Google Internal Environment and PESTEL Analysis

Google Internal Environment and PESTEL Analysis ABSTRACT The purpose of this project is to strategically analyze a multinational company of our choice. Our case study is Google Inc. which we will analytically break down, using various sources. We chose Google because we found really interesting due to the fact that not only it is the biggest internet search engine to date, but also a pioneer in its industry. Based on existing literature and web references, will try to analyze its internal and the external environment. INTRODUCTION Google has occupied the dominating position in its industry since the beginning due to its unique product which is a result of its unparalleled working environment. It has gone on to attain the largest share of the online search engine market as it provides its users with a product that is difficulty substituted even though there are numerous competitors. By analyzing the internal and external environment of the corporation, it is evident that Google is running a well oiled machine, paying attention to even the least significant detail in order to ensure that it provides a prompt and reliable product to its customers. History Google was founded around 1995 by Larry Page and Sergey Brin while they were still university students. The idea was based on pages PhD research project called Backrub. This involved mathematical properties of a link structure on the internet. Having indexed over 50 million web addresses, Google was formally incorporated by 1998.it has such significant influence that a company could either greatly benefit, or be seriously harmed depending on the search rankings. Besides being the top search engine, Google features other functions such as Gmail, Google Earth and Google Docs. Moreover, Googles extreme success and constant expansion and development are due to their unparalleled working environment which not only aims to keep everyone happy, but successfully does so. (Google, 2011, Keller et al, 2008) INTERNAL ENVIRONMENT Resources Capability Theory Sources The combination of sources and capabilities, defines a good strategy of a company. Google achieved to combine ideally its sources and capabilities, as we can see that its strategy, is working. Ones company resources can be separated to tangible, intangible and human. Referring to Googles tangible resources are the financial sources from advertising companies, raw materials, mechanical equipment, modern facilities, innovative design of homepages and hardware. As for the intangible resources they are, high technology, worldwide reputation with users and suppliers , strong brand name , huge data-base, patents like Google Earth and eco friendly Blackle. Another important intangible factor is the business culture of Google which does not only care about the service of users but also cares about vast working environment. Moreover as for the human resources, Google has a large amount of high-skilled and capable staff. Furthermore, another important factor of Googles success is its know ho w which cant be imitated by any other rival firm. In addition all employees are experienced in the market of information based services. Google has strong leadership combined with training which resulted in loyal staff. (Christodoulou, 2010, David 2007) Capabilities The combination of sources, tangible, intangible and human resources create the appropriate capabilities. Capabilities separated as marginal capabilities which cannot easily imitated and fundamental capabilities which can. By combining its resources, Google creates some very effective capabilities. Flexibility, quick response and speed of distributing the information are produced by the combination of huge data base with the highly advanced software. These capabilities are fundamental because they cannot be copied easily. Another fundamental capability of Google is innovative and effective human resources management. This is also a result of good leadership with highly skilled and specifically trained staff. Furthermore, the combination of human resources with the software and innovations has the result of design capability, which is imitated. The right transmission of information between leadership, employees and the culture of Google results in good communication, as a fundamental capability. The combination of the right organization in human resources with the program system creates the fundamental capability of quick responsiveness to customers. (Christodoulou, 2010, David, 2007) Competitive advantage Value Google provides a high value product which satisfies its consumer needs, whatever they may be, quickly and efficiently. A costumer can use its search engine when looking for information on literally anything as well known, or not, that would be. This is what keeps it in its market dominating position as the leading search engine as it provides such a rare product. Furthermore, Google uses a program call AdSense which is vital I order for businesses to generate income. This is due to the fact that there is more traffic, hence more exposure, which consequently leads to an increase in sales. (Morrow, 2009, Thompson and Strickland, 1998) Rarity Googles rarity can be seen even on its homepage which is unlike any of the rival companies. There is a 28 word limit policy for the homepage, meaning that it is the only one that which is completely clutter free, letting customers focuses on what they want to use the product for without any distractions. This in turn shows that Google inc. wants to provide a high quality product that meets consumer needs, rather than trying to gain profit from annoying advertisements .Furthermore, the relevancy of the results of the search engine make it evident that Google succeeds and reaches its aim to provide a product of the highest quality for each customer. Compared to its competitors, yahoo and Microsoft, it is the most efficient and accurate when providing a consumer with the result. (Morrow, 2009) Imitablility Googles unique homepage has not been imitated by its competitors due to the fact that they are more interested in what consumers need to feel relaxed using this search engine, rather than profiting from advertisements. In addition even if competitors try to imitate Googles results, they would require an enormous database, extremely fast computer memory, and servers all around the world. Furthermore, Google try traces what you search each time and in a way gets smarter in order to provide you with the most relevant results each time you search. It basically can tell what you are looking for even the word which have been used has more than one meaning. (Morrow, 2009) Substitutability The fact is that Google has substitutes, such as Yahoo, Microsoft, Ask and Bing however it continues to dominate the market as it provides the best product and therefore gaining strong customer loyalty. (Morrow, 2009) Value chain Due to the fact that Google provides information based services, which is a nonphysical product, its value chain differs from the traditional form. Their raw materials are the web users who use Google to search. The same users are then directed by text advertisements into their advertising partners websites where the sales occur, which is also the finished program. Furthermore, the search engine works in such a way that it keeps record of the users previous searches in order to provide more relevant results in future searches, which in turn means that web users are directed to websites where there is more probability that purchases will occur. In addition, due to highly skilled and qualified staff, the dependency of primary activities on human resource is quite high and so causes an increase in costs. Operations, sales, distribution and services are conducted with the aid of Googles servers and its internal software, all of which contribute to the value chain as they increase the fir ms profit. It also spreads its operations globally in order to be constantly aware of changes which in turn help Google maximize its profit. (Morrow, 2009) Mission Statement To organize the world information to make it universally accessible and useful From this statement we can see that Google Inc is not interested in profit maximization but strives to meet the needs of its customers with a high quality product. Also Google states that sharing information and giving access to it, so that every person in the world could find whatever he needs from a source of his preference. (Morrow, 2009) EXTERNAL ENVIRONMENT PESTEL Political As for the political environment, Google has few political restrictions. Firstly, one of the political problems that it faces is with the Department of Justice, due to the fact that there are plenty of inappropriate content and classified documents. Secondly, it has problems with the Chinese Government, because of censorship of searching results. Google tries not to have problems with censorship globally, because of its cooperation with the U.S Government and the protection of personal privacy. For this reason, it has created privacy terms on its homepage, where users can find information. In addition, many countries of Asia have limitations on what can be searched, but generally the majority of countries around the world do not have restrictions. (David, 2007, Morrow, 2008) Economical Nowadays, there is an economic crisis all over the world witch significantly affects global sales. Furthermore, one of the countries that have been hit the most are the United States, where Google is located. However, this crisis has not affected Google, because it does not sell direct products, but services which are funded by advertisements. Also, the free provision of Google leads to an increase in its popularity, which in turn maintains its good relations with advertising firms. Finally, its excellent knowledge of the market allows Google to be able to respond to any kind of crisis. (David, 2007, Morrow, 2008) Social Googles great advantage is that there are no social restrictions, because its services can be used by everyone despite age, religion, nationality and living conditions. Another advantage is that is not a seasonal company, for the reason that its services are always desired. Also, the development of technology and the trend of using Internet through computers and mobile phones have increased in the last years, impacting Google expansion all over the world. Google has no geographical dependence because the technology of internet is widespread worldwide. An example of geographical power is that more than 115 countries use Google, many of which are not economically developed. Googles social environment is global, meaning that is a Multilanguage society. For this reason, Googles services have been translated into numerous languages. Furthermore, it allows access to sites which may be inappropriate or appropriate. However in many countries there is a prohibition to them due to cultural and religion differences. (David, 2007, Morrow, 2008) Technological The technology is always advancing, so this phenomenon makes Google expand rapidly. For this reason, it has to be updated constantly in order for it to follow its revolution. New technology in computers systems may aid Googles services to work faster and better, so it has to prevent its opponents from taking this new technological knowledge. Another advantage of technology for Google is that the costs are decreasing, while the quality of the services that it offers is improving and the innovation are strengthened. It also improves the speed of information, the ways of communication and transportation. These reasons help Google to expand and more important to survive. (David, 2007, Morrow, 2008) Legal The legal environment is an issue that concerns everyone who uses the Internet. Copyright is an issue that exists in legal environment because of the ability that third party persons and companies can copy pictures and steal information from others. As a result, Google has created a page with copyright information about what is legal and what is not. (David, 2007, Morrow, 2008) Five Forces As always analyze of five Porter forces play very important role for the study of business elements and contributes to develop the right strategy to be able to survive and become more competitive. (David, 2007, Morrow, 2008) Entry Barriers Regarding the search engines, they have accumulated a large amount of information on customer service. Therefore, Google updates its material, in order to compete with other online search engines. For a newly introduced company it is necessary to serve and meet its customers expectations and the services should be provided at high speeds with flexibility in search. When Google was established around 1998, there were other similar companies like Yahoo, AltaVista and Excite, which had big influence in the market place but Google achieved to dominate. The web environment of search engines is more enriched, compared with the past years and its more familiar for users. As a result, the entry of new firms is not such a big threat for existing companies, especially for Google. (Morrow, 2008) Suppliers The main suppliers of Google are advertisements of companies, which expect to be popular in the world, so this factor contributes to the direct profit. Therefore, the negotiating power of suppliers is relative low, because Google is the pioneer of searching services. Over the years, technology evolves rapidly and because of it, Google achieved to install new software in mobile phones. But in this case the negotiating power is very high, because there is other companies software, like Microsoft with more experience in the market place. (Morrow, 2008) Competitors The main target of Google is to be able to face the competitiveness and become dominant company in the world of search engines. The main source of income is based on advertisements, due to reliable information that is collected daily. Since 2007, Google noted an upward evolution with annual profit rate at 110%. The main competitors of the company are Microsoft and Yahoo which have significantly lower profit. For the achievement of their profits, trademarks like MSN and Live-search played very important role. The companys high market share gives it the advantage to improve the quality of information and make the search easier. As a result, Google creates successful advertisements rapidly in comparison with its competitors. (David, 2007, Morrow, 2008) Customers Since 2007, almost entirely, the profits of Google come from advertisements. The strategy of the company is to obtain new and more advertisements, of which the profit is maximum 3%. So it accumulates the profit from many small advertisements. Many firms want to advertise themselves and users have the opportunity to find them through keywords. Then, the percent of profits increased, because it is considered as an extra service. This attracts many companies which results in Google buying power in low levels. (David, 2007, Morrow, 2008, 1999) Substitutes In recent years the world of Internet is the first option for the users, who search direct information. Due to the uniqueness and immediacy, there arent specific substitutes for data search. In order to Google to serve the users and become more competitive, with the help of some tools, classifies the data by date. The leading position of Google and the possible future entrance of competitors depend on the satisfaction of customers and shareholders. (David, 2007, Morrow, 2008, 1999) Complementary The complementary goods are directly connected with services of Google and depend on them as these are portable computers and mobile phones. Generally, it is an industry with restricted amount of complementary goods. (David, 2007, Morrow, 2008, 1999) SWOT analysis Strengths There is a wide range of functions offered such as Google docs, Google earth, Gmail, Google translator and Blackle, besides its main operation as a search engine. Good reputation and strong brand name Loyal customers Google has developed very well its know how, Googles efficient and prompt results Pay high attention to the users Unique product-service Friendly working environment Does not distract its users by flooding the homepage with advertisements Weaknesses The requested search does not always coordinate with the results You cannot always find the information that you want in the fullest extent The information is mostly in English Hackers create many dummy site with spam Whoever is interested in using Google for advertising purposes does not have a clear idea where it would be more profitable to place their advertisements as the cost or click charging is very confusing There is a lot of useless and invalid information Opportunities Google can expand by merging Using higher value context on the web Can increase the internet usage Can local vendors advertisements on every local search It can provide more hand-held devices to capture a larger share of the market It can increase the advertising spending online Threats There are a lot of competitors and rivals Censorship A lot of legal trials due to users invasion of privacy The confusing policy for advertisements may disappoint the potential clients and Google may start losing them If it decides to follow its competitor by changing it minimal user friendly interface it may lose a lot of its users Privacy issues regarding the contents ownership It can lose its brand loyalty if it merge with other large firms (David, 2007, Thomson and Strickland, 1998) FINANCIAL Google is a company that has increasingly become popular since 2004. In recent years it has achieved to increase its incomes that helped it become a profitable company. Googles revenue is 99% from advertisement, because the products that it sells are free to use. According to the financial statement, Google is better than its main competitor, Yahoo because, it has 2.4 times more of its revenue. Additionally, Google is more profitable than Yahoo as it manages its debts better. In recent years, Google has slowed down the sales growth, income growth, assets growth, the profit Margin and the return of assets as we can see in table 1. However, it is still at a good level and it does not declare to be in a downward path, because it is still first in sales. This is a result of its steady growth, as know that no company can achieve an upward course. Googles revenue is increasing annually, even if it is not at the same rate as previous years, however, it has never been less. (Morrow, 2009) CONCLUSION To sum up, throughout its progress, Google has kept its dominant position over its competitors in the information based services industry. Furthermore, it is very important to note that Google has not only been consistent when it comes to providing a product of the highest and quality, but is also constantly developing, adapting, but more significantly revolutionizing the industry. In addition, what makes Googles product so unique in comparison to its competitors is the attention that it gives to consumer needs in order to provide a reliable and difficultly substituted product rather than focusing on maximizing its profit with every given chance which may compromise the quality of its search result; its product. Having analyzed the corporations internal and external environment it is evident that Google pays attention even to the smallest detail to ensure that it will be the leading company amongst the numerous other online search engines and has been able to create loyal customers t hat are constantly increasing. SOURCES-BIBLIOGRAPHY Morrow, B. (2009)Internal Analysis of Google Inc., 22 February, 2009. Available at: http://www.benmorrow.info/research/internal-analysis-of-google-inc [Accessed: 5 January, 2011] Morrow, B. (2008) External Analysis of Google Inc., 15 October, 2008. Available at: http://www.benmorrow.info/research/external-analysis-of-google-inc [Accessed: 5 January, 2011] Google (2011) Company Overview Corporate Information. Christodoulou, I.P. (2010) Strategy Strategic Management Perspectives. [PowerPoint slides] Lecture handouts. University of Hertfordshire.22 December, 2010 Keller, K.L., (2008) Strategic Brand Management. A European Perspective. 1st edn. England: Pearson Education Limited David, F.R., (2007) Strategic Management Concepts. 11th Ed. Upper Saddle River, New Jersey: Pearson Prentice Hall Thompson, A. A. Jr and Strickland, A. J III (1998) Strategic Management Concepts and Cases. 10th Ed. USA: Irwin/McGraw Hill (International Edition)

Axe commercial

The current Axe print advertisement in question is part of a global campaign to promote its new line of â€Å"Peace† products, trying to strike down the sexist image It had previously. Axe partnered with a non-profit organization called Peace One Day and alms to promote peace In the world by an anti-war agenda and also gender equality. An end to the gender wars. This Is an example of using polymers through the slogan â€Å"Make Love, Not War†, which Is the use of the phrase to Incorporate multiple meanings.The ad is directed at both males and females, unlike other Axe advertisements in the past, and so both men and women are considered the inscribed reader. According to the deputy executive director of Axe in London, David Kolkhoz, â€Å"It's a theme we've been playing with for a while now, the equilibrium of the sexes. This is Just the first time we've done it in this more serious way. † (Nude, 2014, Para. 9) The idea that Axe is moving into different territory by attempting to equalize men and women sexually is emergent discourse.Scripts of lust and hyper sexuality are giving way to scripts of â€Å"Make Love, Not War†. This can be seen as a desirable outcome for a female audience of the Peace products. If this Is a successful outcome, women's views on Axe will shift, they will purchase the products for their partners and profits will Increase. When the deputy executive director was asked If this new message of love and equality Instead of lust and gender wars was possible or believable in an Axe campaign, he stated that â€Å"the brand has been slowly evolving for a while now. † (Nude, 2014, Para. ) using war in an advertisement campaign is an ambitious marketing tool that Axe tries to combine gracefully with peace and sexuality. The scene of the ad is based in a war zone on a beach featuring an array of different scenarios. There are soldiers, fighter Jets, helicopters, a soldier with a flame thrower and smoke seeping into the sky in the background. Amidst all the chaos, there are waterfalls, couples in hammocks, people swimming, and airplanes in the sky are formed In the shape off heart. In the middle of the ad there is a women in a brightly colored dress In the arms off soldier.There Is a couple falling from the helicopter together, a couple flirting by a tank, and woman massaging a man on the beach sand. Filters are a profit motive and, In this case, one motive Is using war In the campaign. It is particularly affective because we are currently involved in a war. Promoting peace, by calling the product line Peace, is an active attempt of lifestyle communication. Making the hippie peace movement a cool comeback for the company. Ensuring consumers that Axe is trying to be part of the solution and not the problem.This creates a self-surveillance by which some consumers will purchase the Peace products to feel good about themselves using a product that promotes peace. This is a positive social ideology that many people strive for. Consumer's social position on this issue, war, create a negotiated reading of the product, and they purchase more. The reader Ex.'s senior director, Matthew McCarthy states, â€Å"Young people care deeply about the future. This generation Is socially conscious and more digitally connected than ever. † (Nude, 2014, Para. 0) The ewe Axe advertisement does not fully deviate from Its previous campaigns. The positioning of women in the ad is still very similar to previous ads, however, it's just these soldiers. They are not shown in uniform like the men, but they are in play clothes and are scantily clad in short shorts. There is a women on top of man massaging him and another in the arms of a soldier. To some, this is still a very sexist Axe ad. This is seen as an oppositional reading and in direct conflict with the social ideologies that the Axe executives are trying to portray.The reception of the ad is probably mixed due to split political ideolog ies in the world. Many people would take this campaign face value and feel that it is promoting world peace. Many people might view this as an attempt for Axe to finally end sexism in their ad campaigns. Others will see this as Just another sexist advertisement littered with sexism but Just shown in a different light. Analyzing media using these ideological methods is extremely interesting when you delve into detail and dissect every notion of an ad or an entire campaign.Looking at the ad from different ideological perspectives is eye-opening and interesting. Researching other ads was entertaining and the entire process is engaging. These are all positive aspects of the process. Sometimes difficulties arise when trying to decipher what ideologies are accidentally placed in an ad or what is purely intentional. Axe could have a specific agenda that may or may not be interpreted by certain audiences. This is a con when trying to analyze accurately. Overall, the ideological method of an alyzing media is very useful and thorough.

Leadership Behaviour of Apple Company Free Essay Example, 3000 words

Approach to change indicates the management can have different perceptions of employees and their roles in the change process. Higgs and Rowland determined two sets of approaches to change noting that process is influenced by whether it follows the directive and Self-assembly approach or assumes the master and emergent approach. For approach to change based on directive and self-assembly, the approaches focus on changing the people while master and emergent approach is about doing change with people. However, doing change with people is perceived as having significant impact on organisational success and can be more effective when changes are to undertaken within a short time. Although a number of writers have stressed the importance of leadership affecting change through directive and self-assembly approach, the participative nature of working with people makes it the best for positive outcome. Change process that seeks to tap into diverse capabilities of the workers improves the q uality of desired results as every employee contributes to the outcome. Emergent approach to change is perceived as being the most successful as it allows employees working as team or individuals to operate with less confinement due to minimal application of rules with a loose set of directions for implementation process (Aitken and Higgs 2011). We will write a custom essay sample on Leadership Behaviour of Apple Company or any topic specifically for you Only $17.96 $11.86/page For employees in the lower position having technical skills is more valued than possession of conceptual skills although employees in all organisational positions must always have human skills.

Industrial Revolution Essay - 939 Words

The 19th Century was a time proven to signify change. With an increase in inventions, came tools shown to be resourceful in saving labor time and costs. Some of these inventions such as the cotton gin and the loom were housed in what became known as factories. Just the introduction of factories alone created a change in the workforce as this made it so people could not work from the comfort of their own home. The changes in the work environment also lead to unjust pay scales, treatment, and expectations. The Industrial Revolution was a result of inventions that changed the work environment by introducing factories; the provided opportunities for a woman to join the workforce and in turn leading to the first labor movement. The Industrial†¦show more content†¦Never the less, this proved beneficial to the United States and mass production, but it is also telling of his lack of value of others. The Industrial Revolution was a result of inventions that changed the work environment by introducing factories. Workers were previously creating goods from the comfort of workers homes and now charged with creating these goods in mass production in factories due to the inventions of powered special-purpose machinery. The introduction of factories also provided opportunities for farmers and unskilled workers that were not previously afforded to them. David Zonderman, an American History Novelist claims that females, in particular, saw working in factories â€Å"as offering an escape from the drudgery of farm and household labor and an opportunity to learn new skills to climb the occupational ladder. (357) Females saw working in the mills as freedom from parental authority, domestic responsibility, and relief from working on the family farms. Females also so working in the mills as empowering. By working in the mills, they were able to earn their own money and were able to receive an education. However, Andrew Kopkind states that the woman â€Å"was unhappy with their long hours, unhealthy work environment and brutal living conditions.† (404) The women were expected to work up to fourteen hours a day at half the wages men earned. They livedShow MoreRelatedEssay on Industrial Revolution1489 Words   |  6 Pagesenvironment. Industrial revolution was so fundamental that it’s often compared with the transition from farming to stock raising, which began several thousand years before the birth of Christ. Considering the uses of natural resources, can human history be dived up into three pieces of varying length; hundreds of thousands years before â€Å"the agricultural revolution†, thousands of years between this and the Industrial revolution and the two hundreds years after the beginning of Industrial revolution. 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