Google's Organisational Changes: Strengthening Competitive Advantage

This presentation provides an analysis of Google's organisational changes and their impact on the company's competitive advantage. It explores the complementary forces shaping Google's strategies, focusing on Porter's Five Forces model to assess the competitive landscape. The presentation highlights Google's key competitive advantages, including intellectual property, dynamic product range, efficiency, employee relations, and focused differentiation. It examines Google's leading position in the advertising industry and the structural changes implemented to strengthen its competitive edge, such as management changes and project-focused initiatives. The presentation concludes by emphasizing the importance of continuous innovation and diversification for Google to maintain its market leadership. Desklib provides students access to past papers and solved assignments for further learning.

Group Project
Organisational Changes in Google

Table of Content
• Introduction
• Complementary forces shaping company strategies
• Key to Google Competitive Advantage
• Analysis of Competitive Industry
• Strengthening its structure for gaining competitive
advantage
• References

Introduction
Google is a company that has evolved to be a business
house which is part of every single individual life.
This Presentation states about how various complementary
forces shapes a company like Google strategies and how
they aid in making it more strategically competent.

Cont...
An industry analysis will be conducted for the US market
based search engine advertising.
It will also be stated as how Google has solidify its
competitive advantage in the market.

Complementary Forces Shaping Company
Strategies
As stated by Porter, there are five forces that exist in the
immediate environment of company and has an impact on it.
The managers can use this tool for identifying level of
competition with a market place.
Porter's five forces model is used to identify variables that
can hamper organisation productivity and profitability in
future.

Cont...

Cont...
Application of porter five forces model is stated below:
Competitive Rivalry: This variable is considered to be very
HIGH as there are many rivals in the market. The switching
cost for consumers is low which puts a higher pressure on
company.
Threat of New Entrants: The level of risk is MODERATE
when it comes to the entry of new companies. The issues
faced by company is higher brand development cost.

Cont...
Threat of Substitutes: The level of risk is MODERATE.
The advertising services as well as open source forums can
be replaced by any company in the market.
Bargaining power of Buyers: The consumers power to
bargain is considerably WEAK. Usually they are separated
into individual groups or are in small numbers.
Bargaining power of Suppliers: The suppliers bargain
power is WEAK. The number of suppliers are high while
demand is low which reduces their bargaining power.

Keys to Google Competitive Advantage
The prime point that makes Google a major organisation in
the sector is the value that it creates and serves to customers.
Intellectual property: The company protects its products,
designs, logo, etc with the aid of intellectual property rights.
Dynamic product range: This is how Google has grown in
the market. It does not rely on a single product (advertising).

Cont...
Efficiency: The company constantly tries to improve its
process so that no new development can hamper is ability to
perform.
Employee relations: The managers are completely focused
on making sure that the working environment stays healthy.
Focused differentiation: The company aims to keep its
ability to differentiate. Basically, constant innovation and
changes allows it in gaining differentiation from
competitors.

Analysis of Competitive Industry
Google is leading the advertising industry in the market with
more than 63% market share.
The graph below states about the structure that exist:

Strengthening Its Structure For Gaining
Competitive Advantage
The company is concentrating on achieving competitive
advantage via introducing various innovative products and
services.
The adopted method is to fulfil consumer desire by offering
qualitative and innovative products.
Various programs are funded which are being developed
with a aim of attaining edge over competitors in future.