For your final assessment, you will leverage what you learned in the organizational and industry analysis report, as well as the skills and tools you have studied throughout the course to create a strategic plan for Google, Inc. In your earlier reports, the focus was on reporting information. You will now synthesize the information you have gathered into a strategic plan. This plan will be presented with two deliverables:
A detailed written report to Terry Bell.
A higher level PowerPoint presentation for the Google, Inc. board, which you will deliver via an Adobe Connect recording.
The Written Report
For the written report to Terry Bell:
Review Google's values and mission. Provide your assessment of whether the company's overall operations and strategy are aligned to support those values and achieve the mission.
Describe Google's approach to creating a sustainable competitive advantage and evaluate the effectiveness of the approach.
Describe Google's efforts in corporate strategy (that is, vertical integration, globalization, and diversification) and assess the effectiveness of the efforts.
Provide recommendations on how Google's resources can be better aligned and leveraged to create capabilities that drive a sustainable competitive advantage.
Provide recommendations regarding realignment of organizational structure and management systems that facilitate your proposed realignment and leveraging of resources.
Provide any additional recommendations regarding needed changes to Google's approach to competitive advantage and corporate strategy.
Length, spacing, font, margin, and other layout requirements will be determined by your instructor. Use APA (6th ed.) style citations and references. Include at least two graphs or charts in an appendix, and format your plan as a formal report addressed to Terry Bell, VP of Strategy, Google, Inc.
This material may consist of step-by-step explanations on how to solve a problem or examples of proper writing, including the use of citations, references, bibliographies, and formatting. This material is made available for the sole purpose of studying and learning - misuse is strictly forbidden.Executive Summary
Google Inc is the leading search engine across the globe which seeks to cater to the varied information needs of the consumers. Since its formation in the late 1990s as a search engine, it has diversified into several fields such as mobile telephony, browser, etc. Its source of competitive advantage stems from its ability to better understand the needs of the consumers. The design of the site is simple and its products have been competitively priced. It offers a range of products and services that seek to address all the information needs of the consumer. The company has strategically used the concepts of low cost and differentiation to establish itself in the highly competitive industry. Several of its products are also free (such as videos from YouTube) and these strategies have enabled it to become a one stop for consumers where they can find all the information through the use of various offerings such as Google Maps, Google Books, Google Earth, Google Docs, etc.
One of the basic concerns that have been interfering with the growth of the company is the privacy issues. In order to earn revenues under its targeted advertising scheme, the company keeps a track of the browsing habits and patterns of the consumer. The privacy requirements should be respected so that Google can earn the trust of its consumers. The company has been focusing on increasing the size of its offerings, but at the same time, it is also important that those services and products add to the value and profitability of the company. The primary source of revenues constitutes to be its AdWords program and the newer lines are not as profitable as this program. The company needs to rationalize its financial resources so as to optimize the return on funds invested in the business while maintaining its market leadership and dissuading competition.
The field of mobile advertising is a growing one and Google has launched the Android operating system software to understand the browsing patterns of the consumers through the phone. Since Android can work on several types of mobile phones, it has an advantage over Apple’s iOS. Google can create its market leadership position in this mobile world through the formation of alliances with mobile phone manufacturers. Google can also strategize for backward and forward integration along the supply chain so as to strengthen its position in the market.
The basic driver of the competitive advantage of Google has been the quality of its workforce. Its entry into the search engine market was late, compared to rivals Microsoft and Yahoo. However, the speed of its search algorithm made it the preferred choice of consumers. Therefore, the creation, development and sustenance of a talented workforce base are critical for the success of the company. Coordination and control are critical issues which are confronted with the globalization of organizations. There is the need for delegation of authority and responsibility to managers so that the efforts of the employees are directed towards the attainment of organizational vision. Its HR policies related to hiring, compensation, etc should be uniform across nations.
Google Inc is the leading search engine across the globe which seeks to cater to the varied information needs of the consumers. Since its formation in the late 1990s as a search engine, it has diversified into several fields such as mobile telephony, browser, etc. Its source of competitive advantage stems from its ability to better understand the needs of the consumers...
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