Evaluate Google corporate strategy, value chain and mission statement. Justify.
Google’s Corporate Strategy is to accelerate innovation and strengthen brand loyalty
through transformational changes while creating an open-source environment.
The main component of Google corporate strategy is advertising as it is the main source of
revenue for Google. So it needs more and more places to show its ads to increase its
revenue.
Google account
Give its user free accounts to scan these accounts and identify
keywords that it can use to personalize its ads through Gmail,
Chrome web browser, Google Play, Google Maps
Google AdWords
Advertisers bid on certain keywords in order for their clickable ads
to appear in Google’s search results
AdMob, AdSense &
DoubleClick
Helped Google to place ads even in internet platforms that they do
not own
Blogger
Can show AdSense and other ads on your pages
Youtube
Video advertising
Besides Google’s advertising strategy, the company has strived to ensure that it remains a
market leader in futuristic technological innovations. Google has created some major
products and experiences and rather than staying exclusively focused on just one market
segment and industry it is always trying and testing new ideas.
Search Engine
Optimization
Uses PageRank and Hypertext-Matching Analysis to rank web
pages in their search engine results
Android
Open source platform given almost freely by Google to preserve
its advertising model. Android users will highly likely to use Gmail
and the Chrome web browser
Licensing
Although source code is open-source, Android is trademarked. So,
device manufacturers and wireless carriers have to license it from
Google under individual contracts
Google Cloud
User need to pay for extra storage
Smartphones
Pixel and Pixel XL