Corporate Strategy, Governance, and Ethics: Impact on Google

Unit 2- Corporate strategy, Governance and
Ethics

Table of Contents
INTRODUCTION...........................................................................................................................2
Critically analyze Google’s product or services..........................................................................2
Critically determine the organization’s environment..................................................................3
Determining how the organization is related its competencies to its environment....................5
Describing the impact of social, environmental, ethical, legal and governance issues on
organization.................................................................................................................................5
Describing how the organization is currently framing these issues in its strategy and operations
.....................................................................................................................................................5
Presenting how the organization is managing tensions between corporate responsibility and
maximizing the shareholder values.............................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Corporate governance is the combination of rules, process and laws through which a
business is operated and regulated. The term is also presenting all the external and internal
factors that may affect the interest of the company’s shareholder and its customers, management.
In the same way, the current report will help to enhance the knowledge related to corporate
governance and ethics. The chosen firm for this report is Google which is an American
multinational technology company who specialize in the Internet related services to their
customer. Thus, the study will determine the chosen company’s product and services, further,
determine the organization’s environment and then determine how the firm is related to its
competencies. Further, study will determine the impact of external factor upon the organization
and provide the best strategy through which the company is operated. Lastly, it describe the way
through which Google managing the tension between corporate responsibility and maximizing
the shareholder value.
Critically analyze Google’s product or services
Google is top American multinational company who provide best Internet services to
their customers such that online advertising technologies and search engines etc. The company is
founded in 1998 and it is privately held company.
Services: Google offer the wide range of services to their customers such that an Internet
search engine, web email, news aggregator, calendar software, cloud storage for customers as
well as business. Thus, its services are used for personal as well as professional level (Lee,
2020). Thus, it is analyzed that company also keep complying with the advance technologies and
for that it start using Robots assistance , self- driving cars and home video monitoring system for
their users.
Market: From the day of its foundation to the present year, Google occupy around
87.35% of the market share at global level. Thus, it is critically analyzed that it is the top
company which is used by the range of public and businessman in order to get the best output.
Google has dominated the search engines market and secondary results also shows that Google

market share is completely relies upon the advertising. Around more than 50 countries uses the
quoted firm and among all, the highest share of Google is in US i.e. 87.28%.
Division and sub- divisions: Every company have their own division and sub- division
such that its work is completely distributed to all the people in department wise. Such that it has
many department and manager of the company also allotted thee define task as per the
employee’s capabilities. Therefore, the entire working system of Google is divided in different
parts such that IT department, HR department, Finance department, Marketing department and
even there are further sub- division which assist to maintain thee brand image of the company
and provide the best services and products to the customers. Every division of the company
know their own roles and responsibilities and therefore, keep reporting the head of manager with
regards to their work. This will help the business to maintain at brand image at international level
and maintain the overall performance level as well.
Critically determine the organization’s environment
To determine the internal environment of Google, SWOT analysis is used which
determine the company’s strength and weakness. These are as mention below:
Strength:
 Company occupy highest market share and it did not face any competitor till now that
shows the brand image of the company at global level.
 Company produces more than 1.2 billion hits every month and that is why, it has a
biggest traffic generator and gain highest competitive advantages over the competitors.
 It has a strong financial performance and have a string customer base as well.
Weakness:
 Sudden fall in the advertisement rates is consider one of the biggest weakness of the
company, as it is over dependent on its advertising policy.
 Lack of compatibility with the next generation devices is also consider another weakness
of Google.
Opportunities: