STRATEGIC MANAMGENT AND STRATEGIC COMPETITIVENESS

Week 3 Assignment 1 by Nakia Jackson

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BUSINESS 499 BUSINESS ADMINISTRATION CAPSTONE

Professor Joseph keller

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 Introduction

On September 15, 1997, Google was registered as an official domain on the internet.

Google was created and invented by two computer scientists by the names of Larry Page and

Sergey Brin on September 4, 1998. Google, has superseded the creator’s initial vision, and is

now a publicly traded company that is the world’s leading technology company that has the most

popular search engine. Search engines or internet portals, have been around for decades, but

Google, became the premier destination for finding virtually, just about anything on the World

Wide Web. This analysis will discuss the company’s strategy for globalization, that’s designed to

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adapt to all cultures around the globe. It will also include how technology has increased and runs

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more efficiently. In addition, the paper will overview how google used the Industrial Based

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Model and Resource Based models as an added benefit to their success. Understanding Google’s
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vision, mission statement along with stakeholders will be also included.
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Globalization
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Globalization is taking an ideology and making it globally recognized. It affects the well-
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being, society, politics, culture, environment and economy of an area. Google handles more than

200 million queries a day from around the world (unknown n.d). Increasingly, these queries are
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not in English. Over the past few years, google has aggressively localized its search engines to
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cover more than 60 languages. These language-specific search engines are very important to
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Google’s continued growth, since the majority of the new users are not native- English speakers

(unknown, nd.).

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 Thus being said, the internet has become a huge part of our lives. Google is now

integrated in our schools, homes, workplace, cellular devices, computers, tablets, and etcetera. It

is pretty much found everywhere all over the world. Google makes so many products for every

aspect of life, it’s nearing the point where you no longer have to do anything yourself, and when

you don’t know the response, “google It” is what comes to mind. There is a globally recognized

religion called googlism, the belief that google is the closest thing to god. Google has globalized

offices. They have working conditions that are comfortable and fun and known as cool and

amazing. They have offices around the world but all of the offices are model like and have the

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same work environment.

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Google has essentially changed several things in technology. Primarily, it has changed
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our language. As mentioned before, the term “google it” is a part of culture and language. It has
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also changed our brains and how we remember things. Considering the world is at your

fingertips, people actually retain or remember less information because they can search and find
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it within a few clicks. Google has set the stage for Facebook and Twitter’s high valuations.

Google was able to scale up their audience enough to attract ad agencies and then further
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improve their algorithms. That is partially the reason why you see technology companies now
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willing to forgo profits for a period of time in order to build an audience. And even why some

investors are willing to throw money their way. Google has also taken over the cell industry.
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Since the first cell phone was sold, Google’s mobile operating system has bulldozed the

competition. Today it claims nearly 85% of market share, which nearly doubles its hold over the

last 3 years. It has also transformed the way we use email. Gmail was invented before bottomless

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 inboxes existed. If you think back, storage space was sacred and deleting emails was tedious and

time consuming but quite necessary. Today, email accounts are a priority and virtually a

necessity. Google has since, has used it as alternatives for Gmail such as setting up a virtual time

capsule for your newborn. Google has also changed the way we collaborate. Google has created

a world where it’s taken for granted that people can collaborate on any type of document for

work, play, school, etc. Google allows us to travel the globe from our desks. They have invented

Google Maps, now modernized and updated to Google Street View. They have made it possible

to visit distant destinations, give friends virtual tours of your hometown, plan ahead for trips, and

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waster time on the internet. Google technology has also influenced the news we read. Sources

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and their validity come into play. Ranking high in google search results is media outlets, success

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of companies, and politicians. It has also turned users into commodities. It’s easy to forget that
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services offered by companies like Google are not truly free. All of your data is considered a

valuable good that google is packaging and selling to its real customers known as advertisers.
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Finally, it has changed the perception of how everyone else see you. When you google a person,
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it is nearly impossible to erase. Google uses the fear of embarrassing search results to encourage

people to manage their image through Google profiles.

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Strategic Choices Analysis

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An Industrial- Based Model is an analytical tool used by companies to determine the best

industry for them. Google’s strategic choices relate with the nature of the business and the
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characteristics of the industry. The company’s generic strategy is an overarching influence on

what the company does. On the other hand, Google’s intensive growth strategy helps support the

company in keeping its position as one of the most valuable brands in the world. Through its

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 generic strategy the company has become a major player with influencing the competitive

landscape and development of industries. The generic strategy is based on differentiation. This

involves a broad market scope. It offers its products and services to everyone around the world.

This strategy also involves developing certain unique capabilities that make the business

competitive. Google is a highly innovative company. The increasing variety of products,

inclusive of Google search, Google Fiber and Google Glass, is a manifestation of this innovation

under the differentiation generic strategy. It is of critical importance for the firm to continue

innovating. A corresponding strategic objective is to develop new products or continue

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improving existing products. In this way, Google will be able to keep its competitive advantage

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in using the differentiation generic strategy in the face of competition from other technology

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firms. Google’s intensive strategies include market penetration, market development, and
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product development.
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Missions and Vision Statement

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Google’s corporate mission is “to organize the world’s information and make it
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universally accessible and useful.” The company has focused on developing its proprietary

algorithms to maximize effectiveness in organizing online information. The company’s

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mission statement adheres to a utilitarian benefit that the business provides to its users. In this
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regard, the following are the primary elements of Google’s corporate mission: World’s
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information, Organization, Universal accessibility, and Usefulness (Sungara, 2017) . Through

personalization and analysis of extensive databases, Google effectively follows its mission

statement. This condition makes the company effective in delivering value to online users and

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 the responsible stakeholders. Google’s stakeholders are diverse because of the company’s wide

array of products. The firm’s stakeholders come from different groups impacted through these

varied businesses. Google considers the following as the most significant stakeholders: Users,

Employees, Advertisers and other customers, Investors, Governments, and Communities.

Google’s corporate vision is “to provide access to the world’s information in one click.”

The company’s nature of business is a direct manifestation of this vision statement. Primary

elements of the company’s corporate vision are: World’s information, Access, and One click.

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Conclusion

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Google effectively follows its corporate mission and vision statements. The company is
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known for effective products, like Search, that satisfy the specifics of the vision and mission of

the business (Sungara, 2017) . With its technology, globalization plan, and constant growing,
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Google will continue to dominant the industry. Efforts to continuously improve the
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characteristics of Google’s culture are applied to maintain creativity and innovation

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 ThoughtCo. ; The history of Google and How it was Invented , Adam Berry , Retrieved February 17 , 2019

https://www.thoughtco.com/who-invented-google-1991852

Money, 10 ways google has changed the world ; http://money.com/money/3117377/google-10-ways-

changed-world/ Retrieved February 17, 2019

Kantabutra, S., & Avery, G. C. (2002). Proposed model for investigating relationships between
vision components and business unit performance. Journal of Management & Organization,

Suranga, J. M. (2017). Importance of corporate vision. In Proceedings of International

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HR Conference, 1(1), 34-40

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