1.0 Introduction The emergence of Google is traceable Sergey Brin and Larry Page met at Stanford University in 1995. In 1996, they initiated a search engine operating on Stanford servers called BackRub. In 1997, the duo decided to rename the company Google. Presently, the company is about 14 years old and with more than 30, 000 employees worldwide. The firm has its headquarters in Mountain View, California. Moreover, it has 70 offices in more than 40 countries worldwide. The company is an information communication and technology based company focusing on different perspectives based on their operations goal of making it easy to find information.
The company engages in computer systems design and online information services. Their business operations have different scopes with numerous products. The first scope is on web based services like web search engine, Google chrome browser, media for image, home & office for creating and sharing online documents, specialised search like blogs & alerts, social for sharing mailing lists and discussion groups, scholarly for searching scholarly papers. The second focus is on business fraternity. These include advertising, publishing, cloud computing and website optimisation (Google, 2012).
2.0 Google’s StrategyIreland & Hitt (2005, p. 68); Thompson, Strickland and Gamble (2005) posits that the anchor of any successful business organization relies on the ability of its top management to formulate and boldly execute strategies. According to Henry (2008, p. 141) firms should strategise in relation to their mission, industry, resources and competitive position. These considerations are crucial as they aide in crafting executable strategies aimed at giving an organization a competitive advantage against business rivals. Before looking at the strategy, lets first look at what shapes Google’s corporate strategy as explained above.
The first is the mission which is to “organise the world’s information and make it universally accessible and useful” (Google, 2012). For them to achieve the above mission, the firm has adopted corporate strategy of responding to market needs and managing change so as to meet customer requirements and improve brand value by being innovative, creative, engaging in total quality management, embracing strategic partnership, collaboration & acquisition, adopting management based on leadership & performance, standardising their operations and involving in corporate social responsibility.
According to Google (2012), the organisation has what they call as “things they know to be true, ” these ten points guide their strategic plan, operations and products & services to be launched. The other strategic tool is based on their organisation culture. The firm puts a strong emphasis on employees and leadership. This is irrespective of the spatial location, language or religion. All these allow them to build layers of advantage over competitors. To show how they have embraced the concept of innovation so as to address their mission, from inception to present, the firm has been launching masterpiece products and services from one after the other.
This list include being able to search in numerous languages, Google chrome browser for different operating systems, android phone, Google maps and Google books among many others. Apart from being innovative, in business world it is recorded that is not the strongest that survive but those who adapt to change. In order to capture this, they produce what the customers need. These include customised language, ease of editing, ability to personalise Google. com and Google instant previews.
The other example is strategic partnership and acquisition that the firm has done over the years so as to reach certain target market or acquire technology and capacity. For instance, the firm at one partnered with Yahoo, AOL and Twitter among many.