ayarza, and Ferreira2020) . This intensive strategies determine how google uses
its marketing mix or 4p that helps it grow the business also with the help of generic strategy
of differentiation ensures that help the company to be in the top with market penetration and
giving new product. This strategies involves exploring and entering new markets and market
segments new geographical regions with time. Google market continue to expand globally.
But the product use rate was initially high in the western nation. It rates grew higher in other
nation with time. As the popularity of the internet and internet based services has been and
with the rising in the popularity of the internet the popularity of google also rise with it. This
product development means that a company should never stop innovating and introduction
new products in the market(Bhattacharyya,2020) . Google has maintained a culture to bring
innovation in its products and such as search engine, mobile phone, browser. Diversification
strategy where a company shift to new area of business so that company can acquire a more
market area and to grow markets share and sales. Now google has started creating android
phones watches and chrome books and this has created a extra income for the company so
that google do not have to reliance on the advertisement but it is still the main source of
earning for the google.
Strategy used by google is the one used by many theorist and practitioner prefer which is the
emergent strategy. This strategy says that a company should be flexible and should change with the
upcoming change like political change or technological advancement and many more same as the
google has the strategy to diversify and the strategy of product development that are used by google
so that it can be innovative(Chugumbaev and et.al 2020) . As given in the approach google has the
ability and it is change with time and also with the factor taste and also with the trends this is its
biggest strength and its weakness is the competition as now all the company are on the internet and
changing in strategies would be risk for google.The senior management in google is really
supportive in strategic development of the company by communicating company goals to all the