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3-1 Final Project: A Consulting Report on Google LLC

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3-1 Final Project: A Consulting Report on Google LLC

One of the biggest technology businesses in the world, Google LLC, a multinational

organization headquartered in America, is the subject of this consulting report. It offers

special internet-related merchandise and services. While pursuing their doctoral degrees at

Stanford University, Larry Page and Sergey Brin started Google LLC in 1998 (Kim, 2020).

Online marketing technology and search-engine optimization operations make up most of the

company’s revenue. In addition to constantly ranking among the highest profitable and

inventive firms in the global economy, Google LLC has a reputation for using novel and

unusual business strategies. With an estimated market value of over $1.1 trillion by the end of

2022, Google has developed into ranks among the most powerful businesses in worldwide

commerce (“Form 10-K Google Inc Annual Report 2022”). With the help of its online search

engine tool, advertising solutions, cloud-based computing, and other technological

advancements, the corporation has assembled data from around the globe, making it widely

accessible and beneficial.

People, Planet, and Profit

Google has significantly improved the lives of people, the planet, and profitability.

From the “people” perspective, Google has won praise for its outstanding corporate

atmosphere. However, the business has encountered some problems with diversity and

inclusion, especially claims of prejudice toward women and racial discrimination in its

human capital. Google’s inaugural diversity analysis, released in 2014, showed that the

demographic groups of males and whites dominated the organization (CBS Interactive,

2014). Since then, the business has implemented measures to represent better minority

populations in its personnel, including hiring more female, Black, and Latino workers and

individuals representing other disadvantaged groups. Google became a forerunner in the tech
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sector in this discipline when its 2020 reports indicated that it had attained a pay parity for

every one of its personnel.

On the planet lens, Google LLC has taken the initiative in supporting environmentally

friendly practices and renewable energy. Since 2007, the business has proved entirely carbon-

neutral and promised to be completely carbon-free before 2030. Google is among the most

prominent commercial purchasers of renewable energy globally and has invested

significantly in the sector (“Form 10-K Google Inc Annual Report 2022”). The company

reported in 2017 that it had surpassed its objective of running entirely on clean energy

sources such as wind and solar electricity. Furthermore, Google has made significant

investments in sustainability projects, such as sponsoring studies about sustainable energy

and lowering the carbon footprint of its research centers (“Form 10-K Google Inc Annual

Report 2022”). However, the corporation has come under fire for its carbon footprint because

of the energy needed to run its enormous data center facilities.

Lastly, Google LLC is a hugely lucrative business on its profits front, bringing in

enormous sums of dollars annually. The corporation's business strategy is centered on

advertisements and has succeeded greatly. It has dominated the information technology (IT)

sector, bringing in vast sums of money via its cloud-based computing, advertisements, and

other technological offerings. For instance, the business generated over $257 billion in

revenues in 2021 (GlobalData, n.d.). However, Google LLC has come under fire for

gathering and using client information for personalized advertisements, along with its market

power in digital advertising, which has prompted antitrust cases and legal action.

Although Google has made outstanding progress in its dedication to diversity and

inclusion and in minimizing its negative environmental footprint, it has also encountered

problems handling clients’ information and its market power in digital advertising. These

problems might result in legal repercussions and adverse publicity, among other potential
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immediate and long-term effects. Google must emphasize ethical conduct and implement the

appropriate adjustments to alleviate stakeholder concerns and lessen these effects.

Analysis of Issues

A. Personnel (people)

1. Major stakeholders: Google LLC’s workers, stockholders, advertising, and users

are among its most important segments.

2. Personnel relations: Google has received plaudits for its significant relationship

with employees, especially its emphasis on diversity, equity, and inclusion.

However, the business has come under fire for how it handled claims of gender

discrimination and other work-related challenges.

B. Environmental (planet)

1. Positive impact on the environment: Google has significantly increased its

commitments to clean energy sources and has ranked among the biggest and most

prominent commercial purchasers of energy generated from renewable sources

(“Form 10-K Google Inc Annual Report 2022”). The business has also undertaken

several projects that have improved the environment by reducing trash, conserving

water, and promoting sustainable transportation. The company also announced its

intention to be completely carbon-free before 2030 (“Form 10-K Google Inc

Annual Report 2022”). Furthermore, Google has contributed significantly to

sustainability projects by funding research on sustainable energy and reducing the

carbon footprint of its research facilities.

2. Demonstration of corporate irresponsibility or responsibility: Regarding the

company’s obligation to its consumers, Google has come under fire for its

information collecting and privacy policies (Gleason & Heath, 2021). The
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business has implemented updated information guidelines and improved its

privacy settings, among other measures, to mitigate such issues.

3. The current environmental policies' short- and long-term effects: By lowering the

corporation’s carbon footprint, Google’s dedication to renewable power and

carbon neutrality has positively influenced the natural world. These regulations

could have a significant effect in the long run by inspiring other businesses to

follow suit.

C. Sound Business Practices (profit)

1. Stakeholders affected by company profits: Shareholders, consumers, and

advertising are just a few of the stakeholders whose interests are impacted by

Google’s profitability. Dividends, equity growth, and other monetary benefits are

only a few ways that shareholders reap benefits from Google’s success as

investors in the business (“Form 10-K Google Inc Annual Report 2022”).

However, Google’s success also benefits clients and advertising agencies. Users

gain through using Google’s search functionality because it gives them

unrestricted data browsing, and advertising agencies gain from using Google’s

advertising platforms. After all, they offer them exposure to a big population and

an excellent avenue for selling their goods or services. There are worries

regarding market saturation and competitiveness due to the company’s

accusations of monopolizing internet advertising.

2. Business ethics and responsibility: Regarding the corporation’s obligation to its

consumers, Google has come under fire for its data collecting and privacy policies

(Gleason & Heath, 2021). In the market for Internet advertising, the business has

also been accused of engaging in activities detrimental to competition and

monopolistic methods. To mitigate these worries, Google has also been subject to
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oversight from regulatory agencies and legal investigations to prove that it acts

according to the law and ethical and moral guidelines.

Conclusion

In conclusion, Google LLC has significantly benefited people, the environment, and

businesses. The business has won praise for its great workplace environment, dedication to

renewable energy, and use of environmentally friendly procedures. However, the corporation

has also come under fire for how it handles labor disputes, methods of gathering information,

and privacy policies. It has also faced criticism due to its engagement in conduct detrimental

to competition. To cope with the demands of stakeholders and keep its standing as a

dominant technological corporation, Google will need to promote diversity, fairness, and

inclusion in the future while also ensuring ethical and morally accountable business

operations.
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References

CBS Interactive. (2014, May 29). Google diversity report shows workforce is mostly male

and white. CBS News. Retrieved May 5, 2023, from

https://www.cbsnews.com/news/google-diversity-report-shows-workforce-is-mostly-

male-and-white/

Form 10-K Google Inc Annual Report 2022. Goog-20221231. (2022). Retrieved May 5,

2023, from

https://www.sec.gov/Archives/edgar/data/1652044/000165204423000016/goog-

20221231.htm

Gleason, B., & Heath, M. K. (2021). Injustice embedded in Google Classroom and Google

Meet: A techno-ethical audit of remote educational technologies. Italian Journal of

Educational Technology, 29(2), 26–41. https://doi.org/10.17471/2499-4324/1209

Google’s revenue (2002 - 2021). GlobalData. (n.d.). Retrieved May 5, 2023, from

https://www.globaldata.com/data-insights/internet-services-technology-media-and-

telecom/googles-revenue/

Kim, H. (2020). The Analysis of Innovation Management in Google. Journal of Economics

and Management Sciences, 3(4), p10-p10. https://doi.org/10.30560/jems.v3n4p10