MMP_7_ISM International Strategic Management and Innovation Assignment Sample
Executive Summary
Strategic management and innovation helps in gaining suitable direction of companies for future growth. It has been analysed from the macro environmental analysis of UK that the total number of smart phones, mobiles and tablet users in UK is 65% of the population that indicates this region would be beneficial for the online search industry to expand its business throughout the UK population. Through analysing the macro environmental analysis of UK it has been determined that Google would be beneficial with using its strategic business model in acquiring business profit from UK. Using “Porter’s 5 Forces, Value Creation Model”, as well as evaluating of different competitive strategies would help in assessing success factors for Google. In addition, “Value Proposition Model, Business Model Canvas, 4Ps Innovation Model”, would help in evaluating existing strategies for Google for innovation. Through “VRIN analysis”, Google can identify its potential resources that would be beneficial in terms of developing effective services while generating value to consumers. Depending on this, strategic needs for Google have stressed market penetration and product diversification for competitive advantage along with acquiring future sustenance and customer reach.
Introduction
Strategic management and innovation focus on providing direction to an organisation that would help in future growth possibilities. This helps in developing relevant plans and policies for future development and allocating resources accordingly. This study would have the purpose to gain insight into existing strategies in Google that would help this company in gaining competitive advantage. This would also include macro and micro environmental analysis of Google for evaluating different factors influencing business solution of this company. It would also focus on evaluating existing business strategies and models including its innovation strategy that would help in analysing the strategic situation of Google. Comparison of Google’s business and innovation strategies with different components of competitive advantage and identifying strategic needs for Google would help this company in appraising Google’s strategic market share in online search industry.
Google Overview
Google can be identified as one of the largest and popular online search companies in the world providing internet related services and products. This company has a vision of organising information systems in a manner that it can be easy to access and help others in gaining useful information from a wide variety of sources. Google company has an operating income of 41 billion as well as a net income of over 40 billion US dollars in 2020 (Google, 2021). As an online search company, changing macro and micro environmental factors influence business operations of this company and innovation strategy plays an important role in becoming relevant in this industry. These two main factors affecting business operation for future development would be discussed in following section.
Macro Environmental Analysis
PESTLE Analysis
| Political | ● A stable political scenario would be helping the online search industry to incorporate innovative ideas over the political factor of UK that would uplit the region’s business in this industry (Statista, 2021). |
| Economic | ● It has been noted that UK has faced 8.7% of increases in their GDP rate which would be helping the online search industry to enlarge their new trend in operation in the recent economic scenario of UK (ONS, 2021).
● It has been observed that UK’s inflation rate has decreased from the range of 2.0% to 1.7% that would be advantageous for the online search industry to invest in virtual assets (Statista, 2021). |
| Social | ● It has been identified that UK has a population of 66.8 million according to the 2019 statistical report which would be beneficial for the online search industry to expand its business throughout the UK population (Statista, 2021).
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| Technological | ● It has been analysed from a statistical report of UK that total number of smartphone, mobile and tablet users in UK is 65% of the population that indicates this region would be beneficial for the online search industry to expand its business throughout the UK population (Statista, 2021).
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| Environmental | ● “Environmental Protection Act 1990 (c. 33)” has been established within UK that would help the online search engine industry to implement a new campaign to gain governmental support from UK government. |
| Legal | ● Implementation of“Data Protection Act 2018 (c. 12)” would be protecting data of users who use online search engines. This would encourage the user to use search engines and this would benefit the online search industry to have profit out of its business in UK. |
Table 1: PESTLE Analysis
(Source: Statista, 2021)
Analysis
From the above PESTLE analysis, it has been understood that Google would be gaining profit from expanding its business in UK as the total number of smartphone, mobile and tablet users in the UK are 65% of the population that indicates this region would be beneficial for the online search industry to expand its business throughout the UK population. In relation to this, the controversy of data breaching issues would also be safeguarded as the Implementation of“Data Protection Act 2018 (c. 12)” would be protecting data protection of users using Google online search engines.
Identified Trends
Highly Educated citizen
It has been determined that UK population is highly educated and keen on discovering new entities, in relation to this economic factor would be helping Google to gain profit from its business throughout UK population (Statista, 2021). Moreover, analysing internet penetration of UK citizens it has been identified that 94.62% of the UK population use the internet daily for using search engines and its results. From this, it has been noted that UK region has a trend of using the internet and this would be beneficial for Google to expand its business throughout the UK population (Statista, 2021). Analysing the current trend of UK in using electronic gadget, it manifests that Google would be gaining benefit from using the ongoing trend of using internet in daily lifestyle events.
Micro Environmental Analysis and Competitive Success Factors
Porter’s 5 Forces
Figure 1: Porter’s 5 Forces
(Source: Inspired by Anastasiu et al. 2020)
“Porter’s 5 Forces” is an effective tool that helps in analysing the competitive environment of a company. As mentioned by Anastasiu et al. (2020), Porter’s five forces in an organisation help in determining competitive attractiveness and intensity in market. This helps in developing effective strategies that would help in gaining an advantage while entering new markets as well as evaluating different factors affecting customer relationships and business competitiveness. It would directly reflect on gathering information on future financial and nonfinancial growth opportunities in UK online search market.
Threat of New Entrants (Low)
Threat of new entrants in UK online search industry, it has been identified that market key players such as Google, Firefox and many more have a low threat of new entrants in industry. According to Temelkov (2018), strong government rules and proprietary online technological requirements create a low threat of new entrants in market. High brand awareness, access to better distribution channels and capital requirements have provided an advantage for established companies to minimise threats of new entrants in UK market.
Threat of Substitutes (Low)
Threat of substitutes is the risk of replacement by companies existing in market. Threat of substitution in UK market for online search companies can be identified as having low risk factors affecting the business process. This would indicate that for biggest brands operating in UK online search market would have low intensity of competition of having more potential of improving profit factors in business.
Bargaining Power of Customers (High)
Bargaining power of customers in UK market is high in nature that would create difficulties in describing profit margin. As identified by Cho et al. (2019), availability of similar products and services in market provide buyer’s options to choose from that indicate a high bargaining power of customers. Hence, it can be stated that providing a higher quality of products can attract customers to existing services and increase sales number of companies.
Bargaining Power of Suppliers (Low)
Low bargaining power of suppliers would be another nature of UK online search market for big online search companies. High bargaining power of customers can be categorised as a factor influencing bargaining power of suppliers in an inverse proportional manner. Customers have high bargaining power in market that implies that suppliers in UK online search market would possess low bargaining power from suppliers.
Rivalry among Existing Competitors (High)
High rivalry among existing companies in UK market is the factor influencing revenue generation and profitability. As per the views by Wei et al. (2017), high intensity of competition in a market pressurise in providing greater quality of products to customers while maintaining low pricing strategy. This would provide customers convenience to choose from while decreasing profit potential from other existing firms.
Value Creation Model
Figure 2: Value Creation Model
(Source: Influenced by Hashmi, 2017)
“Value Creation Model” is described as a visualisation loop of a reinforcing system of operation cycle that would help in identifying value creation processes and evaluating suitable environments to exist in. In the opinion of Grönroos (2017), “Value Creation Model” would help in forming distinctive competencies for an organisation. This would help Google to effectively develop products and services while driving environmental factors in development of competitive advantage factors in a market. Advantage of application of this “Value Creation Model” would be that this model would help Google to develop effective services while catering value to consumers. This would ensure long term success for this online search company while bringing distinct meaning to one brand and providing solutions to customers.
On the other hand, incorporation of “Value Creation Model” would require active participation from internal stakeholders to develop effectiveness and value to external stakeholders. As suggested by Hashmi (2017), lack of active participation for stakeholders can limit advantages of incorporating “Value Creation Model”. Lack of adequate capital investment, lack of consideration of customer’s value creation and other factors can challenge to gain advantage on this model. However, Google has been identified as a company focusing on creating value to its customers having its focus on information availability.
Competitive Success Factors
Google has its success factors of providing relevant information to its customers while gathering information from different sources. Using tests such as content availability, back links, uniqueness and effective authority factors would help this company in gaining competitive advantage in market (Google, 2021). In addition, freshness and relevance of associated content available in this site would help in providing effective services to customers. This would help in gaining competitive advantage from its market competitors.
Focusing on developing user intended content can be identified as other comparative success factors influencing achieving advantage in this industry. As poised by Manninen et al. (2018), developing user intended products and services helps businesses in attracting a greater amount of customers. This has helped Google in gaining a competitive advantage in online search market and exploiting market share from other existing market competitors. Click-through rate or CTR can be identified as either factor influencing competitive advantage for Google. This has helped this company in understanding target audience for the company and developing effective strategies for addressing the same. However, too much integration of automated online technological factors and increasing data breaching situations would limit gaining success and competitive advantage in a market.
Evaluation of Existing Business Model and Strategy
Existing Google’s Strategy
Application of Differentiation Strategy
Google has its strategy of using uniqueness as its differentiation strategy for gaining a competitive advantage in UK market. As per the study by Jajja et al. (2017), innovation plays an important role in the evaluation of business strategies while improving existing products and services in a business. This would help Google in developing effective products and services incorporating advanced online factors. This helps in simplifying products and services provided by this online search company and attracting more customers to its provided services. However, focusing on implementation of excessive AI online search companies has been creating issues in trust faced by this company.
Broad Marketplace
Google can be described as one of the biggest internet censors in the world that has been operating in more than 219 countries worldwide. Effective following of rules and regulations by different countries as well as respecting data protection acts, removing of certain contents would help this company in successful integration of its business operation in different regions. As suggested by Wirtz and Daiser (2017), a broad marketplace of an organisation helps in increasing its existing customer base. This would help Google in increasing opportunities for increasing sales number as well as profit margin. Operating in UK market following the “Data Protection Act 2018 (c. 12)” would help Google in restricting any legal obligation from government and operating its business smoothly.
Strong and Wide Consumer Base
Google has been recognised as operating in more than 219 countries worldwide that has increased its customer base in an exponential number. As mentioned in studies, around 4 billion people out of 4.39 billion internet users utilise the facilities of Google. Having this huge amount of consumers in its customer base has helped Google in generating around $ 17.82 billion quarterly (Google, 2021). It can henceforth be ascertained that a strong and wider customer base has helped this online search company in gaining a competitive advantage in market while ensuring providing greater quality of services to its customers.
Value Proposition Model
“Value Proposition Model” is one of the effective models that help in delivering better values to customers. In the view of Manninen et al. (2018), application of “Value Proposition Model” helps in developing better products in business that would create value to its customers. This theory would help in attracting customers to buy a product as it would create better value for them. Using different strategies such as relevance, differentiation and quantified targets has helped Google in creating values for its customers and incorporating customer needs and providing services.
Advantage of using “Value Proposition Model” would help in avoiding waste of time and resources in operation process in a business. As mentioned by Fjeldstad and Snow (2018), implementation of Value Proposition Model helps businesses in focusing on mitigating needs of customer base. This would help in developing effective products and services that would help Google in attracting its customer base and improve opportunities for future sales opportunities. It can hence be inferred that incorporation of Value Proposition Model would help Google in minimising wastage of its physical and human resources and create value to customer’s life.
On the contrary, understanding of implementation process of “Value Proposition Model” has limited use of these tools effectively. As per the views of Manninen et al. (2018), interpretation process “Value Proposition Model” of managers in project management facilities plays a significant role in developing a suitable operation process. Failure of effective interpretation as well as lack of knowledge on how to interpret this “Value Proposition Model” would create challenges in creating values for customers. Excessive focus on functional responsibilities and addressing needs of several customers’ needs would develop issues for Google in incorporating “Value Proposition Model” in its business operation.
Business Model Canvas
| Company Name: Google |
|
| Key Partners | Key Activities | Value Proposition | Customer Relationships | Customer Segments | |
| ● Open handset alliances.
● Partnership. ● Network publishers. ● Ad Sense partners. ● Content producers. |
● Innovation Strategies.
● Development of new products and services. |
● Providing free search engine facilities.
● Content monetization facilities. ● Effective ads to target customer base. ● Free apps and tools to use. |
● Expansion of Ad Words network.
● Increasing privacy concerns. ● Support business process. |
● Ad Sense networking partners.
● Internet users. ● Other business and agencies. |
|
| Key Resources | Distribution Channels | ||||
| ● Innovation strategies.
● Advanced IT infrastructure. ● Huge investment of research and development. |
● Diverse workforce.
● Sales team from different countries. |
||||
| Cost Structure | Revenues Streams | ||||
| ● Marketing.
● Research and development. ● Sales. ● Traffic acquisition cost. |
● Advertising network.
● In app purchase. ● Google Play store. ● Cloud computing services. |
||||
Table 2: Business Model Canvas
(Source: Influenced by Google, 2021)
Following the table of Business Model Canvas of Google, it can be described that generation of website traffic is the major factor influencing success for this company. This company has its Apple in multi dollar partnership agreement whereas around 84 companies have been associated with this company in open handset alliances (Google, 2021). This company has its basic programs such as search algorithms, new products helping its businesses in developing this company’s key activities. Providing free options to use by customers while investing in marketing, sales, traffic acquisition rate and gaining financial savings through ad sense and other elements would help this company in gaining advantage in future.
Strategic Resources and Capabilities
Effective Business Model
Effective business model has helped Google in incorporating different innovation and organisational strategies. As poised by Fjeldstad and Snow (2018), an effective business model helps in significantly including maturity in inclusion required strategies required for business growth. This would help this company in effective integration of different issues in social benefits, providing services and many more. This would help in staying competitive in market, focus on gathering revenue and profitability of Google in future. This would help in creating customer value to customers through effective integration of innovation and competitive strategy of a business.
Employee’s Knowledge
As identified from the case study of “Being Googley: A Look into the Marketing Innovation Strategy Executive at Google”, employee’s knowledge is a strategic capability of Google. It can be recognised that Google uses its employee’s feedback and suggestions from its employees. This would help this company in gathering relevant knowledge from employees that would help in gathering relevant information about product development factors. It can henceforth be asserted that employee’s knowledge can be identified as a strategic resource for Google that would help this company to increase its capability in gaining knowledge on future development opportunities.
Networking Effects
The study of “Google and the Limits of Antitrust: The case against the case against Google” has indicated that Google has been experiencing an influence on raising monopoly factors in business operation. The incorporation of a direct network system has positively influenced it increasing user’s participation while an indirect networking system has influenced in increasing more values acquired from customers. However, using competitive pricing and maintaining quality associated with existing products would create limitations of using networking effects in business operation of Google. It can hence be inferred that Google has its strategic organisational capability of networking that has helped in attracting more customers. Limitations in using networking effects in business processes have limited effectiveness of using networking defects in developing future growth opportunities in future.
Analysis of Business Strategy
Following the discussions against different factors positively and negatively influencing business process of Google, it can be inferred that business strategies such as effective business models and employee’s knowledge would help in increasing business opportunities for business development. As developed by Stachová et al. (2019), effective integration of employee’s knowledge helps in accessing valuable information for product and service development. This would help in delivering better results as well as increasing employee engagement and increasing human resources for business development of Google. However, lack of effective risk integration, cost-error in innovation process and incorporation of efficient innovation strategies can be ascertained as the factor influencing business strategies for business development.
Analysis of Innovation Strategy
4Ps Innovation Model
“4Ps Innovation Model” can be described as an effective model, enhancing the components of a marketing mix that helps in developing effective products. As suggested by Gruszka and Tang (2017), integration of “4Ps Innovation Model” would help in achieving market objectives. The four components of this innovation model would be “price, product, promotion, and place”. This herpes in mitigating customer demand through developing customer oriented services and products. Advantages of using this model are that it provides an overview of four different stages that would help in innovation process. Implementation of price, product, promotion, and place strategies would help Google in become aware of different factors influencing change management process.
Understanding the needs for innovation would help in change management process of Google and development of effective organisational strategies. This would help this company in being innovative with changing nature in marketing trends and customer preferences. On the other hand, simplistic approaches in developing effective steps through incorporation of 4Ps model would limit effectiveness of this model. Lack of guidance in necessary steps and either factor would create issues in developing effective strategies for integrating innovation process in development of new products (Van Looy, 2018). It can hence be inferred that mapping the process of innovative factors and strategies on “price, product, promotion, and place” would help Google in experiencing effectiveness of implementing 4Ps Innovation Model.
Identification with examples, the form of innovation that the firm is pursuing
Google’s innovation strategies incorporate collaboration and communication that helps in developing effective products and services. As identified in a case study of “Being Googley: A Look into the Marketing Innovation Strategy Executive at Google”, employee’s knowledge can be defined as essential and crucial factors including this firm. Enabling mobilisation of relevant knowledge and other factors would help these employees to gather knowledge about new innovative strategies to be incorporated by Google. As ascertained by Stachová et al. (2019), employee’s engagement process would help in delivering better output results for a company while ensuring better problem solving capabilities. This would help this company in integration of employee’s knowledge on development process, feedback notes; ideas would also help this company in effective integration of innovation strategies. This has helped this company in launching beta versions of products and launching of Google maps, drive and many more. However, this company has been printing cost-errors in different innovation strategies, lack of preparation and in effective timing strategies that has been affecting this business in gaining advantage in industry.
Analysis using examples, the firm’s sources of innovation and how it is seeking to foster it
Lack of effective collaboration and cost management has created difficulties in Google’s sources of information for innovation strategies. This company has been experiencing difficulties in being innovative as well as launching new products enabling future development opportunities. As mentioned by Tahmasebifard (2018), organisational politics, focus on rivals and technical inefficiency has been negatively influencing innovation process of Google. Focusing on employee engagement, developing customer-oriented products and many more would help in effective integration of different innovation strategies for future development opportunities for Google.
Appraisal of Organisation’s Strategic Situation
Comparison of Google’s Business Strategy with Competitive Success Factors
| Google’s Business Strategy | Competitive Success Factors | Analysis |
| Application of Differentiation Strategy | Success factor of being unique in its approach | Freshness and relevance of associated content available on this site would help in providing effective services to customers. Meissner et al. (2017) noted that innovation has a significant contribution regarding evaluation of business strategies while improving existing products and services in a business. This would help Google in developing effective products and services incorporating advanced technological factors. Furthermore, it has the advantage of simplifying products and services provided and attracting more customers to its provided services. |
| Strong And Wide Consumer Base | Prioritising development of user intended content | Development of user intended products and services helps businesses in attracting a greater amount of customers. This has helped Google in gaining a competitive advantage in the online search market and exploiting market share from other existing market competitors. Lukyanenko et al. (2017) asserted that development of user intended content serves as an authentic and cost effective measure towards growth of brand image and sales. This further enhances the scope of widening customer reach and growth. A strong and wider customer base has helped this Google in gaining a competitive advantage in the market while ensuring providing greater quality of services to its customers. |
| Broad Marketplace | Practice of Click-through rate or CTR | These have been of competitive advantage in terms of helping Google in understanding the target audience for the company and developing effective strategies for addressing the same. However, too much integration of automated technology factors and increasing data breaching situations would limit gaining success and competitive advantage in a market. Effective following of rules and regulations by different countries as well as respecting data protection acts, removing of certain contents would help this company in successful integration of its business operation in different regions, thereby acquiring a broad marketplace in the long run. |
Table 3: Comparison of Google’s Business Strategy with Competitive Success Factors
(Source: Google, 2021)
VRIN Analysis
| Competencies | Valuable | Rare | Inimitable | Non Substitutable | Competitive Advantage |
| Customer Experience | Yes; as it is a major source of popularity for Google | Yes; through incorporation of differentiation and innovative form of efficient pricing, speed and accessibility | Yes; as it is easier to access worldwide | No; as the strategic innovation can be accessed by competitors | Sustainable |
| Market Position | Yes; as it maintains a broad market with a wide customer base | Yes; as it makes use of cloud computing measures like Google Meet | No; as breaking monopoly of the brand has been challenging | Yes; as they dominate both mobile and desktop services | Sustainable |
| Brand Image | Yes; as it has a customer centric and innovative approach | Yes; as it prioritises making life easier for its customers | No; with its user friendly image and accessibility of services at free of cost | Yes; as it focuses on key areas of improvement in terms of pricing, sustainability and CSR | Sustainable |
| Research and Development | Yes; because of continuous investment and dedication | Yes; through constant focus on innovation | No; because of constant innovation brought about | Yes; with approach of constant digitalisation | Temporary |
| Financial Positioning | Yes; with effective budgeting and innovation | Yes; through effective pricing and innovation | Yes; as it is easier to access worldwide in addition to cost errors involved with innovation | No; as the strategic innovation can be accessed by competitors | Temporary |
| Human Resource Management | Yes; as it ensures satisfactory salary packages in addition to extraordinary recognition and rewarding | Yes; as it extends considerable benefits to its workforce | Yes; as HRM practices can be modified by competitors | Yes; with recent facing issues of HRM | Temporary |
Table 4: VRIN Analysis of Google
(Source: Google, 2021)
Through VRIN analysis, Google can identify its potential resources that would be beneficial in terms of developing effective services while generating value to consumers. This would ensure long term success for this online search company while bringing distinct meaning to one brand and providing solutions to customers. On the other hand, incorporation of VRIN analysis would require active participation from internal stakeholders to develop effectiveness and value to external stakeholders. It would further be beneficial for businesses in focusing on mitigating needs of the customer base. Otola et al. (2018) opined that VRIN analysis helps in analysing the effectiveness of possessed resources and the capability of being substituted. This would help in developing effective products and services that would help Google in attracting its customer base and improve opportunities for future sales opportunities. It can hence be inferred that incorporation of VRIN analysis would help Google in minimising wastage of its physical and human resources and create value to quality living for its customers.
Evaluation of Google’s Innovation Strategy
Google believes in maintaining an approach of constant innovation to cater to ensuring a satisfactory brand image, market share and customer experience. It has been identified through the case study of “Being Googley: A Look into the Marketing Innovation Strategy Executive at Google” that innovation drivers of Google involve experimentation, decision making, business architecture, experimentation and process of participative product development. Google believes in incorporation of the approach of regular update of its products for innovation in addition to instant perfection (Wojcicki, 2017). Through the study of “Google and the limits of Antitrust: The case against the case against Google” has indicated that Google has been experiencing an influence on raising monopoly factors in business operation.
Incorporation of the direct network system has positively influenced it increasing user’s participation while indirect networking system has influenced in increasing more values acquired from customers. However, using competitive pricing and maintaining quality associated with existing products would create limitations of using networking effects in business operation of Google. It can hence be inferred that Google has its strategic organisational capability of networking that has helped in attracting more customers. Limitations in using networking effects in business processes have limited effectiveness of using networking defects in developing future growth opportunities in future. It has further been noted through the case study of “Being Googley: A Look into the Marketing Innovation Strategy Executive at Google” that Google makes use of a prediction market consisting of internal workforce towards assessment of customer demand and competitive responses.
Strategic Needs for Google
Effective business model has helped Google in incorporating different innovation and organisational strategies. As poised by Anwar and Ali Shah (2020), an effective business model helps in significantly including maturity in inclusion of required strategies for business growth. This would help this company in effective integration of different issues in social benefits, providing services and many more. It would also be beneficial in staying competitive in the market, focusing on gathering revenue and profitability of Google in future. This would help in creating customer value to customers through the effective integration of innovation and competitive strategy of a business. Mousavi et al. (2021) noted that market penetration furnishes the advantage of enhanced customer referrals and increased direct sales. Primary strategic need for Google is market penetration concerning acquiring a large customer base. This would be productive for the online search firm to enhance its market share in accordance with online advertising.
An intensive strategic approach following the success factor of Google can be on grounds of product development and diversification in alliance with technological advancement. According to Cooper (2019), product development and innovation helps in creation of new spaces with reference to a crowded market. Through effective identification of potential gaps, approach of product innovations helps in satisfying the customer segments. Following the discussions against different factors that positively and negatively influence the business process of Google, it can be inferred that business strategies such as effective business models and employee’s knowledge would help in increasing business opportunities for business development. Effective integration of employee’s knowledge helps in accessing valuable information for product and service development. This would help in delivering better results as well as increasing employee engagement and increasing human resources for business development of Google. However, lack of effective risk integration, cost-error in the innovation process and incorporation of efficient innovation strategies can be ascertained as the factor influencing business strategies for business development.
Conclusion
Strategic management and innovation focus on providing direction to an organisation that would help in future growth possibilities. This helps in developing relevant plans and policies for future development and allocating resources accordingly. Through comparison of Google’s business and innovation strategies with different components of competitive advantage and identifying strategic needs, it has been beneficial for this company in appraising Google’s strategic market share in the online search industry. Freshness and relevance of associated content available on Google’s portal have been concluded to be helpful in providing effective services to customers. Furthermore, a strong and wider customer base has helped Google in gaining a competitive advantage in the online search market while ensuring providing greater quality of services to its customers. Through VRIN analysis, Google can identify its potential resources that would be beneficial in terms of developing effective services while generating value to consumers. This would ensure long term success for this online search company while bringing distinct meaning to one brand and providing solutions to customers. This would help in developing effective products and services that would help Google in attracting its customer base and improve opportunities for future sales opportunities. Depending on this, strategic needs for Google have stressed market penetration and product diversification for competitive advantage along with acquiring future sustenance and customer reach.
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