Alternative Solutions

Google’s unsteady organizational structure has them in the driver seat with their competitors in the back. Their competitors Microsoft and Yahoo are not far behind in the market and may be able to leverage enough assets and capabilities to gain ground over Google. In order to remain in the driver seat Google can focus on its organizational structure by developing competitive advantages and a different approaches to their business strategies. In other words developing competitive advantages like localization helps Google focus on increasing their profits by customizing their goods and services, so they match consumers taste in different national markets. These customizations to local demands increases the value of the product or service in the local market. Any value associated with the local demand offers higher pricing, which enables Google to regain their higher cost. Going through a localization strategy for Google will have localized product and services, while even capturing some scale economies.

Also, to continue gaining advantage over their competitors, they need to improve on their innovations by better positioning their products and services. Using a positioning strategy helps Google adopt to products and services based on four main dimensions of marketing: price, distribution promotion, advertising, and product features. Many failed innovations are the result from poor positioning strategies. These innovations fail because innovation is inherently uncertain. A positioning strategy would help Google approach their innovation on the four main dimensions of marketing and this allows for greater success. If google can effectively focus on its organization structure, they can remain at the driver seat.

Evaluate each alternative above. Critically assess the alternatives defined. Describe the implications and key steps for implementation of each alternative. Consider external and internal factors and other relevant trends. Once again, utilize course texts and other resources to enhance your assessment.