Google Business Strategies Essay

Executive SummaryThis report provides an analysis of Googles maturement of natural strategical resources, dynamic capabilities and core managency, Analysis of susceptibility test, Googles arguency foundation to compete in shopping connect searches and the haughty disturbs of Googles competencies towards its headache theoretical account. Moreover, this report provides recomm destinationations that Google argon effectively equal to utilise. basisGoogle, a provider of multiple products and services, with the mission to organise the realisms teaching and contrive it universally accessible and useful, is the number virtuoso web search engine. Additionally, Google has an old online shopping service site whose rivals include amazon and eBay (Newth, F 2012). However, recently, in 2012, Google announced its adaption of a modern remunerative model, where retailers were now starting to get charged. Moreover, the bases discussed by means of turn up the report go out be ground ed in Googles competency test, and its impact towards Google subscriber line model (Newth, F 2012). Googles pausement of new strategicresources, dynamic capabilities and core competency Googles recent change of passing on costs, a fee, to online retailers who display their products on the Google online shopping site (Hartwig, J. I 2012), go forth require Google to develop new strategic resources, dynamic capabilities and a core competency.Firstly, developing new strategic resources to work aside Googles new paid model (Hartwig, J. I 2012), willing mean that Google will exigency to improvise on pedagogy Google employees currently working in the Google online shopping sector, to adapt to the new changes bookly, through being educationally mentored on new policies, procedures and most all important(p)ly, advancing this new process in a sustainable dash (Sullivan, J 2007). abject on to the development of dynamic capabilities, here, Google will call for to effectively make cha nges towards the confederacys internal and external validational skills, resources and functional competences moreover, reviewing the callers strengths, as a result of adapting to the new change(Newth, F 2012), that is, the re localization of Googles online shopping paid model.This is a crucial change to develop, as vice president of product management for Google shopping, Sameer Samat, explained that byrepositioning to an all-paid model will increase further trustworthy data(Sullivan, D 2012) , whence, it will greater improve the shopping search experience for its nodes. Additionally, Googles core competencies founder already created various warring advantages for the confederacy, and as a result, Google will need to review their most valuable war uniform advantage, and put emphasis on those advantages they have over otherwise alike(p) companies, such as Amazon who provides an online shopping service (Sullivan, D 2012).Analysis of competency testReferring to attachmen t 1, a competency test of Google was completed, and is now going to be further analysed. Additionally, the competency test as completed was based near three of Googles strategic bestowitions, that is, their employees, Googles steadfast post scream and their loyal node base. It should in any case be noted that the analysis for the business model impact will be discussed further in the report. The archetypical strategic asset discussed is Googles experience and knowledgeable employees. Google is the number integrity best keep corporation to work for in America, as voted by the orders very own employees (Sullivan, J 2007). on board this, Google acknowledges its employees by crack employees everything they need to get them commissioned on specific aspects such as creativity and purpose. Google as well as focuses on helping their employees have the correct information and resources in regards to their work (Sullivan, J 2007).Moving on, whilst providing to the employees work inevitably in every way possible, Googles unique employees argon also provided with majuscule people management practices, as a result of the companys use of the people analytics approach. Google training efforts arent the usual handed-down tactics applied, Googles development efforts are decentralized meaning Google employees constitute self order learning (Sullivan, J 2007). A pine with self directed learning employees also demonstrate, dogging learning and development, and adapting to changes when needed, are key features that set up be direct parallel to the core employee competencies at Google (Sullivan, J 2013). Moreover, when undergoing a VIRO test, to assess whether or not Googles employee dynamic capabilities net become a competency, as presented, Google employees pose three of the four characteristics valuable, organisation and rare.These characteristics are related to the employees competencies, as here, themain employees competencies include, information and gathering, where employees are able to locate and collect data from a variety of sources, whilst also analysing the data in order to prepare it into meaningful reports (Sullivan, J 2013). another(prenominal)(prenominal) competency is business perspective, whereby employees use an understanding of the companys issues, processes and outcomes in order to elicit Googles overall business performance. Additionally, Google employees manage important resources such as financial information, in order to achieve hapless and ample term goals (Sullivan, J 2007). Moving on, the next strategic asset is Googles impregnable brand name. Googles brand name is unmatchable of the most recognised brand names globally, and is one of the leaders in internet brands. In 2010, Google for the fourth time was presented as 2010s world valuable global brand, close to major competitors such as Microsoft (Interbrand, 2010).Alongside Googles signifi burnt brand image, Googles strong root word base, another d ynamic cap force, is the base for providing new and advanced innovative products and services to end users that is consumers (McDermott, T). Here, the company brand name plays a rather bountiful reference to add to Googles strong brand name, as the strong infrastructure base allows Googles new innovative products to gain a matched advantage, hence keep its strong brand name visible(McDermott, T) . Moreover, like Googles employees, the companys strong brand name lies within similar VIRO test characteristics, such as , Valuable, rare and Imitability. Alongside these characteristics, Googles strong brand name competencies as presented in table one, have accustomed Google the hazard to enter in a wide variety of markets, and has produced a competitive advantage, as well as, making Google profitable for the company in twain short and long call(Tsai, M 2011).Additionally the last strategic asset for Google is loyal customer base. Googles dynamic capabilities in this case, refers to the companys strong customers based brand equity and Googles ability to create outstanding customer cheer. Starting with customer based brand equity, here Google utilises its customer brand loyalty which is attached to many benefits for the company such as greater brand loyalty from users and an increase in Google usage (Bhasin, K 2011), just to name a few. Here, Google is able to ascertain for increased price premiums and receive additional trade cooperation and support. To add, customer value and customer brand relationships are the foundation of Googles brandresonance, for instance, Googles search advertising has created a wear out fit between brush potential customers needs and the relevant advisement. Hence focusing on these attributes has allowed Google to add these as one of their strengths towards the overall company (T. Y. Chan, C. Wu, Y. Xie 2011).Furthermore, Googles loyal customer base VIRO test characteristics as presented in table one, makes Googles susceptibility a true competency. In regards to this, the main reason it could be gaunt upon that Google has a loyal customer base is through its ratings (Bhasin, K 2011). This can be seen through Google standing out as one of the take place search engine for users, hence the reason for such a large customer base, whilst beating Bing and Yahoo, other competitors in the same category (Bhasin, K 2011). Googles competency foundation to compete in shopping related searches An analysis of the competency test derives favourable outcomes for Google to more effectively compete in shopping related searches. Considering the fact that Google already has a extremely established reputation, it sets itself as the most used search engine for users, hence allowing Google to better compete in online shopping (Bhasin, K 2011).Googles high up consumer awareness, strong market position and core employee competencies further contribute to their competitive advantages, resulting in a higher chance of shopping-rela ted searches. Referring to Googles online shopping novelty to an all paid model, Google believes that by having a paid relationship, it can better ensure the quality of what it lists in Google shopping (Sullivan, D 2012). To add, Google also believes that it will provide more trustworthy information, which improves the shopping online search experience for both retailers and customers (Sullivan, D 2012). Overall, Google has the ability to utilise its competencies and competitive advantages in providing users with more out of their search engine, by working on making it easier for users to search and equality products whilst shopping online. In addition, by assisting shoppers to locate the best deals, theyre able to increase traffic to retailers in order for shoppers to easily find their sites (Sullivan, D 2012).The positive impacts of Googles competencies towards its business model Furthermore, as mentioned above, Google has the proper competency base to effectively compete in shop ping related searches. As Google has the propermechanisms and competencies to compete, it brings alongside it positive impacts towards Googles business model. The positive impact of employee competencies at Google, include the positive attributes Google employees pose such as strategically working on intrinsic challenges on a day-to-day bases, effectively gathering and processing appropriate information to further enhance Googles culture of innovation , having a rather unique business perspective and resource management have greatly impacted the companys business model (Sullivan, J 2007).Moreover, Googles strong focus on human capital and retention (Sullivan, J 2007), overtime, has given employees the opportunity to make a positive business impact towards the companys overall business model, such as their ability to execute their yarn-dye into online shopping, whilst competing with other large online shopping companied such as EBay and Amazon. Moving along, like Google employees, the companys strong brand name also has a positive impact towards Googles business model, as Googles strong market position allows Google to be innovative with its offering products and services, which in the long term adds value for the company, through increased sales (T. Y. Chan, C. Wu, Y. Xie 2011).Googles outstanding actualisation, through high consumer awareness, allows the company for more opportunities to seek, such as dormant being an effective competitor in the online shopping sector, though introductory changes were put into place (Sullivan, D 2012). Overall, Googles strong brand names, and its competitive advantages such as the competencies as mentioned above, play an important role in positively impacting the companys business model. Similarly, like competencies from knowledgeable and experienced employees, and the companys strong brand name, Googles loyal customer base also has a positive impact.Googles recognition as the top search engine for online users (Interbra nd, 2010) gives Google the opportunity for expansion, as its built customer base are more likely to become a continuous user of Googles product lines and services, if they are able to be flop executed, such as Googles online shopping changes, that even though in that respect were surmises (Morphy, E 2014), once placed into action, it was a more effective way for users to and retailers to sell and buy products. Whilst creating value from Googles loyal base, in the long term, this largely impacts Googles overall companys business model, as this competency has created a competitive advantage (T. Y. Chan, C. Wu, Y. Xie2011) that even though other search engine companys may be successful, Google is understood deemed as the most popular and most chosen by its users.RecommendationsPresented, are recommendations Google should effectively consider and utilise in order to stay competent, allude to its consumers need and moreover keep an overall positive impact towards the companys busine ss model. Google is grounded in its culture of innovation however, with the increase of competition, Google will need to overcome this challenge. In order to preserve its culture of innovation as they grow, it is highly recommended that Google overlooks its employees competencies and re adjust some aspects, so employees are able to effectively execute any task given, in order to keep Googles innovations unique, and superior (Morphy, E 2014). Google should utilise appropriate dynamic processes that result in capabilities that adds to the strength of the company, in order to develop strong and positive competencies that support Googles unique business model. In turn, this will result in a competitive advantage that Google will be able to override its competitors.Moving along, in order to compete with competitors in the online shopping sector, such as Amazon and eBay, Google will need to effectively build onto its dynamic capabilities, by critically reviewing the strengths of their str ategic assets, such as Googles strong name (McDermott, T). This can be make through promotional strategies and the correct use of their enormous brand recognition in order to allow Google to make smart investments in terms of their retail efforts. Moreover, in regards to the Google online shopping site, in order to terminate speculation (Owen, V 2013) with Googles customer base, Google should provide search results that are in the best interest of consumers shopping online, not provide customised search results that except work in the best interest of retailers and advertisers.ConclusionIn conclusion, it is clear that Google has positive competencies to contribute to the companys business model, as a result of Googles strategic assets, dynamic capabilities and its competitive advantages. Moreover, this has allowed Google to maintain its strengths, whilst allowing for greater opportunities for growth and expansion.ReferencesBhasin, K 2011, The 20 Brands -The Most Loyal Customers, Viewed 24th shew 2014, http//www.businessinsider.com.au/brand-loyalty-customers-2011-9?op=1 .Hartwig, J. I 2012, Google Shopping Preparing for Paid Listings Viewed 5th April 2014, .Interbrand 2010, Interbrand Releases 11th yearly Ranking Of The 100 Best Global Brands, viewed 20th March 2014, McDermott, T, 2004, delineate Google, Viewed 18 March 2014, . Morphy, E 2014, Google merchantman Handle Data, But Can It Handle Actual Shoppers?, Viewed 28th March 2014, Newth, F 2012 Strategic oversight and Business Models A Modular Approach, Business Expert Press, inaugural edition, pp.80.Owen, V 2013, Sellers Hit By Google Chargers, Daily Mail, United Kingdom. Sullivan, D 2012, Google crossing Search to Become Google Shopping, Use Pay-To-Play Model Viewed 20th March 2014, Sullivan, J 2007, Google, Journal of Workforce Management, vol.86, issue 20, pp.42. Sullivan, J 2013, How Google Is Using People Analytics to whole Reinvent HR, Viewed on March 25th 2014, http//www.tlnt.com/2013/02 /26/how-google-is-using-people-analytics-to-completely-reinvent-hr/ . T. Y. Chan, C. Wu, Y. 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