paper

“Strategy is the outcome of a formal planning process and that top management plays the most important role in this process” (Jones & Hill 2010). Strategic choice is a derived from a strategic process. It involves components i.e. identification and evaluation of options which helps company lead to a strategic choice. It is important for Google to use the results of their external and internal analyses to identify the different alternatives. Using Porter’s generic strategy will help identify Google’s current status, what is the best direction to take, and what potential method to use? The strategic choice has three main levels, at the business, at the corporate, and international. Each level provides different options, which can lead to different methods, which has significance when evaluation. Google’s challenge is to have continuity between all three levels.

Generic Strategy

This strategy provides Google groundwork when choosing a future strategy. Google presently follows the generic business level strategy of differentiation. Google utilizes differentiation strategy by proposing several unique products and services to a diverse target market. The web search engine is an example of this strategy. It provides the user the most dependable way to search information.

Google’s search engine has a leg up on their competitors, because they have patented their system through PageRank. This patented is based on how many related web pages can be based on how many times a search interest instead of based on how many times a search term occur on a webpage, which is how competing search engines work. This also helps Google to keep many of their criteria secret, this discourage replicates of their products. With having this competitive ...

... middle of paper ...

... done correctly, this can extend Google’s role in e-commerce beyond the norm of searching. It will also involve a more role transitional facilitating transactions. This will challenge eBay’s target audience.

Generic strategy models are perhaps the most prevalent conceptual approach to competitive strategy today (Porter 1980, 1985; Miles and Snow 1978; Miller 1986).This is important for any business that wants to rise above competition. It provides Google the ability to look for low cost and ways to differentiate their product. Using grand strategies can help increase the sales of the current products or services that Google offers with the current distribution channels that is already in place. If the economy or environment were unstable, this would address quality, price of the products, and they need to value the customer’s regarding issues that they might incur.