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Identify Business Strategy of Google

Essay by   •  April 13, 2016  •  Case Study  •  982 Words (4 Pages)  •  1,081 Views

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Identify Business Strategy of Google

The definition of a business strategy is that, it is a plan to direct where the business should be going and how it is expected to get there. A strategy is also a coordinated set of actions to fulfil objectives, purposes and goals.

Hence, based on the definition above, Google has a few business strategies which will be mentioned in the following paragraphs.

Firstly, Google’s mission is “to organize the world’s information and make it universally accessible and useful.” It aims to achieve that mission by attracting Internet users to its free search services and earning revenue from targeted advertising. Its advertising department have to flagship programs which is AdWords and AdSense. Through these two programs, Google has capitalized on this leadership position to capture the lion’s share in advertising spending. AdWords enables businesses to place ads on Google and its network of publishing partners’ for as low as 25 cents per thousand impressions. AdSense pushes advertisements on publishing partners’ website targeting specific audience and shares ad revenue with the publishing partner.

Secondly, Google to this date continues to take risks and expand into new market. It currently offers over 120 products or services. Google bosses has said that they would fund projects that have a 10% chance of earning billions of dollar over a long term. They also added that they are especially likely to fund new types of project when the initial investment is small.

Identify Organisational Strategy of Google

The definition of organisational strategy is to decide how the company organize to achieve its goals and implement its business strategy. It also includes the organisation’s design as well as the choices it makes to define, set-up, coordinate, and control its work processes.

Thus, based on the definition above, Google’s organisational strategy will be identified in the subsequent paragraph.

Google is a company that promotes a culture of creativity and innovation in a number of ways. One of the ways that they encourage innovation is by allowing employees to spend 20% of their time on a project of their own choosing. In addition, it offers benefit such as free meals, on-site gym, on-site dentist, and even washing machines. Despite an open and free work culture, a rigid and procedure-filled structure is imposed for making timely decisions and executing plans. For example, when designing new features, the team and senior managers meet in a large conference room. They use the right side of the conference room walls to digitally project new features and the left side to project any transcribe critique, with a timer clock giving everyone 10 minutes to lay out ideas and finalize features. Thus, Google utilizes rigorous, data-driven procedures for evaluating new ideas in the midst of a chaotic innovation process.

Identify Information Strategy of Google

The definition of information strategy is a plan that an organisation uses to provide information services. Based on the definition, I will identify Google’s information strategy in the following paragraph.

Google’s IT department provides free and open access to IT for all employees. Rather than keeping tight control, employees are allowed to choose from several options for computer and operating systems, download software themselves, and maintain official and unofficial blog sites. Google’s intranet provides employees information about every piece of work at any part of Google. In this way, company can find and join hands with others working on similar technologies or features. In regards to its infrastructure, Google’s IT department balances buying and making its needs and off-the-shelf availability. For example, it uses Oracle’s accounting software, whereas it built its own customer relationship management



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