Organizational Analysis of Google Case Study
- Length: 10 pages
- Sources: 10
- Subject: Education - Computers
- Type: Case Study
- Paper: #5393874
Excerpt from Case Study :
Organizational Analysis of Google
Google is a high-tech organization with appealing rates of growth beneficial to shareholders. Inherent with its development, Google faces notable challenges. This study will focus on the situation facing the company besides exploring the competition it faces from rival firms in the industry. This study also provides positive and feasible recommendations for the leaders of the organization to consider. Besides the issues facing the company, the outstanding development of the organization is brought forth (Joiner, 2008).
The nature of the situation being investigated
Google has rapidly developed because of its capability to resolve the need for information access in a substantial and developing client base. This makes us wonder whether operating business through monopoly is a noble thing. In case there is an ideal approach to the search for information, should the search engine business be allowed to succumb to this development design or turn into a regulated industry? The exponential developments of the web and internet databases have made the search business develop rapidly without allowing the current laws governing the business time to improve (Joiner, 2008).
Yahoo, Microsoft, and Amazon have all been enjoined in a lawsuit seeking to block the court settlement of a 2012 Copyright Infringement Act complaint. If successful, this might give Google the right to digitize, have, and offer ads against a large number of published literatures. This is only a modest touch of the issues that Google faces against its competitors. Google consented to pay $125 million to settle the copyright claim (Chia, 2009). Microsoft recorded a suit against Google in 2012 preventing it from double-click merging. Yahoo additionally indexed a suit in November 2012 against the company to abandon the actions to defeat the complaints of antitrust controllers. In February 2013, SourceTool, a B2B web index recorded an antitrust suit against Google blaming it for increasing it ads rates unjustifiably. Experts in the data technology sector affirm that some of these issues are the works of Google's curve rivals like Microsoft, Yahoo and Amazon. In January 2013, Microsoft offered to purchase Yahoo for $47.5 billion. However, Yahoo requested more cash (Reed, 2012). Instead of purchasing the company, Microsoft chose to collaborate with Yahoo. It had the defined goal of giving Google some serious competition. Even with such partnership, Google remains the dominant force with a market share of approximately 70% in the data, search engine, and ad business sector (Casey, 2011).
Other issues confronted by Google are their powerlessness to spur their contract workers spread everywhere on the planet. In December 2012, Google could not give bonuses to their contract employees but chose to give them G1 phones. According to Times Online (2010) the customized G1 units will be given to all changeless Google workers in the United States, Canada, Western and Central Europe, Australia, Japan and Singapore covering around the range of eighty for every penny of its twenty thousand global staff. The loss of the monetary bonuses is not the first blow for Google staff. Some restaurants on its campus grounds opening at night have significantly reduced.
Besides, the credit crunch also led to a decline in demand for its devices. Google's individual occupants of Silicon Valley have been gravely hit by the credit crunch. The reduced consumer spending power resulted in declined sales volume for its devices. With the high expense of credit, organizations are cutting down as much as they can on IT spending. Surveys estimated that 150,000 jobs have been cut down in 2007 (Joiner, 2008). As per the surveys, the recruitment consultancy, the axe fell on organizations such as Yahoo, Hewlett-Packard, and Yahoo.
Google gets no less than 1,500 job applications on a daily basis. This implies that each year they have about over half a million applicants looking to work in this prestigious organization. This has proven to be a headache of the top corporate managers and extreme trouble to shortlist and pick the best applicants for different positions offered (Newton, Long & Sievers, 2009).
Moreover, the dedication and loyalty of their staff is also another dilemma for the organization. In May 2012, Elliot Schrage, one of the senior officials at Google left to join the social community: Facebook. Elliot was head of worldwide public affairs and communication. His departure saw a succession mass migration of its top officials from Google to Facebook like Gideon Yu and Ethan Beard (Eisenberg, 2009). This development among the top staff shows inadequacies of the company's executives in developing a proper system and methodology of dealing with such challenges among the aggrieved senior staff. The main issue is that this staff might uncover business secrets of Google to chief rivals in the data technology business. Google should tackle this issue amicably. However, Google failed to give the typical $2,000 set aside for Christmas but rather gave to all its workers a variant of the G1 cell phone discharged that year (2012). This was a demotivation to workers because they expected the money (McClelland, 2009).
Google has created a logarithm that helps managers pinpoint and address individuals seeking to quit to be given new relegated roles before departing. This advancement is sufficient confirmation that Google's administration has not upped its game. Consequently, some of their staff feel underutilized; a scenario that has propelled many number of them to leave to other firms. Google Inc. has experienced some high-profile passageways to opponents incorporating Twitter and AOL. These takeoffs, which might turn out to be costly in terms of time and cash. This shortcoming of Google is that there appears to be issues with the top administration regarding its failure to attract and retain key individuals (Chia, 2009).
Similarly, Google procures the services of many contractors and some of them practically do nothing but waste the assets of the organization. The company has been giving orders to its 12000 supervisors to keep all the permanent staff in employments set up as an aftereffect of a rebuilding practice. Some co-founders thought that the 12000 contractors were unnecessary, and it was wise to lower their numbers (Reed, 2012). Along these lines, this was a confirmation that planning of employee recruitment, job evaluation, and description was poorly handled by the company's management.
Just like any other organization, Google Inc. is a "machine." The output of a machine is determined by the workability of its components and any mishap may be costly. This also applies to Google. Google sees data assembling with a viewpoint being personal, small, and larger businesses, educational and non-profit. Google always tries to make all its products and applications work for all fragments fittingly by permitting non-profit organizations and individuals to use it freely. In some cases, some applications are freely available to for-profit clients. The founders of the organization have an in number connection to training and libraries. They encourage a college like environment as a feature of their organization society. The organization itself most likely uses a showcasing approach of execution as an organizational culture. All things accelerate better search strategies and more data accessible through many methods as would be prudent. All representatives are urged to take part and are compensated through free dinners, organization laundry rooms and get cleaning drop dry, lap pools, group games, volleyball, opportunity with work hours, competitive incomes. There is even a concierge work area (McClelland, 2009).
Some associations with students are fostered with summer-work programming opportunities that are regulated by Google through numerous organizations. They have made free Wi-Fi accessible in Mountain View and examining doing this at different areas like San Francisco (Palmer, 2012). Google continues to attempt to challenge software specialists mechanically in different regions of the nation by holding discussion events focusing on high-level technical ideas and futures. They hold customizing challenges offering extensive money rewards. The Annual Code Jam has attracted global rivalry in the need to address mind-racing issues with the help of the best and brightest individuals by offering cash and prestige to members. This is also a helpful tool for finding new workers.
Google provides advertising with Adwords, gaining income from an organization's site with Adsense, free global business listings and strategies for utilizing coupons through Google Maps. Other offerings include webmaster instruments, films, books, and investigation for sites, Google Talk texting and Gmail, Google Groups, Blogs and other web systems services like information searches. They have Google calendar, Google news, Games, search techniques for inside a site or inside a conglomeration. They have a mixture of hooks into measured telephone organizations where searching is done with text and voice information about local organizations. They have photographic control and organization, Google Sketchup a 3D delineation program that works with Google Earth, spreadsheets and report frameworks, associations with program organizations like Firefox, associations with area registry organizations like Godaddy and eNom.
They have a Google checkout that is tightly incorporated with numerous sites, Google Product Search and Google Catalogs. They are forming partnerships with radio advertising. They are included with dialect interpretations and spell checking. They additionally have an expansive R&D…