Google’s Competitive Strategy

In: Business and Management

Submitted By wangli01
Words 1000
Pages 4
Google’s Competitive Strategy
Tiffin University
MGT622 Strategic Management
Li Wang

Google’s Competitive Strategy
Google was the leading Internet search firm in 2012, with a nearly 67 percent market share in search from home and work computers and a 95 percent share in searches performed from mobile devices (Gamble, 2012). It started out as a search engine company but in the next few years it added various products such as Gmail, Maps, Earth, and YouTube that all of them has millions of users and become benchmarks in their own industry. In 2007, Google developed its operating system Android and released an open source browser Chrome that both had considerable market share. However, its social network product Google Plus released in 2011 faced a failure by competing with Facebook, Google believed it would finally grow to challenge Facebook though.
Due to its target market and special product attributes, Google can be seen as a company that “concentrates on well-defined market niche keyed to a particular product”. So Google applies a focused differentiation strategy.
“Successful competitive strategies are resource-based. For a company’s competitive strategy to succeed in delivering good performance and the intended competitive edge over rivals, it has to be well-matched to a company’s internal situation and underpinned by an appropriate set of resources, know-how, and competitive capabilities” (Thompson, 2012).
To succeed in the focused differentiation strategy, Google must have the capability to do an outstanding job of satisfying the needs and expectations of niche buyers, as well as to incorporate unique attributes into its product that worth paying for.
So this essay is aimed to identify Google’s resources and then analysis its strengths, weaknesses, opportunities and threats to see how Google can utilize its resources to compete with its…...

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