Strategic Management: Analysing Google's Development and Competitive Strategies

Strategic Management

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1.1Analysing the development of google strategy over the years and justifying answer with
relevant examples.........................................................................................................................3
1.2Recommendation to Google how they can improve their strategies to meet the future
requirement:.................................................................................................................................5
2. PESTEL Analysis of Google ..................................................................................................5
(B) Critically evaluating porter five force to analyse effectiveness of the industry:...................7
3. (A) Using porter generic strategies to analyse option available with Google to gain
competitive advantage:................................................................................................................8
(B) Assessing ansoff matrix to examine growth strategies adopted by Google to expand in the
market:.......................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic management is one of the most important process that outline planning,
monitoring and analyse all necessary activity to ensure continuous growth. Every business
organization craft strategic management strategies according to internal and external
environment condition, it is very clear that firm brings strategic decision to make business stable
(Ansoff and et.al., 2018). This study is based on Google, this company is one of the largest
information technology service provider including world's biggest and most powerful search
engine service to every individual on the planet. This report will discuss strength and weakness
of Google and will carry put PESTLE analysis to analyse global business environment. Later this
report will discuss porter five force to analyse competitive environment and will discuss porter
generic strategies to analyse competitive advantage option available to Google. At last ansoff
matrix will be discussed.
MAIN BODY
1.1Analysing the development of google strategy over the years and justifying answer with
relevant examples
As, the digital world is evolving, Google has started taking a multi-faceted approach after its IPO
in 2004 for maintaining its dominance in the search engines (ossain, and Azmi, 2020), which
makes up its vast revenue. The Generic competition strategy has evolved google in developing
unique characteristic that has been able to make google competitive in today's market (Kabeyi,
2018). Google has tried to improve its products on regular basis to address external factors that
may impact industry and to ensure that the business maintains the largest share in the online
market. Not only generic strategy but Google's intensive growth strategy has also leaded google
in capturing the largest market in today's digital world. Google uses deliberative approach for
gaining over the other approaches for getting advantage over the other competitive firms in the
market. Deliberative approach is the one approach where the strategy generates from the
organized actions. It typically includes all analysis of all the metrics such as:
 Market growth
 Customer needs
 Segment size
 Technological factors
 Competitor's strength and the weakness

A deliberate strategy is generally followed by the large business cooperation that are very well-
established in the market. There are many companies that have been using deliberate strategy in
the past for growing their business like the Amazon, Apple, Nike etc. Amazon deliberate strategy
is to earn money for the online retailing market. This can only be done by investing in the
technologies and improving logistics applicants(Monsreal-Barrera and et.al. 2020). Other
company that is using deliberate strategy is the footwear company Nike that has made deliberate
decision for increasing the appeal its brand among the younger generation by investing heavily in
marketing and promoting its products online.
Strength and the weakness of the Google's approach-
Every organization has certain strength and the weakness. Strength and weakness of Google are
given below-
Strength of Google's approach are as follows-
 It helps Google in maintaining the high value and strong brand image in the market.
 It also helps Google in considerable organization diversification.
 Google has capabilities for rapid and technological innovations.
 Google also has patented products which help them in earning more profits.
Weakness of Google's approach are as follows-
 Google has condemned for its privacy policies that the Google is hiding information
about its algorithms.
 Google has not been able to use good pricing strategy for the services that the Google
provides.
 It is highly dependent on the technologies and has low control on the consumer
electronics.
 Google business is over relied on the digital advertising for generating its revenue from
its consumer.
Senior management support in any organization is important to survive in the market and attain
success in the long term. Google senior management has definitely played vital role in adopting
strategic development for achieving different objectives of the Google. They are known as
backbone of the Google as without their support Google have not been able to attract such large
audience in the market and become the largest search engines worldwide today.