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Google's Strategic Change Plan Company Analysis
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Google's Strategic Change Plan
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Google's Strategic Plan
Establishing a concrete plan is the initial stage in managing strategic change as it involves evaluating the challenges, opportunities, and parameters of business evolvement. Several factors push for organizational changes, including government regulations, technological innovations, competition, new products, growth, and employee needs and development (Kotter and Schlesinger, 2008). The vast intersection of factors necessitating strategic change requires managers to consider both internal and external environmental influences and how they can affect change within its operations to fit the industry while maintaining business objectives. This shows that implementing a strategic change plan factors the current and required systems, processes, culture, and people- managers, employees, and customers (Stanleigh, 2015). A strategic change plan involves outlining what, how, where, and why to ensure functionality by considering its suitability, feasibility, and acceptability (Crawford, 2013 p. 11). This report analyzes Google's strategic plan by presenting its strategic audit through analyzing its current services and market reach, external environment factors, measure against Porter five forces, SWOT analysis and the core competencies, and strategic change options and their suitability, feasibility, and acceptability and how an implementation action plan.
Google's Strategic Audit: Current Services and Market Reach
The strategic audit covers the overall production management processes and activities of a company to identify the strengths, deficiencies, and challenges of adaptation to change and address the causes according to the internal and external factors (Hoshang et al., 2020). This shows that a strategic audit analyzes both the current management strategy, its strengths, weaknesses, risks, and the resources needed to implement a progressive strategy. Google's strategic audit begins with analyzing its partnerships, product catalog, customer segmentation, resources, activities, and cost structure (Innovation Tactics, 2020). Since its launch in 1998, it has diversified its services to include Adverts, Android, Chrome, Google maps, commerce, cloud, search, social networking, and YouTube (Pratap, 2018). Apps and in-app purchases, cloud services, and hardware also contribute to the revenues, thus catering to a wider customer base (Witzenburg, 2018). The company's advertising revenues in 2019 reached $161.86 billion, showing its customer base and market share in advertising, streaming, and communication services (Business Strategy Hub, 2020). Cloud services in 2019 represented 5% of its annual income, indicating its expanding business scope and customer reach. Google's vast product catalog serves different types of customers, including personal users, websites, brands, businesses, advertisers, influencers, news, and content creators (Innovation Tactics, 2020).
External Environment Factors: PEST Analysis
Political and legal factors influencing Google include government regulations, especially due to privacy violations like the 2016 elections and the Cambridge Analytics scandal (Witzenburg, 2018). The European Uni...
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