Google's Differentiation Strategy and Intensive Growth Approaches


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Jul 24, 2023

3 min read


Google's Differentiation Strategy and Intensive Growth Approaches


Google LLC, formerly Google Inc., has positioned itself as a leader in the tech industry through its effective use of a differentiation generic strategy, as well as various intensive growth strategies. By aligning its generic strategy with its growth approaches, Google has been able to navigate the competitive landscape and continue its growth trajectory. This article will explore Google's differentiation strategy, intensive growth strategies, and provide actionable advice for the company's future success.

Google's Differentiation Strategy:

Google's generic strategy, based on Michael Porter's model, is differentiation. This strategy involves offering unique and innovative products that cater to a broad market scope. The company's extensive range of products, including Search, operating systems, desktop and mobile applications, and hardware, all reflect its commitment to differentiation. By continuously innovating and improving existing products, Google ensures its competitiveness in the marketplace.

Intensive Growth Strategies:

To support its generic strategy of differentiation, Google employs various intensive growth strategies. These strategies include market penetration, market development, product development, and diversification.

1. Market Penetration:

Market penetration is Google's primary intensive growth strategy, particularly outside the United States. The objective is to acquire more customers in the company's current markets. By offering competitive products that align with its differentiation strategy, Google aims to increase its market share, especially in the digital advertising market. This strategy helps Google overcome competitive forces and ensures steady growth.

2. Product Development:

Product development serves as a secondary intensive growth strategy for Google. The company emphasizes innovation to develop new products and increase its revenue streams. By continuously improving and introducing new products, Google remains at the forefront of technological advancements and keeps its offerings fresh and appealing to customers.

3. Market Development:

Google also utilizes market development as a supporting intensive growth strategy. This strategy focuses on attracting customers in new market segments by exploring new uses for its existing products. By identifying untapped markets and adapting its products to suit their needs, Google expands its customer base and diversifies its revenue streams.

4. Diversification:

Diversification serves as another supporting intensive growth strategy for Google. The company aims to achieve growth by entering new industries or markets where it currently has limited or no presence. This strategy allows Google to explore new business opportunities and leverage its existing capabilities and resources.

Actionable Advice:

1. Focus on Product Development:

To improve strategic alignment, Google should prioritize product development efforts. By concentrating on enhancing the profitability of its current products, Google can strengthen its market position and ensure sustained growth. This will also help alleviate criticisms of the company's seemingly disparate product development ventures.

2. Streamline Operations:

As Google expands into new industries and markets, it is crucial for the company to streamline its operations. By optimizing processes and resources, Google can efficiently manage its diverse portfolio of products and ensure seamless integration across its various business ventures. This will lead to better coordination and improved overall performance.

3. Foster Collaboration and Innovation:

Google's success lies in its ability to foster collaboration and innovation. By encouraging cross-functional collaboration and creating an environment that promotes creativity and experimentation, Google can continue to develop groundbreaking products and stay ahead of the competition. This can be achieved through initiatives such as hackathons, idea-sharing platforms, and interdisciplinary project teams.


Google's differentiation strategy, combined with its intensive growth strategies, has contributed to its remarkable success in the tech industry. By focusing on product development, streamlining operations, and fostering collaboration and innovation, Google can further solidify its market position and ensure sustainable growth. As the company continues to expand into new industries and markets, it must stay true to its core values and maintain its commitment to differentiation and customer-centricity.

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