Strategic Management: Determining Strategies and Tools Used by Google

This report provides insights into strategic management, focusing on the process used by companies to determine their strategies, evaluation of critical models and tools used by firms, tools used to determine strategies of Google, and the importance of change in management. It discusses external and internal analysis, PESTEL analysis, SWOT analysis, VRIO analysis, and the balanced scorecard. The report also highlights the importance of adapting to changes in the business environment.

Strategic Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
What are the process used by the company to determine their strategy.....................................3
TASK 2............................................................................................................................................4
Evaluation of critical models and tools used by firm to determine its strategies........................4
Task 3...............................................................................................................................................7
What are the tools which can be used to determine the strategies of Google.............................7
TASK 4............................................................................................................................................8
What are the importances of the change in management............................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategical management helps an organisation to achieve their objectives. It refers to the
formation and implementation of the important targets and also talks about the initiatives which
can be taken by the company and their managers. They plan strategies to allocate and use
resources to achieve the set goals of the firm. It includes target of the company, examine the
competition in the marketplace and internal and external threats which can be faced by the
company. It provides directions to company and make sure that those followed instructions are
properly carried out in the organisation. They provide different strategies so that to attain their
goals. This report talks about the organisations that how they determine their strategies. It helps
in evaluating major models which helps in determine the strategies(Altin, Schwartz and Uysal
2017). This report talks about Google as the chosen company. It is the most famous search
engine founded in 1998.
TASK 1
What are the process used by the company to determine their strategy.
The business organisation has used many different strategies to ensure the effective
working of the firm. Many strategies are planned and implemented by the organisation to
achieve their goals. Those strategies must be followed properly so that they can easily attain their
set objectives. There are certain strategies which can are explained below:
External Analysis
The most important factor to determine the strategies of the company is external factors
which can be huddles in attain the goals of the company. Strategies helps in evaluating the
factors that has an impact on functioning of organisation. This is analysis to determine the factors
like: competition in market, what's there position among the competitors, what are the dynamic
changes which effects there working (Blattert and et. al., 2018). These factors exists in external
environment of business and has a great influence on the decisions of firm when they plan about
the strategies which are related to stability on political factors, environmental factors, economical
conditions of the society, changing in the taste and preferences of the customers, advancement in
the technologies and other changes that might be done by the legislatures or government which
has an impact on the company.

This factor helps in analysing the position of the organisation in marketplace and also
helps in comparing it with other fellow competitors. This helps the managers to conclude the
areas on which they will be effected by the external factors so for this company use to plan the
strategies which helps them in to overcome with the problems (Canuto and et. al., 2021). The
planning of the company helps in growth of the firm and helps in smoothing the functions of it.
Internal Analysis
This factor helps in analysing the internal factors which affects the working of the
company. It is the method which helps in determining the asserts, opportunities and threats of the
organisation, which has an impact on their working. For successful business they must identify
these factors as they have an impact on their productivity. They are varying from company to
company but helpful in analysing the conclusion of planning strategies. This involves the internal
factors in the firm itself so that they can plan strategies according to it so that the working will
not be affected. The most famous concept to determine the internal factors is SWOT which
means strengths of the firm, weaknesses of enterprise, opportunities which can seek by the
company in near futures and also determine the threats which the company has due to the
competitors or changes in local or international laws. This helps in determining the internal
capability of company and the areas where they have to improve.
It helps in evaluating the necessary requirements of the firm so that they can focus on it
(Julien-Javaux and et. al., 2019). To find out the strategies they have to self analysis the needs of
themselves. Before adopting the strategies the managers need to understand their pros and cons
so that it will be easy for them to apply and follow the same in achieving their targets.
Analysing the factors will be aided the company to evaluate their needs and external
factor analysis what are the factors of the external environment of the company. Hence, google is
advised to adopt both the factors for regulating its functions.
TASK 2
Evaluation of critical models and tools used by firm to determine its strategies.
With the above discussion on the external and internal factors which helps in finding out
the strategies which can be helpful for the company in taking right decisions. There are many
models and tools to determine strategies which are as follows below:
PESTEL Analysis

PESTEL stands for Political, Economical, Social, Technological, Environmental, Legal.
It is an framework which helps in determining the external factors which has an impact on the
working of the company (Caradot and et. al., 2017). The external environment which affects the
growth of the company. This model helps in finding it but also tells its impact on the working
conditions of the firm. The has an both impact it might be positive or negative.
Google also uses this model to determine their external factors. These factors helps in
analysing the factors of environment which has an impact on the working of the firm. This will
helps the organisation to know the new trends in market so that it will be easy for the firm to
satisfy their customer's needs and wants (Connell and et. al., 2019). According to that only they
will make alterations in their strategies which will full fill the necessity of their customers.
SWOT Analysis
This is the other tool which helps in analysing the internal factors that is Strengths and
Weakness and also determine the external factors like Opportunities and Threats which can be
faced by the enterprise. Here, the company affects by these factors so they have to analysis it
which helps in taking the decisions of the company.
These models are majorly used by companies for their better functioning. This helps in
promoting their internal strengths so that it can be easy for the firm to attain their set goals. The
internally strategies built the organisation more strong so that they can survive for the long run in
marketplace.
The above mentioned models that is SWOT and PESTEL have their own pros and cons
on the company. Their analysis help the company to determine the strategies which will be
helpful for the company to attain their targets in an effective manner (Pardo, Moral and Del
Prado, 2017).
VRIO Analysis
This stands for Value, Rareness, Imitability and Organization. These techniques are used
to evaluate its resources and examine the competitive advantages what can be availed by the firm
in order to achieve it. There are the following dimensions which are as follows: Valuable: The company must offer such products which add some values for their
customers. The valuable things helps in the growth of the organisation. It exploits the
opportunities which can be availed by the firm in increasing its growth. Google also
maintaining it resources for surviving in the market with its competitors.

 Rare: It talks about the resources which are rarely present but very important with the
point of view of environment. It helps in getting the advantage of competition in the
existing market. Rare resources helps te company to stand alone in the market with it. Imitation: the organisations are not allowed to imitate any asserts at high prices. No one
in the market can make duplicate of it or having any substitute to defeat it. Google does
not have anything unique in its services so it is easy for the competitors to defeat them
from the market. Organization: the authority of managing the affairs of the company has to form different
potential strategies so that it will be easy for organisation to organise their affairs in an
effective manner (Cusenza and et. al., 2021). This helps Google to gain competition and
sustainability in the existing market.
Balanced Score Card (BSC)
The planning and strategical management of the company is BSC which stands for
Balanced Score Card. This is very useful for aliment of day to day affairs of the company. There
are four potential which expressed for the development of targets, initiatives etc. of the firm.
They are as follows: Financial: this helps Google in viewing the financial performance and analysis the use of
those resources that they are fully utilised or not (Werner, Westphall and Westphall,
2017). This helps in tracking the status and with this they can adopt the suitable strategies
which can be used by the firm. Customers: The performance of the company will be evaluate by the reviews of their
customers or shareholders. This helps Google to make reasonable changes in their
strategies and helps in satisfy the customers while providing their desirable needs and
wants. Internal process: The organisational performance can be viewed by their internal
process. Google uses these techniques to know their quality and their position where they
stands in market. This leads the organisation to provide better quality of goods and
services.
 Organisational Capacity: This aids the firm in evaluating its culture, technology,
infrastructure and many other (Dean and Davidson, 2018). Google uses this to know the
capacity of organisation their role and performances to plan their strategies.

Task 3
What are the tools which can be used to determine the strategies of Google.
PESTEL Analysis is used to determine the external factors that affects the working
conditions of the company (García and et. al., 2020). This helps in analysing the problems and to
think about the strategies will be helpful for the use right approach which leads to the growth of
the organisation. The PESTEL Analysis are as follows: Political Factors: it means an factor which can be affected by the norms of government
and legislature. They can may make changes in their stability of rules, restrictions, tariffs
and many more. Google serving their customers at world at large. It is dealing with
different different countries and each country has their own rules and regulations on the
services which are provided by them. The changes in laws of the company leads to a
problem on the google in executing their services in that nation. Economical Factor: These factors means the growth of the economic conditions of the
nation in which they are service. However, Google is operating their services around the
world which means the external factor which are affecting it is depends on the nations
economy. The rate of inflation in the economy will effect the living standards of the
individuals living in that nation. Company must use flexibility in adopting the strategies
so that it will be easy for the organisation to work accordingly. Social Factor: These factors includes the population of the nation, age groups in which
they are serving their services, attitudes of the individuals towards their career, health and
safety. The Google can influence their services to attain the satisfaction of their
customers who are availing that services (Heller and Cassady, 2017). The firm is also
using different tools to provide services which helps the customers to avail their services
more potentially. This helps the company to frame the strategies so that they can have a
long run survivals in the market. This results in increasing the demand of the products
and services and the organisation will attain the high growth in the market. Technological Factor: This factor means the changes and advancement in the existing
technologies. The update technologies helps the firms to attain the needs of the market
easily. Google also dos the same thing they also provides the new requirements of the
market quickly so that customers can avail it and there will be growth in the revenue of

the company. Google is dealing with Artificial intelligence this enhance the overall sale
of the business enterprise. Environmental Factor: It is concern with the laws relating to environment. The effect in
this factor includes changes in the climatic condition, rate of pollution present. Rules can
be differ from nation to nation. Each firm must conduct their business in such a way that
it will not harm the environment (Lim and et. al., 2017). This further means the products
and services which are providing by the company must be supportive to the environment.
Google uses this in creating eco friendly products so that there will be no harm to
surrounding.
 Legal Factors: This factors talks about the laws of the nation. This includes the laws
relating to contract, employment, taxation, import and exports and many other laws
which are applicable in rending their services and products. These laws differ from
country to country (Shawer and et. al., 2018) . Google use to follow every rules to
conduct their practices this resulted in making good brand image in the minds of the
customers.
The above mentioned are the external factors which has both positive and negative effect
on Google. To survive with their effects the company must formulate such strategies which will
be helpful for resolving the problems which are coming from the outsourcing of the enterprise.
TASK 4
What are the importances of the change in management.
The changes can be both positive or negative it just depends on the firm how it is
allowing to impact on itself. The changes must be implemented in organisation which helps in
working with the changing world. It will be helpful for the company to achieve their targeted
goals. With reference to the google, there are many factors which define the major changes those
are as follows: Cost: The firm has to analysis the cost of implementing the new changes in the existing
markets. So that, the firm can work in right directions with the changing environment
(Rane, Narvel and Bhandarkar 2019). Google, has to put additional cost on the training of
the employees for their development. The changes also needs supervision over the

changes so that it will be easy for them to look after the pros and cons of the new things
which will help them in conducting the business affairs(Toback and Clark, 2017). Sustainability: Each and every organisation has the aim to sustain for a long run in the
market. With reference to Google, the firm is taking different different measures so that it
will be helpful for them to full fill the needs and wants of their customers and that leads
to the survive in long run (Oyarzun, Martin and Moore 2020). Risk: Some factors are associated with the name of risk like changes in several things
amounts to an risk, that might be beneficial for the organisation or not. Google use to
make the changes in their business structure.
 Complexity: Changes leads to the complications in the working of firm. Google also
resistance in many operations and employees which may be faced by them(Wang, Yang
and Yu, 2019). It is important for the organisation to communicate with the fellow staffs
for anticipatory risk.
CONCLUSION
From the above report, it can be concluded that, Strategic management is important for
the growth of the organisation to plan the strategies so that there operations can be done
smoothly and the firm attains the highest revenue from the market. This report is talked about
many tools which helps the organisation to determine their internal and external factors i.e.
PESTEL and SWOT after analysis these the company can plan the strategies accordingly.

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