Running Head: STRATEGIC EVALUATION 1

Strategic Evaluation

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Introduction

The principal goal of every business is not only to attain profits but also to remain competitive

and successful in the industry. Therefore, it is essential for businesses to develop strategies that

are oriented in attaining principal goals that calls for proper strategic evaluation. In strategic

evaluation, businesses are expected to examine all underlying business strategies and comparing

them to actual results that facilitates in recommendation and undertaking correction measures

early enough (Abushova et al., 2016). The article will analyze potential business level, corporate

level and global strategies for google Inc. and offer a recommendation for strategies to be

implemented alongside a rationale.

Potential Business Level Strategies

Google Inc. business mission is to ensure that every individual can easily access world’s data.

The Company organizes, analyze and present world’s data to universal users in a simplified way

that enables all users to interpret. Over the years, the company has been the leading in search

engine for its speed and massive sorts of information. Google Inc. has several business strategies

that have enabled it to propel in the technology and information industry, however it prioritize on

differentiation and cost leadership strategies. Through differentiation strategy the company has

been able to offer a wide range of products and services to its customers. Among the products

and services offered are google instant, caffeine, goggle AdWords, page rank, google android

and customer’s services. The producer’s diversifications are aimed to meet customers’ needs

from different market segments and niches. In addition, the company keeps on improving

products and services with changing customer needs and bettering customers’ experiences.

Moreover, the cost leadership strategy endowed by google Inc. has enabled the company to

attain customer loyalty and sustain its competitive advantage. Google search engines are cheap
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and easy to use that has enables users to create ads and platforms to advertise their products and

services and a fair cost compared to other internet websites. Also google products and services

are unique and have acquired patent rights that have offered duplication protection from its

competitors. Besides its grant strategy for product development has facilitates product and

services rebranding that makes its products more attractive and appeasing to its customers

(Abushova et al., 2016).

Potential Cooperate Strategies

Google corporate strategy follows the guidelines of offering accessible information to its user.

Google Inc. corporate strategy focuses on integrating closely software and hardware

development to not only tablet market but also to smartphone markets. It has achieved these

through offering control from end to end by initiation control over hardware platform and

operation system platforms. To sustain these experiences, the company has made moves to

acquire other company that poses patent relevant to all google area focus. In the past, google

acquired Motorola to enter in the mobile internet use. In addition, google strategy to work with

telco and able company has propelled a channel and internet protocol in entering home business.

Unlike other browsing companies, google Inc. through its diversification and browsers have

built a strong customized search engine that suits company’s goal. Statists show that google Inc.

us the second most used internet browser after Mozilla, which implies that google can further

reach out to more customers and users via its own browsers. Besides, google has produces both

operating and handset software that have led to development od an open source software

(android) that is now used by majority of phone manufactures in production of handsets and

smartphones (Dolata, 2017). As a result, google Inc. has been powering g millions of

smartphones globally which has enable it to advance its business interests and extent its market
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segments alongside enhancing edges in capitalizing of convergence of cell phone and home

business environments.

Potential Global Strategies

Google has emerged as a potential competitor in the smartphone market due to its expansion

strategy and dominance in the search engine industry. Google expansion strategy is based on the

philosophy is acquiring and buying small market niches and expanding to new foreign regions

where competitors have ventured in and technology is developing (Gerdsri, 2016). Google Inc.

launch of android operating system and app stores has outweighed its competitors as most global

smartphone companies use the android platform in smartphone, manufacturing and software

development which has directly strengthened google Inc. new territories and expansion regions.

Besides, google has differentiated itself from previous search engines by offering search terms in

its website text with relevant search results.

In addition, google initiative in launching google domains for foreign countries outside the

united states have allowed users to search for references in their own language which has

improved customer experience and loyalty.

Recommendation

In order to sustain the above strategies, google Inc. need to embrace market development by

opening new markets in foreign regions. The move will facilitate in evaluation and getting ahead

of its competitors in determination of new business and technological developments in foreign

regions and glimpse the extent in which its competitors have ventured in those markets.

However, these developments are cost and require a lot of research and outsourcing, therefore, it

calls for google to embrace strategic alliances, acquisition, mergers or joint venture to enjoy
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economics of scale and acquire new technologies from these advancing companies for it to

penetrate to new markets and sustain competitive advantage.

Moreover, google need to refocus to pay close attention to its market segments. The company

has faced rivals from Facebook and tweeter, thus need to foray in social; networking to improve

on advertisement sires and endorse innovation in its core business in search engines (Dolata,

2017). Also, google need to impose control over the use of the search engine to avert law suits

from competitions. In the past google has been sued of pornographic and immoral sites in its

search engine that are said to utter cultural values and expose young users to immoral behaviors.

Conclusion

In light of the business level, corporate level and global strategies for google Inc., the

management can evaluate the most appropriate business channel for the business to remain

competitive in the market. Despite the rival from emerging internet browsing companies, google

Inc. remains ahead as a result of management and operation protocols. At business level the

company has initiated competent cost leadership and differentiation strategies that keep it at

customer’s preference. However there is urge to embrace the advancing technology and adopt

new innovations at high rates to enter in developing countries.

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References

Abushova, E., Burova, E., & Suloeva, S. (2016). Strategic analysis in telecommunication

project management system. In Internet of Things, Smart Spaces, and Next Generation Networks

and Systems (pp. 76-84). Springer, Cham.

Dolata, U. (2017). Apple, Amazon, Google, Facebook, Microsoft: Market concentration-

competition-innovation strategies (No. 2017-01). Stuttgarter Beiträge zur Organisations-und

Innovationsforschung, SOI Discussion Paper.

Gerdsri, N. (2016). Strategic planning: A quantitative model for the strategic evaluation of

emerging technologies. In Hierarchical Decision Modeling (pp. 97-119). Springer, Cham.

Ayush - Strategic Plan, Part 3: Strategic Evaluation