Strategic Business Analysis: Google Inc - Case Study Example

Google was borne out of an eccentric idea of Larry Page and Sergey Brin in 1996.  At the time they were Ph. D. students in the University of Stanford. Page was carrying out research into the possibility of connecting multiple pages on the internet as a single integrated operation so that an internet user might be able to seamlessly interface without being interrupted by the need to break away from one task to another. While algorithms involved were so intricate and highly advanced they knew that there was some hope in establishing the links across the net to overcome frequent disturbances in the interface.

Thus the technology that was borne out of this research effort served as the catalyst for the revolutionary future changes that began to unfold one after the other.  Despite the initial setbacks that they suffered, the project was a success.  The contribution that Brin made to the overall outcome is remarkable and even today internet surfers ought to be grateful to the pair of researchers for introducing a very complex digital communication technology to the people at an affordable price.

The strategic orientation of the firm is based on its immediate policy focus such as the firm’s concern for competition-related issues. In other words, Google has been focused on the more pressing need to outdo rivals rather than being occupied with a strategic policy alternative to the unfolding other environmental pressures such as regulations. Thus product orientation strategy of Google was marked by an ever-increasing tendency to identify existing vacuums and moving in there to obviate competition from rivals.

 Similarly, it was focused on the marketing strategy in the same vein to achieve what expansion into hitherto neglected mass-market segments would afford it. In the process, its marketing strategy was influenced by a number of variables that underlay its exhaustive approach to product placement. For example, its marketing strategy was developed on the lines of a paradigm shift away from its competitors’ exclusive focus on aggregated synergies arising from gross revenues.