Assignment Writing Help on The Google Company

The Google Company  

Google is a technology company operating in the internet information providers industry. Its core business activities include building products and providing services that are designed to organize information. The Google Company is among the most innovative companies worldwide. Since its founding in 1998, the Google Company has grown rapidly to become among the world’s biggest companies.

Impact of Google’s Mission, Vision, and Key Stakeholders on Its Overall Success

            Google’s mission and vision has played a critical role in helping the company develop an innovative culture, and increase its competitiveness to become a market leader. Google’s mission statement clearly indicates that the company is committed to organization the world’s information in order to make it universally accessible and useful (Ferrell & Hartline, 2012, p. 30). This mission statement enabled Google to focus its activities on establishing an extensive index of websites and various forms of online content, thereby building a very valuable global information resource. It is for this reason that Google has become the world’s leading internet information provider, with about 70% search engine market share (Harrington & Katsoulacos, 2012, p. 166). Google’s vision states “Never settle for the best” (Ferrell & Hartline, 2012, p. 30). This future oriented vision statement has enabled the company to allocate more resources towards its research and development programs. It is for this reason that Google has continued developing outstanding innovative products and solutions that have significantly transformed the way people experience, access, and disseminate information. This has helped the company retain its existing customers and attract new ones, which has made it increase its market share and profitability. Google’s key stakeholders have facilitated its overall success through helping the company make wise investment decisions. For example, these primary stakeholders have been spearheading the acquisition of business, products, and services that provide Google significant competitive advantage. Among Google’s best acquisitions that have contributed significantly to its overall success include the Android operating system, the AdMob advertising network, and YouTube.      

Google and the Five Forces of Competition

            Google’s market competitiveness can be analyzed best using Porter’s five forces model of competition. Firstly, the bargaining power of Google’s suppliers is quite low as they are not only different, but also come from different markets. Each sector is dominated by numerous suppliers, which makes Google more powerful in negotiating supply deals. The Google suppliers’ low bargaining power does not have any significant impact on the company. Secondly, Google is facing moderate threats of new market entrants as no search engine with the perfection similar or almost equal to that of Google has been developed. Google is one of the most valuable brands, and its customer loyalty further minimizes the threats of new market entrants. Google’s various patents have played a critical role in limiting new competition. Google should continue developing new technologies to further reduce the threats of new competitors. Thirdly, the competitive rivalry in existing firms is quite moderate as Google’s search engine market share is about 70%. This moderate competitive rivalry is posed by existing search engines such as Yahoo and Microsoft, which are getting faster in approaching the standards of Google. Google’s leadership in innovation and its strong brand identity has enabled the company maintain a competitive advantage over its worthy rival firms. Fourthly, Google is facing a low threat of substitute products and solutions in the market. This is because competitors have been unable to develop an online business and search engine with speed and accuracy that nears that of Google’s searching tools. Finally, buyers have a strong bargaining power, especially in terms of ranking Google’s products and services. They have used this strong bargaining power to demand for value added services from Google for free. Although Google is facing low competition, any compromise on the standards of its products and business solutions can make it lose a significant portion of its market share.    

Google SWOT Analysis

            SWOT analysis has for years been instrumental in the understanding of a firm’s strengths, weaknesses, opportunities, and threats (SWOT). Google’s strengths include: its global dominance search engine market, strong brand image, enormous financial resources, strong infrastructure base, and leadership in innovative products. Google’s weaknesses include its excessive reliance on advertising for revenues, limited success in the social networking field, and poor product integration. Thirdly, Google’s opportunities include the promising future in Smartphone and tablet market, increased spending on display and mobile adverts, the growing online video consumption, and strategic acquisitions (Google Inc., 2014, p. 4). Finally, the threats facing Google include the intensifying competition, data privacy concern among users resulting from electronic surveillance programs and hacking activities, new laws and government policies, and claims of intellectual property infringement.       

Acting on SWOT Analysis

            Google can make use of its SWOT analysis to develop strategies that would help it capitalize on its strengths and opportunities, and further minimize its weaknesses and threats. Google can capitalize on its global search engine dominance through constantly improving and adding value to its products and services. This would enable the company provide users with more relevant results that would assist find what they are looking for much faster. This would further help the company increase its market share and the profitability that comes with advertising to a larger audience. Secondly, Google can use its strong brand image to introduce new products and services into the market. These products and services will be readily embraced by its loyal customers, thereby creating a new stream of revenue. Thirdly, Google can use its great financial muscles to acquire innovative business startups that are increasingly challenging its market dominance. The company can also invest a significant amount of its massive financial resources in support its research and development program that would ensure constant development of highly innovative and appealing products that would attract more users and customers. This would also enable the company expand the range of products and services it is offering, and attract more customers, which will translate to increased revenues. Google can also use its strong infrastructure base to provide high value and better paying services such as computing and cloud storage services. These services are increasingly becoming an important source of revenue for technological companies worldwide. Finally, Google should strive to maintain its leadership in developing innovative products that enhance users and customer experience. This would help increase its customer base and profitability (United States Securities and Exchange Commission [U.S. SEC], 2014, p. 8).

            Google should capitalize on the promising future in Smartphone and tablet market by integrating its android operating systems in its own devices. Intensifying the manufacture of devices with pre-installed Google operating system and application would raise its revenue because of the added value on its products. Such integration would also improve the customers’ experience, which would increase its customer base. Secondly, Google should take advantage on the increased spending on display and mobile adverts to generate more revenue. The company can accomplish this through expanding its mobile advertising space as the uptake of smart phones and tablets is increasing rapidly. To capitalize on the growing online video consumption to improve its revenues, Google should strive to enrich the users’ online video functionality and experience. Finally, Google should strive to make strategic acquisitions of businesses and technologies that would provide it some competitive advantage over rivals.   

            Google can reduce its weakness of excessive reliance on advertising in generating revenues through diversifying its business. The company can attain this through attracting more customers to its cloud computing and storage services. Google can also reduce its failures in social networking through hiring highly skilled social networking personnel, or even through acquisition of promising social networking startups. Finally, it can reduce its poor product integration efforts through manufacturing more devices that have pre-installed Google products and solutions. This value addition would be critical in improving its market share and profitability.

            Google can minimize the threat of intensifying competition through making strategic acquisitions. To retain existing customers and attract new ones, Google should improve the security of its systems to assure users of their data privacy. The company should also abide to laws and regulations of various countries in which it operates to avoid lawsuits and interruption of its operations. Finally, Google should patent its innovations and avoid intellectual property infringements as its associated lawsuits and settlements can drain a considerable amount of the company’s financial resources.

Maximizing Competitiveness and Profitability

            Google can use corporate-level, business-level, and functional-level strategies to enhance its market competitiveness and profitability. Corporate-level strategy often focuses on what direction the total enterprise can pursue, and what businesses it should enter (DuBrin, 2012, p. 133). At the corporate level, Google should strive to enter into businesses that will provide it some competitiveness advantage and further increase its profitability. It should diversify its business activities to increase its revenue streams. Making strategic mergers and acquisitions is one of the most effective corporate strategy through which Google can raise its market competitiveness and profitability. Furthermore, Google should strive to be a leading innovator in any business it enters. Business-level strategy usually focuses on how a company can compete within each of the businesses it has chosen. Google can accomplish this through building its own devices and sell them with pre-installed Google software to enhance its product integration efforts that add value to its products. Such are usually enhance user experience and are sold at higher prices, which would translate to increased competitiveness and profitability. Functional-level strategy focuses on how each organizational function can best support each of its businesses, and how the various functions would work together in harmony (DuBrin, 2012, p. 133). Google should ensure that its human resource function continuously attract, select, and retain imaginative workers. These workers should then be placed in business units in which they will be most productive.       

Communicating Strategies to Stakeholders

            Google should develop an effective communication plan that would ensure its corporate, business, and function level strategies are communicated to all its stakeholders. The company should begin with identifying its various stakeholders, for example, investors, staff, consumers, and sometimes even the government. Google should then find out the most effective ways in which these stakeholders can be reached. The company should then identify information that each of these stakeholders is interested in, and how it would be presented to encourage the adoption of the recommendations. It should then produce a report outlining its strategies. The report should be customized to suit each stakeholder group, for instance, presentation of facts and complexity of language. The investors can be invited to a conference where the strategies would be communicated and the strategic plan reports handed over to them. Employees can be informed using internal communications channels, such as memos, notice boards, and emails, newsletters. Its customers all over the world can be informed through the mass media, such as television and radio broadcast, and even through social media.       

Google Corporate governance Mechanisms

            Google controls its managerial actions through the independent nature of its Board of Directors (BOD). It also exerts such control through the BOD structure and committee composition. Firstly, each member of Google’s BOD is independent, and has the right to make independent decision in undertaking the director’s responsibilities. The BOD establishes and regularly revises Google’s corporate governance guidelines that provide a framework within which all managerial actions have to be undertaken. Secondly, each of Google’s independent directors is representing the interests of various primary stakeholder groups. This way, they ensure all managerial actions advance each of the company’s stakeholder interests equitably. Furthermore, the company’s BOD has six standing committees, namely, the audit, nominating and corporate governance, leadership development and compensation, executive, real estate, and the acquisition committees (U.S. SEC, 2009, p. 10). Each committee operates under a written charter adopted by the BOD, thereby ensuring that all managerial actions are well controlled.     

Leadership at Google

            Google’s ability to grow rapidly since it was founded to become among the world’s biggest companies is attributed to its effective leadership. Google’s leadership is mainly at the hands of co-founders Larry Page and Sergey Brin, and the company chair Eric Schmidt, who in total control 70% of the company’s voting rights because of its two-tier share structure (Hamilton & Zhang, 2012, p. 11).  However, the effectiveness of their leadership is slowly declining as the company’s innovativeness has slowed down. The company has attempted to cover up their declining innovations through acquisition of innovative startups, such as YouTube. Leadership within Google can be improved through strengthening its leadership development program. The company should ensure its leadership team is comprised of young innovative leaders, who will be mentored and prepared to take top leadership positions in the company when the current leaders step aside.    

Google Ethical Conduct

Google is committed to be a responsible ethical corporate citizen. The company is achieving this through abiding to its code of ethical business conduct, which guides the actions of its management team and employees, and helps manage the relationship between management and employees, and among employees. The code also requires the company’s employees to act ethically towards the customers, suppliers, community, and even the government. Google’s devotion to be a responsible corporate citizen is well demonstrated by its slogan “Don’t be evil”, which requires the company and all its employees to behave ethically in whatever they do (McKee, Kemp, & Spence, 2012, p. 34). This ensures that the company and its employees have positive impacts on one another, and establish positive relations with its customers, suppliers, community, and the different governments of countries in which it operates. It is for this reason that the company has strived to protect its customers’ data to protect their security. For example, it heavily criticized the PRISM surveillance program of the United States’ federal government, which was infringing the privacy of those using Google products and services. It has continued to improve its security systems to protect its customers from such privacy infringements. Google is also involved in active philanthropy, and is helping address global challenges of climate change, education, and poverty alleviation (Sandoval, 2014, p. 123-124). Examples of such initiatives include the Google Green that focuses on environmental sustainability, and the Google.org program that focuses on technology driven philanthropy, in which Google employees carry out charity and donation projects, and offer volunteer work.       

References

DuBrin, A. J. (2012). Essentials of management. Mason, Ohio: South-Western/Thomson Learning.

Ferrell, O. C., & Hartline, M. (2012). Marketing strategy. Boston, MA: Cengage Learning.

Google Inc. SWOT Analysis. (2014). MarketLine, 1-10.

Hamilton, S., & Zhang, J. (2012). Doing business with China: Avoiding the pitfalls. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.

Harrington, J. E., & Katsoulacos, Y. (2012). Recent advances in the analysis of competition policy and regulation. Cheltenham: Edward Elgar Publishing.

McKee, A., Kemp, T., & Spence, G. (2012). Management: a focus on leaders. Australia,  Pearson Higher Education AU.

Sandoval, M. (2014). From corporate to social media: critical perspectives on corporate social responsibility in media and communication industries. New York: Routledge.

U.S. SEC. (2009, Mar. 24). Google Inc.: Proxy statement. United States Securities and Exchange Commission. 

U.S. SEC. (2014, Jan). Google Inc: Annual report 2013. United States Securities and Exchange Commission.