Sample Business Studies Research Paper on Google Company

Google Company

Module 111

Business ethics describes the adoption of proper business practices in organizations.  It calls for the elimination of controversial issues such as bribery in business operations. The laws often guide them. Google’s cooperate ethics are guided by the phrase` Don’t be evil’ that enhances acting with the relevant laws and increasing respect among each other in the organization. Google practices corporate ethics by creating a high standard of business conduct. The company has set forth various guidelines that seek to promote corporate ethics. These include integrity, privacy, responsiveness, and safe workplace provisions (Drummond, Ensor & Ashford 129). The guidelines help to adhere to the corporate ethics of the company that `Don’t be evil.’

Workplace diversity is the hiring of employees from different backgrounds, ages, races,s, and experiences among other qualities. The current global market is changing within workplace diversity becoming significant for effective performance in the organization.  Workplace diversity enhances the growth of the company. Google has benefited from diverse employees who increase profits and growth.  The growth of employees takes s part in the growth of the company. Considering the diverse employees, they provide valuable strategies that increase sales and enhance customer satisfaction (Chabowski, Mena & Gonzalez-Padron 55). Diversity improves the quality of employees as it obtains diverse workers’ skills and experiences. It also lowers turnover in the company.  Strong diversity processes minimize conflicts among employees.

Diversity also increases flexibility in the organization.  The company develops flexible work processes that accommodate all employees. Generally, diversity increases the performance and growth of the company. Google has a diversity policy that seeks to state that googlers emerge from different locations and possess unique backgrounds and experiences. The diversity policy applies to the hiring practice of the company by ensuring diverse persons are employed. It is evident in the composition of its employees that contain people from different races, ages, and backgrounds. Google also observes cultural diversity by applying collaborative projects and teamwork (Morgan 117).

The marketing concept describes the business philosophy that dictates the frameworks of the company’s roles in order to meet the needs of the customers. The marketing concepts comprise other relevant approaches including needs and level of customer satisfaction.  Thus, the marketing concepts put efforts to achieve the customers’ demands in the market.  It can be referred to as a long-term concept in enhancing the profitability of the business. Google relies on the marketing concept to meet the need of the customers. The forms believe that customers are significant parties to the improved growth and performance of the organization. This forms a key part of organizational success. Thus, the marketing concept seeks to integrate the customers to the operations of the company. The marketing concept helps to understand the potential customer’s needs in various specific markets (Drummond, Ensor, & Ashford 210). It helps to create value for products and services through effective marketing orientation. To achieve the company objectives, it should develop relevant marketing concepts that focus on both short-term and long-term profitability.

The company’s target market describes the people in which the company seeks to sell its products. It also implies to the consumers that the company developed marketing efforts to provide its products and services. The target market can be defined through buying patterns and demographics. Thus, the company considers the tastes and preferences of the customers in selecting the target markets for its products and services. Google targets customers from different parts of the world; thus, it designs quality and unique products to meet the customer’s preferences (Chabowski, Mena & Gonzalez-Padron 59).

Fig. 1 4Ps Marketing Mix

Google applies the 4ps of marketing in order to gain a competitive edge over its competitors. These include product, price, promotion, and place. The use of the 4ps helps the company to maintain a competitive edge through the development of successful innovative marketing plans. Product is a concept of the 4Ps that describes the products to be offered to the consumers. The company ensures that the products and services meet the customers’ needs. Price illustrates the amount of money charged to the services and products of the company. The prices must charge against the values of the products and services. Promoting outlines the activities that seek to inform and persuade the targets customers in the markets. Lastly, the 4Ps concepts comprise of place that determines the appropriate locations to target its consumers. Google targets millions of customers through the internet (West, Ford, & Ibrahim 123). Therefore, the 4Ps concept is applied in order to improve the marketing concept of the company. Google is competing strongly in the current economy considering it dominates close to 67 percent of the search engine across the world. It faces strong competition from Microsoft, Yahoo, and other firms in the online advertising business.

Recently, most businesses adopt globalization that forms a fundamental basis for the strengths of the firm. Globalization promotes business approaches in relation to technical and financial strategies. Globalization assists in the ability of business, and the financial markets assist in gaining a deeper understanding of the political, financial, and economic environments. It helps to drive sustainability in the operations of the business (Rundh 265). Globalization leads to increased employment opportunities and advancement in technologies in different countries.  Globalization also leads to the improvement of infrastructure including communication and other utilities.  Generally, globalization enhances businesses’ access to new consumers and markets.

The company also seeks to trade globally, due to the availability of expansive markets for its products (Morgan 119). Thus, many firms go international to identify new and emerging markets in different economies. Google is a global company that is headquartered in New York but has subsidiaries in all five continents across the world. In the first quarter of 2014, the percentage of sales was 65 percent of the total revenues. The company would consider Southern American counties and some European countries as growth markets for the long-term success of the company.

In operating globally, Google faces cultural and governmental challenges in the global business environment. A good example of the government and cultural problems faced by going global is Google in China. Google has faced cultural barriers in promoting its brands in China. The Chinese government has also placed strict regulations on the company affecting its performance in the markets. Cultural regulation considers the ability to conform to the beliefs of the public (Drummond, Ensor & Ashford 56). Thus, the company should consider all cultural values and beliefs.  In addition, the government challenges for global operations include censorships, laws, and regulations that affect the performance of the company. Therefore, global companies must understand the cultural and governance challenges that affect their global operations.

The selected global business strategy is effective in enhancing the productivity of international operations.  The strategy develops comprehensive skills and approaches in maintaining the company’s global portfolio for Google products. Its innovative global strategy has been able to tap various emerging markets (Chabowski, Mena & Gonzalez-Padron 56).  The current global strategy should adjust to its current technological advancements across the world.  It follows the setting up of relevant policies and technological procedures to enhance productivity.

Module IV

Google SWOT analysis 2013

A SWOT analysis examines environmental factors of the company and strengths that affect the achievement of the organizational goals. It helps to analyze the strategy formulation of the company in a coherent manner (Payne & Frow 217). A good example of the Google SWOT analysis provides examples of each factor in strategy formulation. Google SWOT analysis promotes the profitability in relation to revenue strategy through effective marketing strategies.  Understanding of the competitor’s factors provides relevant approaches for improved financial performance in the company.

Fig 2: Google SWOT Analysis 2013

Strengths

Strong technological  stations

-Developed equity brands of products

-Profitable business operations

-Developing innovative culture in emerging markets

-Quality performance

Weaknesses

-More than 80 per cent of the company’s revenues obtained from ads

-Strong competition from close competitors such as Microsoft and Yahoo

-Challenges in obtaining startup capital and financing

-Litigations of patents

-Unprofitable services and products

Opportunities

– Google fibres available in the markets

-Innovation approach  in mobile technology

-Customer awareness of the innovative features of the products and services offered

-Patents from acquisitions

-Increased mobile internet subscribers

Threats

-Increased regulatory criticisms

-Increased diversions on management and  integration of the business operations

-Failure in developing relevant technological strategy

Google competes on the business innovation strategy that is based on research and the user-driven innovation models. The business innovation strategy promotes urgency that aligns with a reduction in the wastage of energy. The strategy has helped to focus on energy maximization that defines innovation in the company.  It also allows the company to generate interest in accomplishing its goals. Innovation develops appropriate routines and processes that guide the company on its goals. This follows strategy implementation in Google, which aligns with the innovation rules and regulations in the internet and mobile industry (Ruth 261). Most importantly, the business innovation strategy has led to a freethinking climate that developed innovative and imaginative culture. The cultures create a better approach in enhancing dynamism in the market. It also assists the company to maintain a strong strategic focus in developing innovation. The innovation strategy facilitates the company’s move to achieve its goals.

Based on his renowned global brand, the future strategic positioning of Google is attainable.  The brand offers both local and global customer loyalty. This ensures that the company retains a competitive edge over its close competitors. The company has an opportunity to diversify its services and products through an innovative approaches in the market. The positioning of Google in the industry has seen it acquire various companies in expanding its operations (Payne & Frow 217). The ability to expand its portfolio provides a significant opportunity to promote email service and promoting the digital world.

Fig 3: Google Diversified Products and Services

Amidst the current looming competition, Google has a higher chance to position itself strategically in the internet industry. The proper understanding of management and government policies seeks to evaluate the overall markets for strengthening its online position. In terms of diversification, Google has created a diverse product that forms part of the main revenue segment (Payne & Frow 215). This follows the various products and services offered by the company in the market such as Docs, Apps, and Email. The ability to diversify its products creates a strong positioning in the market for future growth and expansion.

Conclusion 111 & IV

Part one of the paper details the aspects of marketing concepts and the impacts of globalization on the company. It also evaluates diversity increase performance, and growth of the company. The second section considers the strategic analysis of Google using the SWOT method. The section provides a relevant analysis of the future positioning of Google in the internet industry

References

Chabowski, Brian R., Jeannette A. Mena, and Tracy L. Gonzalez-Padron. “The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities.” Journal of the Academy of Marketing Science 39.1 (2011): 55-70.

Drummond, Graeme, John Ensor, and Ruth Ashford. Strategic marketing. Routledge, 2013. Print

Morgan, Neil A. “Marketing and business performance.” Journal of the Academy of Marketing Science 40.1 (2012): 102-119.

Payne, Adrian, and Pennie Frow. “Developing superior value propositions: a strategic marketing imperative.” Journal of Service Management 25.2 (2014): 213-227.

Rundh, Bo. “Development of customer value in a supply chain: managerial thinking about strategic marketing.” Journal of Business & Industrial Marketing 26.4 (2011): 260-272.

West, Douglas, John Ford, and Essam Ibrahim. Strategic marketing: creating competitive advantage. Oxford University Press, 2010. Prin