Strategic Management in Action


Strategy development processes: Google

Tools and concepts Description References
Bottom -up strategy:

Google allow people to do what they believe is best

Girard B. 2009, The Google Way
No actual development plan:

This gives the company wide opportunities to focus on most exciting things, and maximize their growth.

Carlson Nicholas. 2009, We Don’t Really Have A Five-Year Plan’
Application of open IPO:

This gives buyers bargaining power of shares, and not banks.

Girard B. 2009, The Google Way
Two –tier governance structure:

Brin and Page runs their company and distance them from shareholders.

Jackson, Eric. 2012, Google’s Paranoid Governance

Buying about 50 small companies to increase customer base, and expanding products and services.

Nudelman, Mike. 2015, The 11 Most Important Google Acquisitions Ever
Autonomous teams and who use peer review:

This helps in producing quality work that further makes Google a popular brand name.

Girard B. 2009, The Google Way
Innovation encouragement:

Engineers are given 20 percent of time to devote in private projects to promote creativity, and innovation.

Girard B. 2009, The Google Way
Anti-bureaucracy and disorganization: These concepts promote hard-work by giving people wide opportunities to create new ideas. Girard B. 2009, The Google Way
Rigid organization:

Google is rigid in its recruitment and this helps the company to hire qualified workers.

Girard B. 2009, The Google Way
Competitive salary: This encourages workers to be more production and grow Google image Girard B. 2009, The Google Way
Internal technical platform:

This gives the company ability to analyze, and record various aspects of data from users.

Girard B. 2009, The Google Way

This in-house intranet helps in tracking data in real time.

Girard B. 2009, The Google Way

Task B

The above figure shows concepts and tools that influences Google’s strategy development.

Retrieved from:

Task C

Strategies influencing Google developments

Google is one of the fast growing corporations in the world and its growth continues to rise each year following its effective development strategy (Huddleston 2015). From its inception in 1999, this company has grown into one of the reputable search engines that have become a household name to millions of people in the world. Google has the largest customer base; 67.5 percent far much ahead of its close rival Yahoo at 8.4 percent (Phyl n.d). From the above figure, one of the key factors that have helped Google to be a reputable organization and grow rapidly understands market trends. Unlike other search engine companies, Google applies a bottom –up concepts that helps the company interact with its customers effectively, and meet their demands (Krchnak 2012).

The customer is always right and taking heed to consumer’s wants and needs can help an organization maximize growth (Cameron & Green 2004). The trend of the world today is application of the internet for many daily chores. People have embraced using of email address because electronic mail is faster and cheaper compared to traditional postal mail. Following the trend to see what people want has helped the company produce quality products and services (Krchnak 2012). From social, political, and economic perspective, there are new trends that have emerged, and Google has strived to follow and understand trends to capture the growing market. For instance, electronic commerce is one of the common trends in the 21st century. Following this customers’ need, Google has introduced effective products and payment methods to tap the rising market. For example, the company has launched Google wallet to help online buyer buy and sell their products and services effectively (MasterCard US 2015). Following trends and understanding what customers want has helped the company to produce exactly what their customers want when they need it.

Another critical concept that has played a major role in strategic development of Google is technology (Krchnak 2012). The 21st century is dominated by technological innovation and Google’s investment in technology has placed this company in the front line among search engine companies. Consideration of technology has helped Google tailor its products and services effectively, and attract more customers. Google has several technological products that are globally used since they are easy to use, and safer. The use of the internet has led to increased efficiency, but this has led to creation of more security issued such as fraud and identity theft.

To ensure that technology does not yield negative consequences, Gmail product provides users with step two verification features to boost the security of one’s email. This element of security has attracted millions of users, further growing Google into a reputable search engine. Technology has also helped Google create several apps on mobile phones, and this helps people to access their Gmail, and search whatever they want using their Android phones ( 2015). In addition, technology has helped increase Google’s efficiency since users can share pictures and documents with others. People like to see and the availability of Google products that provide in depth pictorial increases Google growth, and development. Application of easy technology continues to attract many users because a person gets all he or she wants at a click, and learns a lot of information within a short time ( 2015).

The success of Google can be delivered from understanding its competitors effectively (Krchnak 2012). In business, knowing the rivalry forces helps in establishing better marketing strategies that can beat competition (Cameron & Green 2004). is Google primary competitor, and conducting competitor’s analysis has helped Brin and Page produce more competitive products, and services. Google provides safer email than Yahoo since Google’s Gmail has a second step of enhancing security by lining the Gmail address with the phone. This limits fraud, and identity theft making Google much preferable than its competitors. Application of competitor analysis also helps Google understand the market forces and challenges affecting rival, and how to effectively address such issues. Google development is largely on its effective marketing approaches that help in selling its image above its competitors (Huddleston 2015).

Additionally, Google’s development strategy is highly influenced by its unique organization culture (Krchnak 2012). Every organization has a unique way of doing things, which creates a brand name and encourages workers to be more productive. Google has a unique culture that encourages hard work, and innovation. For instance, the company provides workers 20 percent of their time to engage in private projects (Phyl, n.d).  This has helped in promoting creativity and production of numerous products that meet customers’ needs. Google has a unique governance structures that distance shareholders from the company (Jackson 2012). This helps Google to stay in line with its goals and mission since the public does not control or change how the company is managed. Culture has also helped management hire the best workers because management is strict on its hiring process. This ensures that Google only hires qualified workers who have the ability to contribute positively towards growth of this globally recognized search engine (Phyl, n.d).

Reflective commentary

This patch has been helpful since it helped me understand more about owning a company and how to successfully run it. Brin and Page are some of the 21st century entrepreneurs who have applied the best strategies of development in creating the most reputable search engine. The application of unique cultures and management approaches has helped me understand the essence of creativity in day to day chore. Intellectual ability is core in the success of any career or growth of a company since innovation is critical for effective growth. This will help me boost my intellectual understanding, and work harder to gain wide knowledge and become an innovative person; these are key aspects that employers are looking for in while recruiting workers in order to hire quality employees who will make positive contributions. In addition, I was able to write this patch with ease following the contribution of the seminar group. This information gave me a strong foundation because I understood the patch effectively before embarking on my research. One of the main areas that group work contributed in the completion of this patch was effective analysis. By analyzing the patch, it was easy for me to embark on writing, and researching for more supporting documents. I rate this patch at 80 percent.

Patch 2

Organizing for success: Hurricane Katrina

Concepts and tools Description Reference
FEMA should conduct rigorous research: Research is critical in addressing any disaster. It helps in defining risk and sensitizing people on emergency management. Moynihan, Donald. 2012, The Response to Hurricane Katrina
Homeland department should coordinate with FEMA to keep communication open: Communication failure in the new organization caused FEMA’s failure since Homeland security under looked FEMA‘s function in ensuring safety in America. Cooper and R. 2006, Block, Disaster: Hurricane Katrina and the Failure of Homeland Security
FEMA should be given more resources: Although terrorism is seen as the greatest threat, Natural calamity can do much worse and FEMA’s budget should be increased not reduced. Cutter, Susan & Gall, Melanie. 2006, Hurricane Katrina: A Failure of Planning or a Planned


FEMA should answer direct to the president: Emergency management deal with sensitive cases that might cause havoc in the community. Thus, like in the past, FEMA director should report to the president to keep the White house informed. Nicholson, W. C. 2005, Homeland security law and policy

Task B: Homeland bureaucracy organization

Retrieved from:

Task C

The main cause behind government failure in averting hurricane Katrina losses was homeland bureaucracy failure (Nicholson 2005). Following the 9/11 catastrophic event, the Bush administration embarked in creating a new organization that would address the issue of terrorism. After the 9/11 attack, Homeland security was formed to increase disaster preparedness, and research by merging 22 security to create one strong body that would fight terrorism effectively (Cooper 2006). All resources were channeled to fighting terrorism and the department of Federal Emergency Management Agency was one of the organizations that were affected in this merge. The organization received reduces budgets since Homeland security secretary believed that terrorism was the only threat to American lives. However, Tom Ridge and his successor Michael Chertoff did analyze possibility of other events such as natural calamity such as earthquakes and hurricane killing masses and destroying properties (Cooper 2006).

Both Ridge and Chertoff were the main causes of government failure because they neglected emergency management knowing for certain that hurricane had in the past affected many southern states claiming many lives, and damaging properties (Cutter & Gall 2006). The rationale of homeland was to secure Americans in all ways, and the negligence to fund FEMA caused the lives of many innocent people. Thus, the secretary was supposed to evaluate and balance all events since no cause of harm to the American people is acceptable. The issue of cutting fund was one of the grave issues because it denied FEMA the funding it needed to build levees, and make New Orleans safer (Hurricane Katrina Pdf). For instance, New Orleans budget of building levees was cut by 44 percent while Ohio Fire service was given a bigger allocation to purchase bullet proof vests for their dogs to protect them from terror attacks (Hurricane Katrina Pdf). This is ironic because the government embarked on miscalculated funding and failed to protect 1,836 innocent Americans who died in the hurricane.

The government failed its duties because of its prioritization breakdown. On the 27th the Homeland Security secretary was busy reviewing immigration report instead of addressing the impeding danger. Emergency management was not given a better platform to save lives; though their director had called for trucks, buses and other services to help in the evacuation, the organization received half trucks, and no buses. In fact, on Monday, Chertoff had a meeting with the president, but failed to mention anything about the approaching Hurricane (Hurricane Katrina Pdf).This means that FEMA could not evacuate people to safety due to limited resources. During reorganization, FEMA officials objected to the restructuring because under the new organization, they were denied a direct audience with the present. Emergency management requires direct communication with the president since so much bureaucracy only causes delay; this is evident in the failure of hurricane Katrina (Cooper 2006).

Poor communication between FEMA and Homeland Security secretary also caused failure since FEMA was unable to pass the message to Chertoff to inform the president (Moynihan 2012). Communication setback was cause by transmission failure and power shortage since FEMA officials could not charge their phones. More so, FEMA had only one officer on the ground despite issues warning that this was a severe natural calamity coming. More so, FEMA director encountered communication failure, and was not able to communicate with Washington. Security officials also caused 8 hour delay waiting for personnel to screen the people evacuated. More so, the government overlooked refugees who were sheltering at New Orleans Convention Center thinking it was the same place as Superdome were other people were sheltering (Hurricane Katrina Pdf).

Bureaucracy also led to delay in relying vital message to the president became Department of Homeland Security in Washington responsible of guarding people from panic reactions insisted on second verification to pass the message to the president, but that verification was not available due to communication breakdown (Schneider 2008). This bureaucracy of a second source confirming the hurricane led to delay, and denied the government the ability to prevent the tragedy. In addition, Disaster management entails coordination of local communities both private and public with the state, and federal government. However, in relation to this natural calamity, there was coordination breakdown because before things got out of hand, grass- root leaders and the media could have sensitized people and this could have save people (Schneider 2008).

More so, bureaucracy hindered the government from taking serious measures of evacuation, and setting up shelters for the evacuated people (Schneider 2008). For instance, FEMA asked for 69 truckloads loaded with water, 400 buses, 69 truckloads of ice, and 34 trucks of food but on Sunday, FEMA had only 17 trucks of ice, 30 trucks of water, 15 trucks of food and there were no buses to transport people to safety.   During emergency, help is required from well wishes because people are left without food, water and shelter. However, the government was not ready to provide aftermath assistance to the victims. More so, the government denied help from United Kingdom claiming that the food load given was harmful for human consumption since it was mad cow ailment (Hurricane Katrina Pdf).

Reflective commentary

This patch has helped me understand a lot about government bureaucracy, and how this aspect of governance can result to organization failure, and loss of live and property. In the wake of terrorism, America was forced to merger its 22 security departments to form one complex body that would guarantee protection to all Americans. Nonetheless, this patch has shown me that there are offices that need a direct communication to the president because too much bureaucracy can cause delay, and massive damage. Thus, if Michal Brown was able to communicate to the president, loss of lives would have been prevented. Management and prioritization of resources is therefore critical in ensuring safety across American border since harm is harm whether from terrorist or nature, the government should protect its people at all cost. This patch shows that communication and coordination is core in boosting national security since communication failure contributed to Homeland security and FEMA failure. Hence, all workers should embark on communicating and doing adequate research to avert many crises. Group work seminar facilitated in analyzing the case study and research in the completion of this task. Research is critical while writing dissertation, and other academic papers because it gives the researcher wider knowledge about the topic. I rate this patch 80 percent.

Patch 3

Leadership & strategic change

Description of Concepts and tools References

For any business to grow, change is inevitable, and change starts at the mind of people.

Great Britain. 2006, Changes to primary care trusts
Effective communication:

Without proper communication, management cannot sell it change ideology, and receive the support needed.

Cameron, E., & Green, M. 2004, Making sense of change management

Being truthful helps in building trust that indeed leadership and change will yield positive elements.

Helensburgh Advertiser. 2009, Managing change at Faslane
Outsourcing: This helps in saving operational costs to maximize profits, and pave way for development. Helensburgh Advertiser. 2009, Managing change at Faslane

Task B

Fig. 1

Retrieved from:

Fig. 2

Retrieved from:

Task C

Describe the change styles of John Howie and Craig Lockhart

The two Babcock managers applied the bottom-up change since it is much easier, and it served their purpose of saving £ 14 millions in the first year, huger from their £ 3 target in the initial year of their change implementation (Helensburgh Advertiser 2009). Change is critical since it can help and organization to restructures and save a lot of money in running the business (Cameron & Green 2004). In addition, the duo realized that change can only be effective if all people take part in the change. This is because organization workers have a better picture of their organization that any outside (Helensburgh Advertiser 2009). Hence, it is core to consider existing workers, and get their views and support in achieving change. Most organization in the world has failed because they losses the support of existing workers having not involved them in the change program (Cameron & Green 2004).

Howie and Craig understood that change is complex and it can only succeed if the right personnel are used. This explains why a team from Babcock with similar experience was brought to help in exerting. Since the team did not have knowledge about naval base, ministry of defense worked in close collaboration, and transferred people who knew more about running a naval base. This collaboration has been an effective change style, which has yielded positive results in the end (Helensburgh Advertiser 2009). Another change style used by Babcock managers was using stages of change. For instance, people were given two weeks to review the change program. The rationale behind this concept was to get people involved and contribute in either accepting or deny that change and air their better ideas. This has made their change implementation effective by relieving people bureaucratic burden. For instance, a 14 days review can occur in 2 days while 56 can take 6 days. This is a simple organization e-engineering (Helensburgh Advertiser 2009).

Assess the effectiveness of the change program; strengths and weaknesses.

Faslane and Babcock collaboration has yielded the desired results because in a ten year plan, the Babcock will have help Faslane save £ 280 (38.2 percent) (Helensburgh Advertiser 2009). This is an achievement because the company has not only achieved its cost reduction, but it has been able to improve on services. One of the strength of this change is increased better communication among workers in the executive and subordinate level (Helensburgh Advertiser 2009). Communication is critical in change management because it is through communication that people understand the change element and ask questions to comprehend the bottom line. (Cameron & Green 2004). Faslane requested for change in order to reduce operation costs and increase efficiency. Through communication, Babcock managers were able to get the views of people and interact with people to get wider and helpful views.

The second strength of this change program is that it has enhanced services (Helensburgh Advertiser 2009). By reducing cost of operation, an organization encourages workers to be efficient, and utilize resources effectively. For instance, this change did not only yield better services to the naval, but it also increased service efficiency to the local community. In addition, change led to better attitude among local communities, and naval base. Change starts at the mind and by changing the altitude of workers; an organization can encourage hard work, creativity and coordination because they have the same goal (Cameron & Green 2004). For instance, the sole purpose of this change program was to reduce cost of operation. Cost reduction means adjusting in many ways, and using the little available resource to produce much better results.

Additionally, this change program was successful because it promoted responsiveness among all people in the naval base. Honesty is a key component that can help motivate people to accept change by engaging in the right actions (Cameron & Green 2004).   However, if people are denied the truth, it becomes difficult to support change, and change program fails. More so, Following Faslane effective change, Faslane has become the home base of all United Kingdom submarines fleet and training institute for nuclear training schools creating more than 2,000 new jobs in the base (Helensburgh Advertiser 2009).

Furthermore, this change program has promoted creativity, hard-work and cooperation of workers. This is because workers are now encouraged to create departmental business plans. This is a positive element that will pave way to gradual growth, and career fulfillment among workers. This will also enhance the spirit of teamwork since people are expected to work in groups. John Howie and Craig Lockhart also encouraged workers to challenge the raised point and contribute remarkable ideas that can result to better growth. Integrating all workers in the program has introduced sense of belonging, which has promoted hard work (Helensburgh Advertiser 2009).

However, change can at time result to negative consequences. The weakness of this change program was job loss to many people in managerial positions. For instance, 400 workers under full-time post lost their positions, and management was slashed from 250 workers to half that figure. Nevertheless, though about 500 people lost their jobs cumulatively, this change program has been able to create more opportunities, and this shows that indeed this program was effective (Helensburgh Advertiser 2009).

Reflective commentary

Seminar group work contribution has been helpful in the completion of this patch. One of the areas that group work assisted was analyzing the case study to understand the basic concept. In research, analysis is critical because it helps students to conduct thorough examination. This patch has helped me understand change management concept, and how an organization can maximize change, and achieve positive outcomes. For instance, change requires that all people be brought on board to understand and support change. This is a significant element in the contribution of my study because it will help me understand change in my future place of work both as an employee or employer, and embark in using the right change models. Approaches used by Howie and Craig have helped me understand how innovation and intellectual skills are critical in every organization. Organizations are after hiring hard working and intelligent workers who will add value to their goal. This patch have helped me realized that change is inevitable and unproductive workers always are on the losing side when a company is restructuring. Therefore, it is critical that in future, I embark on being a resourceful and innovative employee to secure employment or become a better change manager. I rate this work 80 percent.


  1. Cooper and R. 2006, Block, Disaster: Hurricane Katrina and the Failure of Homeland

Security, Times Books.

Cutter, Susan & Gall, Melanie. 2006, Hurricane Katrina: A Failure of Planning or a Planned

Failure? Retrieved from:

Carlson Nicholas. 2009, Google CEO Eric Schmidt: ‘We Don’t Really Have A Five-Year Plan’

Business Insider. Retrieved from: year-plan-clip-2009-5

Cameron, E., & Green, M. 2004, Making sense of change management: A complete guide to

the models, tools & techniques of organizational change. London: Kogan Page. 2015, Change Management. Retrieved from:

Girard B. 2009, The Google Way: How one company is revolutionizing management as we know

  1. it. No Starch Press, San Francisco, CA.

Great Britain. 2006, Changes to primary care trusts: Second report of Session 2005-06. London:

Stationery Office.

Huddleston, Tom. 2015, Google’s growth underwhelms as spending balloons. Retrieved from

Hurricane Katrina: Human-made disaster? ORGANISING FOR SUCCESS chapter. Pdf

Helensburgh Advertiser. 2009, Managing change at Faslane. LEADERSHIP AND STRATEGIC


Jackson, Eric. 2012, Google’s Paranoid Governance. Retrieved from:

Krchnak, Martin. 2012, Google. Retrieved from:

Moynihan, Donald. 2012, The Response to Hurricane Katrina. Retrieved from;

Nicholson, W. C. 2005, Homeland security law and policy. Springfield, Ill: C.C Thomas.

Nudelman, Mike. 2015, The 11 Most Important Google Acquisitions Ever. Retrieved from: 2015, Change Management Software. Retrieved from:

Phyl, Johnson. Google: who drives the strategy? Strategy development processes. Pdf.

Schneider, Saundra. 2008, why did the governmental response to hurricane Katrina fail? Public

mismanagement and bureaucratic meltdowns. Retrieved from;

Sadler, P. 2003, Strategic management. Sterling, VA: Kogan Page.

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