4: Merger, Acquisition, and International Strategies - Assignment Example

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Google is a United States based publicly listed software company that has so far acquired more than 150 software companies to strengthen its position in different segments of software engineering. However, Motorola was Google’s largest investment so far in merger and…
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Assignment 4: Merger, Acquisition, and International Strategies
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Download file to see previous pages osition in mobile device industry and compete against companies such as Apple, HTC and Microsoft, the company had to acquire Motorola (The Wall Street Journal, 2012). The various reasons that Google presented in support of selecting Motorola as its device manufacturer are as follows.
Google’s primary reason of acquiring Motorola is acquisition of strong patent portfolio of the hardware company. According to studies, it was observed that the patents of Motorola will enable the software giant to achieve comparative advantage in the Intellectual Property Right landscape and protect its android ecosystem. Additionally, Google recognized the increasing demand of low cost android smart phones worldwide and that brand reputation matters to a great extent to majority of consumers. Products by Apple, HTC and Samsung were not as cost effective as Google backed Motorola products such as Moto E, Moto G and Moto X. Recent studies suggest that consumers purchased these products primarily because of lower cost compared to competitors’ products and due to brand name of Google (Google, 2014; Forbes, 2014; The Wall Street Journal, 2012).
The other reasons that support this acquisition are history of Motorola as a very successful integrator of hardware and Google’s competition against Microsoft. The reason for selecting Motorola over any other hardware company by Google is quality of product. Motorola is one of those of company that produce high quality handsets at low cost and this was reflected in the products as well (Google, 2014). Another reason behind this decision is acquisition of Nokia by Microsoft and development of low cost windows phones. Comparative analysis suggests that in the given price range Google phones were preferred more by consumers over windows phones. It can be assumed that a company as innovative as Google anticipated this success and therefore acquired Motorola (Forbes, 2013; Bloomberg, 2014).
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