Strategic Management of Google

Added on - 29 Apr 2020

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Running head: STRATEGIC MANAGEMENTStrategic managementName of the StudentName of the UniversityAuthor note
1STRATEGIC MANAGEMENTExecutive summaryThe aim of the paper is to analyze the situation and condition of Google in the market by usingvarious strategic concepts. It has been seen that Google has emerged in the informationtechnology industry in the past thirteen years. This has been possible for the company due to thetechnology advancement of United States in which the company had initially started its business.Slowly it has shifted internationally by various strategies such as business level strategies andcorporate level strategies. Further, Google has always focused at acquisition and mergers forexpanding its business by taking up new challenges. The first acquisition of the company waswhen it acquired companies such as Picasa, Blogger and others. This was because the companywanted to introduce Google Apps in the market. It has also formed cooperation with OHA tointroduce its new android phone to take up the Smartphone market. However, it has also faced alot of challenges in the android market with respect to privacy and technical glitch. The companyhas also been facing competition from the other technical leaders such as Apple, Microsoft, Bingand others. However, the company has very less weakness and threat as compared to the strengthit owns in the market.
2STRATEGIC MANAGEMENTTable of ContentsIntroduction......................................................................................................................................2External environment.......................................................................................................................2PESTLE Analysis........................................................................................................................3Porter’s Five Forces.....................................................................................................................4Competitive Analysis...................................................................................................................5Internal environment........................................................................................................................6Firm’s Resources.........................................................................................................................6Capabilities..................................................................................................................................7Core competencies.......................................................................................................................7Value Chain Analysis..................................................................................................................8Business level strategy...................................................................................................................10Corporate level strategy.................................................................................................................11Acquisition strategies.....................................................................................................................12Cooperative strategy......................................................................................................................13International strategy.....................................................................................................................14Conclusion.....................................................................................................................................15References......................................................................................................................................16Appendices....................................................................................................................................18
3STRATEGIC MANAGEMENTIntroductionGoogle is one of the most used search engine throughout the world and has the answer toalmost everything one needs to know. This is how the people as a brand recognize Google. It isfamous for its internet search. With thirteen years of operation, the company has evolveddrastically with a huge brand name and recognition among its users. The company presentlyowns about seventy percent of the total search-taking place in the internet. Such a success of thecompany is due to their effort and utilization of the competencies of the business. In the financialperformances, as well the Google has proved itself the most profitable company in the world.This has helped the company to increase its competencies even more. The competencies of thecompany also depend on the innovation and advantage that it takes of its resources. Thecompany has maintained a strong organizational structure throughout these thirteen years andthis has helped the company to grow successfully (Google, 2017). The paper discusses about theexternal and internal environment of Google that effects its growth and development. Further, itanalyses the strategy that the company has used in their corporate, business level to achieve allits goals to become a competitive company.External environmentThe industry in which Google is involved is an Information Technology industry thatoffers all types of information to the viewers visiting the site. Google has been one of the mostpreferred search engines in the world. Information technology is one of the fastest growingindustries globally making it possible for Google to grow at the same pace as the industry. Thisis because the growing nature of the industry has led to an increase in competition in theindustry.
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