Communication, Knowledge and Information Report: Google UK Expansion

This report examines Google UK's expansion strategy, focusing on managing communication, knowledge, and information. The report begins with an introduction to the importance of effective communication in business and then analyzes Google's expansion plans within the UK market. Task 1...Read More

Managing
Communication
Knowledge and
Information

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Range of decision for expansion...........................................................................................1
1.2 Information and knowledge for making an effective decision of expansion........................2
1.3 Assessing internal and external resources.............................................................................2
1.4 Recommendation for improvement.......................................................................................3
TASK 2............................................................................................................................................3
2.1 Identifying stakeholders........................................................................................................3
2.2 Developing relationship with the stakeholders.....................................................................4
2.3 Involving stakeholders..........................................................................................................5
2.4 Including strategies...............................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

Illustration Index
Illustration 1: Stakeholders..............................................................................................................4

INTRODUCTION
An effective communication works as a vital tool to operate into today's business
environment with its numerous challenges. It is thus an important aspect to together administrate
a prompt communication at every organizational level which then promotes an apt knowledge
and information of its resources to the concerned bodies of management. It thereby provides a
sustainable growth to the organization's which duly maintains a proper channel of
communication at their workplace and among the workforces (Barnes and Walker, 2010). It also
helps the firm to regard a requisite measure of approaching varied innovative methods into their
tasks which directly relates to their prospering future. The below report is in similar
conceptualisation of demonstrating the effectual measures of Google UK in competently
maintaining their communication aspects within the people and their organization. It is the most
renowned search engine till date after being originated in the year 1995 by two of its leading
founders named Larry Page and Sergey Brin. It is globally serving into the field of IT with
numerous number of free services to all its users. It is presently handling around 16800 number
of employees in over 70 offices of its own which is currently operating in more than 40 countries
(Duncan and Ouwersloot, 2008).
TASK 1
1.1 Range of decision for expansion
Enlarging business is a vital step towards the attainment of a prospective future that
together certifies a definite long term success and recognition to the firm. Google is approaching
for a similar determination of expanding its services into the overall market of UK. Such action
thereby recommends the cited firm to initiate with some prominent decisions of elaboration,
especially by its senior management that precisely involves their board of directors and business
development managers, etc (Canary and McPhee, 2010). It therefore requires them to make a
prior investigation of certain facts and figures by deeply investigating an exact database of their
existing resources. It can be done by carrying a strategic approach of planning the entire
formulation of expanding its prevailing services. This together includes certain measures of
determining an exact location of expansion with a requisite amount of fund. An apt financial
decision is thence considered to be a major aspect which requires the cited firm to assess about
the most desirable sources of fund through bank loans with an apt rate of interest. They also need
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to examine the actual number of personnels required to perform at their expanded area with a
prior understanding of UK laws and regulations in regard to employment. This will duly benefit
Google into their respective procedures of recruiting and selecting the workforce (Chou, 2011.).
1.2 Information and knowledge for making an effective decision of expansion
The strategy of aptly maintaining the acquired information duly refers to some further
operations of planning, controlling and decision making for an organization. Google thereby
operates at three different organizational levels which reflects its top level, middle level and
operational level of employees with their distinguished roles and responsibilities (Coombs,
2014). The employees appointed at all these levels are thereby associated with an obligation of
making dissimilar decisions of expansion as specified below- Top level management- It refers to the uppermost administrative body of Google that
together includes its senior management who has made a primary decision of expanding
their services. They are responsible to set a prior objective for the firm with a cognition
of a timely fulfilment of stated goals (Duncan and Ouwersloot, 2008). This therefore
includes building certain strategic and long term plans of creating suitable business
policies for the organization. Middle level management- This regards to the tactical decision making bodies who are
duly responsible to indulge into the above specified plans and procedures. They are
thereby responsible for finalising the requisite budget and other resources for their
expansion program (Dunning, 2014). It thence includes determining accurate facts and
figures of both their existing and required manpower and fiscal resources together with
an optimum utilization of the accessible resources.
 Operational level- It signifies the lowest level of workforce who are duly responsible to
perform with a requisite and predefined standard of work. Therefore, the above specified
tactics will be assessed at this particular level of employees with certain short term action
plans for a direct utilization of resources (Eliasson, 2014).
1.3 Assessing internal and external resources
The above databases collected for the expansion program of Google are being sourced
from both its internal and external resources. These resources then directly relates to the
stakeholders of the cited firm that reflects at both intrinsic and extrinsic levels. However, it is
with a slight mode of differentiation among them in which the internal information promptly
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refers to its sales figure that can be duly recognised by their existent financial documents like
balance sheet of Google (Fernandez and Sabherwal, 2010). It has a prior record of its trading
accounts to accurately define their profitability ratio with any occurrence of losses in the
financial years. Such internal resources together states certain records of its personnels and
customer's to consider their accurate responsiveness. These records will thereby help the firm to
enhance their services by making any prospective alteration into its existing work criterion. The
external resources thereby states the inclusion of print media and websites through which the
cited firm can clearly determine their exact extrinsic business positioning. Google can therefore
determine certain upcoming challenges from the outer environment by following this particular
measure of identifying certain extrinsic resources that also includes the governmental websites to
make prior research (Gronroos, 2004).
1.4 Recommendation for improvement
Being appointed as a trainee business development manager, I would suggest the
administrative team of Google to prominently consider a requisite formulation of duly indulging
into the programs of training and development. This also recommends the respective team to
make an apt recruitment of employees by ensuring an appropriate selection of personnel's into a
desirable position (Guthrie and et. al., 2003). This means to assign such positions to the
individuals that together matches their skills and abilities by which they can effectively perform
their allotted targets. It also requires the team leaders of the cited firm to duly corporate with
their management team in generating varied innovative methods and ideas of servicing clients
into a desirable format.
TASK 2
2.1 Identifying stakeholders
Being appointed as a trainee customer service manager at one of its newly launching
store in Kent area, I am thereby responsible to determine its various level of stakeholders who
are required to participate into this particular event of Google. In similar context, I would
demonstrate the two major sections of stakeholders that includes both of its internal and external
stakeholders (Kenneth, 2007).
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 Internal Stakeholders- The intrinsic stakeholders represents the people who are directly
related to the organization and its respective task. Therefore, the owners, management
bodies and employees of Google reflects their internal stakeholders who are duly
associated to manage and handle their work procedures.
 External Stakeholders- This reflect the outer bodies of an organization who are not
directly linked to the firm but their decisions duly effects the functionalities of Google
(Riddle, 2013). It defines an equivalent participation of government into its prevailing
market, customers and investors, etc.
2.2 Developing relationship with the stakeholders
The stakeholders play a prominent role into the basic functionalities of the cited firm and
thence it is important to consider their prior presence into launching event. In similar regard, one
can use different methods of communicating with the stakeholders, as mentioned below- Telephone conversations- This can be used as a prior method of broadcasting the terms
and policies to some stakeholders of Google like its investors, creditors and shareholders.
It will help the cited firm to clarify any of their existent doubts or concerns by duly rising
their interest of participation (Kim, Song and Kim, 2009).
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Illustration 1: Stakeholders
(Source: Unsar, 2014)

 Using Emails- It is another method of using an electronic medium which can be daily
utilized to communicate with the stakeholders at all levels with a clear specification of its
daily activities. Invitation Letter- An eye catching letter of invitation via fax or another mean will work at
its best to attract many stakeholders for their prior presence into the launch event. Social media- It is considered as a most eminent tool of communicating in today's fastest
growing world where there are major numbers of fascinated users of Facebook and
twitter, etc (Kitchen, 2013).
 Face to face communication- It is the most common yet effective source of
communicating the requisitions to the internal stakeholders of Google who represent its
workforce.
2.3 Involving stakeholders
After the two major agenda's of identifying and inviting the stakeholders of Google, there
comes a next crucial step of duly involving them to participate into the ongoing event of
enlargement. This requires the manager of the cited firm to duly interact with their stakeholders
by applying all above determined ways of communication. This will together need to involve
them into planning the program of Google where they all will be able to generate their own
differentiated thoughts which directly reflects their interest (Liyanage and et. al., 2009). Such
assessment will lastly help the administrative bodies to plan for a long term enhancement of their
future by applying the varied ideas of all.
2.4 Including strategies
The above carried approach of assessing the distinguished needs of all stakeholders will
duly help Google to formulate a sustainable future ahead. However, the given scenario of its
newly launched event together recommends following an apt utilization of varied promotional
tools for the fulfilment of their broadcasting purpose (Soon and Fraser, 2014). This thereby
reflects the inclusion certain effective strategies of marketing via some definite means of
advertising and public relation, etc. These tools will aptly help the customer service manager of
Google to acknowledge its stakeholders about their preceding. It can however become a
memorable event by including some thoughtful and creative approach from the employees to
broadcast their marketing in a dissimilar yet effective way in which they can share videos of the
event into the social media sites like you tube, etc (Van Auken, 2015).
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CONCLUSION
The above report has effectively showcased a prior presence of Google in being the most
demanding search engine of today. It thereby articulates some profound measures of Google in
utilizing some innovative and latest tricks and techniques of operating into a prominent field of
IT.
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REFERENCES
Books and Journal
Barnes, C. and Walker, R., 2010. Improving corporate communications: Lean Six Sigma science
has broad reach. Journal of Business Strategy. 31(1). pp.23-36.
Canary, E. H. and McPhee, D. R., 2010. Communication and Organizational Knowledge:
Contemporary Issues for Theory and Practice. Routledge.
Chou, T. Z., 2011. Exploring call center-enabled organizational mechanisms associated with
combinative capabilities. Management Decision. 49(6). pp. 841–859.
Coombs, W. T., 2014. Ongoing crisis communication: Planning, managing, and responding.
Sage Publications.
Duncan, T. and Ouwersloot, H., 2008. Integrated Marketing Communication. McGraw-Hill.
Dunning, J. H., 2014. The Globalization of Business (Routledge Revivals): The Challenge of the
1990s. Routledge.
Eliasson, G., 2014. Firm Objectives, Controls and Organization: The Use of Information and the
Transfer of Knowledge within the Firm-Volume 8. Springer Publishing Company,
Incorporated.
Fernandez, I. B., and Sabherwal, R., 2010. Knowledge Management: system and processes. M.
E. Sharpe.
Gronroos, C., 2004. The relationship marketing process: communication, interaction, dialogue,
value. Journal of Business and Industrial Marketing. 19(2). pp. 99–113.
Guthrie, J., and et. al., 2003. Intangibles and the transparent enterprise: new strands of
knowledge. Journal of Intellectual Capital. 4(4). pp. 429–440.
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Kenneth, C., 2007. Integrated Advertising Promotion and Marketing Communication. 3rd ed.
India: Pearson Education.
Kim, Y. A., Song, H. S. and Kim, S. H., 2009. A new marketing strategy map for direct
marketing. Knowledge-Based Systems. 22. pp. 327–335.
Kitchen, P.J., 2013. Marketing Communications. Qualitative Market Research: An International
Journal. 5(2).
Liyanage, C., and et. al., 2009. Knowledge communication and translation – a knowledge
transfer model. Journal of Knowledge Management. 13(3). pp. 118–131.
Soon, L. and Fraser, C., 2014. A Knowledge Management Approach: Business Intelligence in an
Intranet Data Warehouse. Journal on Computing (JoC). 1(2).
Van Auken, H. E., 2015. The business launch decision: An empirical investigation of reasons for
not starting a new business. Journal of Small Business Strategy. 10(2). pp. 43-55.
Online
Managing Communication, Knowledge and Information. 2013. [Online]. Available through:
<http://www.sbcs.edu.tt/course/view/1034>. [Accessed On 5th March 2014].
Riddle, J., 2013. Effective Communication Skills. [Online]. Available through:
<http://workawesome.com/communication/effective-communication-skills/>. [Accessed On
5th March 2014].
Unsar, S., 2014. Leadership and communication. [online]. Available
through:<http://link.springer.com/chapter/10.1007/978-3-319-05248-9_2#page-2>.
[Accessed on 4th August 2015].
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