Google is the company that has been founded in the year of 1998 by Larry Page and Sergey Brin. The headquarters of the company is located at Mountain view, California. The Google has started its business as an internet search engine provider but now, it is more than that. In today’s time, Google is about different products and services such as search engine, mobile phones, software, hardware, internet related services etc. There are collection of services through which the customers are being catered such as the services of internet, e-mails, Google documents, sheets and slides, Google calendar, cloud storage, note taking, Google video sharing through YouTube etc. In addition to the service, the company also serves the customers with some of the products such as Google nexus devices, Google pixel smartphones, home smart speaker, wifi router, etc (Google.com., 2017).
It has been identified from the mission and the vision statement of the company that the company focuses on maintaining the position in the market with development of new products now and then (Careers.google.com., 2017). The mission statement of the company helps in determining the business strategies of the company and the vision statement of the company provides the idea of the new heights that the company wants to achieve in the near future. The company is so successful in today’s world because of the alignment of its business strategies with all the other strategies of the company and also the linkage of these strategies with the mission and the visions statement of the same.
The vision statement of Google is “to provide the customers with the cases of the overall information of the world with just one click”. The vision statement of the company is very much related to the services the company offer. The major service that is offered by the company is the search engine which helps the customers or the population of the world to search out the information regarding any topic (Google.com., 2017). This suggests that the functioning of the company clearly justifies the vision set by the company. The mission statement of the company suggests that the company wants to organize the overall information of the world so that it is universally accessible and useful for the people. It has been identified that mission and the vision statement of the company are very much parallel to each other. There are major two types of business strategies that the company deals with (Forbes.com., 2017). The first is the generic strategies of the company and the second is the intensive growth strategies. Google is the firm that uses the generic strategy of differentiation and the intensive growth strategies that the company use are product development, market development and market penetration. All these strategies of intensive growth of the company are basically depends on the strategy of innovation that is also considered as the competency of the company.
Differentiation can be defined as the capability of the company to be unique in one of the other way from the companies which are operating in the same industry (Bratton and Gold, 2012). Google is the company that is very unique in nature by making its products unique. The company is also focusing on increasing the products range such as Google search, Google fibre, Google glass are some of the products that are the results of innovation in the company. Innovation is considered as the basic strategy of the company that helps the firm to maintain the generic strategy of the firm (Lombardo, 2017). Differentiation as the generic strategy of the company means that the firm has to maintain its innovative differentiation strategy in order to be competitive in the market and in order to compete with the competitors. It is very crucial for the company to maintain the consistency in innovation because if the company has stopped innovating then it may be very difficult to withstand the market competition (Schuler and Jackson, 2008).
Intensive growth strategies are the strategies that are require to be conducted in order to develop and grow the company in the market. Some of the strategies are discussed below:
Market penetration: Google is the firm that uses this strategy to penetrate into the market. The intensity of this strategy depends on the pace where the company is operation. Such as in US, the company does not need to penetrate in the market as it is already so much well established.
Market development: Market development is also the strategy that has been used by the organization in different places. This is because the company has to develop and expand its market from one place to another (Thompson, 2017).It has been analysed that the services or products like Google fibre internet and cable television service have the reach to some of the countries such as Kansas, Missouri, Texas and Utah. Thus, implementation of the market development strategy helps in developing the market for the products.
Product development: It is also the important part of the Goggle’s strategy. The company believes in developing new products and the basis for the development is gain innovation. Innovation is the root of Google’s strategies
The success of Google is dependent on its quality human resources. The company focuses on recruiting the employees with excellence and smartness. The company implements and uses different strategies to recruit; select mad retain those smart employees in the organization to maintain the quality of human resource in the company.
The human resource management of the company focuses on using the mixture of internal and external recruitment techniques to hire the people. The internal techniques that has been used by the company to hire the employees are transfers, interns, promotions, etc. simultaneously, the company also focuses on some external techniques such as educational institutions and job advertisement (Fast Company., 2017). The company’s website has the career option in which the information about the job availability is shown. All the sources discussed allow the company to make the consistency in the flow of human resources in the firm according to the HR needs.
The most important criteria of Google to select the candidates in the company are excellence, smartness, creativity and the alignment of organization. Work experience of the candidate is not the criteria that the company focuses on. This is because the company also gives chance to the fresher who are creative and have innovative minds. This is the strategy that aligns with the company’s strategy of being innovative (Lombardo, 2017). In general, the company’s selection process involves series of steps such as background check, screening, interviews etc.
The compensation packages at Google are the main retentions strategy that has been used by the company. This is because the compensation that the company provide is higher than the average packages given by other companies. In addition to the high packages, the company also provides meals and other incentives to the people so that they feel motivated to work with the company. Coaching and mentoring are the two practices that are being used to monitor the employees (Lombardo, 2017).
This model suggests that the business strategies of the company are the important part of forming the HRM strategies of the firm (Boswell, 2006). This model argues about various factors that need to be considered in order to make the HRM strategies. The first factor is the business strategy and the goals of the organization (Armstrong and Taylor, 2014). It is very necessary that the business strategy is aligned with the HRM strategy because the people that are being hired and retained in the organization should have the capability that helps in following the strategies made to achieve the organizational goals (Sheehan, 2005). There are some other factors also that affect the strategy of HRM such as environment factors whether it is internal or external. Combination of all these factors forms the base to strategize the HR policies of the company (Boxall and Purcell, 2011). If the company has the organizational strategy of cost efficiency, the company also needs to hire the people who have the knowledge and the efficient to work in that way (Wright and McMahan, 1992). The company has to cut the cost of all the operations in ode to be cost efficient with the products they serve the market with. This suggests that all the functions of the company need to be linked with each other so that the company achieve its targeted goals (Noe, Hollenbeck, Gerhart and Wright, 2007). Any deviation in the HRM strategy with the organizational strategy can lead to difficulties for the firm.
Goggle is the company that has been considered as the most innovative firm. This is the firm that is well known for its creativity and innovation is the competitive advantage of Google. as far as its organizational strategies are concerned, whether it be generic or intensive growth strategies, the basis of all the organization strategy is innovation, the company has been differentiated its products in the market because of the innovation and the creativity of the company shows in its products. It has been analysed that in the recruitment process of the company, the company focuses on recruiting the people who are creative and innovative in their thinking rather than hiring the people with prior work experience. This is the reason why the company is aligning the objectives of HR strategies with the organizational objectives. As the organizational objective of the company is to be innovative, this objective has been linked to the strategy of the firm thus hiring the innovative staff is the major aim of the HR department of the company (Bowen and Ostroff, 2004). The incentive strategy of the company also suggests that the firm focuses on rewarding the talent who are doing good work. This strategy helps the company to retain the talent as well as the innovation in the company (Chuang and Liao, 2010). This is because the company is providing rewards to the employees who are working towards the goal of the company to attain its competitive advantage in the market. This creates motivational the employees and retains the employees in the company. This alignment in the organizational and the HR strategies of the company is very necessary for the firm in future as well so as to make the consistency in the process and functions of the company (Delaney and Huselid, 1996).
Several recommendations have been made for the company in order to manage the firm and its functioning. The first and the foremost recommendation for the company is to concentrate on implementing some other organizational strategies as well along with the strategy if innovation. This is because no company can stand in the market for long term by using only one strategy all the time (Harvard Business Review., 2017). It is required by Google to introduce some other strategies such as customer relationship and employee reward programs so as to support the activities of the company (Steiber, A., 2017). The second recommendation that can be made in order to support the company is that the company needs to be focussed upon improving the strategies of its existing products rather than developing new products now and then. This is because the company can only retain the customers if the products that are sold by the company are of high quality (Shih and Chiang, 2005). Releasing the new products does not make sense if the old products are not up to the mark. The company should align its organizational strategies to the HRM strategies in such a way so that the people who have the capability to improve can also be recruited. The prior knowledge of the employees about the Google products can help the employee to make improvement in the same.
Conclusion:
It has been concluded from the study that Google is the firm that operates and serves each and every individual of the world by its products and services. This suggests that the company is very much efficient in its work and provides the customers with effective and efficient services. The major reason why the company is so successful is the way the company aligns its organizational and the HRM strategies. It is very important for any of the firm to link their HRM and the organizational strategies in order to achieve the ultimate goal of the firm efficiently. The organizational strength of the company is innovation and this innovation. The company has used the HR practices in such a way so that they can provide then the employees who are innovative in nature and also introduced the programs like incentives that motivate the employees to innovate. This suggests that the company has aligned their organizational strategy with the HRM strategy of the firm. Several recommendation have been made for Google in order to improve its efficient in alignment of both the tsrtegies.as the company has only one strategy of invocation, so it has been recommended to impact new strategies and align them with HR practices so that the company have the support of alternatives. The company should also be recommended with the implementation of strategy t improvisation of the existing products.
This study has provided me with the knowledge of the organizational and the HR strategy of the company called Google. I have observed that the main reason of success of Google is because the company is very efficient in aligning its organizational strategy with the HRM strategies. As per the report I have included all the required topics that need to be discussed. I have received a positive feedback from the peers as well as from my tutors. My tutors suggested that I have to make some efforts in researching about the strategies more specifically but the work that I have done is satisfactorily good. During the research I have as realized that goggle is doing very good in its strategies and the alignment part and made some of the recommendation that I feel should be introduced by the company to be more efficient in its practices.
References:
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