The first is market penetration when viewed from the perspective of globalization. Google depends over penetration in the market under intensive strategies . This is done by the company when entering newer markets and not in US as it already has a leadership position there. In other nations, however, such as in China, Google is in direct competition with other major engines and firms using online ads.
Another intensive strategy is development of the market. Google further utilizes the intensive strategy for developing market in order to grow. Within the newer markets, the company sustains by trying to develop a niche market.
The differentiation generic strategy of Google, as evident from the model of Porter, is responsible for contributing to the company’s market based leadership position . This type of leadership is essential for the organization in order to ensure that mission and vision statements are satisfied. Key recommendation for the company from this perspective will be the fact that the company should focus on developing its products in the international market. The organization has been critiqued on disparate efforts related to development of product. The company should develop various products to help Google sustain its brand based dominance within the globalized market. For strategic alignment improvement, Google needs to initially focus on making sure that current products are profitable. An example can be quoted here of Google Browser which is free of cost. The company has engaged in development of its individual browser such as Chrome, Gmail and Maps etc. The company has expanded its line of brand and keeping the user to use the brand. Google has provided a fast and also an accurate way by which search can be done.