Strategic Plan: Implementation Plan, Strategic Controls, and Contingency Plan Analysis

Strategic Evaluation for Google Inc.

John Mbiti

STR/581

02/11/2017

Carlos Pinda

University of Phoenix

Strategic Evaluation for Google Inc.

Strategic evaluation is an assessment process designed to provide the executives as well as the management team with performance information concerned with projects, programs and activities aimed at achieving organizational goals and objectives (Wheelen, Hunger, Hoffman & Bamford, 2017). Strategic evaluation is important to any organization because it helps in identifying areas that require improvement and help an organization in realizing its goals more efficiently and effectively. Strategic evaluation is useful in reassessing organizational goals. This is because an organization could be underperforming due to flawed strategies that need to be looked into to ensure effectiveness. Moreover, it gives an organization and its management teams an opportunity to set milestones and assess the progress it makes towards achieving its strategic business goals. This paper evaluates potential business level strategies for Google Inc, assesses its potential corporate-level strategies, and assesses potential global strategies for the organization and the author’s recommendation a strategy or combination of strategies the organization should implement.

There are several business level strategies adopted by Google Inc. Some of them include product differentiation. The company offers many unique products and services to its customers. The differentiated products have made it possible for the company to have many customers and remain a global leader (Dhar, 2017). Due to many differentiated products, the company is able to attain a competitive advantage that would keep in business for a long period ahead of its competitors. The company’s web search engine offers the users a more reliable and effective to search on the internet. Moreover, it incorporated page ranks which deliver search inquiries by computing a recursive score of web pages. Moreover, the company focuses on the users by enriching their experience through the provision of a clear home page. A clear homepage makes it possible for customers to have an easy navigation and increase the time that customers remain on the company’s website. Equally, it has concise and clear categories of navigation bars that enable users to easily access the required information. Moreover, the company believes in a constant improvement of its products and services. The company has remained focused on improving its search engine to make it better and improve the company to a large extent. Elsewhere, Google Inc. has considered speed as a priority in remaining competitive. The company believes that for anyone searching for answers must do so in the fastest way possible. For this reason, the company introduced Google Chrome which is the fastest browser that matches the modern day needs of users. On the other hand, the company uses a democratic approach strategy whereby it depends on other sources that provide their links on the company website to determine which amongst them has the right content. Moreover, it has an open source software development which enables it to remain innovative.

Google’s corporate level strategies include stability strategy, growth strategies, retrenchment strategies and combination strategies (Bughin, 2017). Based on the company’s stability strategies, the company is able to set its present course and focuses on its resource development that is vital in enabling it to acquire a competitive advantage in the market. Elsewhere, the company uses the growth strategy that enables it to economically sustain its continued growth and development. On the other hand, Google uses a retrenchment strategy in the event that its survival is at stake. This is adapted to save the company of any potential losses associated with the high costs. Elsewhere, the company uses a combination of strategies to enable it to remain relevant and competitive in the dynamic business environment. In essence, the company’s corporate level strategies are meant to accelerate and expedite innovation as well as strengthening its brand loyalty by relying on transformational changes to create an open-source environment. Moreover, Google’s corporate level strategies have constantly improved the company’s overall value. The company uses corporate strategic planning that has enabled it to remain successful and competitive in the business environment.

Google Inc.’s global strategies include the expansion strategy which has enabled it to remain dominant in search engine industry and its emergence as one of the competitors in Smartphone market (Turban, Outland, King, Lee, Liang & Turban, 2018). The company acquired Android which is a software development company and used it to launch Android operating systems meant for Smartphones. This was to ensure that other manufacturers such as LG, Samsung and Motorola could adopt the platform. Elsewhere, the company launched foreign language version that is vital in foreign language education. Equally, it is a useful tool in carrying out cultural diversity training on a standardized level. Moreover, studying a foreign language is important in enabling people to improve their reading abilities. Equally, it enables people to be able to connect with others and help in solving problems.

Google Inc. has several strategies in place; however, the most suitable one to implement is the growth strategy. This is for the reason that the company is able to utilize its global reach to give back to the society. Equally, it makes several positive changes that enable it to contribute towards social innovation and gain a competitive advantage in the dynamic business environment that is influenced by the ever-changing technology. Moreover, adopting this strategy enables Google Inc. to help many people and business organizations to promote their causes that are facilitated through free advertisement on AdWords. This facilitates the company’s growth and expansion. Moreover, the can use this strategy to give grants to the needy population thereby gaining popularity and boosting its growth. Equally important, by using the growth strategy, the company is able to innovation and technology to empower the next generation. For instance, the Roberta initiative has enabled many young children to take an interest in science and technology that would enable them to become innovative.

In conclusion, strategic evaluation is an assessment process designed to provide the executives as well as the management team with performance information concerned with projects, programs and activities aimed at achieving organizational goals and objectives. It gives an organization and its management teams an opportunity to set milestones and assess the progress it makes towards achieving its strategic business goals. Google has several business level strategies that include product differentiation, page ranks, clear home page and a democratic approach. Google’s corporate level strategies have constantly improved the company’s overall value. The company uses corporate strategic planning that has enabled it to remain successful and competitive in the business environment. Google Inc.’s global strategies include the expansion strategy which has enabled it to remain dominant in search engine industry and its emergence as one of the competitors in Smartphone market.

Reference

Bughin, J. (2017). The best response to digital disruption. MIT Sloan Management Review, 58(4).

Dhar, S. (2017). How Google is combating to win company software program.

Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). EC Strategy, Globalization, SMEs, and Implementation. In Electronic Commerce 2018 (pp. 537-572). Springer, Cham.

Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management and business policy. person.