The Business: Google Strategic Management Team Project, Functional Strategy at Google

Google Strategic Management Team Project
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Functional strategy at Google
Core Competencies
Google is the largest among the search engine companies in the world with revenues spanning billions of dollars (The Business Ferret, 2012). To get the world status Google has concentrated on the few competencies that could produce the best results. Among the main competencies that the company has managed to streamline is the Google search. The company has maintained the highest market share relative to the rest of the search engines such as Yahoo, Bing, DuckDuckGo, Aol, Ask and Baidu (Schwartz, 2015). The company has enjoyed this level of dominance over the desktop platform and has also managed to maintain this level of dominance over the mobile platform. With the largest number of searches being carried over the mobile platform, the company has managed to maintain the high level of dominance, with over 78% percent while yahoo comes in second with 5%. The Google search is currently the most used search engine, attracting more than a billion searches on a daily basis across the world. To make sure that the company is able to handle the massive traffic on their servers, the company invests in the state of the art servers that are able to handle the massive load. Using PageRank relative to the ranking algorithm, the users are able to get the most relevant result of the search in the fastest way possible (Schwartz, 2015). This means that the company has developed the PageRank mechanism to make sure that, whenever people make searches on the internet, they get the most relevant results at the top of the list of possible results generated (Castro, 2012). There is a diminishing level of relevance as one go down the list of the possible generated results. To underline the subtle element of the searches, relative to the fact that the engine is widely used, it can be used to generate data for analysis on the various social, economic and health trends that are taking place in the world in real time (Kokemuller, 2016). This is to mean that, aspects such as the latest health scare in the world can be determined by just analyzing the number of times a certain health related event has been searched on the internet. If there was an outbreak of a certain disease, it could be quite easy to establish what the outbreak is and the affected areas, based on the searches that would be made in real time about that outbreak. The company has indexed billions of web pages for ease of retrieval. With the current bloat in the results across the internet it is crucial that the company refines its search algorithm to cut out irrelevance in the results. A single search generates millions of results and more than half of the same are irrelevant (Schwartz, 2015).
One other core competency that they should enhance is the Adwords, which is part of the online advertising platform and one that brings the company billions of dollars in revenue (Castro, 2012). Using the Adwords the company is able to give the advertisers a chance to display adverts to billions of internet users based on the keywords that they use on the search engine. Relative to the fact that the Adwords use the key words, it would be quite crucial if the adverts w...