Google Inc. use of the BCG Matrix Essay Example | Topics and Well Written Essays - 3500 words

Google Inc. use of the BCG Matrix - Essay Example The paper presents an overview of Google and its core businesses, and goes on to undertake a strategic audit of the company making use of the BCG Matrix as well as the SWOT Analysis and the PESTEL analysis in a strategic audit aimed at identifying strategic issues facing the company and at making recommendations to get the company on a path to growth. The paper presents a critical analysis of the main issues that were surfaced in the strategic audit, and also undertakes a critical assessment of the BCG Matrix itself. The critical assessment of the BCG Matrix surveys various perspectives on concept, undertaking a comparison and contrast of those perspectives, and weighing in on the relevance of the BCG Matrix in modern times and in the present context of its use to undertake the strategic audit on Google. This latter exercise also looks at the suitability of the BCG Matrix versus other tools and frameworks for undertaking a strategic audit in general and for undertaking a strategic au dit of Google (Taggart and Harding, 1998; Google, 2013; Reuters, 2013). Finally, the critical audit and the critical assessment of the main issues that were surfaced in that critical audit, together with the critical assessment of the BCG Matrix itself, are all used to come up with strategy recommendations for Google to grow moving forward. ... e from the twin perspectives of concepts and frameworks used on the one hand and Google’s business perspective on the other (Google, 2013; Reuters, 2013; Smith, 2002; Spee and Jarzabkowski, 2009; Ioana, Mirea and Balescu, 2009; Doole and Lowe, 2008, pp. 282-283; Armstrong, 2003; Hall and Saias, 1980, pp. 160-161; Zeithaml and Zeithaml, 1984). II. Company Overview Google Inc. is a technology company that operates on a global scale. The company details itself as a firm that focuses on key business segments and areas of technology, and these revolve around search, hardware products, products for the enterprise, operating systems for mobil e and other computing platforms, and online advertising. Google is present in more than 50 countries and territories, and reaches its audience through the use of 100 different languages around the world. The hardware business is primarily represented by Motorola, which caters to two distinct business segments consisting of the Home segment and the Mobile segment. Mobile is about mobile devices and corollary services and products tied to mobile. Android is the popular mobile computing platform that Google owns and licenses for free to device manufacturers. The Home business segment on the other hand keys in on digital television and the use of related access devices and services. Its Enterprise business consists in the provision of software platforms and services centered on Google Apps, Google Search, Google Maps, Google Earth, and a host of related platforms and cloud-based services that cater to vertical industries such as education, government, and business.