Google Organization Analysis

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Organization Bound Condition

Maria Khisameeva
David Maes
Amanda Nielsen
Kitti Tumbász


1. Introduction 2
2. Assessment2
Background information2
SWOT analysis3
Organizational structure3
3. Baseline4
Problem statement4
Internal events causing change5
External events causing change5
4. Components6
Cultural analysis of markets6
Goals of the project7
Levitt’s diamond7
5. Down to specifics / Implementation8
Resistance to change analysis8
McGregor Theory X/Y9
Kurt Levin’s’ 3 Phases Change Management Model11
8 step model12
6. Evaluation13
7. Sources 14

1. Introduction
By looking at today’s market it is noticeable that innovation and fast reaction on the market changes is one of the key-components for success. During our research we have realized that even the fastest-growing company in the world – Google – is having difficulities, therefore we decided to look into the problems of the organization and propose some changes that would protect the company to be “too big and too slow”.

As our main structure the ABCDE strategic model has been used in order to cover up the whole process. Within that several other organizational theories have been used, such as Lewitt’s Diamond, the 3 step process, McGregor’s X/Y theory, Kurt Levin’s’ 3 Phases Change Management Model and John Kotter’s 8 step model in order to analyze the problem and work out a possible solution for the company’s problem.

2. Assesment
Background information

Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. The company`s core business is search advertising, which accounts for 90% of their revenue, therefore Google is being considered as “the world’s most popular Internet search engine” . Besides that the company offers online productivity software, such as the Gmail email service, the Google Docs office suite, and as a try to challenge the market leaders of social media - Facebook and Twitter- the Google+ social networking service. It also offers applications, such as the Google Chrome web browser, the Picasa photo organizing software, and the Google Talk instant messaging application. The company is the leader of its mobile operating system, called Android and it ownes the biggest video-sharing site, Youtube.

SWOT analysis
Strengths * strong brand name * continous innovation and growth * word-of-mouth publicity * broad target market * leader in more different markets * challenger in several markets * a chain of products * significant growth| Weaknesses * dependent mostly on its search based marketing * data protection issues * size issues (growes very fast) * products and services integration is quite heterogeneous| Opportunities * because of the broaden product range it is always possible to reach new groups/segments * new products * new innovations * new acquisitions * increase internet usage| Threats * lost control over the giant organization * increasing level of competition in every market segments |

Organizational structure
The founders of Google named the search engine they made "Google,"  this was meant as a play on words "googol," the mathematical term for a 1 followed by 100 zeros. The original idea was that it should reflect immense volume of information which they would create in Google. Looking at the organization structure of Google the name and meaning seems appropriate since it is so complex. Google is using a functional organization structure. In this structure, the market does not see the key persons behind the product. Obviously the top four or five persons are not...
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