Google: A Reliable Brand with High Adaptability - Essay Sample

Introduction

Strong brand image – Google prides itself on being one of the world’s most valuable brands. It provides defect-free, reliable, and readily accessible services and products; this boosts customer confidence. Consistent positive publicity and marketing have ensured the company retains a presence in the online market.

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High adaptability - Due to high revenues, Google can sponsor its innovation projects and stay ahead of technological trends in the market. (Google SWOT Analysis, 2019). The company can acquire tech companies and expand its product portfolio.

Business diversification – the company has invested in different sectors to capture different market segments and increase its market share. From cloud services like Google Cloud Platform to digital content like YouTube, Google offers an array of products for different preferences and demographics.

Google’s Weaknesses

Too much dependency on online technology – Google relies heavily on its online platform and needs to diversify more into creating and providing hardware products. (Google SWOT Analysis, 2019).

Unnecessary online advertisements - Google is notorious for its constant online advertisements. Regular ads pop up constantly on the Google search browser making it rather irritating to use. (Google SWOT Analysis, 2019). The company can curb this by improving search engines to offer more accurate and personalized ad feeds. It can also consider reducing ad popups by increasing adblocker options.

Privacy policies – the company has faced allegations stating that its overuse of privacy policies enables it to withhold vital client information. The company faces allegations of tracking user data even when settings were turned off.

Google Company Overview

Google’s mission statement is “to organize the world’s information and make it universally accessible and useful.” (Mission Statement Academy, 2019). How has Google accomplished this? Through a crucial strategy using its search engine optimization to collect and arrange data for easier use and convenience. The company has made access to virtually any information possible through the click of a button, (Thompson, 2019) Furthermore, Google offers a common platform where people can access, share or upload any digital content. The company's ability to capture and personalize individual personal information makes it a preferred choice from its competitors.

According to Kurt Lewin’s model for organizational change, transformation happens over three key stages: the unfreeze, change, then freeze model. In the first step, the organization convinces the staff that change is necessary. Step 2, business processes are modified to suit the new business model. Lastly, management ensures change is implemented and permanent. Google Company has an inclusive work culture that brings both staff and management together to discuss new approaches to tackle internal organizational change.

A discussion by various teams created the four-step approach called the “ChangeRules” approach. It is necessary to understand ‘why’, ‘what’, ‘who’ and ‘how’ to execute changes within the company. Google investigated internal operation reports to find the best way to improve its efficiency. One of the key areas was employee mobility and motivation. A motivational policy known as “Innovation Time Off” allows engineers to take up to 20% time off from work projects and focus on personal projects that interest them. Google’s inclusive work culture creates an environment where staff can freely present innovations appreciated by the management. Furthermore, Google provided bikes within its campus to encourage staff to cycle and stay fit. Through this approach, Google has embraced change and managed to adapt to the highly competitive tech industry.

References

Google. (2020, August 7). Wikipedia. https://en.wikipedia.org/wiki/Google#Workplace_cultureGoogle SWOT Analysis 2019 | SWOT analysis of Google | Business Strategy Hub. (2019, March 25). Business Strategy Hub. https://bstrategyhub.com/swot-analysis-of-google-2019-google-swot-analysis/

Mission Statement Academy. (2019, June 19). Google Mission Statement 2020 | Google Mission & Vision Analysis. Mission Statement Academy. https://mission-statement.com/google/

Thompson, A. (2019, February 13). Google’s Mission Statement and Vision Statement (An Analysis) - Panmore Institute. Panmore Institute. http://panmore.com/google-vision-statement-mission-statement

Tran, S. K. (2017). GOOGLE: a reflection of culture, leader, and management. International Journal of Corporate Social Responsibility, 2(1). https://doi.org/10.1186/s40991-017-0021-0