BBA group Assignment - report structure PDF

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BBA Assignment Intro: It is essential for any organisation no matter how big or small to manage and maintain strong relationships between their stakeholders in international markets. The ‘stakeholders in a firm are individuals and constituencies that contribute, either voluntarily or involuntarily, to its wealth-creating capacity and activities, and who are therefore its potential beficaries or risk bearers (Preston, Post & Sachs 2002). Stakeholder conflict can arise when the needs of external stakeholder groups are essentially compromise the expectations of others (Business case study 2019). Google’s dominance as the world largest search engine mainly stemmed from from the organisations ability to provide simple, fast and relevant search results. However, Google’s expansion into countries such as Germany, France and Japan encountered various stakeholder objectives and barriers. It was identified in the ‘Google Country Experience’ case study that the overriding stakeholders that were posing as a significant threat for Google included consumers, and competition and governments. This analysis will aim to gain a deeper understanding into the issues that Google faced such trademark and copyright infringements, government fight back, competition in the entering market and the businesses effected by Google’s dominance. Body: . Stakeholder 1 (Government) - Problems/Concerns - Objectives - Positive & Negative Views - Analysis of Solutions / Recommendation -

Questions x2 Related Journal Article (MQ Library)

Stakeholder 2 (Competition) Problem 1: Governments in certain countries making competition against google. Google’s competitors were significantly impacted by the outcomes of their projects within certain areas and effectively had a negative impact on the company. Google’s plan to expand into new international markets brought about a wave of new local competition, as googles rise and dominance prompted concerns in a number of countries (IBSCDC 2009). The

competition included proposition of new potentially search engines by countries such as German, France and Japan, local search engine Baidu, of China and other developed international search engines such as Yahoo and Microsoft.

A significant issue identified in the case study was the threat from local competition due to Googles dominance in international markets. USA’s dominance over local cultures had sparked numerous issues, with google facing legal outbursts from the French and German governments; they established a plan to develop their country-specific search engine (IBSCDC 2009). Looking at thus issue from an ethical perspective, google failed to apply a universalism ethical viewpoint when beginning operations in Germany. Google are facing micro- political challenges which clearly effected the short-term capability, as the company were forced re brand their email services due to trademark issues. Another issues identified in the case study, was competition being built to counter Google’s expansion into countries. In 2005, Japan looked to starting their own search engine with concerns that they were falling being search engine giants such as AJ japan, Google Japan and Yahoo Japan (IBSCDC 2009). Doing business in Europe and managing people in these rapidly changing conditions, with peoples developing expectations and changing ways of operating can be a challenging part in cross-cultural management (Brewster & Bennett 2010). The first recommendation put forward to Google to successfully enter the European market would be to implement a multi-domestic strategy. The starting point of a multi domestic approach is research, assuming markets differ by country and regions this strategy encourages firms to respond according depending on the local conditions. Using the five stage negotiation process of preparation, relationship building, exchange of task-related information, persuasion, concessions and agreement can also allow google to better manage conflicts, using a high context negotiation approach in order to maintain relationships and dignity of all parties.

The second recommendation that should be considered is conducting a PESTLE analysis of the Japanese markets. Steps two of developing an international strategy, a PSTLE analysis will assist Google with providing a framework for investigating and analysing the external environments that an organisation will face. Evaluating aspects such as economic,

technological and legal factors will be key in order for Google to avoid situations they have got themselves in currently (Cadle, Paul & Turner 2010).

Stakeholder 3 (Consumers & businesses)

Conclusion: https://www.tandfonline.com/action/showCitFormats? doi=10.1080%2F09585192.2010.523575 https://www.bcs.org/upload/pdf/business-analysis-techniques.pdf...