Discuss about the Strategic Planning Public & Nonprofit Organization.
Google incorporated is an American based public corporation established in 1998 by Larry Page and Sergey Bring while they were still Ph.D. students at Stanford University. The company earns its revenue through advertising related to its Internet-based services and products such as cloud services, web-based mapping, video sharing services, internet search and social networking. Google has always been able to stay dominant in the market through a series of strategic partnerships and acquisition of promising firms related to one of its main products A good business strategy creates an effective foundation where organizations perform well in their target markets. There are also in a position to adapt to changes and still remain relevant in the market, therefore, regardless of the numerous strategies available depending on each business market or the environment, it is essential that the right strategy is chosen and effective plans for integration are performed.
Google’s vision statement is “to provide access to the world’s information in one click.” This is a clear reflection that the company has achieved for example, through Google search engine, people are in a position to find any information or data by just accessing this product which is easy to access and use. (Gurley, Peters and Collins, 2015)
Google’s mission statement is “to organize the world’s information and make it universally accessible and useful.” This is a clear reflection that the company has achieved since the company was established it has strived to maximize its efficiency and effectiveness through proprietary algorithms which manage data in their databases where individuals are able to access any information they want through their search engines. Google has been able to round up and arrange information varying form each known discipline, therefore, catering to each individual need (Nylén, and Holmström, 2015)
This is an approach organization pioneers take in applying a business’ qualities to the present and long-haul needs of the target market. Defining a strategic posture is a piece of an extensive key planning process when top-level employees team up to build up the vision, objectives, and strategies for a business within a reasonable time-frame. Google has two strategic intent postures
Competitive advantage is when a company has favorable conditions that are suitable in gaining dominance over a target market. This condition always aligns with the three Michael porter strategies of sustain a competitive advantage which are cost leadership, differentiation and focus. However, a good strategic intent will lead to maintaining the competitiveness of the organization. The strategic intent paves a rout that leads to the key factors in Michael porter’s theory of completive advantage. Google is a world class leader in technology innovation and advancements which is its primary objectives. It gains a completive advantage through acquiring patents to the innovations where it would lease the technology to its competitors in the same market.Another way googles strategic intent can lead to competitive advantage is through merger and acquisition .Google has a strong purchasing power which will enable it to acquire firms that have groundbreaking technology that may shape the futre.A good example is the purchase of Android mobile operating system that later gave google a competitive advantage over Symbian and Apple operating system in more than a decade.
Corporate social obligation, frequently shortened “CSR,” is a partnership’s drives to evaluate and assume liability for the organization’s impacts on natural and social prosperity. The term, for the most part, applies to endeavors that go past what might be required by regulators or ecological insurance gatherings. Googles stakeholders are diverse from the various products and services offered by the organization from its original google search engine to its mobile brand. Google maintains the interest of its stakeholders through suitable CSR policies and maintains its position as the leader in technology innovation (Brunswicker and Vanhaverbeke, 2015).
The mission statement “to organize the world’s information and make it universally accessible and useful has two fundamental purposes rather than profit. It’s investing in acquiring information and organizing the information into a user-friendly forum that will suit everyone and make that information accessible globally, for this to be possible one has to access internet connectivity (Bryson, 2018). Therefore, in areas where there is minimum or no internet connection google has launched free air balloon Wi-Fi hotspot in various regions in Africa. Google also provides free student training programs and scholarships in universities globally to increase idea flow and innovations among students.
leadership in Google assumes a successful part and is thought to be of vital significance. Authority and great administration were viewed as two essential mainstays of the organization once its potential was perceived. As in every single other organization, in Google additionally the pioneers or the best directors set the objectives and after that, all groups strive to accomplish those objectives (Mair, Mayer and Lutz, 2015). However, Google has constantly been laying off secretly engineers and specialties, is has been claimed that Google has laid off its employees to a total of 30,000 since its establishment due to efficiency and market demand in providing quality and efficiency. However, their hiring of skilled professions has also increased since the 2007/2008 crisis.
Figure 1: Number of full-time Alphabet employees from 2007 to 2017
The position of chief executive at Google has only been filled by two individuals, Google’s new CEO, SundarPichai the former head of chrome and android replaced Larry page who is now running Alphabet company which is a google group of companies. The leadership seems to be very stable especially under the new CEO who joined the company at 2004 as the vice president of product management. He successfully led the team that innovated chrome browser and its operating system
Google is broadly considered, by the overall population and business specialists, to be among most creative organizations on the planet. So how does Google advance a culture of development and guarantee that imaginative thoughts are appropriately executed, making gainful new products that position the organization for long haul achievement?, This is achieved through google strategic intent postures where they innovate and acquire companies. However, Google has for the past years using the blue ocean framework to stays ahead of the competition and gain the largest market share
Fig 2: Worldwide desktop market share of leading search engines from January 2010 to October 2017
Blue ocean framework is when companies or large cooperation such as Google tend to contest into the markets where it is minimal or no competition. A good example is when Google purchased YouTube a web-based video streaming service at a time when such a product seemed farfetched. Critics were sure the product would fail as of the heavy pirated content that the product hosted. Google ha to sought the issue through remitting payments per every view which skyrocketed their revenue years later.
Figure 3: Google’s revenue worldwide from 2002 to 2017 (in billion U.S. dollars)
Basically, googles constantly increasing workforce, expansion and billions in revenue will assist the cooperation in changing its innovation strategy and adapting to changes in the environment, A good example is when Google entered the browser market where there were competitors such as opera mini and Microsoft who dominated the browser product market. Google innovation strategy was to work on a similar product and provide quality features that will attract customers to use the products ( Kotabe and Helsen, 2014) The company works on the Chrome browser for years and today is the best browser. A study showed that 7 out of 10 personal computers are using a chrome browser. This shows that it was able to dominate the market through innovation strategy. An instance or response to a competitor is when companies such as Netflix and Hulu revolutionized the streaming services to a home subscription theater where consumers watched their favorite films at their residents, this which was a game changer for Google’s YouTube products. The company adapted by introducing similar products but what made it catch up is the diversification of content that addresses social-cultural practice and beliefs automatically. Anyone over 16years of age could open a YouTube channel and start vlog in (recording videos of one’s activities) their life experiences and so on. This attracted a huge audience where Google made billions through advertisement. YouTube made stars, makes money off them, pays them well and gains a conducive market share, a win on both sides.
Environmental, Social and Governance (ESG) Criteria is an arrangement of models for an organization’s tasks that socially cognizant financial specialists use to screen investments. Environmental criteria take a gander at how an organization executes as a steward of the indigenous habitat. Social criteria look at how an organization oversees associations with its workers, providers, clients and the groups where it works. Administration manages an organization’s initiative, official pay, reviews, inward controls and investor rights (Skibiñska, Sukiennik, and Szczepanik, 2015).
Environment. Google has for the past years taken measure in sustaining energy use and pollution while considering the stakeholders. They consider the use of energy by their products and services and try innovating products that would use the minimal energy possible. They have resulted in going into clean energy by turning most of their major offices to be powered by solar energy. Through this, there are able to save energy bills that will be focused on innovation which will revert bonuses to its stakeholders (Eden, 2016).
Google had to break barriers by going green and focus towards innovations that will sustain environment as well as reward its stake holders in the process. One innovation is the electric car where Google is in competition with Tesla to acquire autonomous driving rights. Another breakthrough is the monitoring of deforestation globally through their google maps product. This product is now issued by governments and nongovernment organizations in monitoring deforestation, this goes in handy as stakeholders benefited from these products which show a strategic incentive leading to a competitive advantage over its competitors in the technology field.
Social and governance Google being a technology company focused in technical there is a minim number of female employees compared to the male employee, however, compared to other tech firms, Google is within the stipulated policies but thus can still be improved (Antoun, Zhang, Conrad, and Schober, 2016). With regards to governance, Google has revealed that 70% of its board is autonomous, which surpasses the business normal of 60%, however, it may not be sufficiently powerful to fulfill financial investors who incline toward more prominent executive freedom. Finally, Google did not reveal its group venture metric (Grant, 2016)
Figure 4 Distribution of Google employees worldwide from 2014 to 2017, by gender
Google has had tremendous success and consistency over the years as it continues to grow and dominate its market and enter new ones. This can be attributed to three of the main strategies that it has been using and it’s still using to maintain its dominance in the technology filed these strategies have been able to define its past and present and will continue to define the future as well. The three business strategies are product strategy, revenue and the expansion strategy.
The organization has used product strategy through diversification of its products and services. Its original products it the google search engine which has been around since its inception. The success of Google to achieve its objective of infinity searches through rounding up all data that is known to mankind and access it a click away has created a foundation of analyzing and studying what is need to develop in the technology market and being a lead innovator. This has led to Google diversifying its products and services to products such as Gmail, Google drive, Android and so on.due to variety of the organizations products, it has made it easy to corner new markets and acquire huge consumers who are loyal to the brand due to user-friendliness of this products as well as their quality offering regular security and user interface updated ,Google is still able to adapt to the changes in environment and still have an effective product. diversification is a powerful business strategy of Google since it has enabled the organization to make new markets and hold existing clients, in this way making a general client base of Google-subordinate Internet clients. Besides, it has also empowered the Internet giant to position itself as a one-stop setting for all Internet-related necessities (Teec, 2010)
The other strategy used by Google is expansion through acquisition products and companies. Just like any other firm with influence and billions in revenue, it’s an effective strategy to acquire firms and products that have the potential of growing into a new market. Consumer taste and preferences are changing time to time due to the business environment or for a company such as Google that have the potential of serving several generations they tend to have different taste. Google adaptability to the future is possible through mergers and acquisition of companies offer products and services that may revolutionize and change the future. A good example is when it acquired YouTube for 1.3 billion dollars in 2006.Google was able to see the future on online streaming and it enjoyed the fruits of its acquisition. Big cooperation such as Yahoo that turned down this product that was surprisingly created by its former employees has constantly regretted its decision over the years.Another noticeable acquisition is the purchase od Android mobile based operating system of 20million dollars in 2005.It assisted the firm in creating a strong foundation in the mobile industry competing with other rivals such as Apple which used it’s IOS mobile operating system and Nokia which used Symbian mobile operating system (Mount, Zumel, 2016).Google was able to put Nokia out of business because Android was user-friendly and had an eye-catching user interface that outdid Symbian (Carayannis , Sindakis and Walter, 2015)
The final and the core strategy for Google is generating revenue through advertisements. This market is worth tens of billions of dollars and Google through its diverse products and services, is a top-notch hub for advertisement. This is because its products are used globally and has one of the greatest outreach, products such as YouTube and google drive may act as a good medium of advertisements (Kalyanam, McAteer, and Lin,2018). All of the above strategies have increased Googles dominance in the technology field of innovation. However, the world continues to be more complex and consumer change and preferences will always change once in a while. Moreover, startups and new innovations will always come up to challenge the giant’s products and services. Since Google has experience and has survived trial and tribulation will be ready to acquire such innovation or tailor its products to counter a response.
Conclusion
many organizations are facing a volatile and fast-changing business environment that they have to adapt regularly to stay on track. Consumer taste and preferences is always changing from time to time and adapting to these changes maybe occasionally overwhelming. New firms with potential ideas to older firms out of businesses are always coming up at a fast rate. It’s up to firms to have a good business strategy to always stay ahead of the game (Pisano, 2015). This report has analyzed Google’s business strategy in detail explaining why it has dominated the tech industry since its establishment since giants like Nokia were put out of business and they still had years of experience in the market ( Johnson, 2016). Therefore, the right strategy should be backed by the mission and vision statement and follow it to the letter. Google is a clear success story of its achievement through aligning its objectives and business strategies to its statements. these strategies are diversification of products and services, expansion through acquisition of new products and companies that have potential to revolutionize the technology industry. Finally creating revenue through advertisement.
References
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