Chapter One

Introduction

Google, in full Google LLC formerly Google Inc. American search engine company, founded in
1998 by Sergey Brin and Larry Page, that is a subsidiary of the holding company Alphabet Inc.
More than 70 percent of worldwide online search requests are handled by Google, placing it at the
heart of most Internet users’ experience. Its headquarters are in Mountain View, California.

Google is a multinational public corporation, it develops and hosts internet based services and
products. Google is one of the biggest search engines in internet and it processes a billion searches.

Google began as an online search firm, but it now offers more than 50 Internet services and
products, from e-mail and online document creation to software for mobile phones and tablet
computers. In addition, its 2012 acquisition of Motorola Mobility put it in the position to sell
hardware in the form of mobile phones. Google’s broad product portfolio and size make it one of
the top four influential companies in the high-tech marketplace, along with Apple, IBM, and
Microsoft. Despite of all this products, its original search tool remains the core of its success.
In 2016 Alphabet earned nearly all of its revenue from Google advertising based on users’ search
requests.

Google is one of the most powerful brand of these days.

 Organisation Structure of google

Google has a cross-functional organizational structure. In essence, this structure is of the matrix
type. However, in this specific business case, the company maintains flatness as a major factor that
influences functions throughout the corporate structure. The following are the main characteristics
of Google’s corporate structure:
1. Function-based definition
2. Product-based definition
3. Flatness
Function-Based Definition. This structural characteristic refers to grouping of resources and
processes based on business function. For example, Google’s organizational structure involves a
group for Global Marketing, and another group for Finance. An executive heads each of these
groups. This function-based grouping is responsible for organization-wide strategic decisions and
direction. For instance, Google’s operations management approaches are developed and defined
through these function-based groups at the corporate headquarters. This characteristic of the
company’s corporate structure influences business processes, such as top-down and bottom-up
communications, as well as strategic management to solve problems encountered at various levels
and areas of Google’s organization.
Product-Based Definition. Google’s products are developed through the support of product-based
groups in the company’s corporate structure. This structural feature addresses the need to develop
innovative and competitive products, such as the ones enumerated in Google’s marketing mix or
4Ps. For example, the company has a group for Cloud operations, and another group for Artificial
Intelligence operations. An executive heads each of these groups. Through this characteristic of the
organizational structure, the business satisfies current and future market demand and consumer
preferences regarding information technology and consumer electronics products, such as Search,
mobile apps, and mobile devices. This ability helps fulfill Google’s corporate vision and mission
statements. The company’s product lines are aimed at enhancing people’s access to organized
information, especially information through the online environment.
Flatness. This structural characteristic involves the minimization of vertical hierarchical lines of
communication and authority, despite Google’s function-based groups. For example, through its
flatness, the company’s organizational structure enables employees, teams, and groups to bypass
middle management and communicate directly with upper management. Also, in this way, Google’s
corporate structure facilitates meetings and sharing of information among employees and teams

belonging to different areas of the organization. This structural feature is a major contributor to
innovation for novel products that help in business diversification, which is among the business
strengths outlined in the SWOT analysis of Google LLC. This characteristic of the organizational
structure supports Google’s corporate social responsibility strategy and stakeholder management,
especially in terms of increasing employee morale, motivation, and satisfaction in their work as part
of the company’s business and long-term success.

 Product and Services of Google

Over the years, Google has acquired a variety of products and services into its brand. Its products
and services can be placed into three distinct categories as outlined in the table below:

Desktop Products Mobile Web Products

Products

• AdWords Editor • Blogger • Dashboard • Profiles

• Chrome Mobile • AdPlanner • Gmail
• Desktop • Buzz • AdManager • iGoogle
• Earth • Calendar • AdMob • Notebook
• Gmail/Google • Gmail • AdSense • Knol
Notifer • News • AdWords • Marratech e-
• Pack • Google • Google Meeting
• Picasa Mobilizer Advertising • Orkut
• Picasa Web • iGoogle Professionals • Panoramio
Albums • Product • AdWords • Picasa Web
• Quick Search box Search Website Albums
• Secure Access • Reader Optmiser • Reader
• SketchUp • Mobile • Audio Ads • Sites
• Talk Search • Click-to-Call • SMS Channels
• Visigami • Picasa Web • DoubleClick • Questions and
• Pinyin Input Albums • Grants Answers
Method • Google • TV Ads • Voice
• Japanese Input Latitude • 3D Warehouse • Wave
• Google Indic Input • Google Maps • Apps • YouTube
Method Navigation • Blogger • Google Sidewiki
• Blogger Web • Gmail • Buzz
Comments • Maps • Calendar
• Dashboard Widgets • Sync • Docs
for Mac • Talk • FeedBurner
• Gears • Sky Map • Friend
• Send to Mobile • Voice Connect
• Toolbar • YouTube • Gadgets
• Listen
• Goggles

 However, Google's most prominent products and services revolve around its web services, most
notably the following:
• Google Search
• Gmail
• Google Docs
• Google Maps
• Google Wave
Google offers these services to its users for free

Global Presence of google

Google is establishing a stronger international presence with the purchase of land for data centers in
Hong Kong, Taiwan, Singapore, and Ireland. Also, Google invested in a startup center in London
known as "Tech City" near the Silicon Roundabout.

The data centers in Hong Kong, Taiwan, and Singapore are the first three Google-owned data
centers in the Asia-Pacific region, although the company has previously rented data centers in the
area. Google purchased 6.5 acres of land in Kowloon, Hong Kong; 6 acres in Jurong West,
Singapore; and 37 acres in Changhua County, Taiwan, according to PCWorld. Each data center will
receive more than $100 million (U.S.) in investment.
Google has yet to release further details of the Asia-Pacific centers, including the purchase figures
and the expected dates of construction.

A fourth new data center is being constructed in Dublin, Ireland, where Google hopes to take
advantage of the cool climate for a highly energy-efficient center. The data center, which will be
built on 11 acres of recently purchased land, will see approximately $100 million (U.S.) in
investment.
“The new data center will be one of the most energy-efficient in Google’s global fleet,” stated John
Herlihy, head of Google Ireland. The center’s green technology has been tested in the data center

that Google currently rents in Dublin; Google will continue renting that data center in addition to
establishing a new proprietary center.
While construction dates haven’t been announced for the Dublin data center, the contractor bidding
process has been completed and more than 200 construction workers are officially slated for the job.
Google is extending beyond data centers, too. In London, England, Google has joined with other
technology giants (including Facebook and Intel) to establish a center for startup Internet
companies. Fledgling companies will be able to lease space and receive expert advice in the
business center, dubbed Tech City, once it’s complete, according to Reuters.
Google signed the lease for the seven-story building near the Silicon Roundabout that will become
the Tech City center, and Google advisors will be on site to assist the startups. The center and
related startup assistance initiative is the first of its kind for Google.
Dates and purchase figures for the Tech City center have yet to be released.
This expansion also continues a trend from Google of expanding both its employee base and its
non-U.S. presence. It’s anticipated that 2011 will be a record hiring year for Google, and the
establishment of these international projects serves as an indicator of strong hiring in the years to
come.