Assignment

HI6006 COMPETITIVE STRATEGY
REPORT – CASE ANALYSIS AND APPLICATION OF STRATEGY MODELS
Executive Summary
This report investigates about the strategic management process based on case study. The strategic management process is an ongoing evaluation culture that an organisation adopts to outdo its rivals. Simple as it may sound, this is a complicated process, which also involves formulating the overarching vision of the company for present and future goals. The report is divided into six parts, starting from the introduction of the topic followed by explanation of the case study. Related issues and challenges also analysed with theoretical concept. The last three parts of this report describes about the application of the relevant strategy model, conclusion and referencing. A deep study and thorough reading had done to complete this report.
Table of Contents
Executive Summary    2
Introduction    4
Summary of the Case    4
Strategic Issues    5
Theoretical Concept    6
Application of Strategy Model    8
Conclusion    9
References    10
Introduction
Google's company operates by gathering personal information from billions of internet searchers, watching videos on YouTube, navigating digital map paths, speaking to its voice assistant, or using its app for phones. The knowledge helps to fuel the advertisement machine that transformed Google into a powerhouse. Google, the world's biggest and quickest search engine, developed rapidly and was the web search company's market leader.
As mentioned by Dolata (2017), it was the first organisation ever to have a 25% share of all online advertising spending in the United States. By acquisitions, one of the key growth routes was from 2001 to 2014. Google acquired 26 businesses, most of which were independent start-ups with creative products or innovations. Google had effectively incorporated its acquisitions, but several of these companies were not in accordance with its core search field. This also culminated in Google starting new and unrelated fields.
Analysts were wary of the change by Google and warned against diversification into new domains. The case follows Google's numerous diversification and collaborations and illustrates how these have enabled Google expand. Many people believe that other search engine firms are going to be Google's rivals. Although this is not far from the fact, Google has other rivals that are more indirect. It would not be incorrect to say that Google has solidified its place as the web search venue's king. In the web search game, though, there are some big players.
Summary of the Case
The brand that buys the world's smartest search engine is also known for its Android Phone manufacturer, which is used on a growing number of distributed devices and smart phones. The biggest market share is held by Google's search engine, preceded by Microsoft's Bing. In addition, Google also rivals Microsoft and Amazon in cloud-based service providers. In particular, the cloud industry is seeing very intense competition because of the increasing opportunities in this segment and its huge profits.
Now, with its Pixel, Google has joined the smartphone industry. While its share in the smartphone industry is very small, if it manages to spend in this field, it will still become an important player over time. It will strive to be the greatest player in online search and digital ads. Facebook, whose share of digital ads has continued to expand with its rising client base, is another big player. The big four are Google's biggest competitors—Amazon, Apple, Microsoft and Facebook.
Apart from these key rivals, however, small and large cliques can also be found in other regions, from clouds to streaming platforms and social media. Netflix and Amazon are Google's biggest YouTube rivals. It is hard to believe that a business will fail with tonnes of money. Google can and sometimes do, advertise their goods with an approximate 175 million unique users per month on their homepage. Google has become one of the richest, most influential businesses in existence with that move. Search was the golden egg of Google, as well as the only unequivocal victory. Therefore, when Amazon soon replaced Google as that of the best choice for product quest, the foundations of Google started to falter.
On its home turf, Amazon was battling Google and it was gaining. Even worse, for their purchasing searches, the people who turn to Amazon through Google were from the most critical community for marketers and the long term: young people. They were followed by marketers and Amazon started syphoning away ad dollars, which once belonged to Google search advertising. The mighty engine of Google had begun to stammer. Google found it was difficult to persuade individuals who were used to having anything for, free, which they could pay for it now.
In the late 2010s, a change from quest to discovery also began to take shape: items were discovered while shoppers were not looking for stuff selling on Amazon. Advertisers found that money previously invested on Google's search advertising, such as Facebook and Instagram, was best invested on either Amazon advertising or banner advertising in content feeds. Google had no entertaining feeds of news, so it totally skipped the wave, just as it had with text messenger and social media. Seeing the indications on the horizon, Google attempted to find money in fields other than ads...