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Reliance on advertising as primary source of revenues despite diversification 2. Global market share distribution in desktop search segment as of April 2017 2. Increasing presence in consumer electronics industry 2. Google’s current leadership in search engine attracts massive revenues via advertising and this position has also positive implications on the sales of its own products and services. First mover advantage for many products and services 3. The company invested USD 13,95 billion, USD 12,28 billion and USD 9,83 billion on R&D for 2016, 20 respectively. Massive investments in R&D has enabled the company introduce new products for new markets in a consistent manner, thus adopting first mover advantage as a competitive advantage of the business.
The first mover advantage gained by Google for above and many other products allowed the company to generate massive revenues from the sales to innovators, early adopters and early majority customer segments at the same time gaining leadership positions in respective markets. Google’s organizational culture is famous for its high level of informality and effective integration of work with play.
This is reflected in design of Google offices around the globe where video games, sharing cubes, pool tables, and even bowling lines are available for employees to be used at any times.
As it is illustrated in figurebelow, Google has the market share of more than 79% in desktop search engine, whereas its closest competitor Microsoft’s Bing has the less than one fifth of Google’s market share.
Benefiting from shift from desktop to mobile computing 1. Initially introduced only as a search engine, Google has effectively dominated this segment due to the speed and efficiency of operations according to the mission of the company “to organize world’s information and make it universally accessible and useful”.
Google organizational culture is developed to attract, motivate and retain the most competent workforce.
Google employees also say that their job is low stress with positive implications on their performance.
The Strengths-Weaknesses-Opportunities-Threats (SWOT) Analysis / Matrix enables the managers of the Google to develop four types of strategies: The core purpose of SWOT matrix is to identify the strategies that an organization can use to exploit external opportunities, counter threats, and build on & protect Google strengths, and eradicate its weaknesses.
As one of the leading firms in its industry, Google has numerous strengths that help it to thrive in the market place.
Google maintains its dominant position in market by critically analyzing and reviewing the SWOT analysis.
SWOT analysis an immensenly interactive process and requires effective coordination among various departments within the firm such as – marketing, finance, operations, management information systems and strategic planning.