SWOT Analysis of Google | Assignment

RUNNING HEAD: MANAGEMENT 0
ABOUT GOOGLE

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Contents
Introduction......................................................................................................................................3
SWOT analysis of Google-..........................................................................................................3
CSR approach and it is used by the company to convey it to the target segment........................4
Google instilling the four key elements to a plan........................................................................4
Culture aspect of Google..............................................................................................................5
Google can achieve the Unity of command, decentralization versus s centralization, and span
of control and formalization.........................................................................................................5
Traditional leadership and motivational theory for Google.........................................................6
Recommendation.............................................................................................................................7
Conclusion.......................................................................................................................................7

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Introduction
Google is a multinational American company that is into technology segment that specializes
into providing services related to internet, search engine, software, online advertising, and cloud
computing. The company came into existence in 1998, September by Sergey Bin and Larry page.
They together started the company as the PhD students. According to Forbes, it is the most
visited website in the world. In 2017, Google was considered among the valuable brands in the
world (Fan, 2019). The company provides valuable services to the target segment that include
Google sheets, Google Docs, and slides (Carson, 2017). These applications of the Google are the
highly used applications thus easing the life of an individual. The following report will be
discussing about various important aspects and strategies of the Google.
SWOT analysis of Google-
Strengths
Leadership in search engine-
Google is market leader in the area of search engines where the target segment mostly uses
Google as the platform for research and other important platforms.
High generation of user traffic-
Google has the ability to generate good amount of traffic of the users thus making it one of the
most powerful of all brands in the world (Courtemanche & Ndirangu, 2018).
Generation of good amount of revenue from Google advertisement-
The good amount of revenue should be generated from various advertisement of the Google that
makes it the highest source of revenue from the activity.
Weakness
Increased secrecy in its affairs-
There is increased level of secrecy of affairs in its affairs that affect its normal workings.
Increased dependence on Advertisement-

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There is increased expenditure of advertisements of Google thus making it one of the biggest
reasons for revenue deficit. The increased dependence on advertisement leads to increase in the
revenue thus affecting its profitability in long run (Coyne & Söderbäck, 2016).
Opportunities
Increased diversification of non-Ad business models –
There is increased level of diversification of the non-Ad business models of the Google. There is
grat level of opportunity for Google to venture into non-ad business model.
Cloud computing
One of the important opportunities of Google is in its cloud computing where it can provide
could solutions to high number of people in the target segment
Threats
Increased competition with other big players
Google faces increased competition with other big players in the market that include Face book.
The competition affects the Google’s revenue and way of doing things.
Mobile computing-
Google has to face the increasing threat from various players in the market that include mobile
computing services (Watson, 2019).
Ethics approach used by company
Common good approach-
The company focuses on the ensuring the common good of the people or the employees in the
company through a given policy and ways of conduct. It was right ways of doing things in the
best possible manner.
The company has used the common good approach in various ethical decisions. In one such
instance, it has come up with the decision of maintaining the freedom of expression that is for the

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highest good of the target segment. It has also ensured that the high level of integrity where the
good understandings with the people can be achieved (Plantin, 2018).
CSR approach and it is used by the company to convey it to the target segment
The CSR approach used by the company is proactive approach where it proactively decides on
the policies and the targets to be used.
The company uses the approach to manage the stakeholders in an effective manner by focusing
on their education. In the past, it has conducted various programs mostly in sub-urban and rural
areas of developing and under developing countries where it has conveyed them the importance
of education and the Google search engine to search any important day-to-day terminologies
(Ferlatte, 2017).
Such CSR works by Google were helpful in conveying the good intentions of the company to its
stakeholders. These activities have improved upon the trust of the stakeholders on the company.
Google instilling the four key elements to a plan
The four key elements to a plan are objectives, action, resources and implementation. Google can
incorporate such elements by setting bold visions for the organization to achieve, as it will spur
the organization into action.
Objectives-
Google can set big objectives for the employees and other stakeholders of the company as it will
make them implement it effectively. The company is already known for setting huge visions and
bold goals for it stakeholders that has made the company successful so far. In past, one of the big
objectives of the company was to make the technology accessible to every human being such as
these situations will be helpful in achieving the goals (Chang, 2019).
Action-
Google has been an action-oriented company where it has valued the actions coming from its
stakeholders. Google can facilitate more action from its employees by conducting various
motivational programs where they can be directed towards the objectives and visions. Such

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motivational and training programs can facilitate real actions from the employees of the
organization.
Resources-
Google has all the effective resources to achieve it visions. It can also achieve the goals and
objectives in the best possible manner. The resources were helpful in achieving the right results.
Google can take initiatives to collaborate resources so that they are available to the target
segment in an effective manner. The company should ensure the availability of the resources to
every person so that the effective goals can be achieved (Plantin, 2018).
Implementation-
The fourth most important element is of implementation where the goals and visions of the
company can be implemented in an effective manner. The implementation can help people
achieve the right results. Moreover, the right manner of implementation adopted the best results
in terms of productivity and profitability of the company in a manner it promotes the high quality
results among the team members in the organization (Epstein, 2018).
Culture aspect of Google
One of the culture aspects of the Google is free culture between the superior and junior of the
employees. The cultural aspect helps the employees of the company to work in collaboration
thus resulting in more collaborative practices (Davenport & Dellaportas, 2009).
Google can create a strong culture based on the culture aspect by bringing the people of all the
departments to work effectively thus leading to high level of profitability and growth of the
company.
Google can achieve the Unity of command, decentralization versus s centralization, and
span of control and formalization
Unity of command-
Unity of command is about responding to only one supervisor so that the effective coordination
can be achieved in the organization. Google can achieve the unity of command in its
organization by preparing the well- defined plan of reporting which will in turn guide the

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employees of the organization to report it to the right person (Coyne & Söderbäck, 2016). The
other ways the unity of command can be achieved is through the good orientation programs
where the employees can be introduced to their supervisors for whom they have to report in an
effective manner. Such actions will be helpful in achieving the right results.
Decentralization versus Centralization-
Decentralization is about giving freedom to the employees of the organization to take right
actions while centralization is about the higher authority controlling the actions of its employees.
As Google is a large and an independent organization that comes up with high degree of
innovation in its products and services so for the company like Google decentralization is the
best way to manage the organization. Moreover, in the organization, many technocrats want to
work independently. These technocrats are disinclined towards the centralized organization type.
Span of control and formalization-
Span and control is about control of the manager over the number of some subordinates. The
span of control is highly useful in achieving the right results. In the large or multinational
organization like Google, the span of control should be small as it would be promote the better
achievement the right results in the effective manner (Chang, 2019). The less number of the
subordinates under a manager would promote better results and high level of productivity among
the people.
Formalization is all about development of the formal relationship and attitudes among the
organizational members. As Google is an American organization so it is better for the
organization to be have semi-formal attitudes as it will not disrupt the innovative attitudes of the
people.
Team-based or cross functional organizational structure for Google
Team based organizational or cross-functional structure is suitable for the Google as the
company works in various teams thus resulting in higher degree of understanding between them.
The team-based organization will promote better understanding among the work force (Carson,
2017).

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Traditional leadership and motivational theory for Google
Traditional leadership
The traditional leadership that the Google must adopt is the Democratic leadership structure as it
will give good amount of freedom to the independent technocrats and at the same time will give
them the discipline to report to their managers (Chandler, 2019).
The democratic leadership will bring the harmony among the employees thus leading to great
degree of freedom among them. They will be more focused about their goals and objectives to be
achieved in an effective manner. Democratic type of leadership will result in lack of partiality
among the employees in the best possible manner. It will help them the see the importance of
every important function in the organization.
Some independent employees might fight democratic leadership style obstructing their freedom
but it will be good in the longer run for the employees of the organization as it will keep the
organization disciplined where the employees will be able to achieve the targeted results of the
organization in the best possible manner.
Motivational theory-
The Google can use the Herzberg motivational theory where the two types of factors are
responsible for promoting the satisfaction at job. These factors are hygiene factors that promote
the high degree of involvement of the people in the job. Some of the hygiene factors include
working conditions, supervisor quality, leadership at the company and level of understanding
among the co-workers. These factors promote the higher level of understanding among the work
force. Besides these factors, various factors put off the workers from achieving the highest level
of productivity in the organization. These factors include that improper understanding among
the work force, low-level of productivity, and conflicts on various issues.
It is best for Google to use Herzberg theory of motivation in their organization, as it will result in
better handling of employees so that the right results can be achieved. The company will be able
to understand the factors that motivate its employees in the longer-run.

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Recommendation
It is essential for the company like Google to maintain the open culture as it promote more
innovative and creative ideas. The company must adhere to its open policy in the upcoming five
years, as it is one of the important reasons for its high level of profitability and growth.
Moreover, the organization must also promote various employment engagement programs, as
employees are the most important asset of the company. The higher degree of engagement of
employee will promote the better achievement of goals of the organization thus; it will also result
in high degree of profitability.
Conclusion
Google is a multinational organization that has curved itself one of the best organizations is the
technology area. It had used various innovative strategies to motivate and educate its employees
in the best manner possible. Besides it strategy to sustain its employees in the company, it has
also organized various programs to contribute to the society in an effective manner. It has always
come up with innovative ways of giving back to the society so thus improving it in an effective
manner.

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Chandler, R. C. (2019). Deontological Dimensions of Administrative Ethics Revisited. In Handbook of
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Chang, R. (2019). Promotion or transition: From fire officer to emergency manager. Journal of
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Courtemanche, C. C., & Ndirangu, M. (2018). Do Walmart supercenters improve food security. Applied
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Coyne, I. H., & Söderbäck, M. (2016). Reframing the focus from a family-centred to a child-centred care
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Davenport, L., & Dellaportas, S. (2009). Interpreting the public interest: A survey of professional
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Epstein, J. L. (2018). School, family, and community partnerships: Preparing educators and improving
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(2), 119-133.
Ferlatte, O. (2017, June 30). Why do so many gay and bisexual men die from suicide? Retrieved from The
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