Google's Strategic Plan Essay
- Length: 5 pages
- Subject: Business - Advertising
- Type: Essay
- Paper: #77354239
Excerpt from Essay :
COMPETITIVE ADVANTAGE OF THE GOOGLE COMPANY
Description of the Google Company
Google is an American multinational organization that specializes in the provision of services and products that are internet-related. The services include online advertising of products and services, software, cloud computing, and search. Founded by Sergey Brin and Larry Page, the company has expanded to become one of the largest companies involved in the provision of internet related services and products. The multiple chains of products and services provided by the company, partnerships, and merger acquisitions by the Google Company attest to its global competitiveness and expansion. Statistical analysis shows that the company runs more than one million servers in data related centers across the world that processes more than one billion search request by the global consumers. Moreover, the information capacity of the company is estimated to be 24 petabytes.
Comparative analysis of the performance of the Google Company in relation to its competitors shows that the company is among the leading companies with the most visits by the internet users across the world. Apart from providing its services and products to the global consumers, the Google Company also provides thousands of employment opportunities to the global population, thereby, its benefits to the global consumers. Despite the excellent performance of the company witnessed over the recent past, it also faces significant challenges that threaten its performance in a competitive global market. Among such challenges, include stiff competition from other companies involved in the provision of internet related services, the need for technology adoption, and criticism of its services as raised by consumers over the recent past (Calishain & Dornfest, 2005). Therefore, the following analysis focuses on the various aspects of the Google Company in great depth.
Products and Services Provided by the Google Company
The Google Company provides a wide range of products and services to its consumers. One of such services is advertising services it provides to other organizations across the world to their desired consumers. For instance, learning institutions use services from the Google Company to advertise their services and learning opportunities for the students from different parts of the world, thereby, the significance of the Google Company. Statistical analysis shows that the company recorded a profit of $10.492 billion in advertising in 2013. The advertising using the company is possible with the use of the DoubleClick technology that allows it to determine the interests of its consumers and the targeted advertisements considered relevant to their consumers. Despite its performance to be closely related to the role the advertising plays, criticisms have been raised over the increased possibility of fraud associated with the use of its services, thereby, the need for the adoption of strict measures to ensure credibility of the services it offers (Gibson & Erle, 2006).
The company also has a search engine that provides it with superiority required to exploit the opportunities prevailing in the global markets. The search engine has developed PageRank algorithms that discriminate other websites from utilizing the services provided by the company. For instance, the PageRank algorithm ensures the dominance of Google related services on the search engine, thereby, its dominance in providing the required internet services to the global consumers. The search engine of the company hosts other services such as the Google Books, Google Scholar, and the Amazon that attest to its competitiveness in the marketing of various products and services in the competitive global markets. Similarly, the Google Company provides its consumers with productivity tools such as Gmail that allows for communication and sharing of information of people across the world (Nehls, 2011).
In addition, significant evidence shows that the Google Company provides its consumers with enterprise products made possible using the Google Search Appliance that used by large organizations for marketing their products and services alongside opportunities they provide to their global consumers. Similarly, the Google Apps provided by the company allows global organizations to integrate other offering such as the Google Docs and Gmail into their domains. Apart from the above major services, it provides services such as Google Translate used for translating up to 35 languages, Google News that provides a summary of the global articles, and Google Fiber that gives super-speed broadband network services to its global consumers. Combining these services and products provided by the company provides it with the desired competitiveness in the global markets (Calishain & Dornfest, 2005).
Goals and Objectives of the Google Company
The goals and objectives of the Google Company are varied. Among the goals of the company, include planning to have an enhanced infrastructure that increases its productivity. The infrastructure will provide the employees with the desired universality that increases its functioning and efficiencies. The company also plans to be among the best companies providing internet search services to its consumers. In addition, the company wants to improve their ad system to accommodate more services that will provide it with heightened visibility and competitiveness. Through this, it will improve its content and communities utilizing the services it provides to the global consumers. Significant evidence reveals that the company tries to ensure that its tools are running everywhere to meet the needs of its novice consumers alongside the new consumers (Nehls, 2011).
Among the performance of the company, include improving the innovativeness of the company to improve its performance and competitiveness of the services it offers to its consumers. Analysis of the marketing objectives of the company shows that it is striving to acquire insights into ways in which the consumers come to remember and recognize the leading services and products it provides to its global consumers. In addition, the company aims at discovering new brands (goods and services) that will maximize its performance across the global markets.
The company also aims to strengthen its competitiveness by introducing new products and services to the global markets having features that meet the psychological needs of the company. Apart from the above, the company also aims to identify new ways of aligning the performance objectives of its operations across the global outlets to the consumer expectations to facilitate the development of services and products that excite their expectations. As such, it is beyond doubt that combining the objectives and goals of the company provides it with its desired global competitiveness, thereby, its performance (Gibson & Erle, 2006).
Strategic Plans of the Google Company Basing on Porters Three Generic Strategies
According to Michael Porter, Companies can achieve their performance competitiveness using three generic strategies that provide them with insights into the desired performance objectives that provide them with desired competitiveness in the market place. Among the strategic plans identified by Porter include, cost leadership, product and service differentiation, and market segmentation. Prior to adopting these, companies must consider two variables that include their strategic scope and strategic strength that will influence the ability of the adopted strategic plan to produce the expected performance outcomes. Strategic scope considers the composition and the size of the target market. Strategic strength focuses on the supply dimensions and competencies of the firm (Calishain & Dornfest, 2005).
Cost leadership strategy aims at reducing the overall production of the firm while winning its market share by appealing its cost consciousness to the consumers. As such, organizations adopt strategies such as unique pricing strategies, economies of scale, controlling its supply chain, and adopting low performance in its direct and indirect operations. Product and service differentiation aims at ensuring that the firm provides unique services and products to the consumers in the market place. The differentiation provides the firm with the abilities to provide its products and services to specific consumers, as its competitors cannot provide similar products as the company does. Market segmentation focuses on dividing the target market for the firm and providing goods and services that are specific to their needs (Gibson &…