Google Growth Strategies: Generic and Intensive
Google is a well-known company that has its strategic choices in direct relation to its business nature as well as the industry’s characteristics (Girard 12). Therefore Girard states that Google’s growth strategy has seen it implement a generic strategy that has over the years proved to have a significant influence upon the organization’s processes (13). Nevertheless, the company has embraced and adopted three key intensive growth strategies which have enhanced immensely the organization’s support in regards to maintaining Google’s position amongst the top valued brands internationally (Geis 5). Google has strategically combined its generic strategy with its intensive growth strategies to create a highly efficient satisfaction in terms of the company’s urge to attain leadership as well as continued growth.
According to Arthur Google’s growth strategies includes its generic strategy entirely based on Porter’s model, thus a model reflected on differentiation (21). Therefore Google’s generic strategy is associated with a wide market scope. With Google offering its products globally it utilizes the differentiation strategy which enables the company to develop particularly unique capabilities that enhances the firm’s level of competitiveness (Arthur 23). Arthur further expresses that over the years Google has successfully been able to set itself apart when it comes to its competitors; the embracement of product uniqueness ensures the company maintains its innovativeness standards (22).
Furthermore, Google has embraced three key intensive growth strategies; these include product development, market development as well as market penetration (Geis 25). It is vital to note that all of these three strategies as termed are equal within the company’s processes as well as decision making. Market penetration refers to Google’s drive towards attaining a global and thus international significant share within the online advertising market (Geis 26). More specifically in countries such as the United States and not other like China which has its Government restricting the search engines utilized in the country.
Secondly, market development refers to the objective and aim of offering its Fiber product to a larger geographical area than it is at the moment. Lastly, Arthur points out that product development is Google’s strategy that has its focus to be implemented through its innovativeness (30). Arthur indicates that as the company develops new products continuously it is creating significantly more income generation channels (31).
Arthur, Charles. Digital Wars: Apple, Google, Microsoft and the Battle for the Internet. , 2014.
Geis, George T. Semi-organic Growth + Website: Tactics and Strategies Behind Google’s Success. , 2015.
Girard, Bernard. The Google Way: How One Company Is Revolutionizing Management As We Know It. San Francisco: No Starch Press, 2009.