Mgt 510 Corporate Strategy And Diversification (105 Points)

Module 11: Critical ThinkingNameCourseTutor’s NameDate(Case 19): Google Is Now AlphabetInitially Google was a market leader in digital advertising, the company appeared to pursue a strategy of diversifying its presence in the worldwide web to capture the world’s information on the internet and make it useful and universally accessible. Having positioned itself as the global leader in information Google would gain a global audience and in the process capture a market to the company would sell advertising. Googles investment in new businesses and new products was aimed at expanding advertising revenues as well as opening avenues through which Google could improve opportunities for carrying advertisements and targeting of advertisements. The change of Google to Alphabet signified a shift in strategy from a search engine company to a diversified technology company business changed the competitive landscape to include technology giants such as Amazon, Facebook, Microsoft and Apple. Google under Alphabet transitioned from a search engine company and could now compete in the wider technology market, launch of Google Chrome web browser with an operating system in 2008 was the first move in executing the new strategy. Google’s