Analysis of Google's E-commerce Strategies - MKT 201 Spring 2018

This report provides an analysis of Google Inc.'s e-commerce strategies, business model, and entrepreneurial approach. It begins with a background of the company, its structure, and present business model, highlighting its reliance on promotional activities through its search engine. The report identifies key products and services offered by Google and assesses its overall corporate strategy and vision, emphasizing its focus on accessibility, one-click access, and providing the world's information. It evaluates the management team's entrepreneurial state of mind, referencing Google's 'Nine Innovation Principles.' The report also discusses Google's strategy for innovation and entrepreneurship, key values, and organizational culture, emphasizing creativity, informality, and innovation. The conclusion recommends recruiting experienced employees to maintain an ideal workplace culture and acquire both explicit and tacit knowledge to enhance productivity.

Running head: E-COMMERCE 2
E-commerce 2
Name of the Student
Name of the university
Author note

1E-COMMERCE 2
Background and introduction of the company
Age, Size, Short History
In the year 1996, Sergey Brin and Larry Page established Google Inc, who were
computer science students. They introduced Page Bank technology, which is being used for
evaluating a relevant website. It has been identified in this study that specific search engine will
be very in order to get right and better outcome compared to the recent search engines.
Therefore, this can be said that using the concept of better outcome, the search engine was
founded in 1997 and in the year 1998, the company was incorporated. The name Google has
come from the word ‘Googol’, it means number one with 100 zeros (Nowlan, 2017).
Structure of the company
It has been identified that the company maintains its rapid growth as well as it also
maintains its small business culture. The idea of Googleplex was to assist and nurture the entire
innovation and collegiality environment. This also assists an extracurricular and work out room
for maintaining healthy atmosphere (Lee, 2014). In the company, different sophisticated tools of
computers have been established on the doors, which are made by wood, latterly sawhorses
supported these. In order to motivate the employees, the company has taken initiatives like
organizing hockey as well as organizing staff meetings week in order to analyze their situation.

2E-COMMERCE 2
Present business model
If the present business model of the company will be analyzed, this will be identified that
large amount of business revenue of the company comes from promotional activities through the
search engine. Through the specific search engine different programs like AdSense has been
introduced, because this ads are being placed in different websites. In the current business
model, it has been promoted the search engine, which has taken no. 1 position in the market.
This search engines has helped the organization to be synonymous (Taylor & Joudrey, 2017).
The company also maintains routine lives rather than searching on the internet. Another way, this
can be said that the company has introduced its effective business plan by bringing innovation in
its products, which has helped the company to maintain its position in the global market.
Services and products
Here the study has identified few products, which is going to be launched by Google
 News aggregator
 Email
 Internet search engine
 Cloud computing for the companies
 Websites for listening music and watching videos
 Cloud storage for customers and business organizations
 Web browsing
 Calendar
 Tablet and smart phone operating applications
 Internet services

3E-COMMERCE 2
 Desktops and laptops
 Thermostat
Markets
Google has owned near about 60% total internet based searched. As the study has already
discussed that the company has large numbers of application and products, therefore, this can be
easily assumed that the market base is huge. As stated by Taylor & Joudrey (2017) people all
over the world are targeted by the company. Therefore, this can be said that the business strategy
of the company is not limited in a location or group of people. This has created major challenge
for the company in order to get return from the market by using competitive advantages.
Entrepreneurial analysis
Assessment of overall corporate strategy and vision of the company
The company has established its strong brand image in the business industry with its
innovation and exclusive products. Using the search engine, the company gets the chance to
achieve specific vision of the market (Ryan, 2016). The main strategy of the company is to rule
in the universal business industry as well as get the accessibility in global business industry. The
company for maintaining its leadership quality in the market has introduced different innovative
strategies.
Selecting vision is very important for the company in order to achieve its ultimate goals
and objectives. The company efficiently provides access for getting the information by one click.
the company focus of displaying directly to the vision statement. Here the company named

4E-COMMERCE 2
Google focuses on the three important variables. Those variables are accessibility, one click and
world’s information.
Based on Entrepreneurial state of mind evaluation of management team
In the initial stage, the company focuses on setting its goals and objectives without making
any compromise. In the case of Google, it shares its data to the customers directly by maintain
few coding principles. Those coding principles are considered as ‘Nine innovation principles’
(Villa-Real, 2014). By executing important parts of Google coding principles, the company gets
the chance to take wise decision by using its innovative strategies. On the other hand, this has
been mentioned that the by launching new products in the market the company forecasts its
innovation and modern strategies. Here the study has shed light on the Nine principles of
innovation introduced by Google:-
 Innovation should be accepted bravely
 There should not be any types of cultural barriers so that technology can be flourished
 The company should be aware about its mission.
 The innovative idea should be accessed from any place
 Iterate and ship
 20% time
 This is important for the company to think about 10x not 10%
 The aim of the company should be dependent on thee customers
 The company should be always prepare for accepting both success and failure.

5E-COMMERCE 2
Strategy for Innovation and Entrepreneurship
It is the strategy of Google is to change its vision and mission statement by maintaining
its various products and it related offers in the market. The company is recently providing new
products such as Google Fiber and Google Grass by maintaining its mission and vision. Hence,
this should show the diversified products of the company. On the other hand, this can be said that
through the vision statement upcoming condition of the company is being considered making
diversified business in the current situation.
Key values and culture of the organization
The founders of the company established unique cultural environment in the
organization. Here the culture of the company depends on the creativity, informality and
innovation (Belo, Mota & Fernandes, 2016). This culture of the company is being analyzed
through artifacts of the company. In order to provide comfort to the employees, the company has
introduced fun place in the office, for making friendly and cheerful atmosphere in the
organization. On the other hand, the company has introduced various rewards and benefit offers
to the employees to motivate them in their work.
Conclusion and recommendation
After analyzing the entire study, this can be recommended that the company needs to
recruit more experienced employees for providing standard academic outcome to maintain ideal
culture in the workplace. As the experienced employees have faced different experience
regarding different culture from their previous companies, therefore, they will be able to
maintain good culture in the workplace. They will also play a major part in order to increase the

6E-COMMERCE 2
productivity of the company. Explicit and tacit information is needed to be acquired in the
workplace. There are many employees in Google, who have strong academic record and good
knowledge of explicit. However, it has been identified that experienced people can reduce the
issue regarding lack of tacit knowledge.

7E-COMMERCE 2
Reference list
Belo, O., Mota, G., & Fernandes, J. (2016). A Signature Based Method for Fraud DetectionFraud
detection on E-CommerceE-commerce Scenarios. In Analysis of Large and Complex
Data(pp. 531-543). Springer, Cham.
Lee, Y. F. L. (2014). When Google Meets Xiaomi: comparative case study in western and
eastern corporate management. Journal of International Technology and Information
Management, 23(3), 5.
Nowlan, R. A. (2017). Large and Small. In Masters of Mathematics (pp. 217-225).
SensePublishers, Rotterdam.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Taylor, A. G., & Joudrey, D. N. (2017). The organization of information. ABC-CLIO.
Villa-Real, A. E. C. (2014). U.S. Patent No. 8,831,677. Washington, DC: U.S. Patent and
Trademark Office.