Introduction
Google’s mission has been “to organize the world’s information and make it accessible to every person” (Eskesen, 2013, p. 14). The firm embraces the best strategies to provide a wide range of services to its consumers. Some of these services include “online advertising, software applications, and Google search engine” (Eskesen, 2013, p. 17). Google’s leadership strategy continues to produce the best outcomes. However, new strategies are needed to make Google successful. The Board of Directors should analyze the external factors that can affect the firm’s future performance. This knowledge will make it easier for Google’s managers to implement the best strategies. This discussion offers a detailed analysis of Google’s external environment. The paper goes further to present specific FRLD behaviors that can support the firm’s future goals.
Google: External Environmental Assessment
Economic Factors
The global economy has been facing several challenges. For instance, the American economy has “encountered a period of recession” (Eskesen, 2013, p. 12). This situation is currently affecting the performance of different companies. However, Google has managed to overcome the economic turmoil experienced in the United States. The firm offers powerful services that cannot be affected by such changes. Many people in the world are using different internet-based applications and search engines. Google produces measurable services to overcome the above economic issues.
Global Factors
Google has its presence in over 100 countries. The company offers personalized search engines for most of these countries. The company uses “the best language support to improve its market share” (Eskesen, 2013, p. 6). Many people in the developing world also have access to the internet. This situation has made it easier for Google to attract more customers. Google’s web applications are compatible with various devices. This strength makes such products more admirable in the world. Internet search has become a common practice in every part of the globe.
Socio-cultural Factors
According to Eskesen (2013), more people and cultures in different parts of the globe are using the internet. This situation explains why the world has become connected than ever before. The internet is making it easier for more people to communicate with one another. Studies also show that “more people are using the internet today” (Sosik & Jung, 2010, p. 46). Different smartphones and mobile devices are making it easier for more people to use Google’s products. Many people use Google Maps to locate different restaurants, roads, and towns. Google has produced the best apps to support the needs of these individuals (Eskesen, 2013). The global society is making it easier for more people to exchange their ideas. These factors have been supporting Google’s mission.
Technological Factors
The global technology has been changing every day. This development encourages Google Incorporation to embrace modern technologies. Many companies are also “producing a wide range of apps that are compatible with different Google products” (Sosik & Jung, 2010, p. 62). Google produces powerful devices that can be easily upgraded using modern technologies.
Political/Legal Factors
The political environment has been supporting the performance of different firms. The American government does not interfere with Google’s activities and operations. However, the American Department of Justice has been “pressuring Google to release its search terms” (Eskesen, 2013, p. 19). Google has also “been keeping copies of different web-pages and images” (Eskesen, 2013, p. 21). This kind of infringement can affect the firm’s performance.
Demographics
Many technology companies are presently facing a wide range of challenges. However, Google Incorporation targets youth in every part of the world. The company has become the leading provider of different internet-based applications. The company has not been affected by the demands of different baby-boomers (Eskesen, 2013). The company hires the youth because they are usually technology-savvy. The youth also use the internet more frequently. These individuals have been supporting Google’s business performance. Internet-use is something that does not target a specific gender. This fact explains why Google will remain a competitive player in the technology industry.
Competitors
Google has been facing a lot of competition from both local and international firms. To begin with, different technology firms such as MSN and Yahoo are providing similar services. Such companies have attracted a large number of customers. Some companies such as Apple, Nokia, Hewlett Packard, and Samsung also produce competitive devices. This practice has been affecting Google’s performance (Eskesen, 2013). However, Google Inc. has diversified its services to remain competitive. The company should also consider these issues to come up with a powerful business strategy.
Industry
Google operates in a very attractive industry. The computer technology industry has been attracting many companies. Every newcomer should have adequate resources to emerge successfully (Sosik & Jung, 2010). These requirements have minimized the number of potential entrants. This analysis examines the forces associated with Google’s industry.
Power of Suppliers
Google is a leading player in its industry. This situation explains why the power of suppliers has remained low. Google’s advertisement system attracts more customers. The “advertisers and receivers are Google’s customers” (Eskesen, 2013, p. 24). The company has established positive relationships with its suppliers.
Power of Buyers
The bargaining power of the buyers is very strong. This is the case because Google has many competitors providing similar services. This fact explains why Google has been lowering its prices.
Competitive Rivalry
Google is currently commanding a lead in the industry. The company has produced innovations such as Street View and Google Earth to become competitive. The smartphone market has also become saturated, thus reducing the level of competitive rivalry (Eskesen, 2013).
The Threat of Substitutes
The internet has become the leading source of data and information. Different search engines are making this information available to more people. Google’s search engine is one of the best choices. The internet has become impossible to substitute. These developments will make Google successful in the future.
The Threat of New Entries
The internet technology industry has many entry barriers. Every newcomer requires numerous infrastructures and resources. These requirements explain why the threat of new entries is minimal.
Recommendations for Google Incorporation
The above discussion shows clearly that Google Incorporation commands a lead in its industry. The company markets quality services and products to its customers. The company uses its strengths to survive in its industry. Every manager at the firm focuses on the best practices to achieve the targeted outcomes (Sosik & Jung, 2010). The approach has made it possible for Google Incorporation to achieve its goals. However, Google Incorporation cannot control its external environment. The firm should, therefore, use Full Range Leadership Development (FRLD) behaviors to deal with the external factors affecting its future performance.
To begin with, the above factors show clearly that the global economy is becoming unstable. That being the case, Google should use its resources to produce powerful software applications. The FRLD approach will ensure every employee supports the targeted clients. The company should also use its internal strengths to promote innovations (Rafferty & Griffin, 2006). More people and companies are also using the internet. Google should, therefore, produce superior services to support the needs of the global population.
The above socio-cultural factors show clearly that more people are using the internet for communication. Google should “monitor this external environment trend” (Sosik & Jung, 2010, p. 89). A proper FRLD approach will ensure the firm mentors its stakeholders. Such individuals will reexamine the changing needs of different societies. This knowledge will make it easier for the firm to produce quality services and products. This approach will produce new strategic initiatives to make Google successful (Rafferty & Griffin, 2006).
A “proper leadership approach will ensure the company promotes the concept of intellectual stimulation” (Sosik & Jung, 2010, p. 83). This FRLD behavior will ensure every worker focuses on new technological developments. The world is embracing new technologies every day. Google Inc. should, therefore, use its resources to produce innovations. The leaders should ensure the firm produces edge-cutting technologies that can reduce the level of competition.
The issue of demographics can influence the performance of every multinational company. Demographics influence the expectations of different companies. Google’s managers should examine the needs of every targeted stakeholder. That being the case, the firm should empower its employees to produce innovative products. Such products will fulfill the changing needs of every targeted population. A proper leadership strategy will also attract competent employees who can support the company’s goals (Rafferty & Griffin, 2006). The political environment also calls for appropriate decision-making strategies. The managers at the company should “be able to adapt to the existing political issues” (Rafferty & Griffin, 2006, p. 47). This approach will ensure the firm addresses the political challenges affecting its performance.
Finally, the industry has become competitive due to the presence of different players. A powerful FRLD approach will ensure the firm produces new strategic initiatives. Such strategic initiatives will make it easier for the firm to deal with the threat of new entrants. It will also deal with the bargaining power of different consumers. The managers at the firm should support new innovative processes. The practice will ensure the firm produces quality products (Rafferty & Griffin, 2006). The company will, therefore, attract more customers and eventually become a leading player in the industry.
Conclusion
Google Incorporation should use the best strategies to increase its overall organizational effectiveness. Proper full-range leadership will examine the issues associated with the above external forces. The proposed FRLD approach will promote various behaviors that can produce the best outcomes. To begin with, the behaviors will ensure every employee is aware of the environmental forces affecting the company’s performance. The leaders will promote new innovative processes to make the firm more profitable. The leaders should produce appropriate “strategies to cope with competition, rivalry, socio-cultural changes, and political developments” (Sosik & Jung, 2010, p. 93). The managers should, therefore, use the best behavior for every challenge affecting the company. The leaders will enhance new strategic initiatives depending on the existing external forces. In conclusion, the Board of Directors should consider the above recommendations to support Google’s business model.
Reference List
Eskesen, A. (2013). Google and the Challenges Ahead. Web.
Rafferty, A., & Griffin, M. (2006). Refining Individualized Consideration: Distinguishing Developmental Leadership and Supportive Leadership. Journal of Occupational & Organizational Psychology, 79(1), 37-61.
Sosik, J., & Jung, I. (2010). Full Range Leadership Development: Pathways for People, Profit, and Planet. New York, NY: Routledge-Taylor & Francis Group.