Google Case Study Report

This report provides a critical analysis of Google's strategy development, turbulent environment, and industry attractiveness using Porter's Five Forces Analysis. It also evaluates the opportunities and threats of the company based on PESTLE analysis.

TITLE

Table of Contents
MAIN BODY...................................................................................................................................3
1) analysation of development of googles strategy with justification.........................................3
2a) critical analysation of Googles turbulent google environment and evaluation of
opportunity and threats of google company.................................................................................4
2 b)Using Porter’s Five Forces Analysis, critically evaluate the strength and attractiveness of
the industry/sector that Google is currently operating in.............................................................7
3. a) Porter’s Generic Strategies framework, for analysing competitive strategies of Google....8
b) Ansoff Matrix, assess the growth strategies adopted by Google and recommendations
make to Google’s growth strategy for the future......................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

MAIN BODY
1) analysation of development of googles strategy with justification
Strategy is refers to the company's plan for victory in competition with other competitors
and the focus is on strategies in order to gain maximum profits. Along with this, strategic
management is refers to the process that can be involved in formulating and implementing
different types of strategies.
Approaches of strategy formulation
There are different types of strategy such as incremental, deliberate and emergent
approach for strategy formulation.
Deliberate strategy- this is related to top to down approach which focus more on vision and
mission of company. There are three strategy are involved in it such as cost leadership,
differentiation and focus strategy.
Incremental approach- This approach is mainly used for link with group of decision which can
be handled incrementally and in this approach alls the decisions are can be handled individually.
Emergent approach- This is the process of identifying the foreseen outcomes by the execution
of the strategy.
In order to identify the difference it can be said that deliberate approach is use for
strategic planning that emphasizes on achieving an intended business. Ons the other hand,
emergent strategy can be incorporated unexpected outcome into future corporate plans. For
google it has been suggested it is necessary to use the deliberate approach so that it help
company tos achieve goals on the basis of visions and mission. Strength has been identified for
the chosen company on the basis of the company already targeted the market and potential
customer for increasing the value of the company.
For the development and welfare of the business, organization keep changing the facility
as per the comfortability of the individual person. It is the biggest advantages of the company as
it attract the large numbers of the customer and improve the image of the brands. Basically it
delivers the huge support in delivering the values in the different marketplace. It delivers
assistance in satisfying the large numbers of the customers and provide better experiences to
them. In order to improve the services the organization keep modifying the product and services
that allow the customers to keep buying the productivity if the company. The company deliver

the opportunity to share their views for improving the product and services in the various
marketplace
The google is one of the leading company in domestic as well as international
marketplace. The company keep increasing the business all over the world and increasing the
values of the company by satisfying the large numbers of the people in effective as well as
efficient manner. The organization is keep increasing the value of the company in different
marketplace. For the further development and dealing with the forthcoming challenges the
organization is utilizing the product development as the plans of action in the business
enterprises(Ho-Dac,2020).
Under the product development strategy the organization is launching the new variety of
the product and services in the marketplace.
For example, the company introduce google meet, googlable, chrome, google drive,
google files, google mail that is also renowned as the gmail etc. for the expansion and
development the organization is driving its focus toward the technology. In the current period
the innovation and creativity is very important as the people keep looking for something different
and unique in the marketplace.
For the development of the product and services the organization is focusing on the numbers of
the users that willing to invest their capital in the services of the company. In context to that the
organization is appraising the potential customers and collecting their reviews and feedbacks in
effective as well as efficient manner (Aikhuele, and Turan, 2018). Along with that the company
is observing the behaviour, problems and taste as well as preferences of the individual person in
order to launch the new product and services in the domestic as well an international
marketplace. With the assistance of that the organization is increasing the image of the brand.
Along with that the organization is satisfying the large numbers of the customer in effective as
well as efficient manner. Along with that he company is improving the performance of the
company and delivering the competitive advantages in the market to lead the business. basically
it motivates the organization to introduce more and more product and services to attract large
numbers of the customer toward the brand. Basically it is increasing the productivity and
profitability of the business. The goggle company keep delivering the values to the large
numbers of the people (Biazzo, and Filippini, 2021).

Before launching the product and services in the marketplace the company collect the reviews
and conduct the questionnaire and servery with the assistance of the online platform that increase
and improve the experiences of the consumers. It also helps in providing effective solution to
the people. Apart from that the company motivate its employees or the workers for increasing
their skills and knowledge for the further advantages from the market. Due to the effectiveness
of this the company is able to accomplish the organizations goal in short period. Basically the
google search engine provide the data of each and every individual person in order to leader and
deliver the right product The right potential customers and develop the effective relationship
with the variety of the people. With the support of this strategy the organization is managing the
position of the company in the various large composition. Furthermore, it keeps defeating the
competition in the various marketplace (Hansen and Ahmed-Kristensen, 2011). Apart from that
the organization is able to improve the quality and standard of the organization for surviving in
the long period and earn huge profit from the marketplace. Along with that it responsible to
develop the productive culture in the organization.
On the basis of revert of the customer on the new product and services the organization
form the strategies and take effective decision. The google company considered this as the
dynamic process as it bring he changes in the organization. Moreover, it enhances the market
shares of the company in an adequate manner. It also delivers the huge support in increasing the
ability and efficiency of the company as well as it diversify the risk of the company due to which
the organization is able to survive in the marketplace. (Huth, 2018)
2a) critical analysation of Googles turbulent google environment and evaluation of opportunity
and threats of google company
The pestle analysis is one of the effective analysation of the external factors of the
association that deliver assistance in increasing the efficiency and bring the development in the
organization. As the google is one of the effective association so the external factor influences
the growth of the company in effective as well as efficient manner. In order to get all the
advantages the organization has the opportunity to plan some action for the forthcoming
progress. The pestle analysis is consisted of six different elements which the organization
considered for increasing the competitive advantages in the domestic as well as international
marketplace. The elements of the pestle analysation in context of the company is mentioned as
follows:

political factor: it is one of the major factor that is affecting the progress of the company
in variety of the marketplace. The stability of the region allow the organization to gain all the
successive advantages and able to survive in various marketplace. Due to the political factor the
organization face some issues in the marketplace. With the stability of the political parties the
organization develop various plans of action for dealing with the forthcoming challenges in
effective as well as efficient manner (Marzi, 2022) .
For example, good political relation with the other boundaries the organization is able to
increase the network and supply product as well as services of the organization in international
marketplace. Apart from that the organization is employing the subsidiaries which is offered by
the higher authority and the government of the nation. With the help of that the organization is
able to improve the values of the company and bring competition in the various markets.
Economic factor: for increasing the advantages and values of the company the
economic factor is essential element to considers. It includes the sales and purchase of the
company that affect the growth of the company in positive as well as negative ways. The
developing countries are having the stability in the market which is the opportunity for the
company because the up and down in the taxes rate and inflation rate change the buying
preferences of the people.
It has been justified that As google is leading and higher revenue generating company so
it is bringing the values of the company in the foreign marketplace. The inflation rate in the
other countries are increasing due to which the organization is generating more revenues and
increasing the efficiency of investing more capital; for the growth and welfare of the
organization. The google company has the opportunity to introduce more product and services in
market in order to satisfy the large numbers of the customers in an appropriate marketplace. But
the increasing competition in the marketplace is the biggest threats for the company.
Social factor: The utilization of the technological factor is affecting the value of the
company in various marketplace. In the current period the market trends are continuously
changing due to which the perception of buying by the buyers and obtaining the product and
services are changing (Matović, 2020) . The social trends include the increment in the utilization
of the mobile devices on the place of traditional laptops and computers. The increment in the
utilization of the social media sides such as Facebook, whatsapp and Instagram affecting the
growth of the company.

It has been suggested that it social factor help company to grow effectively as well as it is
necessary for the increment in the utilization of the social media is the treat as well as
opportunity for the organization because for the utilization the people willing to use the social
media platforms. With the innovation and creativity the organization has the opportunity to
attract more customers and deliver values to them for the better experiences.
Technological: in the current period the large numbers of the people are totally depended on the
technology due to which the organization has the opportunity to increase the efficiency of the
company and increase the sales of the company. The google association is affected by the
perception of using the technology and attitude of customers in effective as well as efficient
manner. In context to that the organization is keep interesting the capital in research and
development preprogramme on the regular basis in order to expend the business and network.
According to the technological factor the organization facing high composition as the apple
company keep bringing innovative technology in the marketplace. Due to that the organizations
is shifting toward the different brands. In order to survive in the marketplace the organization
has the best alternative to get succeeded in the marketplace and sustain the business(Santalova,
Soklakova, and Balabanova, 2020).
Environmental factor: in the modern era the people are highly conscious about the
nature and health of the natural resources which is also affecting the growth of the company.
For increasing the value of the company the organization has the opportunity to sup[port the
environment with the reduction in consumption of the plastic and carbon footprints. In context
to that the organization already develop the strategies for dealing with these challenges and show
concern for the tormentor in the effective manner. In order to create the great impression the
organization develop the better relationship with the suppliers. Along with that for increasing
the value the organization deliver special attention to the environment and natural resources.
Legal: it is one of the effective factor for the company as it includes all the rules and
regulation which is imposed by the authority in order to control the certain activity for the
welfare of the people and company. As per the rules and regulation of different countries the
organization is able to exchange the product and services in the limits due to which the
organization is not able to enhance the productivity and profitability of the company (Yoshikuni
and Albertin, 2018)..

2 b)Using Porter’s Five Forces Analysis, critically evaluate the strength and
attractiveness of the industry/sector that Google is currently operating in.
Porter five forces are help organization in order to work by understanding the factors
which are affecting profitability on specific industry. Then this is help for inform decision which
is related to enter in specific industry for increasing the capacity for developing competitive
strategies. This is also related analysing the competitive environment as well as it is help for
potential new market entrants, suppliers, customers and substitute product which can be
influence by profitability of company.
Competitive rivalry or competition (strong)- This is one of the strong force which is
related to competitive rivalry limits the growth of firms in technology or online services industry.
Also, it can be said that google has larger of competition including number of firms or IT and
online service industry which is related to Yahoo, Twitter, Facebook etc. There are also high
technology of firms. Also, there are low switching cost for customers. It has been critically
analysed that there are large number of customers who are experience the low cost because it is
easy to move them from Google to other companies.
Bargaining power of buyers (Weak)- This is the weak force of sin order to influence
the Google's business which can be considered for such external force that has limited effect on
the strategic management decisions in technology business. There are very small size of Google's
individual customers so that it can not impact directly on the company as well as high and
increasing demand from buyers are help company to build strength of minimal influence of
individual. Also, there are the moderates quality of information for customer are provided in
order to focus on data analytics as well as it help to manage the bargaining power of customers in
order to evaluated by this part of five forces.
Bargaining power of suppliers (Weak)- This is one of the weak against Google in
which supplier are analysis by weakness exist especially there are many by choosing from other
external factors. Also, there is high availability of supply which is related to large population of
suppliers as well as there is small to moderate size of Google's individual suppliers in order to
diverse array of product or services.
Threat of substitutes or substitution (Moderate)- in the current period the internet is
having low barrier in the marketplace as The company keep upbringing in the innovation in the
marketplace. Due to the innovation introduced by other brands the organization the potential of

the customer shift toward the substitute of the services provided by the google. With the
different features of yahoo and bing the customer are changing their perception and google
company is facing high competition in the various marketplaces. Organization is generating the
profit from the advertisement for various brands.
But right-wing the clients are using he social media for the advertisement for the product
and services of the company in effective as well as efficient manner. The organization is leading
the marketplace so there are fewer changes of shifting toward the other brands and obtain all the
advantages from the marketplace.
Threat of new entrants or new entry (Moderate)- for the google company the threats
of new entrant is moderate as the google is one of the largest company which is leading the
domestic as well as international marketplace. For entering the new marketplace the new entrant
required huge capital for the investment. Apart from that it is hard to give direct and indirect
competition in the marketplace because the company is having high network all over the world
and having more competitive advantages in the different marketplace. With the support of
regulation requirement it is easy for the new entrant to enter the market of internet for
accomplishing the goal in an appropriate manner. For the new entrant it is hard for the company
to increase the brand value or the image rapidly in the marketplace as the Google is
accomplishing the goal and satisfying the large numbers of the customer.
3. a) Porter’s Generic Strategies framework, for analysing competitive strategies of Google
Porter’s Generic Strategies' framework
It is defines that generic strategy is related to general way of positioning a firm within an
industry. This is necessary to focus more on generic strategy that are help for allowing
executives in order to concentrate on the core elements of firm business level strategies that are
help for avoid competing as well as it help to make better market. Google's strategic choice are
directly related to the nature of its business and the characteristics of industry. Organization's
generic strategy is related to the overreaching influence in order to focus on competitive
advantages which are against firms which are related to online advertisement such as Yahoo,
Facebook Inc., Snap-chat, Then google strategies are help for supporting the company in order to
make the position in market to build valuable brand (Firoz Suleman, Rashidirad and Firoz
Suleman, 2019). In addition to this, Google's currently focus on generic business level
strategy of differentiation in order to Google offer different types of product or services which in

various kind of customers as well as it is related to distinct product or services in order to focus
on competitive able to achieve a competitive advantage. It has been concluded that there are
Google's intensive growth strategies which are help for support the organization by keeping its
position in market.
The vision and mission of the company is to offers innovative product which help to
attract large numbers of customer as well as it help to develop ideas by focusing on strength of
entity, need and want of customer and competitor strength.
For instance, There is continuous improvement of product and services are related to
the ensure about the business by maintaining the share in online market. With the help of
generic strategy it can be said that company played important role in regard to focus on
competitive landscape and development of online advertisement industry. As well as this is also
depended on the internet (Islami, Mustafa and Topuzovska Latkovikj, 2020). There is the
positive relation between generic competitive strategy and google intensive strategies which is
effective in satisfying the need of firm that can be help for continuing the growth of business and
leadership of global industry.
To focus on the external factors it has been analysed that Google use this strategy for
influence the environment of industry as well as it is help for determining the business goals of
company. With the help of Porter fives force it has been analysed that organization shows the
competitive landscape which is help for imposing a strong force on business. On the other hand
other company using intensive growth strategies in order to focus on despite competitive forces
and other strategies which can be sued by companies are related to market development, product
development and diversification which support Googles growth.
According to generic strategic strategy it has been analysed product differentiation is
used by company in order to focus on generic competitive strategy which is involved in markets
scope at broads level. Then by understanding the competitive strategy it is necessary to focus on
developing unique capabilities which help to attract large number of customer in order to make
business competitiveness. On the other hand, it was typical fort company to make its position in
competitive market with the help of uniqueness of product (Greckhamer and Gur, 2021). In
addition to this company try to provide innovative product to audience which help top make it
competitive as well as it help to develop the opportunity of stand in market. By increasing the
variety of competitive strength it has been analysed that there are wide variety of product or

services offered that are related to mobile application,. Software, manifestation of innovation
under differentiation generic strategy. Then with the help of search algorithm it is help by
evolving over time to ensure competitive advantages against yahoo and Bing.
It has been justified that there are competitive strategies are sustainable over time in
order set the product or services in order to focus on improving capabilities which allow
organization by meeting its customer needs to better than its competition. Then it can be said that
Google can sustain the competitive advantages in order to focus on expand business by using
product differentiation strategy. That is why I have thought that there are competitive strategies
of company will be sustainable for overtime in order to focus on better customer services.
To different traits of sustainable competitive advantages Google work on unique process
for company as well as it is help for developing competitive advantages by setting apart from
organization with distinctly valuable in market (Şekerli and Akçetin, 2018). Also, with the help
of competitive market this is help for work on being valuable to client in order to focus on
essential identification and becomes strength of company to improve competition.
b) Ansoff Matrix, assess the growth strategies adopted by Google and recommendations make
to Google’s growth strategy for the future
Ansoff matrix is strategy that use in the marketing planning in order to focus more on
identifying overreaching strategy that use by business which informs by following tactics. It has
been determined that there are Ansoff Matrix which are help for access growth strategies which
are necessary for adopt or adjust the market. Also, this is one of the important framework which
help to identify the business growth opportunities for marketing strategies in the challenging
market. Also, with the help of this strategy company can overcome by current or future challenge
in order to realize the goals of expansion. This is also depending on four elements such as
follows:
Market penetration- Google was primarily depended on this strategy for the intensive
growth outside the US and strategic objective is related to the acquiring large number of
customers from currents market. The leadership position of company is depend on US on the
other hand, company fight against the search engine of China because China not allowed
Google's search engine or online advertising form which are related to market penetration in the
basis of strategies for growth by providing bigger share to other countries. That kind of strategy

is help company to follow the strategy in adverse manner by improving the customer base as
well as it help to get the good position in market which is necessary to improve market position.
Product development- This is the secondary strategy which help other secondary
strategy approach on the basis of innovation of Google (Knezović and Hamur, 2022). Then With
the help of product development strategy company focusing large number of product that help to
attract customer which promote innovation as well as it is help for introducing the new mobile
app. This new strategy help company to focus on grow revenues when introduction new products
such as laptops, tablets, Pixel smartphone etc. On the basis of differentiation generic competitive
strategy can bes integrated into product design or development process which are helps to
support competitive advantage of company.
Market development- It can be said that this strategy is related to supporting strategy
ion refers to Google using market development intensive strategy for growth in context tos focus
on attract large numbers of customer in the new segments with current products. Then company
expanded its services such as current online services which are related to cloud services that can
be uses tool for applications programmers which are used as addition to current service. Thus,
there are market development strategy can not use by company for long term process in
expansion of product and services. Then, on the basis of generics strategy it is necessary to work
on stand in market by providing them competitive strategy which can be provided on the basis
of competitive strategy that can be provided for product competitiveness that need to support the
effective implementation of market development.
Diversification- This strategy is also support for diversified the market in order to focus
on growth strategy of new market or industries where there were fewer operations. According to
case study it has been analysed that there are in the year 2006 acquisition YouTube are help for
establishing presence in the video hosting services market. Which can be expanded on the basis
of online advertising presence (Popadynets and Skrypko, 2020). There is diversified the business
impact on organizational structure of company as well as it help for newly acquisition that are
help for change in the corporate structure of company which are ensured seamless integration as
well as it is necessary for supporting through differentiation generic strategy as well as it help to
ensure about the competitiveness by establishing or entering new business.
Recommendation

 It has been recommended that Google should use market penetration strategies in order to
develop for any business joining the market for first time. This strategy will be work for
company for target other market in which there is no presence of market. As well as it is
refers to increasing market share that is related to percentage of units of company sells
which is compared to competitors. In order to implement that kind of strategies it can be said that this is help for reducing
the selling price of product or services offered by company. Also, this is help for always
be able to attract consumers with lower prices which are not going at loss (Kariofyllas,
Kriemadis and Sakas, 2019). In China Google can not enter because they have use own
software or application in order to expand the business. With the help of increasing
promotion or offer bys pulling strategy in order to attract the customer by providing them
additional requirement.
 In order to expand the distribution channel it is help for attracting large number of
customer by claim bigger market share in order to consider other distribution channel
which are looking for more dealers, retailers, distributors etc. Then company can
thought regarding different type of direction in order to enter into strategic partnership
with the help of different channel. This is one of the best strategy which help to expand
business in order to more focus on targeting different market.

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