A Comprehensive Report: Google's Strategy and Implementation

This report offers a detailed analysis of Google's strategy and implementation. It begins with an examination of Google's internal environment, including its structure, culture, and resources. The report then presents a SWOT analysis, highlighting Google's strengths, weaknesses, opportunities, and threats. Following the SWOT analysis, the report delves into Google's strategic formulation, covering its functional, business, and corporate strategies. The functional strategy focuses on distinctive competency, while the business strategy centers on product strategy through internet-related services. The corporate strategy emphasizes communication, technical innovation, and leadership. The report concludes by referencing key sources and providing a comprehensive overview of Google's strategic approach to maintain its market leadership and innovate in the technology sector.

Running head: GOOGLE’S STRATEGY AND IMPLEMENTATION
GOOGLE’S STRATEGY AND IMPLEMENTATION
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1GOOGLE’S STRATEGY AND IMPLEMENTATION
Internal Environment
Internal Structure
Google effectiveness and success is linked to the cultural up gradation and organizational
reformation of the structure. The company structure is not conventional and this is the reason
direct social link cannot affect the internal programs as well. On the other hand, the business
expansion of the company creates higher chances of success. Google has maintained a cross-
functional organization structure and which basically deliver the matrix organization with a
systematic degree of flatness.
Culture and Resources
The operational function has to control the employees and they have the different
grouping for different category of work and that help them a lot to identify their work (Gamble
and Thompson 2014). Google has firm organization culture and the essence of the culture can be
determined as open, innovative culture as innovation has taken place every now and then in
Google platform. Google also supports all other small companies and tried to emphasize their
excellence and that is the reason employees' involvement and innovations ideas are implemented
on that occasion and that provide a sustainable platform for people.
Resources
There are a lot of market ideas that Google must work but their finding and outcome are
slightly different from other search engines (Goffin and Mitchell 2016).The basic development
strategy the Google follow is to link up the trends, with innovative technologies which provide
them the competitive advantage from the other platforms and set a good and steady culture that
people also make their belief and trust.

2GOOGLE’S STRATEGY AND IMPLEMENTATION
Trends
Technology
Competitors
Culture
Figure 1: Relation between internal aspects of Google
(Source: Created by Author)
SWOT
Strengths Weaknesses
 Google is the market leader in terms of
search engines.
 The company is generating their review
from advertisement and display
promotion.
 As Google is the household brand thus
they are generating user traffic in the
external market.
 Google also introduced the Android
and mobile technologies for the
betterment of technological arena.
 The platform is concerned with the
excessive dependence on the secret
things. There are several cases where
privacy is imposed over the situation
and for the long time consequences;
this becomes a problem for Google.
 The company sometimes has faced Ad
rates and for that reason, global
economy also getting suffered (Hengst
et al. 2016).
 Google does not add new or innovative
features in next-generation devices and
that is the reason people sometimes

3GOOGLE’S STRATEGY AND IMPLEMENTATION
diverted for this platform.
 Google is over depending on
advertising problem and 85% of the
revenue generation has come from
those advertisements.
Opportunities Threats
 The new android supporting system is
the biggest opportunities for Google.
 Cloud computing is one of the key
opportunities that has been experienced
by this platform (Gamble and
Thompson 2014).
 There are several subplots have added
to this platform like Google play,
chrome, Glasses, Documents and all
these will create new possibilities for
users.
 Face book, Twitter, Linked In all these
social platforms are the fast-growing
implementation of the modern
generation. So most of the people also
get valuable information from these
social sites and that will become a
threat to Google (Gamble and
Thompson 2014).
 Mobile computing is another threat that
seizes the opportunities.
Table 1: SWOT analysis of Google’s strategy
(Source: Haynes, Nunnington and Eccles 2017)
From the above findings, it can be extracted that Google has a good view in terms of
managing the market structure and innovate new technologies for the development of new trends
(Gamble and Thompson 2014). Google has determined their weakness by applying for survey
program over people and also set some of the model and a theory of that increase of their

4GOOGLE’S STRATEGY AND IMPLEMENTATION
innovative thinking continues and that also highlighted the fact of innovative progression in
favor of Google.
Strategic Formulation
Functional Strategy
In terms of functional strategy, Google must choose distinctive competency as this will
find better production and implement unique value proposition for the better functioning of the
business (Haynes, Nunnington and Eccles 2017). This characteristic of business is quite better
than core competency and provides a competitive advantage to the business.
Business Strategy
The business strategy maintained by Google is Product strategy through internet related
services. Most of the products are technological ventures or innovations that express the
cornering diverse situation for the customers. New generation Z in Google promotion also
motivate the business strategy and that incorporate the better business strategy in Google (White
et al. 2014).
Corporate Strategy
In terms of corporate strategy, Google can use better communication and technical
invasion for the development of their platform. In addition to that key plan of hierocracy
marinating of the leadership for the languages are the important issue that must be implemented
in all sector so that a better managerial formation can sustain (Google.com 2017). Creativities,
culture, and values of Google is the most effective realization that leaders of this organization
have made and for that reason, the corporate strategy of Google has established sustainable form.

5GOOGLE’S STRATEGY AND IMPLEMENTATION
References
Gamble, J.E. and Thompson, A.A., 2014. Essentials of strategic management. Irwin Mcgraw-
Hill.
Goffin, K. and Mitchell, R., 2016. Innovation Management: Effective Strategy and
Implementation. Palgrave Macmillan.
google.com 2017 The Agoraphobic Traveller Retrieved from:
https://www.google.com/intl/en/about/ [Accessed on 13th November 2017]
Haynes, B., Nunnington, N. and Eccles, T., 2017. Corporate real estate asset management:
Strategy and Implementation. Taylor & Francis.
Hengst, I.A., Jarzabkowski, P., Muethel, M. and Hoegl, M., 2016, January. Micro Mechanisms
of Sub-Strategy Implementation Processes and Practices. In Academy of Management
Proceedings (Vol. 2016, No. 1, p. 14327). Academy of Management.
White, G.O., He, W., Hemphill, T.A., Galang, R.M.N. and Khobdeh, M.S., 2014, January.
Trends in Global Strategy Research From 2000 to 2010: Text Mining and Bibliometric Analyses.
In Academy of Management Proceedings (Vol. 2014, No. 1, p. 14125). Academy of
Management.