Google's Global Competitive Strategy & Management Challenges Analysis

This report provides an analysis of Google Inc.'s global competitive strategy and the management challenges it faces in the current market scenario. Founded in 1998 by Sergey Brin and Larry Page, Google has become a dominant force in online search and offers a wide range of internet services and products. The report highlights Google's competitive advantages, including its relevant search results, cost-effectiveness, and speed, stemming from its continuous innovation and infrastructure. It also addresses trending topics related to Google's culture and customer-centric approach. Furthermore, the report discusses management challenges such as data collection practices, ethical concerns regarding AI development and censorship, internal communication issues, and cross-cultural complexities. The conclusion emphasizes Google's need to expand its business in online software and website applications to maintain its market leadership.

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Table of Contents
1. Introduction............................................................................................................................2
2. Discussion..............................................................................................................................2
2.1. Company Background.....................................................................................................2
2.2. Global competitive strategy of Google...........................................................................3
2.3. Topics trending about Google.........................................................................................3
2.4. Management challenges for the organisation..................................................................3
3. Conclusion..............................................................................................................................3
References:.................................................................................................................................3

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1. Introduction
Globalisation is one of the most significant defining issues in the recent era. The
terms “multinational” and “global” are many of the times, used interchangeably in the
businesses world-wide. It is so much used as same that it is not even surprising that the
people now assume these terms as synonymous (Steger, 2017). Notwithstanding this fact,
they are different. However, this report is going to elaborate on analysing an international
business in terms of its global competitive strategy along with the challenges it is facing in
the current market scenario. The chosen organisation for this purpose is Google Inc.
2. Discussion
2.1. Company Background
Google Inc. was founded in the year 1998 by Sergey Brin and Larry Page in a garage
(Strom, 2018). It was when they were doing their Ph.D. at the Stanford University in the
California. It is an American search engine company. Above 70% of the online search
requires all over the world are handled by this company by placing it at the heart of
experience of most of the internet users today. The headquarters of the company is based in
Mountain View, California. It is also to note that Google started as one of the online search
companies but at present, it offers more than fifty internet services and products right from
the e-mail or the online document creation to the creation of tablet computers and software
for the cell phones. With the same, the 2012 acquisition of the Motorola Mobility put it in a
position for selling hardware in forms of cell phones (Eesley & Miller, 2018). The huge
product portfolio as well as its size make it one among world’s top four most influential firms
in the high technology marketplace with Microsoft, IBM and Apple. However, it is also to
note that Google’s original tool is still remaining the core of its world-wide success and
acknowledgement. In the year 2016, Alphabet, of which Google is the subsidiary company,

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had earn the maximum of its total revenue from the Google advertising on the basis of the
search requests of the users.
2.2. Global competitive strategy of Google
Google scores more than its competitors because of its relevance of the search results,
the cost of execution of the searches as well as the speed that it provides for searching things
on internet. It is a differentiation advantages that Google has over its other competitors in the
business market. Furthermore, it is also to note that the competitive advantage of this
international organisation comes from the infrastructures that it has built since its emergence
(Pehrsson, 2016). Some of the distinctive competencies of Google are- continuous
development and innovation, ease of using the search engine and the relevancy in its results.
With the same, it also has the potential to get connected with the internet users, the
advertisers as well as the website owners. All these differentiates it from its competitors.
Also, the company has some technological advantage over all its competitors because they
make use of high performance system that can take the workload much more than the general
system. Due to this, Google have a cost advantage over its rivals in the market.
2.3. Topics trending about Google
The founders of Google Inc. have stated that Google is not that serious regarding
anything but the search alone. They have built a company with an idea that work should
always be challenging and that, the challenge should be fun. With the same, the culture of
Google is very different from many other corporations in corporate America. Google is
widely known for putting the customers first when it comes to the question of online service.
With the same, it also puts its employees first when it comes to the question of daily life in
the headquarters of Googleplex. There is a very significant and high emphasis on the team
achievements and the company takes pride in the individual accomplishments which aid to
the overall success of the company.

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2.4. Management challenges for the organisation
Being one of the significant and most notable market leaders, Google Inc, is facing
several difficulties in the process of retaining its brand name and making value for the
company. It is the largest digital advertiser in the world but at present, it is being criticised by
many for its huge data collection practices that feed its strong advertisement targeting (De
Mooij, 2018). It is to state that misinformation already runs at a rampant speed on the
YouTube, Twitter and Facebook like social media sites. It has become very easy to criticise
any person or company world-wide today. It has been seen that the Google employees are
been raising several ethical concerns in recent years regarding the Google’s work in the
process of developing the artificial intelligence for the United States’ military and at the same
time, it has been also reported that it has made efforts for creating a censored search engine in
China.
Furthermore, Google practices open communication culture within its workplace. Its
culture is somewhat messy. Open communication is bringing in various advantages for the
company but at the same time is always creating issues like employee harassment and
bullying. With the same, as it is a multinational company, it also experience cross-cultural
issues (Chaffey & Ellis-Chadwick, 2019). There are cultural and ethnic differences and at the
same time, is a generation gap as well among most of the employees.
3. Conclusion
From the above analysis it is to conclude that Google is the leading online search
engine firm in the world founded by Sergey Brin and Larry Page. It is successfully making
business all over the world in the international boundaries but, being one of the market
leaders and one of the most notable innovative companies, Google should also try to expand
its business in the online software and the other website applications. Google has already

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developed itself as a significant brand name and is popular all around the world. Therefore,
entering into a new market portfolio would be very profitable for it.
References:
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Eesley, C. E., & Miller, W. F. (2018). Impact: Stanford University’s economic impact via
innovation and entrepreneurship. Foundations and Trends® in
Entrepreneurship, 14(2), 130-278.
Pehrsson, A. (2016). Global competitiveness through foreign subsidiaries’ differentiation: the
moderating roles of competitive dynamics and mandate. In The 42nd Annual
Conference of the European International Business Academy, Vienna, Austria,
December 2-4, 2016. EIBA-European International Business Academy.
Steger, M. B. (2017). Globalization: A very short introduction(Vol. 86). Oxford University
Press.
Strom, T. E. (2018). Expand and centralise: Twenty years of google. Arena Magazine
(Fitzroy, Vic), (153), 23.