Please answer the questions by reading the case study below: Each answer should contain minimum 250 words. Do Not copy from Chegg answers

1-Explain how google strategy has been developed over the years?

2-What are the strengths and weaknesses of its approach?

3-In what ways should Googles approach to strategy development change in the future?

From Google to Alphabet - twists and tums in Google's strategy development. Google is one of the few companies whoee main prodact's it placed between them and their shareholders and the name became 50 aymonymous with its primary offering increased managarial freedom it offered to them to run that it has become a commonly used verb. Doogle, which their company their may. was renamed Alphabet in Detober 2015, had a market Page and Brin also recruited successful CED Eric capitalsation of \$725bn (E435bn, E5446n) by 2016. Schmiat from Novell Inc and, betwen the three of them, With a network of ouer one milion computers workdmide, shared poeer at the top. Schmiat deat w th administration it was the dominant player in internet search globaly 885 and Google's imestors and had the most traditional CEO per cent market share, way ahead of former giant Yahoo's role. Page was centraly concemed with the social strucsax per cent and Microsoft's 'Eling' and Chinese Baidu, ture of Coogle while Brin took a lead in the are of ethics. both wh three per centip, Coogle's intemet search-related advertsing accounted for 85 per cent of Alphabet's rev- How it was enues. However, the giant's exparsion faced some challenges. Feople moved to mobiles with lower-priced adk, it could be difficut to mork out who was responsible for which Imited growth. In contrast to expectations, the wat inside Googleplex (Google's Ha) in Mountain vice, Moutube video service war ako unable to produce profts. Caldornia. There mas a famously unstructured style of Finaly, the company was sloely but surely closing down operating; Eric Schmidt claimed that their strategy wax Qoogle + , its big bet on social neteorking services. In based on trial and errot: addition, there mere questions conceming the restructur. Wosgle is unusual because it's etally arganiset fron ing of Google and renaming it Alphabet; 1 insended as a the betien up ... It often feels at Coagle peaple are holding company inclading the Coogle search business pretty much daing what they think best and they baiterate and an increasingy diversified portfolio. breving us ancund ... We taa't really have a five-yeae plan... We really ficcus ca what's rew, what's exciting Albut Google Google startad lite as the brainchild of Lany Page and Wth regard to product development, their approach Sergey Brin when they were students at Stanford Uni- mas to launch a part-finished (beta) prodact, let Google versity in the USA. When Page and Brin launched their fanatics find it, toy with it, emor-check and de-bug it own search engine product, it gained followers and users an imaginatiee use of end-users but also a significant quickly, attracted financial backing and enabled them to release of control. Control of worktloe, qualty and to laneh theif IPD to the US stock market in 2004 raising a lage exent, the nature of projects underway at any a massies $1.67 bn. one time mere down to employses and not management. From the besinning Doogle was diflerent. Instead of Google was a famously light-managed organkation. It had using investment banks as dictators of the initial share a 120 ratio of employees to managars - half the number price for the IPD, they launched a kind of open IPO auc- of managers than in the average American organisation tion with buyers deciding on the fair price for a share. (1:10] and considerably fewer than some European counPage sent an open lettef to shareholders explaining that tries (France 1:7.5). Google mas not a conventional company and did not Enginesrs worked in small autonomous teame and the intend to become one; it was about breaking the mould. Eork they prodaced was qualty assured ueing peer feviem This continued as Google set up a two-tier boand of direc- father than claseical supervision or clear strategic guidetors, a model which, though common in some European lines. So there was the potential for these small work countries (e.e. the Netherlandsi, is fare in the USA. The teams with their freedom for ser-initiated project work advantage for Page and Brin was the additional distance to create a situation of project proliferation. Moreover