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Copy of Google Case Study

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Micheal Devaney

on 19 April 2013

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Transcript of Copy of Google Case Study

Google's strategic position & recommendations for the future where art thou? Resources, Capabilities & Competencies Google's Internal Appraisal Industry Value Chain Google's Internal Appraisal PEST Analysis & Porter's Diamonds Google's External Appraisal Porter's Six Forces & Strategic Group Analysis Google's External Appraisal To achieve a distinctive competency and eventually a competitive advantage, the resources, capabilities and core competencies must be aligned in such a way that they work side by side to achieve successful penetration Google's Resources: Motivated & committed employees
Patents, copyrights, intellectual property
Skilled and experienced management team
Technological know-how and knowledge base Google's Capabilities: Workforce produces innovative solutions & services
Intellectual property that is well preserved in the organization
Up to date technological and managerial practices Google's Competencies Synergy of all business units (YouTube, Google Earth, Gmail etc.) into a recognizable brand Google's Distinctive Competencies: No other internet company was able to have the same synergy and branded recognition of a bundle of products and services as Google The users are considered to be the raw materials because in effect, the advertisers are 'buying' those users from Google The users are considered to be indirect customers because they are the source of companies' revenues, these revenues in turn end up as revenues for Google by advertising through its services. Google's technological know-how and expertise can be considered the processing section in this value chain because it provides both the users and the advertisers a medium for communication and interaction The customers are not the users, but rather the advertisers are Situated in an unconventional industry, Google has a different value chain than most other companies Political: Anti-trust laws are weakening Google's financial strength as well as its reputation. Governments are weary of Google's vast information, fearing opposition from their own people. Economic: Developing economies are shifting income dynamics and so advertising in developed economies is not as profitable as advertising in economies with high disposable income Sociocultural: Cultural norms must be respected by Google if they do not fear a bad reputation. Societal trends are shifting towards fast paced communication and on the move technology Technological: Google must stay up to date with new technology but must also diversify in line with technology's direction and not try to create its own trends Threat of New Entrants: Current competitors are weak on their own but there is a high chance that two of them may merge into a larger entity Bargaining Power of Suppliers: Google has many requirements and buys from numerous suppliers, especially high tech and advanced companies. These may be rare and therefore charge high prices Bargaining Power of Buyers: Switching costs and substitutes are relatively easily available to users Threat of Substitute Products: Again, switching costs are low, users are a click away from Google's competitors, this is Google's fiercest threat Rivalry among Existing Firms: The tech industry is fast moving and ever changing, if a competitor is able to acquire new technology or a new way to attract users, Google loses market share Interest Groups: As Google expands, it makes contact with NGO's, trade unions, and other organizations that have care indirect stakeholders (such as the environment) Google's Competitors: A 'Reactor'. It does not pose as big a threat as it seems because their revenue disparity is large and have reached Google's level of diversity and technological advancement A 'Defender'. Even though protected by Microsoft's umbrella it did not pursue innovative strategies and is fairly unpopular outside the US. Financially powerful though. A 'Prospector'. Probably poses the biggest future threat to Google because of its financial vastness and large user base. Employs innovation and plans on creating a search engine of its own An 'Analyzer'. Recently the fiercest competitor to Google because of its rapidly increase user base. Runs on a separate market but can easily takeover Google's user base because of its variety of products and services Issues Priority Matrix & EFAS Google's External Appraisal Strategic Factors Analysis Summary Google's External Appraisal Strengths • Employee motivation & loyalty
• Expert management team with immense experience
• Technological know-how and capabilities
• Strong brand name and recognition Weaknesses •Not enough security against cyber crime
•Not enough financial expertise on hedging
•Too much focus on similar industries and less diversification
•Stabilization of growth Opportunities •Many SME tech companies are spurring up
•Diversifying into other industries such as automobiles
•Many countries that do not yet host Google
•Alliance propositions with other tech companies Threats •Mergers & Acquisitions by competitors
•New substitute technologies
•Legal suits, copyrights and patent wars
•Economic recession and downturn of the Euro Faces threats from technological advances yet it harbors some of the brightest minds of the industry There are numerous tech companies out there that have ripened for acquisitions that the company can afford, but Google is just too big for them to agree Combining expertise, a skilled workforce and a solid brand name with a new industry can create the perfect formula to a successful diversification scheme If a new (or old) company can manage to come up with a new technology that can attract enough users, Google may risk a detrimental drop in market share Our recommendations to Google Executive Summary Google had proven to be a fast growing and extremely competitive company
It has now exceeded Microsoft and its other competitors in market value
Its portfolio of products and services is so extensive it is now difficult to determine what Google really is However Google's threats are numerous and very dangerous
As successful as it is, Google does have some weaknesses which are vulnerable to these threats Therefore The company should embrace strategic diversity by shifting its directions into not one but many to avert risk
Being its most valuable resource, Google should take more advantage of its workforce and skilled employees
The world is still a vacant land, Google should refocus its global strategy to make no room for competitors out there. Google has a much larger capacity to do so
Finally, Google should view every threat as an opportunity and every weakness as a potential for improvement.
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