The Criteria For Evaluating Strategic Alternative Marketing Essay

The Criteria For Evaluating Strategic Alternative Marketing Essay This strategic plan is prepared by IM Smart Management Consulting Firm and will start off examining Googles external environmental influences. Next, in-depth assessment on the industrys competitive five forces which affect Googles profitability will be done. Lastly, Googles internal strength and weaknesses will be analyzed to generate its competitive implication. From these analyses, we discovered that Google will face legal and performance issues due to its offensive strategy in the long run. We have developed three strategic alternatives (Strategic Alliances, Defensive Strategies and Broadening Diversification Base) which Google can adopt to enhance its competitive position. The plan will be concluded with a recommended strategic alternative and its pitfalls. EXTERNAL ANALYSIS PEST Analysis After conducting PEST and Porter Analysis for Google, we have derived at the following: Political: The expansion of Google was obstructed by the government such as US and Chinese authority. They viewed Google as a monopoly and request authority to monitor its activities (Google, 2009). However, this barrier does not affect Googles operations as Google responded immediately to the customers by addressing its policies in regard to political/legal aspects. Example: Google China announced that it is still providing filtered search results on its website to fulfill the censor search results policy (China Daily, 2010). Economic: Google focuses on highly targeted, measurable advertising, thus making it more successful than other competitors. The crucial need to stay up to date and continuously connected keeps its core services vibrant despite the parched surroundings due to economic recession (Google, 2010). Social-Cultural: Individuals are getting more educated and competent. Therefore lifestyle and demand of individuals are changing rapidly. Google has to take note of such changes in order to compete with its competitors by providing addition services such as email. Individual are also increasingly becoming more connected due to the increased means of communication available through the internet such as MSN, face book and mobile phone with internet capability. Google has responded by building their mobile devices and released its own Android Mobile Phone Platform and Operating System. By tapping on these, Google shall have great advantage with increased number of search queries and better competitive standing. Technological: The widespread diffusion of information and communication technology allows board geographic dispersion and integration of business activists. Innovative web applications set trends in search, internet direct advertising and portable applications thus causing a more rapid and disruptive change in technology. Google has to take detailed measures to stay ahead by keeping pace with technology advancement and maintains low cost (Refer to Exhibit A for Overview of PEST analysis). Porter 5 Forces Analysis Buyers: The bargaining power is high. The lifestyle of users on using the search tool is becoming more sophisticated and demanding. Substitutes are easily available at lower cost or even free. Example: Google online photo storage priced at $5 per year for 20GB, but face book provided it for free. Google are required to satisfy both client groups equally. Example: organizations customers would prefer their advertisement broadcasting in big banner on the webpage; however, individual customers will feel very disturbing as they just want the search results. Substitute: The bargaining power is high as buyers switching cost is low. There are plenty of replacements such as advertisement on television, radio, magazine, poster and search hotline. Suppliers: The bargaining power is low. Google is regionally not globally dominant and hardware purchases are one-time off. Google search is heavily depending on its competitors Microsoft and Apple software. If there are any new software releases from them, Google search may not perform well if no timely update is done. Potential entrants: The bargaining power is low. Yahoo and Microsoft have improved their search engines and can on pass their search tool through their products. There is no specific requirement for search engine, thus a better search engine invented by another will critically affect Google. Also, the monitoring of authority from its political environment could affect Googles current technology and philosophy. Competitors: The bargaining power is high. There is no patent on search engine so the environment can be easily exploited or manipulated. The switching cost is low. Example: Microsoft and Apple have embedded their search tool into their Explorer browser. Also, rival search tools have their own unique strength (Such as Yahoo attracts audience by its nice appearance). (Refer to Exhibit B for Overview of Porter 5 forces analysis) INTERNAL ANALYSIS (VIRO Analysis) We have observed that Googles net revenue keeps growing from 2001- 2008. Since the 2004 IPO, the stock price has soars from less than $100 to above $700. The number of Internet users keeps increasing around the world, especially Asia. As the number one Internet search giant, Google attract majority of the new Internet users to be its customers. Google understands customer demand and monitor how individual lifestyle is changing rapidly each day. This understanding allows Googles business strategy to outshine among its competitors. Overall, we think that Googles business strategy works excellent at present but better strategic alternatives need to be in place. After conducting Google internal analysis, we have concluded the following: Value: Google owns the Page-Rank technology, which allows them to provide the most accurate search results. The dominant market share and huge loyalty from customers gives Google competitive advantages. Rarity: The services provided by Google are not rare. Many other companies also offer alternative services such as search, email, blog, video sharing, online office application and cloud computing. Imitability: All Googles services can be imitated. For example: the Microsoft Bing Search engine has incorporated several elements of the Google search: The Simple UI, sponsor link, and page ranking. Organization: Google has strong financial power, research and development capabilities. The company is ready to delivery new products to stay competitive, or acquire potential competitors to eliminate threats. PROBLEM STATEMENT We have observed that the main problem with Google is that the offensive strategies to improve its market shares/performance will lead to severe problems in the future. Google faces increasingly intensive competition from experienced incumbents like Microsoft, Social networks and Baidu which had been gaining popularity within the Asia region. They will always be active in making fresh moves to increase or solidify their market position. With Google trying to dominate the cloud computing and search engine markets, this long-term strategy is backfiring with incumbents developing similar, if not, improved strategies to retain their market standing. In the long run, Googles plan to become the dominant provider of cloud computing might also lead legal suits and privacy concerns. With increasing use of virtual server hosting, more enterprise networks, servers and data storages run virtually. Even when good security protection methods were employed, important data will still be vulnerable and can be monitored for unauthorized uses. This will lead to data security issues like information used for unintended purpose and data disruption/loss in the event of natural disasters. CRITERIA FOR EVALUATING STRATEGIC ALTERNATIVE Strategic alternatives must be able to create growth opportunities with high return of investment. Hambrick Fredrickson (2001) have mentioned that strategies are an integrated; overarching concept of how business will achieve its objectives. Therefore we recommend that Google evaluate its strategic alternatives by looking at its vehicles (how Google wants to gets there, including alliances); staging (Google speed and sequence of actions); and economic logic (how profits and returns will be generated). STRATEGIC ALTERNATIVES AND EVALUATION Strategic Alliances with other enterprises It is futile for Google to fight head with head against equally skilled competitors as its offensive strategic approaches will causes disruption its dominance in innovation in the long run. Hence, we recommend that Google alter their strategy and join forces with its competitors to add-value to its resources and capabilities (Refer to Exhibit C). With strategic alliance, Google can engage in a mutual formal relationship with two or more organizations and join forces strategically to achieve collaborative valuable strategic outcomes. It allows joint contribution of resources, capabilities, shared risk, shared control and mutual dependence. Aim of strategic alliance is for Google to achieve synergy where benefits from the alliance will be greater than those from individual efforts. Google will be able to improve market access via global marketing alliance to have more breakthroughs in international markets such as China. The new partnerships will also bring about faster and better development of new technologies/products to improve competitive position. With alliance, Google can overcome deficits in expertise and creates new competitive capabilities by bringing together unique personnel of each partner. Lastly, it will help Google to achieve economies of scale and achieve better efficiency (Gamble Thompson, 2011). Defensive Strategies to Protect Company Market Position Another alternative that we recommend will be for Google to adopt defensive strategy (Refer to Exhibit D) to enrich its competitive position. The purpose of defensive strategies is to lower the risk of being attacked, weaken the impact of any attack that occurs and influence challengers to aim their efforts at other rivals. There are two forms Google can take if defensive strategies are used. The two forms are blocking the avenues open to challenges and signaling to potential challengers that retaliation is likely. For example: if Google were to choose to block the avenues open to challenges it has to be more innovative and be more receptive in learning culture differences while embarking on businesses with the Chinese in China. China is a country that contains massive human resources with creative minds. Hence to block any new invention or products being produced, Google need to act fast by thinking differently and enhanced its research and development by being more unique and allowing creativity to flourish. If Google were to choose in practicing the latter, its leaders need to be more vocal by publicly announcing managements commitment to maintain the firms market share, publicly committing the firm to a policy of matching competitors terms or prices or maintaining a war chest of cash and marketable securities. However, Google must not be too vocal in a foreign land, especially China is highly unadvisable as Chinese do not enjoy firms that are too vocal and do not know the meaning of modesty. As a result, Google can end up losing its market share totally (Gamble and Thompson, 2011). Broadening the Diversification Base We think that it is important for Google to diversify into a new business with its existing products as it offers the potential to strengthen and build a better competitive advantage. Google is facing risk due to the increasing power of incumbent like social networks, which inevitably affect the search industry (For example: Facebook has search function in their website). Thus through diversification, Google can tap into the mobile world and reposition itself in the market by improving features offered by Android. We also recommend utilizing and incorporating Googles existing services such as Google Images and Google Maps to broaden the companys diversification base with new technologies in the market. In our daily course of work as consultants, we came across a new technology known as the Bokodes. This latest technology provides users with a more interactive approach to information at anywhere and anytime. It opens up a new range of applications in the areas of tagging, user interaction and near field communication. Google can also create an application using Bokode technology that reference to its current services such as Google Images or Google Maps (Refer to Exhibit E.) These can typically result in extensive co-marketing by giving Google many opportunities to widen its share of banner/video ads which in return builds more revenues as well as to be the pioneer in offering an innovative approach to consumers (Gamble Thompson, 2011). RECOMMENDED ALTERNATIVES/ EVALUATION AND LIMITATION Among the three suggested alternatives, we recommend that Google implements the defensive strategy. It is futile for Google to fight head with head against its competitors so defensive strategy will minimize the impact of rivals attack moves. This alternative will not cause much disruption and trade-off to Googles operation. As Google has already a large market base for its existing innovative products, it should focus its existing product categories in a specific market segment/geographic area. In addition, Google has innovative people and they have dynamic capabilities and core competencies to strive for continuous improvement and develop breakthrough defensive strategies. We will undertake a SWOT analysis (Refer to Exhibit F) to evaluate strength, opportunities and limitation (Weaknesses and Threats) for this alternative. CONCLUSION In conclude, Google is a firm that has great potential to expand its market position. However, expansion is not an easy task and it takes great strategy and meticulous planning for Google to achieve its objectives. Hence Google need to adopt an open mind in conducting its businesses and practice a strategy that will benefit them in the long run. Exhibit A (Overview of PEST Analysis) Political / Legal Regulation by US and China government Sensitive data to be leak to terrorism, such as bomb making / map Legal suit against Google for 3rd parties content and privacy such as Google map Pest Analysis Google strategy Technology Maintains competitive prices with advance technology Suit the social lifestyle such as photo sharing, search trend Allow more business from all over the world to using internet Ensure technology do not overstep to unnecessary legal issues Hardware getting cheaper Economic Survival during 2009 financial crisis High focus on advertisement Seen threat as opportunity, such as crisis. Individual are more keen on job search and financial new. Google will be their priority search Social No age limit Life style changing Individual are more educated Demand increasing such as addition service, photo sharing, email, storage More individual to own computer / mobile phone. Entrant: Low Technology easy to replicate. No specific standard for search engine Large customer base, Low switching cost Capital requirement is minimum No geographic restriction Authority is monitoring Google activities Supplier: Low Supplier is limited Supplier is also competitor, such as Microsoft, Apple Google is heavily dependable on Microsoft and Apple OS Supplier has more control than Google Competitor: High Easy to replicate Switching cost is low or free Supplier is also their competitor which are well informed of their product Competitor has their own unique strength Buyer/Customer: High Customer lifestyle is changing rapidly Switching cost is low or free Customer with all different demands Customer are well inform of the price Many competitors to choose. Substitutes: High Advertisement on traditional method Newspapers, media, radio, search hotline Switching cost is low Exhibit B (Overview of Porter 5 Forces Analysis) Exhibit C (Suggested Plans for Strategic Alliances and Benefits) Alliance between Google and Microsoft: Microsoft has improvise their Live search, Semantic Search capability and own approach to cloud computing to compete with Googles offensive strategy in substitute products. Semantic search engines will be the biggest threat to Google as it outshines its search engine by attaining more relevant search results thus threatening its core business by building a new search engine empire. Microsoft acquired a firm in the semantic field but the present technology has many limitations. Therefore, we recommend that Google reach a development alliance to fully develop this search engine. Google has highly capable people who are innovative, the joint effort will bury the hatch and make Semantic search a more powerful tool. With the alliance, both can incorporate this fully developed technology into their products, creating a win-win situation. The two companies can also collaborate together in cloud clouting whereby Google can use web based Microsoft Office (instead of Google web based software applications). Apart from having a great search engine and endless innovations, Google is still relatively new to applications that require high amount of user interactions. Tapping onto Microsofts cosmic experiences in technologies which drive the famous Windows and Office suites, Google will undoubtedly benefit from Microsofts vast resources and branding. As Cloud clouting will also lead to higher risk of privacy lawsuits, the collaboration will allow development of a better security program with encryption keys which provides reliable capacity in the cloud can be injected to prevent intrusions, resulting in reduced risks for both in authenticity issues. Alliance between Google and China Companies: China has tight internet regulatory controls which put Chinese companies like Baidu at advantage. In addition, Chinese companies will understand local culture better and can create products which will appeal to the Chinese more. Hence, it will be beneficial for Google to enter into alliance with Chinese partners to have exploit knowledge on product market in order to tap on more china market shares and enhance competitive standing. To start the process, we recommend that they collaborate with partners (example: search engine and social media) on marketing as it will entail finding out what the china market wants and also build on knowledge with its resource market. From there, Google can customize and through their sales partners, market to whole of China in a cost effective manner. For example: free download videos from the Internet are very popular in China. Perhaps, Google together with partners can make available free western Hollywood movies to China. This will help bolster its video offering/advertising revenues for ads display during the video. Other than that, they can sell Google phones or other smart phones bundled with Google/Android operating system. This will help them improve their mobile search market shares, banner ads and video ads within the China market. Exhibit D (Illustration of Putting Defensive Strategies in Its Place for Google) Google could revisit its strategy plan on an ongoing basis so as to improve its return on investment and position in the technology industry. Projected is the recommended strategy plan in adopting defensive strategy. Strategic Analysis Industry analysis Trends in the users preference, especially in search engine usage, advertising and China market Environment forecast (internal/external) Analyzing competitors development esp. from Baidu Assessment of Google SWOT diagram Mission Google purpose Google values Objectives Specific targets (for example to be more innovative and creative in the search engine specialty internationally). Supporting Organizational Arrangements Structure Process Policies and profiles Googles creative/innovative personnel Rewards/benefits Activities Strategy (Defensive) Concept on how Google will execute the defensive strategy to improve market position Exhibit E Bokode: Imperceptible Visual Tags for Camera Based Interaction from a Distance (Data adopted from MIT Media Lab, 2009) It is a camera-based interaction technology which an ordinary camera can detect small optical tags from a comparatively far distance. Consisting of a low-cost optical design whereby the tags reduces up to 3mm visible diameter, unmodified ordinary camera several meters away can be set up to decode the identity plus relative distance and angle. Bokode use intelligent binary coding to estimate the relative distance and angle to the camera and show potential for application in augmented reality and motion capture. A user who is standing right in front of a shop wants to find out information about the shop and its surroundings. Hence, he did a search by using his camera phone to tag onto an image of the shop that has a visual Bokode tag embedded on its signboard. His mobile phone that has a built-in Bokode reader enables the user to gather information in a form of indifferent directions such as providing information about restaurants nearby, hotels information, transportation guide or it says the other brand of cereal are selling at a dollar cheap at the other supermarket store This technology can works in a wide variety of ways including classrooms, public places, print advertisement, outdoor billboards, product packaging and labels. Exhibit F SWOT Analysis of Googles adopting Defensive Strategy Strength Innovative and creative workforce. Workforce has strong passion in what they do and monetary value is not really an issue. Hence Google will be able to defend fast. Strong brand reputation so trusted by consumers. So it better for Google to build defense using existing products/services. Google leaders are young entrepreneurs hence acting fast/defensive may not be an issue to them. Weaknesses Competitor (Baidu) has superior access to distribution channels. Innovations are relatively easy to be imitated so good defensive tools might be duplicated. Google has a history of having offensive strategies which can cause the company to lose large amount of revenues. Google has too many services in order to dominate search marketing and be ahead of others to gain competitive advantage but some of these services are not widely used. Hence, being defensive they have to be more focus in developing the correct defensive tool. Opportunities Massive human resource in China to fully develop good defensive strategy (ability to tap on Chinese creative minds to enhance Google research base). Strategic alliances to join forces (Defensive) instead of fighting against competitors. New product incorporation (example: Bokodes) thus creating good alternative to develop its defensive strategy. Threats Imitation is a norm in China so competitors will still be fast enough to match any defensive strategy. Uncertainty in the external environment that is beyond control therefore comprehensive defensive strategy will still backfire. Chinese users are more loyal to local company resulting in smaller market share for Google (Defensive strategy in China backfires).

Good Will Hunting Essay

Sometimes our past can cause pain that doesn’t allow us to trust others. People we trust can cause us to put up a wall and look to other things for comfort. In the movie, Will Hunting found his comfort in books. Will Hunting needed a real friendship to help him open up his mind in order to discover that there is more to life than living through the books he reads. In the movie, there are four main characters, each different in many ways, that form individual friendships in the movie. One of the characters, Will Hunting works as a janitor at a Massachusetts Institute of Technology (MIT). He is a foster child and is living life through his experience in books and lacks real life knowledge. This is holding him back from becoming intimate with anyone. While working there he sometimes writes on the school’s math department blackboard and is soon discovered as a genius. Will gets caught fighting and is arrested and in leau of incarceration is put under the supervision of Gera ld Lambeau, who attended and is now a professor at MIT. Under his supervision, per court order he must see a therapist and stay out of any trouble. Sean Maguire is a professor at a local community college and also grew up in the same town as Will and went to MIT. He is Will’s therapist and in the sessions challenges him to open up and stop living life through a book. A friendship develops and Sean tries to guide him to break his fear of intimacy. Chuckie Sullivan is a character in the movie that Will refers to as his brother. Chuckie is a nice guy with an aggressive attitude from being brought up in the rough side of Southie, Boston. Then there is a girl named Skylar, cute with a British accent and goes to Harvard University. She gets involved with Will Hunting and soon asks him to move with her to California where she will be attending at Stanford’s medical school program. Unfortunately, fear of intimacy prevents him from forming a relationship with her and breaks this friendship apart. Eventually, Will starts to see his true friendships with Chuckie, Sean and Skylar and starts to open up. He begins to trust others and takes a risk at experiencing life first hand outside the covers of a book. Will Hunting came from poverty, raised as a foster child in Southie. He didn’t trust people because he always looked at every angle of the relationship and assumed that in the end they wouldn’t be there for him. Professor Gerald Lambeau, who took pride in himself because of a Field Medals award which granted him public status, comes around to try to build a friendship with Will. Will soon realizes that Gerald is using him to gain social status, public recognition and to solve his difficult math problems. He then ends his relationship with Gerald because of his intensions. Then Sean, seeing what his former classmate, Gerald, was up to, soon becomes more than just Will’s therapist. Sean becomes a friend and tries to prevent Will from taking the same path as Gerald by only wanting social recognition. As Will’s Friend, Sean didn’t want him to fail. He wanted Will to succeed in life and take a chance and not just live it through a book. The doctor-patient relationship soon becomes a very close friendship. Towards the end of the movie Will leaves a note for Sean, â€Å"I had to see about a girl,† this was a quote from Sean’s story of his courtship with his wife. This lets Sean know he had decided to take a chance on life and to attempt to form a lasting relationship with someone he could trust. Will’s â€Å"brother† Chuckie, who is really Will’s best friend, also wanted him to succeed in life. He tries to encourage Will to take a chance in living a real life and tells Will, â€Å"You know what the best part of my day is? It’s for about ten seconds when I pull up to the curb to when I get to your door. Because I think maybe I’ll get up there and I’ll knock on the door and you won’t be there. No goodbye, no see you later, no nothing. Just left. I don’t know much, but I know that.† Will then sees that Chuckie might have a point and takes his friend’s advice. A few people come into Will’s life, some for real friendships and some just to gain public status. After discovering his true friendships, Will begins to enjoy their company and wants them in his life. He begins to build relationships he can count on. He is willing to take a chance and succeed in life and relationships, no longer needing books to fulfill this for him. He finally decides to trust and to look at the positive things life has to offer. On his 21st birthday, with the car, Chuckie and his other friends gave him, he packs up to head to California to pursue life. In the end, Will finds true friendships and decides to live his life outside of just a book.

Petit and fernando

There were two young souls with a dedicated passion in the novel † Let The Great World Spin† by Colum McCann expressed themselves through different inspiration. Philippe Petit, the French acrobat who in 1974 walked across a tightrope between the Twin Towers. Petit a man with out a fear, well that's what you would say if you would watch him pursue what he felt like was destiny. He had a passion most would call crazy, insane, or even fatal. Fernando Yunque Marcano was Just young Hispanic fourteen year old boy still experiencing life, and adventure through a camera in the treets of New York.Fernando was blown away by the creativity that these artists would express and how they would show their thoughts through art. Philippe and Fernando are two different people in two different settings living in their own journey. Petit was passionate about â€Å"walking on wire. † He didn't want to think of the consequences he could face while performing such walk. He was a calm per son Just focused on his dream to walk further and higher, to call it history I suppose. His motivation was the rush he received.He puts himself to the test and it was even said that â€Å"His favorite moment was running along the wire without a balancing pole- it was the purest bodyflow he could get† (McCann 158). When he finally arrived to walk on the wire and went through the rush â€Å"he felt for a moment uncreated. Another kind of awake† (McCann164). A person feels like it was a different of kind of living says a lot on how he felt for this passion someone would call insane, he felt alive. He felt something he couldn't compare it to. Petit had a talent that humanity could not deny.Fernando Yunque Marcano was a humble quiet boy with not much money. He is an adolescent but definitely knew where his passion lied. He hid his face through a camera. Fanatical in his work, the only image that he had in his mine was captivating the moment through photography. Fernando wou ld surf the trains of New York putting himself in danger one hand on his camera trying to take pictures of what he saw such beauty in, tags â€Å"loves the way the letters curl, the arcs, the swerves, the flames, their clouds. (McCann 168), it shows that he saw creativity and enjoyment to omething that we see everyday and probably show not much interest in. His talent to express himself in photographs is another way of speech. Philippe Petite was a man with an obsession of the wire. Fernando Yunque Marcano had an obsession of the camera. They were two legendry men in their own unique way. No matter their motive or their reason they did what they loved to do. Their dedication to what they felt was their purpose overcame their â€Å"fear† to reality. There dedication to there obsession is another world for his passion.

America Should Never Have Entered the Vietnam War Essay

During the Lyndon Baines Johnson presidential administration, both those policy makers who supported America’s involvement in Vietnam and those who opposed the war were part of the â€Å"containment generation.† They had reached political maturity during World War II and the early years of the Cold War and had experienced the intense anticommunism of the McCarthy era of the early 1950s. These leaders understood and applied the lessons of American nationalism, which had the primary message that the U.S. was the dominating nation that had to embrace its responsibility to aid and improve nations in America’s image. Therefore, when they saw that there was a threat of the spread of communism to areas of Southeast Asia, a majority of the†¦show more content†¦This logic led many to flee to Canada or simply resist the draft. Protesters felt that the United States should not be involved in another nation’s civil war especially a war that uses tactics su ch as saturation bombing, the killing of civilians, and the use of toxic chemicals. David Harris, a draft resister, wrote, â€Å"The war was an extraordinarily obvious violation of everything that I had been led to expect from the country I was a part of†¦.when my generation’s war showed up it turned to out to be a propping up of petty dictators so they could keep a good portion of their population in servitude† (Handout page 9). Mass protests occurred all around America. 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