Strategic Management: Analysis of Google's Business and Functional Level Strategies

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
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Executive Summary
The report is built on the analysis of the business level approaches and the practical level
approaches that have been implemented by an organization over the years of its operations.
The company that is considered for the study is Google. The functional level strategies
implemented in the various departments of Google and the intensive growth as well as the
generic strategies have also been analysed in the report. The recommendations are provided
based on the ways by which Google can further develop the strategies that are already being
implemented to ensure proper growth in the technology industry.

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Table of Contents
1.0 Introduction..............................................................................................................3
1.1 Purpose of the report............................................................................................3
1.2 Limitations...........................................................................................................3
1.3 Scope of the report...............................................................................................3
2.0 Functional level strategies of Google.......................................................................4
3.0 Business level strategies of Google..........................................................................6
4.0 Conclusion................................................................................................................9
5.0 Recommendations....................................................................................................9
References....................................................................................................................11

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1.0 Introduction
1.1 Purpose of the report
The key purpose of the report is to examine the strategies that are implemented by a
multi-business based organization. The firm that has been considered for this study is Google.
Google is a global technology based firm that mainly specializes in providing internet based
products and services that include, search engine, online advertising based technologies,
cloud computing (Aaby 2015). Google has been able to gain a major place among the Big
Four technology based organizations along with Apple, Facebook and Amazon. The
organization was recognized in the year 1998 by Sergey Brin and Larry Page when they were
studying as Ph. D students at Stanford University. Google mainly operates as a subsidiary of
an organization named Alphabet. Sundar Pichai has been recently appointed as the CEO of
Google and has been successful in providing an effective position in the industry
(Google.com 2019).
1.2 Limitations
The major limitations that are related to the proper study of the functional level and
business level approaches is based on the lack of direct access to major information based on
the organizational operations. The entire study is mainly based on the secondary data that is
available on the web.
1.3 Scope of the report
The scope of the report is based on the ways by which different strategies have been
implemented by Google in order to uphold its operations in the technology related industry.
The functions and business operations of Google will be analysed in the report in detail.