Write a case study called Google's strategy in 2010.
I want you to do mainly three parts: Internal environment, SWOT analysis, and strategy to suggest.
Discuss their internal structure, their culture, and their resources. ('Strengths' and 'Weaknesses')
IFAS (internal factor analysis)
SWOT (Strengths, Weaknesses, Opportunities, Threats)
SFAS (strategic factor analysis summary)
What strategy do YOU SUGGEST they follow (strategy formulation)?
Functional Strategy: core competency, distinctive competency, etc.
Business Strategy: low-cost, differentiation, focus, etc.
Corporate Strategy: growth, stability, retrenchment, etc. what is their 'corporate strategy' (if they are a multi-business enterprise)? And what does their portfolio look like (e.g., BCG -- Boston Consulting Group; GE Matrix, Corporate Parenting)? Which areas do they want to grow, which do they want to keep stable, and which do they want to scale back from (retrench)
Google effectiveness and success is linked to the cultural up gradation and organizational reformation of the structure. The company structure is not conventional and this is the reason direct social link cannot affect the internal programs as well. On the other hand, the business expansion of the company creates higher chances of success. Google has maintained a cross-functional organization structure and which basically deliver the matrix organization with a systematic degree of flatness.
Culture and Resources
The operational function has to control the employees and they have the different grouping for different category of work and that help them a lot to identify their work (Gamble and Thompson 2014). Google has firm organization culture and the essence of the culture can be determined as open, innovative culture as innovation has taken place every now and then in Google platform. Google also supports all other small companies and tried to emphasize their excellence and that is the reason employees' involvement and innovations ideas are implemented on that occasion and that provide a sustainable platform for people.
There are a lot of market ideas that Google must work but their finding and outcome are slightly different from other search engines (Goffin and Mitchell 2016).The basic development strategy the Google follow is to link up the trends, with innovative technologies which provide them the competitive advantage from the other platforms and set a good and steady culture that people also make their belief and trust.
Figure 1: Relation between internal aspects of Google
(Source: Created by Author)
Ø Google is the market leader in terms of search engines.
Ø The company is generating their review from advertisement and display promotion.
Ø As Google is the household brand thus they are generating user traffic in the external market.
Ø Google also introduced the Android and mobile technologies for the betterment of technological arena.
Ø The platform is concerned with the excessive dependence on the secret things. There are several cases where privacy is imposed over the situation and for the long time consequences; this becomes a problem for Google.
Ø The company sometimes has faced Ad rates and for that reason, global economy also getting suffered (Hengst et al. 2016).
Ø Google does not add new or innovative features in next-generation devices and that is the reason people sometimes diverted for this platform.
Ø Google is over depending on advertising problem and 85% of the revenue generation has come from those advertisements.
Ø The new android supporting system is the biggest opportunities for Google.
Ø Cloud computing is one of the key opportunities that has been experienced by this platform (Gamble and Thompson 2014).
Ø There are several subplots have added to this platform like Google play, chrome, Glasses, Documents and all these will create new possibilities for users.
Ø Face book, Twitter, Linked In all these social platforms are the fast-growing implementation of the modern generation. So most of the people also get valuable information from these social sites and that will become a threat to Google (Gamble and Thompson 2014).
Ø Mobile computing is another threat that seizes the opportunities.
Table 1: SWOT analysis of Google’s strategy(Source: Haynes, Nunnington and Eccles 2017) From the above findings, it can be extracted that Google has a good view in terms of managing the market structure and innovate new technologies for the development of new trends (Gamble and Thompson 2014). Google has determined their weakness by applying for survey program over people and also set some of the model and a theory of that increase of their innovative thinking continues and that also highlighted the fact of innovative progression in favor of Google.Strategic FormulationFunctional Strategy In terms of functional strategy, Google must choose distinctive competency as this will find better production and implement unique value proposition for the better functioning of the business (Haynes, Nunnington and Eccles 2017). This characteristic of business is quite better than core competency and provides a competitive advantage to the business.Business Strategy The business strategy maintained by Google is Product strategy through internet related services. Most of the products are technological ventures or innovations that express the cornering diverse situation for the customers. New generation Z in Google promotion also motivate the business strategy and that incorporate the better business strategy in Google (White et al. 2014).Corporate Strategy In terms of corporate strategy, Google can use better communication and technical invasion for the development of their platform. In addition to that key plan of hierocracy marinating of the leadership for the languages are the important issue that must be implemented in all sector so that a better managerial formation can sustain (Google.com 2017). Creativities, culture, and values of Google is the most effective realization that leaders of this organization have made and for that reason, the corporate strategy of Google has established sustainable form.References:Gamble, J.E. and Thompson, A.A., 2014. Essentials of strategic management. Irwin Mcgraw-Hill.Goffin, K. and Mitchell, R., 2016. Innovation Management: Effective Strategy and Implementation. Palgrave Macmillan.google.com 2017 The Agoraphobic Traveller Retrieved from: https://www.google.com/intl/en/about/ [Accessed on 13th November 2017]Haynes, B., Nunnington, N. and Eccles, T., 2017. Corporate real estate asset management: Strategy and Implementation. Taylor & Francis.Hengst, I.A., Jarzabkowski, P., Muethel, M. and Hoegl, M., 2016, January. Micro Mechanisms of Sub-Strategy Implementation Processes and Practices. In Academy of Management Proceedings (Vol. 2016, No. 1, p. 14327). Academy of Management.White, G.O., He, W., Hemphill, T.A., Galang, R.M.N. and Khobdeh, M.S., 2014, January. Trends in Global Strategy Research From 2000 to 2010: Text Mining and Bibliometric Analyses. In Academy of Management Proceedings (Vol. 2014, No. 1, p. 14125). Academy of Management.