Google's Strategic Analysis: Internal, External, and Recommendations

This report provides a comprehensive strategic analysis of Google, examining its internal and external environments. It begins with an overview of Google's business, followed by an identification of the tools and techniques employed, including SWOT and PESTEL analyses. The report delves into Google's strategic position, exploring its leadership style, communication strategies, and organizational culture. It also evaluates the strengths and limitations of the analytical tools used, considering client needs and the challenges Google faces, such as competition and evolving technologies. The report concludes with strategic recommendations, focusing on leadership styles, stakeholder communication, and strategy implementation to enhance Google's market position and address potential issues like privacy concerns and legal suits. The analysis covers key areas of Google's operations, including its search engine dominance, Android OS, and cloud computing initiatives, offering a detailed perspective on the company's strengths, weaknesses, opportunities, and threats.

STRATEGY

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
Analysis of firm's strategic position............................................................................................3
2. Identification of tools and techniques: ...................................................................................4
3. Analysis of Company's strategic position...............................................................................6
a) Leadership and Communication.............................................................................................6
b) Culture of company................................................................................................................7
c) Position of company................................................................................................................7
d) Critical evaluation of the strengths and limitations of the tools and techniques....................7
e) Client needs.............................................................................................................................8
PART 2............................................................................................................................................8
Recommendations: .....................................................................................................................8
PART 3............................................................................................................................................9
2. a) Leadership styles: ...............................................................................................................9
b) Communicating the vision to the key stakeholders: ..............................................................9
c) Leadership strategy and the impact on organisational direction: .........................................10
3. Strategy implementation.......................................................................................................10
PART 4..........................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategy refers to a plan or a directed course of action in order to attain an intended set of
goals and targets in better and effective manner. Business strategy refer to as such process and
consideration which facilitate in define better and supportive things. This project will going to
describe bout the google strategic process which facilitate and enable management to gain and
accomplish their targets (Balasubramanian, Hurley and Neidle, 2011). This project will going to
describe about the analysis of company strategic position with appropriate analysis of internal
and external environment analysis. It will also going to define about strategic position of a
company in better and define manner. Although, it will also define about major issues and
sections with appropriate recommendations. It will also going to depict some recommendation
on issues used to face by a company. Although, strategy will going to implement in better and
effective manner with critical reflection.
PART 1
Analysis of firm's strategic position
1. Overview of Company:
Google LLC is an American multinational technology organisation that mainly deals in
providing internet-related products and services which covers search engine, online advertising
technologies, software and hardware and cloud computing. The company was mainly founded by
Sergey Brin and Larry Page in 1998 when they were pursuing their Ph.D. Degree at Stanford
University, California. Both together had incorporated Google as a private company in
September, 1998. The name of the company is named after “Googol” which denotes “one with
100 “0”s'. The name reveals the major objective of the Google inventors to collect and work out
as much information or data is possible and they offer this information to all users that gives
them adequate and comfortable search (Berthon, Plangger and Shapiro, 2012). It is the leading
internet search engine tool whose primary services is offering population targeted results that is
mainly selected from more than 8 million web pages. When the company entered into the
category of online search market, Yahoo was the strong market leader that was giving strong
competition to other firms with same field. It also offers other services that are mainly designed
for productivity and work (Google Docs, Slides and Sheets), scheduling and time management
(Google Calender), cloud storage (Google Drive), social networking (Google+), email

(Inbox/Gmail), language translation (Google Translator), video sharing (YouTube), turn-by-turn
navigation (Google Maps, Street View,Earth) and the list continues. In-fact the company is
providing Android mobile operating system that makes much easier for customers to find what
they really wishes or desire for. In 2017, Google is ranked as among the most valuable brand all
across the world (Boxall and Purcell, 2011). It's mission statement is “ to manage the world's
information and tries to make it universally useful and accessible”.
2. Identification of tools and techniques:
a) Internal analysis of the company: There are several internal factors that exist within the
business environment and that affect the operation and functionality of company as well. Such
factor can be identified through SWOT Analysis which are discussed below:
Strength:
Market Leaders in Search Engine: The main strength of the company is that, it is the
undisputed leader in search engines which interprets that Google is having domineering share of
the internet searches all across the globe. Currently the company is having the market share of
65% which gives them high competitive edge in overseas market. In-fact none of their rivals
does not even come close to anywhere where Google is currently standing.
Ability to generate user traffic: In modern era, Google is referred as a household brand
all across the globe. Its potential to drive internet user traffic is well-know. With their effective
business operation and functions, they become the most powerful brand of the company.
According to the statistics report, The average hits in the form of unique searches is more than
1.2 billion which gives them unparalleled advantage over its available existing competitors
prevailing in the market.
Weakness:
Excessive Reliance on Secrecy: The company is not disclose its algorithms for searches
or even they don't share its basic formula related with internet searches (Eden and Ackermann,
2013). However in the coming year, the business entity has taken series of steps regarding to
redress by providing a bare bones version of its unique search engine algorithms.
Lack of compatibility with next generation: Another main weakness for the business
entity they are not compatible with future generation computing platform covering tablet and
mobile computers and this remains their major area of concern for the business.
Opportunities:

Android Operating System: The biggest opportunity for Google is in the form of
providing the Android OS which often results in its becoming a direct competitor to Samsung or
Apple.
Cloud Computing: It is the core opportunity for Google as the company is already
having prior experience in offering cloud and storage related solution. Also it provide assistance
to others firms as well in terms of providing information related with customer choice and
preferences so that they can modify their products as per the requirement of customers (Escobar,
2018).
Threats:
Mobile Computing: One of the major that Google is facing from growing area of mobile
computing that jeopardize to pass the firm by as newer entrant seize the opportunity to hold the
market to incline their mobile computing presence.
Competition from Facebook: The arrival of Social Media has majorly threatened
Google's control in the world of internet and this enable to put an ace strategy so as to deal with
increaing features available on Twitter and Facebook.
b) External analysis:
Political: Google expansion was obstructed by government like Chinese and US
authority. They viewed firm as a request and monopoly authority to monitor their activities.
However, this obstruction does not impact Google's operations as it responded instantly to clients
by addressing its plans & policies in terms of political or legal aspects. For example: Google
China declared that it is still administering filtered search results on website in order to fulfil the
censor search policies results.
Economic: Google emphasize on highly measurable, targeted advertising, hence making
it much successful than other rivals. The critical need to stay updated and endlessly connected
keeps its main services vibrant dislike the parched surroundings because of economic recession
(Johnson, 2016).
Socio cultural: People are getting more competent and educated so, their lifestyle and
demands are changing rapidly. The company note down such changes to compete with its rivals
by administering additional services like email. Because of availability of increased means of
communication, people are becoming more connected by internet like MSN, mobile phone and
face book. Google has responded by developing their own mobile devices and android phone

platform & operating system. By tap on these, Firm shall have good advantage with increasing
number of better competitive standing and search queries.
Technological: The far-flung diffusion of communication and information technology
allows geographic integration and dispersion of business activities or operations. Innovative web
app. set trends in search, portable applications and internet direct advertising therefore, causing
a more disruptive and rapid change in technology (Kim and Mauborgne, 2014). Company has to
take elaborated measures to stay forward by keeping pace with advancement in technology &
maintains low cost.
3. Analysis of Company's strategic position
a) Leadership and Communication
Distributed leadership style is following by Google, which means when any complex
circumstance is facing by manager then, they divide it properly and take decision significantly.
This aids to maintain an open culture at premises. It is much reliable as well as transparent. It
assists to improve learning of staff members; therefore, they will participate into each exercise
actively.
Google is following open communication at workplace, which means people will easily
share their thoughts and views with each others. This works as a motivation for them and along
with they will be able to resolve issues without any delay. It aids to improve involvement level of
staff members in working environmental. This will improve their coordination and cooperation
level. In this manner, entire work will get completed without any delay.
b) Culture of company
Google is following informal culture at workplace. Staff members of company
accomplish their work in relax way. Along with, they do their work in group which help them to
attain coveted targets and goals within limited period of time. Enterprise is using latest
techniques and methods to complete operational activities (Kozich and et. al., 2013). There are
some additional facilities are providing by superior to their workers, this will comprise video
games, massage room, workout and many others. This has been defined diversity at premises. It
assists to motivate staff members and in this manner, they will accomplish work without any
delay. This has been analysed that, there is no restriction of work schedule for individuals.

c) Position of company
Google is operating their business at international level. They are one of the leading firm
in search engine market. There are many competitors of them, such as Yahoo, Ask.com etc. Due
to their effective position they will easily take competitive benefits. Revenues of Google is
enhancing almost 15% yearly. Fundamental target of an enterprise is to maintain cash position so
that they will perform operational activities (Luttwak, 2016). There are many opportunities for
company, such as You Tube, Mobile etc., which help them to improve their position at
marketplace.
d) Critical evaluation of the strengths and limitations of the tools and techniques
SWOT and PESTEL analysis techniques are used by manager to examine environment as
this will provide impact to overall working process either in a direct or indirect manner.
According to Lovelock, 2011, there are some strengths and weaknesses which are related to this,
stated as beneath:
Strengths Weaknesses
 This helps superior into their process of
decision making.
 With support of this, manager will
formulate proper plan for company;
therefore, entire work will get
effectually.
 Environment is dynamic in nature.
 It takes maximum time and cost as
well.
 Forecasting is not effective always.
e) Client needs
Customers want to obtain best and adequate services from company. Along with, they
want proper security from any type of hacking activities. This has been analysed that, client
wants appropriate data from while search any subject on search engine. If data which is provide
by them is much accurate then, this assists to improve its reliability (McCabe and et. al. 2012).
On the other hand, phones are also offering by Google to people. Therefore, they want it in best
quality which help to accomplish their needs and wants in an effective and efficient manner.
Issue face by google:
It have been observed that main issue with Google is that their offensive strategies to
enhance its performance and market share will lead to intense problems in future. The company

face high rivalry from experienced incumbents such as social networks, Baidu and Microsoft
which has gain popularity in Asia region. They are always ready to make fresh moves in order to
solidify or increase their market position. The firm trying to dominate search engine and cloud
computing market, this strategy for long term is backfiring with occupants developing same, if
not, enhanced strategies in order to retain their standing in market (Rumelt, 2012).
In long run, plan of Google is to become dominant supplier of cloud computing may also
leads to privacy concerns and legal suits. With increasing utilization of virtual server hosting,
many enterprise data storages, servers and networks run virtually. Even when high security
protection techniques were employed, essential data will be still vulnerable & can be monitored
for unaccredited uses. It will lead the firm towards data security problems such as data
disruptions or loss in case of natural disaster, information utilized for unintended purpose.
PART 2
Recommendations:
From the above mentioned issues, it has been recommended that Google executes defensive
strategy which is ineffectual for company to fight with rivals so, defensive strategy will reduce
the influence of legal accusation or attacking moves of competitors. This alternative accomplish
few earlier mentioned criteria and will not cause more disruption in operation of Google. As the
firm already has large market for its products and services, it must emphasize on its existing
categories of products in particular geographic area or market segment to meet needs of
customers in better way. Also, the employees of google are innovative & creative and have
dynamic capabilities to strive for constant improvement and formulate breakthrough
development strategies. SWOT analysis should also undertake by company in order to evaluate
strengths and opportunities (Scholes, 2015).
PART 3
2. a) Leadership styles:
Leaders are playing major role in assisting employees towards corrective path with the
use of several motivational theories and models. Along with this, their main objective is to create
a positive relations with team members in order to attain similar objectives in a defined time
frame. However, various types of leadership models and styles are described as follows:-

 Autocratic approach:- According to this element leaders are controlling their employees
without taking consent from their subordinates . In fact, these type of bosses are having
full control on juniors and direct them to do assigned job in a given time period.
 Democratic style:- One of the most useful and appropriate framework that is used by
maximum companies to make positive relations with employees in order to attain set
objectives in a defined time. Along with this, it helps in maintaining the peaceful
environment at workplace (Spykman, 2017).
Hence, it has been understood that above leadership styles and models plays a very eminent role
in improving the relations between employees and leaders. Additionally, it aids in attaining
organization targets by acquiring consumer trust or loyalty. Moreover, enhance the performance
of an association as Google is one of the most leading company at international marketplace.
b) Communicating the vision to the key stakeholders:
It is essential for leaders or management to communicate the vision and mission
statement of the company to its stakeholders so as to gain high market growth and success. For
example – the vision statement of Google is to provide access to the world's information in one
click. Although,the firm's nature of business is a direct manifestation of this vision statement.
There are various stakeholders of Google – customers, management, employees, shareholders,
society, government; while making any business decision it is essential for business organisation
to involve all these persons so as to accomplish vision in the best possible manner. Thus, for this
purpose management should create metaphors, figures of speech and slogans and determine
creative ways to use them. In addition, while communication vision to stakeholders, firm can bog
them down with an abundance of complex information that buries its message. The more highly
focused the message is, the more likely it is to click with your audience right away.
c) Leadership strategy and the impact on organisational direction:
In context of google, the leadership strategy of the firm is able to engage all employees
together for accomplishment of common business goals and objectives. The organisation has
well experienced leaders which are able to provide proper guidance and direction to subordinates
as they can perform effectively (Wickham, 2011). It is always focused on creating new ways to
reward and promote your high-performing employees and allows them function outside the
company hierarchy. Leaders of Google also review employees’ performance in respect
objectivity and impartiality. It supports to provide higher job satisfaction level to employees in

terms of reducing employee turnover cost. At last, a successful leadership strategy is also able to
attain and retain employees for long term period and improve its productivity and generate high
sales revenues.
3. Strategy implementation
Strategy Implementation:
There are various strategies that has been formulated by company in order to gain high
competitive advantage in the market in the form of defensive and looking forward strategy
(Wilson, 2014). For implementation of these strategies, it is important for a company to have
effective leaders who successful embedded change in the organisation concerned with specific
strategies. For successful execution of policies or strategies, leaders need to adapt effective
leadership style as per the situation.
PART 4
In this project, I used to determine about the description of the project in better and
effective manner. All the strategies and aspects which define for a company need to establish and
identify in better and effective manner. All the aspects like strategy, leadership will going to
define from me in my project like leadership etc. All such enable me to understand the better and
effective aspects. The ext step of gibbs reflective model stands and define for me about the
feelings and things which used to take place in better and supportive manner. Thus, I used to
determine the feelings which associated with such aspects in better relationship manner. Then, I
need to evaluate all major strength and consideration of strategies so that they used to implement
in better and supportive manner. Thus, such consideration will going to analyse properly and in
supportive manner which enable me to gain and define effective outcome. Then I used to
conclude the aspects and elements in better and supportive manner (Lee, 2015). Moreover, the
action plan which I suppose to craft required to develop and used to take place in supportive
manner.
CONCLUSION
According to the above mentioned report, it can be concluded that effective strategies
plays key role in overall maintaining and controlling operation and function of business. It also
assist the firm in gaining high competitive advantage in overseas market. The leadership style
and behaviour of employees also impact the company's overall performance. Therefore, it is
primarily important to embed that leadership style that provide assistance to achieve business

objectives in an effective and efficient manner. Although expansion is not an easy task and it
requires great strategy and planning for the company to accomplish its objectives. Therefore, the
company is liable to adopt an open mind strategy in arranging its businesses and practice their
activities in a defensive and looking forward strategy that will benefits them in the long run.

REFERENCES
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