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Google is an internet-based company founded on 1998. Its founders were Larry Page and Sergey Brin. After its foundation, its incorporation was on September 4, 1998. Its headquarters is in Amphitheatre Parkway, Mountain View. Over the past decade, due to the high reliance on the internet based businesses and education and as well improved technology over different regions, there is a spread of the company’s offices over different regions in the world. Google’s management is under executives and board of directors. The paper focuses on Google Company analyzing different aspects of the company.
1.Strength analysis of Google Inc.
As a company, Google has its strength that enables it to compete effectively with other internet-based companies. Some of the company’s strengths include:
A). Search- the company’s search engine provides its clients with the facilities they are looking for. Example, a company search, has different forums of search. Some of which include image search, blog search and as well google news (Attributor Corporation 88).
B). News with the company’s news forum, the company provides its clients the opportunity of accessing present news. This is due to the news search engine update done on the present news within a minute of their occurrence. More so, Google gathers news from a wide scope and present them in different languages.
C). Books- Google company provides academic reference materials to online readers through its online books. Online users have the opportunity to access and read the inside of the book online from their selected books.
D). Entertainment-through services such as Google Video and Google Lens, users have the opportunity of accessing millions of current videos. In addition, with Googles acquiring of $1.65 billion on YouTube, users have the opportunity of searching and watching the mot updated videos.
E). Google GEO-with google maps and Google earth, users, have the facility of seeing their location and as well navigating to different places using the directions from the satellites and aerial images stored in Google (Attributor Corporation 69).
2.Quality and customer experience are primary objects
Due to competition from other companies such as Yahoo and Bing, Google Inc. concentrates much on the customer affairs ensuring that it meets their needs. On the other hand, the company keeps on improving the quality of its services to the customers. Many Google Inc. customers concentrate on web-based services such as search and news (Google. 77). As a result, within the last decade, Google Inc. has a command of 57% of internet-based searches in nations such as United States. As a result, due to the high market share, the company got an opportunity of improving the quality of its search results and as well targeting more adverts more easily as compared to its competitors.
This, on the other hand creates a self-perpetuating draw from their customers as the quality of the company’s services improve. Lastly, with the company’s current marketing strategy, the company is improving the customer experience by giving them a wide variety of internet-based services including search, news and videos. Quality and customer experience remains as the company’s primary objects since its success results from their customers from different parts of the world. In addition, the company generates most of its income through advertising and, therefore, adverts used by the company as a subject of its customers (Google. 96).
3.Access to the widest group of internet users worldwide.
Considering the company’s mission of organizing the world’s information and making it universally accessible and useful, customers from different regions of the world are getting an opportunity of accessing this information and other related materials through the internet-based search and news services (France-Presse 98). Unlike other related companies, Google has different forums that encourage projects from different regions that help the company in diversifying its products and as well services to different parts of the world.
In addition, with the acquisition strategy of the company, example the acquisition of Docs and YouTube, the company has the ability of acquiring different customers from these products and as well diversifying its services to customers from different regions. Lastly, the Google provides its services using different languages (France-Presse 32). This enables customers from different regions to access their information using the language of their preference. Similarly, Google News covers a wide scope and gathers news from different parts of the world. As a result, users from different parts are able to have access to updated news from other regions. With the exploitation of the social media networks, the company has the ability of reaching out large numbers of customers over different regions.
4.Open source products and services
Google Inc. is a company that has a wide variety of services and products that it offers to its customers (Schiffman 105). With its alliance with other companies, the company has in the past started organizations aiming at leveraging the power of alliance with different parties. An example is the Open Social that allows developers through Google to create different applications that work with all companies’ websites. Google gives its developers a common API with the alliances hoping to draw some attention from social sites such as Facebook.
More so, with the open-source operating systems by Google, (that is Linux for computers and Android for mobile phones and tablets); the company has the Open Handset Alliance that aims at promoting the use of its operating systems. These alliances give both phone manufacturers and independent developers an opportunity of competing with Microsoft Windows, Blackberry and as well Apple Company. Other than the highlighted open source products by Google Company, there also lies some open source services. Services such as Google Project Hosting offer users the opportunity of having a fast, reliable and easy open hosting services for their projects such as websites (Schiffman 165).
5. Political and global analysis of Google Inc.
As a private company, Google is highly affected by the political environment. Over the past years, the company faces pressure from Department of Justice with the aim of relinquishing its archived search terms. In addition, governments such as Chinese government censor Google’s search results (Baker 66). More so, the company faces concerns from its customers on its motto of “Do not be evil” where users ask if its cooperation with governments undermines the company’s privacy and freedoms.
There lies a great legal/political concern on the users pertaining the copyright of materials since the company stores material of third party web pages in their servers. However, the Company has a link that provides relevant information on digital information that notify both the U.S copyright office and Google in case of fraud in the information stored in the servers. The company offers a wide variety of employment opportunity positions (Baker 15). As a globally diversified company, the company offers equal opportunities to people from different parts of the world. Lastly, as a global company, it offers complimentary products available within different parts of the world. These products increase Google’s brand awareness globally.
As an internet-based company, Google has the ability to cope with the intense competition. It has a strong franchise in search technology that gives it over a million users globally. More so, since due to its open-source operating systems (Android and Linux), the company is getting partners from different global parts aiming at developing supported applications and software's for these operating systems. As a result, the company has the ability of growing and competing effectively with its competitors.
Attributor Corporation. "Get your fair share of the ad network pie." Attributor (2008, March 30).
Baker, L. "Google Outsourcing Copywriting to India?" Search Engine Journal (2006, September 21).
France-Presse, Agence. Revamped Ask.com searching for more market. 2008, October 6. Google. Company Overview. 2008.
Schiffman, B. As Downturn Looms, Google Looks Recession-Proof. 2008, January 29.
The organization I am involved with is Google. At Google, the organization's strategy is usually sent out when the year begins. Also, distributions of quarterly business review letters are submitted to the Board of Directors of Google and the Googlers internationally. A number of quarterly meetings enable Googlers to understand the organization’s broad strategies and how we are advancing against internal goals. Our CEO as well holds numerous sessions to making sure that Googlers can access the advanced strategic information internationally. At Google, we embrace openness and high-level sharing of details from the management to all employees. Thus, we are kept abreast with the organization's future strategies as well as the probable challenges ahead. There is a high maintenance of transparency regarding former and current performance, and every employee is free to discussion regarding anything and progressively working on ways to develop (Bhattacharya and Gulati, 2013).
Organizational communication impacts the effectiveness of the organization in many ways including keeping the team up to date regarding changes taking place in the organizational department, workers questions and views are shared freely with the team, regular informal and formal meetings are called, there are also more face-to-face relations between employees and manager taking place, time is allocated for co-workers to ask questions and communicate and also existence of employee agreement around the expectations of the manager. Organizational communication entails dimensions of respect, fairness, camaraderie and pride. Communication that is transparent as well as open promotes an environment of fairness and equity. Communicating an impact of an individual’s work, team's achievements and what the institution stands for allows the employees to take pride in the work they do (Bhattacharya and Gulati, 2013).
What interests me the most about organizational communication is its endeavor to engaging all the stakeholders that range from the customers and shareholders, employees among others to getting a 360-degree opinion on specific individuals who are affected by the decision. Ways in which communication have impacted Google effectiveness can be summarized in this manner. At Google, during Nikesh Arora tenure, the Senior Vice President in charge of Business Development and Global Sales was exploring on the 2010 and beyond strategy as opposed to executing it with his few leaders in a boardroom. He, therefore, asked each Googler on his international team to assist him in setting the agenda through the posting of the ideas on how to fix or improve anything different regarding Google on internal page. The campaign was dubbed "Change the Game” and ended up receiving an overwhelming feedback and 30 percent of the ideas received have been developed based on six extensive themes for application. Nikesh together with the team have been updating the audiences through the posts concerning the progress of the initiatives and some have been completed within a short time of the months and continue to ask for responses as they continue with the developments (Bhattacharya and Gulati, 2013).
My interest related to the organizational communication is based on the section of employees who do not need to be physically present at the office on a daily basis but work from the open office space. Communications in these situations vary from the old-fashioned communication processes. The main reason for making this possible is the supporting technology as well as tools of social collaborations being used at workplaces. These tools are technologically for communication, storage and management of shared data for work distributed (Bhattacharya and Gulati, 2013).
Bhattacharya, P., & Gulati, Y. (2013). GREAT PLACE TO WORK. Communicating at Great Workplaces - Key Principles, 1-12.
Google Inc is one of the leading providers of advertisement and searching services on the internet. The firm capitalizes on advertising, operating systems, and search platforms business ventures. Furthermore, the Google Inc is also a major provider of enterprise hardware products. Google services portfolio entail Google Docs, Google Videos, Gmail, YouTube, Google Web Search, Google Maps, Google Wallet, Blogger, Google Calendar, Google Finance, Google Images, Google Play, Google Earth, and Google Videos among others. In addition, the firm offers the online display advertising services through AdWords programs and AdSense. Google Inc reported $66.001 Million in the 2014 fiscal year, which recorded an 18.9% compared to the ending fiscal year 2013. Furthermore, the firm’s operating margin was 25% and the operating margin for the fiscal year 2013 was 27.7%. In addition, Google Inc recorded a net margin of 21.9% in the ending year 2014, which was an increase compared to a net margin of 23.3% in 2013.
According to the yearly financial quarter reports, Google Inc recorded revenues of $17.25 million in the first quarter in March 2015, and this was a decrease of 4.4% compared to the previous quarter (Google Inc, 2015). The firm aims at providing broader range of services to its clients through diversification, with robust development and research capabilities. Furthermore, the firm seeks to develop a strong financial performance by reducing its debt ratios and legal proceedings. The main opportunities available for the firm entail strengthening home automation portfolios and penetrating Android operating systems. Importantly, the threats of the company include invalid clicks, foreign currency risk, and security breaches.
The main financial tools used in this financial analysis include the operating margin for the company, which measures the profitability of actual operations. Importantly, the operating margin is an essential metric to analyze the firm’s core business because it does not consider the money made outside the company’s normal operations. The operating margin shows the operating income as a function of the net sales (Kotler et al. 2015). On this note, an operating value of 10 is good while an operating value that is above 25% is excellent. Google’s operating margin for the fiscal year 2015 was 25.6%, which was an improvement compared to the fiscal year 2014.
Consequently, this financial analysis uses revenue growth measures to compare quarterly performance from the same quarter in the previous fiscal year. A positive revenue growth indicates the business is doing well and the firm’s products and services have the right demand and pricing strategies; hence higher positive values indicate higher performances (Company & Group Financial Reporting 2015). Google reported third quarter revenue in 2015 that was 13% higher than the firm’s third quarter revenues in the fiscal year 2014 (Google Inc, 2015). This shows that the firm’s goods and services have an in increasing demand supported by effective pricing systems.
In addition, the price to sales ratio divides a corporation’s market capitalization equally by last 12 months income. Notably, market capitalization is the total value of the unsold common stock, which is determined by multiplying the shares outstanding against the share price. A low price to sales ratio indicates that the firm has a good value play (Company & Group Financial Reporting 2015). Google Inc recorded a 6.7 price to sales ratio, which is higher than the firm’s average. Furthermore, the price to earnings ratio (P/E) compares the earnings per share to the company’s share price. This ratio indicates whether stock prices are high, medium, or low depending on the company’s earnings. The P/E ratio metric is very effective in measuring a firm’s performance because it shows investors the value of their stocks. For instance, a high P/E ratio indicates that investors share value is promising, while a low P/E ratio may indicate that the firm’s stock is undervalued or beyond the average market performance. Google Inc reported a P/E ratio of 30, which fall in the average range for high-tech companies.
In addition, Google seeks to expand its core business ventures in the financial year 2016. Additional investments require further capital allocation for development and research (Company & Group Financial Reporting 2015). Companies acquire additional investment funds by increasing their debt levels. However, this can affect the firm’s financial position it the economy is underperforming. The debt to equity ratio compares a corporation’s total equity to its debts. Thus, any D/E value below 100 is considered good. Google Inc recorded a D/E ratio of 7.3% in the fiscal year 2015 indicated a reduced low debt load compared to its previous financial year D/E ratios.
The return on equity (ROE) for Google Inc was recorded at 12.77% during the last 12 months of the year ending 2015 (Google Inc, 2015). Furthermore, the net income for the company was $16.4 billion and the average shareholder equity was recorded at $107.5 billion. However, the firm has recorded a decreasing ROE over the past five years, although it is still favorable compared to the firm’s major competitors. The declining ROE is linked to a falling asset turnover and reduced net profit margin. The Dupoint analysis for the Google Inc evaluates the ROE by separating its key elements to discover the main cause of a declining ROE. The ROE is calculated by multiplying the asset turnover by the net profit margin with the ratio of average equity and assets.
The net profit margin for the year ending 2015 was 22.14% for the last 12 months. The net profit margin was an improvement compared to the previous three years. In addition, the asset turnover for Google Inc was 0.53 in 2015. This was the lowest asset turnover ratio recorded in the last decade. Moreover, the average shareholder equity for the last 12 months was 1.25 and this was lower compared to the previous year. Therefore, the declining ROE is linked to a declining asset turnover and net margin ratios.
Company & Group Financial Reporting. (2015). Kuala Lumpur : Pearson Malaysia Sdn Bhd, 2015.
Google Inc (2015). Annual Reports. Web Source Retirved From >https://abc.xyz/investor/pdf/20150331_google_10Q.pdf Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
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