Business Strategy - Google - Strategic Choices

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Introduction Google Corporation is an American incorporated business who’s primary product is an internet search engine. It was incorporated in 1998 (Google, 2012)and over the past 14 years has grown through strategic acquisitions and development to extend its product suite to now include an office suite (word processing, spreadsheets etc), a web browser, and in 2012 it acquired Motorola Mobility to assist with its foray into the world of hardware production on the Nexus line of products (Stone, 2012). It has also initiated a venture into Fibre optic Infrastructure for the provision of high speed internet as part of its “Google Fibre” broadband internet service project (Arik 2012). The company has a market valuation of $249.9 Billion, surpassing Microsoft and coming second only to Apple as the most valuable technology based company (Womack, 2012). With the company expanding rapidly in multiple directions and with a substantial cash surplus to push into new investments, what are the key strategic issues that a company such as Google could possibly face? Strategic Intent Strategic choices come from the underlying strategic intent and selecting an appropriate choice from the available options. Corporations strategic intent vary greatly, some pursue sales maximisation and market dominance (believing dominating the market will bring profits), other corporations seek high profitability as a priority and still others seek to merely have presence in a market for a number of reasons, from having a niche business unit strategy or because of benefits it may bring to other business units in the group such as supply chain economies of scale or cross-marketing benefits. Available Options Available Options Strategic Intent Strategic Intent Strategic Assessment Strategic Assessment Chosen

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