Rumelt described strategy as a type of problem solving in He wrote that good strategy has an underlying structure he called a kernel.
Through its generic strategy, the company has become a major player influencing the competitive landscape and development of industries. This generic strategy involves a broad market scope.
Google offers is products to practically everyone around the world. However, the generic strategy of differentiation also involves developing certain unique capabilities that make the business competitive. Google sets itself apart from competitors through the uniqueness of its products.
This uniqueness is achieved because Google is a highly innovative company. The increasing variety of its products, inclusive of Google Search, Google Fiber and Google Glass, is a manifestation of this innovation under the differentiation generic strategy.
The Google Search algorithm also evolves over time to ensure competitive advantage against Yahoo! The generic strategy of differentiation means that Google must maintain its competitive advantage based on uniqueness.
It is of critical importance for the firm to continue innovating. A corresponding strategic objective is to develop new products or continue improving existing products.
In this way, Google will be able to keep its competitive advantage in using the differentiation generic strategy in the face of competition from other technology firms. Google relies on market penetration as its intensive growth strategy, especially outside the United States.
In the United States, the company already has a leadership position. However, in other countries, such as China, Google directly competes against other large search engines and online advertising firms. Thus, in the market penetration intensive strategy for growth, Google continues to strive for a bigger share of the global online advertising market.
Google also uses the market development intensive strategy for growth. Within the United States, the company uses this intensive strategy for its Fiber product. Currently, the Google Fiber Internet and cable television service is available in only a few states, such as Kansas, Missouri, Texas, and Utah.
Thus, using the market development intensive strategy for growth, Google aims to offer its Fiber product to more states in the future. The company continues to develop new products, such as Google Glass and the driverless car.
The company also develops new models of Nexus mobile devices. Through the intensive growth strategy of product development, Google creates more channels for income generation.
The company continues to expand and grow its global presence through the intensive strategies of market penetration and market development. Such leadership is important for the firm to satisfy its mission statement and vision statement.
The combination of the intensive growth strategies of market penetration, market development, and product development also contributes to the capability of Google to maintain its leadership position, which in turn empowers the company to maintain its financial viability.
A suitable recommendation for Google is to focus its efforts, especially in product development. The company has been criticized for engaging in seemingly disparate product development efforts in different industries and markets. However, to improve its strategic alignment, Google can first focus on ensuring the profitability of its current products before embarking on the development of any new product.Google dominates most of the markets it operates within, including: Online advertising.
Google’s main source of revenue is its advertising business.
In , advertising generated US$ billion or 87% of Google’s total revenue and 86% of the total Alphabets’ revenue. Search the world's information, including webpages, images, videos and more.
Google has many special features to help you find exactly what you're looking for. Laszlo Bock, senior vice president of People Operations at Google. Neilson Barnard/Getty Images Google has had a long and odd relationship with the whole idea of management.
Essay about Google's Functional Marketing Strategy - As defined in the textbook, functional strategy is the approach a functional area takes to achieve corporate and business unit objectives and strategies by maximizing resource productivity.
A strategy is all about integrating organizational activities and utilizing and allocating the scarce resources within the organizational environment so as to meet the present objectives.
Google’s homepage accessed through a MacBook Pro. Google uses the differentiation generic strategy (Porter’s model), along with the intensive growth strategies of market penetration, market development and product development.