The Importance Of Artificial Intelligence In The Military

As humanity becomes more technologically advanced, the development of artificial intelligence for specific fields of work is becoming more prevalent. One of these fields where artificial intelligence (AI) is beginning to grow rapidly is in the military. All branches of the military are beginning to develop and implement AI on the battlefront in order to replace human soldiers. However, the use of AI to perform life and death decisions is a highly debated over topic. The morals and ethics behind letting a computer decide to take the life of a human is a very complex subject matter, and can be very difficult for average citizens to fully understand. The main question that has to be debated is should autonomous weapons be allowed to make†¦show more content†¦Many questions arise when talking about AI. Questions such as if the weapons should have operators at all time, part of the time, or never, and if the operator should be responsible for any accidental action. To answer these questions, there must first be an understanding of the different types of autonomous weapons. The two basic types of autonomous weapons are â€Å"in the loop† and â€Å"out of loop†. In the loop autonomous weapons allow for human control over the operations at either all or some of the time. These types of autonomous weapons are less debated, and assumingly less dangerous and ethically wrong than out of loop weapons. This is because out of loop autonomous weapons have no human interaction after they are put into use. They make their own decisions, and run solely off the code that is programmed into them (â€Å"The Ethics†). This is when the discussion of a master algorithm comes in and adds more uncertainty to the discussion of AI. A master algorithm will allow artificial intelligence to learn on its own and become significantly smarter than any human. Master algorithms are in development, and there currently AI capable of learning and imple menting though on its own, but everything is still in the works (Worrall). One well known example of artificial intelligence is that of Internation Business Machines’s (IBM’s) Watson. A super computer with an algorithm that allows it to retain information and then apply it to real worldShow MoreRelatedEssay on The Turing Test1426 Words   |  6 Pages One of the hottest topics that modern science has been focusing on for a long time is the field of artificial intelligence, the study of intelligence in machines or, according to Minsky, â€Å"the science of making machines do things that would require intelligence if done by men†.(qtd in Copeland 1). Artificial Intelligence has a lot of applications and is used in many areas. â€Å"We often don’t notice it but AI is all around us. It is present in computer games, in the cruise control in our cars and theRead MoreEssay on Artificial Intelligence and its Uses819 Words   |  4 PagesArtificial Intelligence and its Uses Artificial intelligence is defined as the ability of a machine to think for itself. Scientists and theorists continue to debate if computers will actually be able to think for themselves at one point. The generally accepted theory is that computers do and will think more in the future. AI has grown rapidly in the last ten years because of the advances in computer architecture. As AI advances, human beings are using it to help with some problemsRead MoreRationalism vs. Irrationalism1607 Words   |  7 Pagesrationalistic perspecive we observe the mind as active, the emotions passive, and the notion that no material thing can cause an nonmaterial idea; however from the viewpoint of irrationality I will prove that: 1) Emotion is in fact not passive and 2) Intelligence can be created materially. 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Followers have varying roles to play in the leadership process depending on depth and extent of leader expertise, extent of emotional intelligence (EI) and ability to create a compelling vision through transformational leadershipRead MoreHow Organizations Have Used Industrial Organizational Psychology Essay1586 Words   |  7 Pagesassist with the hiring and training of military personnel in the United States Marine Corps. United States Marine Corps serves as an expeditionary force-in-readiness, and its’ mission has been America s expeditionary force in readiness since 1775. The American people’s peace of mind, safety and security is in the hands of those who serve as Marines. That is the reason the selection and training of quality, trustworthy, and dedicated employees are the utmost importance. An applicant must go through an

Operations Management - 23559 Words

Chapter 1-17 Operations Management Roberta Russell Bernard W. Taylor, III Organization of This Text: Part I – Operations Management Intro. to Operations and Supply Chain Management: Quality Management: Statistical Quality Control: Product Design: Service Design: Processes and Technology: Facilities: Human Resources: Project Management: Chapter 1 (Slide 5) Chapter 2 (Slide 67) Chapter 3 (Slide 120) Chapter 4 (Slide 186) Chapter 5 (Slide 231) Chapter 6 (Slide 276) Chapter 7 (Slide 321) Chapter 8 (Slide 402) Chapter 9 (Slide 450) 1 -2 Organization of This Text: Part II – Supply Chain Management Supply Chain Strategy and Design: Global Supply Chain Procurement and Distribution: Forecasting: Inventory Management: Sales and†¦show more content†¦Taylor Frank and Lillian Gilbreth Henry Gantt Henry Ford Time and motion studies Scientific Management Activity scheduling chart Moving assembly line 1-15 Historical Events in Operations Management (cont.) Era Human Relations Events/Concepts Hawthorne studies Motivation theories Linear programming Digital computer Simulation, waiting line theory, decision theory, PERT/CPM MRP, EDI, EFT, CIM Dates 1930 1940s 1950s 1960s 1947 1951 1950s 1960s, 1970s Originator Elton Mayo Abraham Maslow Frederick Herzberg Douglas McGregor George Dantzig Remington Rand Operations research groups Joseph Orlicky, IBM and others 1-16 Operations Research Historical Events in Operations Management (cont.) Era Events/Concepts Dates Originator 1970s 1980s 1980s 1990s 1990s Taiichi Ohno (Toyota) W. Edwards Deming, Joseph Juran Wickham Skinner, Robert Hayes Michael Hammer, James Champy GE, Motorola JIT (just-in-time) TQM (total quality management) Strategy and Quality Revolution operations Business process reengineering Six Sigma 1-17 Historical Events inShow MoreRelatedOperations Management : Operation Management1355 Words   |  6 PagesOperations Management Introduction Operations management is the activity of managing the resources that create and deliver services and products. The operations function is the part of the organization that is responsible for this activity. Every organization has an operations function because every organization creates some type of services and/or products. However, not all types of organization will necessarily call the operations function by this name. 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NESTLÉ UK CHOCOLATE FACTORY 3 3. MAJOR UNDERSTANDINGS OF THE STUDY 3 4. CONCLUSIONS 3 REFERENCES 3 1. Operation Management For the success of an organization, the management crew plays a major role. 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In the Cadbury World case, several micro and macro processes are involved and those processes bring some impacts to Cadbury World. Thus, Cadbury World must possess a sustainable micro and macro processes to achieve the best outcome and performance. Micro processes that involved are easily to manage compared to macro processes because macro processes are hard to manage

Banking and Its Influential Factors in the Economy Free Essays

Banking is one of the most influential factors on the economies of today†s society. As with everything these days, technology is changing where, when and most of all, how we do things, specifically banking and other related financial transactions and arrangements such as mortgages, etc. Recently, in Toronto, the very city we live in, we were in the midst of two possible bank mergers, which would have changed banking and on a larger scale the entire economy, in many ways. We will write a custom essay sample on Banking and Its Influential Factors in the Economy or any similar topic only for you Order Now In comparison to the larger banks of the world, Canada†s most major banks are not even close to the size and caliber of international banks like ING Direct, for example. This would not typically be a problem for Canadian banks, however when these international banks move into Canada, which has happened already, and is bound to happen even more as time passes and Canada becomes a more prosperous country, it quickly becomes a very large problem. Banks are an extremely affluent business. Regardless of where you are in the world banks are right at the top of the list when it comes to capital, equity and earnings. Canada fits right in, in comparison to the rest of Canada. But when we compare Canada†s banks to those of other countries, or even better, international banks, they are simply insignificant. For example, hypothetically speaking, if the entire world were opting whether or not to adopt a single currency, most deciding factors would be made by the banks of each individual country. Canada, although it is a major world leader in many other categories, would not be looked upon as a country that knew much about international stature, in terms of banking. In this essay I will try to prove how banking is one of the most influential factors on the economy by using factual cases from recent times. What does better customer relations† mean? Increasingly, customers are demanding more convenient ways to do their banking. An Ernst and Young study (Technology in Banking Report) concluded, â€Å"nothing changes in the banking world if customers cannot get financial services when and where they wish†¦this means anywhere, at any time. † Statistics show that ATM†s telephone banking, and home banking account for over fifty percent of all banking transactions today, and total non-branch activity is growing at fifteen percent a year. In one survey (Web-Tech, Inc., May 17, 1995), eighty-two percent of 18- to 34-year olds polled preferred banks with 24-hour service. Customers are also demanding a more sophisticated mix of products tailored specifically to their financial needs, and non-bank competitors are better fulfilling these needs. Banks today hold only 20% of household financial assets, versus 34% twenty years ago; they have 30% of business deposits, versus 42% only seven years ago. Non-bank credit card providers have gained inroads against banks, holding a 25% market share versus 5% in 1986 (WebTech, Inc., May 17, 1995). Internet banking offers an attractive solution to this redesigned products and services. Customers have 24-hour graphical-interface access to their accounts and appreciate that their bank is doing something to make banking easier for them. A country, like a business or a person, is constantly doing anything in its power to better itself. A business, like a society, is either growing or declining; the competitive world allows no other options. Human nature will allow no state of rest. Economics is the study of production, distribution, exchange, and consumption of goods and services (Ammer, pg. 186), all of which, if stopped, would cause a business or a country to grind to a halt. From these statements we realize that change is an integral part of the world of economics. Not necessarily a change in what we create, rather the way we do it. Technology, that is, the development of new materials, products, machinery, and processes can create new products and concepts as well as improve production and efficiency for existing products a few key factors that determine economic growth. As a result, new jobs are created, existing ones are made easier and more efficient, and the in the end there is a greater profit margin (Thurow, pg. 69, 304). To understand this topic I will look at the effects of technology on economic growth compared to those of the other four factors, There are five factors, which affect a country’s economic growth, Each factor has its own effect on economic growth, however together they produce a greater overall effect. Picture a bank without any branches. No tellers. No rows of desks. No racks of brochures, no automated teller machines outside. Picture, in fact, a virtual bank, one that for the customer exists only in his or her office or home, as images on a computer screen. US financial institutions are moving towards â€Å"virtual banking.† This strategy is about making bank products and services available to customers any time and any place they want them. As virtual banking becomes more popular, it is very likely that more customer service will be seen while the number of traditional teller-staffed branches will decline. Bank customers will move away from traditional banking and will become more dependent on electronic transactions using ATMs or PCs (Britt, SavingsCommunity Banker, February 1995, p.9). Thanks to this â€Å"technical revolution†, financial institutions are using software programs, online services, and even the Internet to allow customers to check balances, pay bills, and transfer funds among accounts. Bankers promise that, in the near future, we will also be able to more easily buy certificates of deposit, mutual funds, and other investments, and even apply for loans electronically. For most people, today’s best option may be plug into their bank through one of three leading home-budgeting software programs, these programs are: By charging $5 to $20 a month for such services, banks are sure to cash in on the high-tech superhighway. This would make everything much easier for customers. All that is required is a personal computer, software and a modem, all of which the majority of people in today†s society have. On-screen instructions, filled with colorful graphics and pictures, explain how to select and work on various tasks. The system automatically calculates and updates account balances and keeps records of bills. A handful of banks have already set up home pages on the Internet to provide information to their existing and potential customers about upcoming services. They started their transactions. Internet banking differs from the traditional PC banking model in several ways. In most home banking ventures, the bank sends an application software program to the customer which runs on the customer’s PC. The customer then dials into the bank with their modem, downloads data, and runs the programs that are resident on their computer, perhaps sending back a batch of requests such as transfers between accounts. It demands more and more space and speed from the customer’s computer. With Internet banking, on the other hand, there are potential customers who already have all the software they need to do their banking, since all they need is a browser. The actual banking software resides on the bank’s server in the form of their home page. This software can be updated at any moment with new information, such as new prices or products, without having to send anything to the customer; it can also continue to expand and become more sophisticated without becoming cumbersome for the customer to operate. Banking with a browser, on the other hand, involves a continuous, interactive session, initiated by a local telephone call to a local access provider or online service. By developing internal expertise today, banks can prepare themselves to react quickly and efficiently to competitive moves and consumer trends as the financial services industry changes. Employees at Bank of America, Chemical, Wells Fargo, and other large U.S. banks use them to buy lunch and snacks. Smart cards-plastic cards with computer chips-are starting to be used for prepayment, debit, and credit purchases all over the world. In the U.S., smart cards can be only used at a contained group of machines, or for one purpose. â€Å"They are part of the broader shift to electronic delivery, to making ATMs more functional, to using PCs and the Internet to do home banking.† says Edgar Brown, senior vice-president of alternative delivery products at First Union, Charlotte, N.C. One of the advantages of using chips on cards with or instead of magnetic stripes is better security. Microprocessor chips are very difficult to alter or forge. Chips can carry more information than magnetic stripes can. A microprocessor chip can store up to eight kilobytes of data. Smart cards make cheaper and faster payments possible. Money can be deducted from a chip without on-line authorization. This makes for a two-second transaction versus an up-to-two-minutes one, and telecommunications costs are saved (Lunt, P., ABA Banking Journal, September 1995, p.46). We can plainly see that there are many factors having great importance, when dealing with the economy. There are many things we must take into consideration in order to make any kind of an informed economic decision. How to cite Banking and Its Influential Factors in the Economy, Essay examples

Strategic Management Ranking Strategies for Search Engine

Question: Describe about the Strategic Management for Ranking Strategies of Search Engine. Answer: Introduction This report introduces the detailed research on the future strategic directions of Google. The report is based on the opinions of the author who is the strategic manager of Google. The author has introduced the given strategies in favor of the Board of Directors of Google as they have approached him to get the necessary advice for staying competitive in the industry. Google is a multinational organization based in USA which has made specialization in the products and services related to internet. Such products actually include the technologies in online advertising, cloud computing, search engine and software (Google.co.in. 2016). The report has introduced the companys past strategies along with the proposed strategy for the next 5 years. The companys external environment has been elaborated with the help of PESTEL analysis along with its competitive position. The usage of business model canvas has been explained in the subsequent sections to state the companys servicing of its clien ts. The report has also introduced the companys current internal strategic capabilities along with the defense strategies that are required to maintain the competitive position in the market. Some recommendations have been added on the basis of evaluation and analysis of the resource implication to improve the overall business status of the company. Analysis and evaluation Description of the strategic directions Googles past strategic directions The company was founded in the year 1998 by Larry Page and Sergey Brin at Googleplex in California. The senior management of the company has made the strategies which has made it to be the leader in the industry of internet and computer software. In the initial level, Google mainly concentrated on funding by the external bodies to increase its financial health. The first contribution was done by the co-founder of Sun Microsystems, Mr. Andy Bechtolsheim of $100,000. It was realized at the time that the search engine developed by Google was quite slow for usage and for that a further funding of $25 million was been planned through the help of the venture capital firms, Kleiner Perkins Caufield Byers and Sequoia Capital. Later in the year 2004, the company decided to sale its shares through auction which gave it a capital of $23 billion (Hill, Jones and Schilling 2014). The company always tried to maintain its culture and for such maintenance it designated a Chief Culture Office who will also play the role of the Director of Human Resources. They actually tried to maintain the culture through being true to their core values in which they are built therefore, an organization that is flat having environment of collaboration. To make a start up of Sillicon Valley Technology, the company moved its offices to Palo Alto in California in the year 1999 (Krause and Semadeni 2013). To maintain the competitive position against search engine of Yahoo, the company started to sell advertisements related to the keywords of search. From the immense revenue earned, the company established 70 offices in over 40 countries. The company has made strategies to make acquisitions over many companies since 2001 to enhance their financial health (Grant 2016). In the year 2004, it acquired the organization, Keyhole which helped Google to develop a product providing a view of three dimension of the earth. It was termed as Google Earth in 2005. An acquisition on Urchin Software led to creation of Google Analytics in the year 2006. To ensure more publicity, the company acquired You Tube, the video sharing site in the year 2006 (Rothaermel 2015). Therefore the prime concern was to expand business through strategic acquisition with the other small venture capital companies. Development of strategic thinking in the last 5 years The company actually developed their strategies for the purpose of expansion of their business in several segments of the service industry, may be in the search engine or may be the online software products (Summers 2014). They made huge investments in acquisition to strengthen their patent portfolio as their Android operating system came under an industry wide battle of patents. In the year 2011, Google made the largest acquisition through acquiring Motorola Mobility for $12.5 billion. They completed it on 2012 after Chinas approval to stay competitive with their rival, Apple and Microsoft who sued the makers of the Android device such as Motorola, HTC and Samsung (Dvid and David 2016). Such thinking was been developed for gaining the portfolio of patents on wireless technologies and mobile phones in order to protect from the patent disputes and free offering of Android systems. The company eventually made strategic moves to restructure the business of the companies it acquired. In 2012, the company made an announcement to lay off 4000 employees of Motorola Mobility. It sold the Motorolas operations of manufacturing for $75 million to Flextronics and the business division to Aris Group for $2.35 billion (Kuratko, Hornsby and Covin 2014). The aim of such strategy was to gain a good amount of stake in the companies where the transactions have been made. The company made an acquisition over Channel Intelligence for $125 million for utilizing their technology for enhancement of their e-commerce business (Nah and Saxton 2012). To make a growth in the community of artificial intelligence and robotics, the company made an agreement to acquire DeepMind Technologies, an artificial intelligence organization in London in the year 2014. To have a better grab in the patent collection for development of Android products, the company sold Motorola Mobility to China based company, Lenovo for $2.91 billion (Bharadwaj et al. 2013). Throughout the year, it made purchasing of satellite imaging, online music service for providing more entertainment facilities to its audience. For enhancement of the core Artificial Intelligence technologies, Google made investment on Mobvoi, a Chinese company. Prevalent proposed strategies for next 5 years The companys proposed strategy for the coming 5 years are as follows, The company wants to become the primary interface to the world. Their strategy is to become the ultimate life tool to shape the entire world (Drori and Honig 2013). They actually want to tighten their hold on making search in the internet along with introducing new revenue models. The company wants improvement in the reach and quality of internet. They have induced experts to implement Google Fibre for delivering faster and cheaper services in the wireless industry (Rieder and Sire 2013). It will be done for driving the demands of the customer keeping away from the government watch. Google has a multi-prong strategy associated with connectivity, automation and content to tackle over the users home. They are concentrating to produce Television to give an essence of entertainment for its target audience. The company wants to have more control of the purchase cycle of the customers (Haucap and Heimeshoff 2014). They have planned to make innovative product comparison tools to provide better flexibility to the customers. The company has also made investments in the projects regarding genome mapping for the support of human health. They have made the strategy to contribute in a major way for mankind. Detailed analysis of the industry PESTLE analysis for reviewing external environment of Google Political The political factors in the external environment of Google are normally the opportunities. It has been seen that the globalization makes the increase of the demand regarding online advertising. The political climate having stability in the majority of the markets makes a minimization of the obstacles that come against the expansion of the company (Kwon, Lee and Shin 2014). The online companies sponsored by the state are the threats for Google such as the firms in China. Economic The external economic factors are the opportunities for Google. The major markets economic stability and the developing countries rapid growth make a new momentum for the company. Such opportunities can be utilized for global expansion. Social The increased usage of social media is definitely a threat as it empowers companies like Facebook who are also involved in offering online services for advertising (Bjorkdahl and Holmen 2013). The increased number of diversified users is also an opportunity to Google for improvement of its services for matching the preferences of the individual. Technological The company has realized a significant opportunity in the factors related to technology. They can have the expectations to earn higher revenues from advertising through the development of the online markets (Durand et al. 2013). They can also make improvement in the mobile friendliness of their online products for exploitation of the mobile trend. Environmental Google has the opportunities for addressing the environmental factors. The main concept that lies behind is improving the impact of the companys environment (Reeves, Love and Tillmanns 2012). Google can have the expectations for the improvement of customer responses that are based on the positive perceptions of the companys contributions towards the environment. Legal Google can make the exploitation of the opportunities on the basis of the legal factors. The company can make the improvement regarding the measures of privacy for protecting the individual users (Skarzynski and Gibson 2013). They can make a development of the innovative measures for discouraging the people from the violation of the intellectual property rights. Critical discussion of Googles position compared to its direct competition Googles competitive position can be analyzed through Porters 5 forces analysis of competition. Strong competitive rivalry The company has several competitors in the market, such as Yahoo, Apple and Bing who have strong share in the market. As Google possess diversified products, it has diversified competitors (Steiber and Alange 2013). The condition actually makes an exertion of strong force in the companys business. The experience of low switching costs actually makes the customers for moving from Google to other rival companies. Weak bargaining power of the buyers The buyers actually make a small contribution for Googles revenue through exertion of weak force on the company. Due to the increasing demand for Google and the other firms, the buyers can have a minimal influence in the company (Wernerfelt 2014). Here the moderate information quality refers to customers limited knowledge. Weak bargaining power of the suppliers The large supply availability in combination with the large supplier population actually makes a minimization of the bargaining powers effect of any single supplier in Googles business. It means that there is a relative ease for the company for moving from one supplier to other (Gunzel and Holm 2013). The supplier base of Google is diversified as the company deals with diversified online products, such as Google Fiber, Google Search, Google Glass etc. Moderate threats of substitution The cost of low switching makes an ease for the customers for moving from advertising services of Google to the services of substitutes. In the case of Porters Five Forces analysis, the condition makes an exertion of the moderate force on the business of the company (Bocken et al. 2013). Apart from that, substitutes from moderate to high availability have the meaning that the customers are having sufficient options in case they plan for moving away from Google. Moderate threats of new entry The business running at a moderate cost has the meaning that considerable number of companies can make entry in the market and have a direct competition against Google. It is actually easy for satisfying the requirements that are regulatory. Therefore, it is quite easy for the new entrants for getting an established position against Google (Dermol 2012). As the brand development cost is quite high, there are many new companies who will find it tough for sustaining their operations in the long run. It is as because Google is already having several valuable brands in hand. Further analysis of Googles internal structure Description of Googles core logic and rationale through Business Model Canvas Google has brought a revolution to its customers and clients in the segment of online product and services (Geis 2015). The core logic and rationale they follow is to create, deliver and capture a high value in the industry of online services that its clients will have a general preference on its products for a long term. Through the usage of the Business Model Canvas, the companys entire business functions can be divided into several segments (Tung and Wu 2013). Those segments include Key Partners, Key Activities, Key Resources, Value Propositions, Channels, Customer Relationships, Customer Segments, Revenue Streams and Cost Structure. The key partners include the partners of distribution along with the mobile communications such as Nokia, Ericson, development of software and operating system such as Microsoft, distribution of technology such as Sun Microsystems (Adams 2014). Those companies actually provide support to Google for providing better solutions to its clients. The key activities that are done to provide such solutions include innovation of newer technology, distribution, solving problems and networking. The resources that are been utilized for performing the activities include human resources, physical resources, intellectual resources and programs for research and development. To enhance the value propositions the company concentrates on user friendly platforms, recognition of brand, multitude of free services that are integrated in a single location, advertising services and perpetual innovations (Lu et al. 2013). It builds the customer relationships on the basis of end users, user communities along with business and advertising. The channels that are used for business functions are presence of web, integration of web, Google accounts and advertisements. The customer segments that are targeted for launching products are the subscribers of Google accounts, larger and smaller niche businesses. The company has made its position in the industry through preparation of appropriate cost structure which majorly depends on selling and advertising, research and development, economies of scope along with promotion of products and services (Rindova et al. 2012). Thus, the revenues are been generated from international operations, fixed fees of subscription, advertising, licensing along with foreign and domestic sales. Googles current internal strategic capabilities within the market The companys internal strategic capabilities can be explained through the help of SWOT analysis. Strengths The company has a strong image of its brand. It has proprietary products which are patented. Google has business, which are of diversified channels and products. The company is of large size (Calder et al. 2013). The following strengths provide the indication that Google has the internal capability to grow at a rapid rate and become superior over time. The diversified level of products actually shows that its business is growing very fast. The high image of the brand, large organizational size and patents supports the company to compete with the rivals. Weaknesses Google is highly dependent on the internet. It has a minimal presence in the physical terms (Halevy et al. 2016). Dependence on the internet provides the meaning that Google continues waiting to cover internet in the developing nations before expanding its process such as online advertising in the nations. The company being an enterprise dealing with online business has the weakness to compete with Apple, firms having high physical presence. Opportunities Google can make tapping for users of mobile. It can make an expansion of the Google Fiber. It has the opportunity for penetration of the market through the help of consumer electronics (Wouters 2014). The company can make the exploitation of the current trend through the increased usage of mobile through producing user friendly products. It can also make an expansion of its Fiber Coverage for generating more business revenues. It can also offer consumer electronics such as Nexus devices. Threats The company is facing a tough competition in the market (Perlin et al. 2014). Some of the companys products have been imitated which has made a serious issue. The company is currently facing a high competition from Yahoo and Apple, as well as the new entrants who are providing products of similar nature to Google. There are fair chances that its products such as Nexus electronics will be imitated by the rival companies. Are Googles mission and vision statement aligned to the market demand? The companys mission statement provides the definition of their business strategies which includes new product development. On the other hand, its vision statement drives it for achieving new heights through innovation in a rapid manner (Wouters 2014). The companys mission statement says about organizing the information of the world and making useful and accessible universally. The demand that prevails in the market is to get instant information as per query. The company makes a fulfillment of such query through crawling web pages. It arranges the required information through proprietary programs. It actually makes the fulfillment of the universal accessibility through providing services throughout the world (Halevy et al. 2016). The fetching of the information makes the search query to be effective. Thus, it can be said that the mission statement is aligned with the market demand. Googles vision statement says about providing access to the information of the world in a single click. The company makes a fulfillment of the information of the world through crawling of the web pages along with maintaining the databases with indexes of the websites that are been searched (Calder et al. 2013). It also serves the component of accessibility through offering the service of search engine for every single user throughout the globe. The vision statements one click component signifies ease of information access. The following component is fulfilled through offer of innovative products such as Google Search which is easy to use. The users actually demand of such search engine which can be effectively used for the purpose getting information (Rindova et al. 2012). Thus, it can be stated that the vision statement of the company has a proper alignment with the market demand. The success of the company has a direct connection with the efforts for fulfilling its mission and vision statement. As the company has reached a significant position in the market, it implies that it has met the market demands (Lu et al. 2013). Therefore, it gives the support of the statement that a proper alignment is there between the market demand and the companys mission and vision statement. Proposed strategies for Board of Directors Possible strategies with selection of the most viable one to defend the competitors The possible strategies to be prepared in defense of Googles business can be elaborated through the help of Googles 4E concept. The 4Es consist of Earn, Entice and Defend, Expanding the pie and Experiment (Adams 2014). The strategies that are required for defending the business are as follows, Strategy 1 Marketing through digital media. Strategy 2 Marketing through internet. Strategy 3 Providing online newsletters on monthly basis. Strategy 4 Marketing of Search and contents. Strategy 5 Making public relations and marketing through social media. Strategy 6 Providing diversified options to search websites. The 4E concept of a particular strategy Earn Whatever the strategy should be opted for defense, the aim should be to concentrate on continuous earning. It has been noticed that around 95 per cent of the revenue of Google comes from the section of advertising. The company can create a B2B network through ads which will result to the formation of a closed loop of business customers (Tung and Wu 2013). The company should never stop trying from making diversification of its revenue streams through imposing charge on the business applications, storage and You Tube channels. Entice and Defend The magic of the company comes from the non-stop inventiveness it actually has. The utilities actually make an accomplishment of the primary goal that is creating the biggest possible market for delivering the ads (Geis 2015). It implies increased number of users and frequent visits in the property of Google. The most viable strategy will bolster the earnings through the enhancement of the products such as improvement and targeting. As the dimension of the search engine grows, the potential for making new revenues gets multiplied eventually. The strategy should also include defending Google and its properties against the rivals that may get the chance for stealing the usage time (Dermol 2012). Various companies like Facebook, iPhone, Twitter have created force on the Android and the Google Plus resulting to make Google defend for its share of time in the internet. Expanding the Pie The company has the realization that finding new customers and competing with every new service is very hard. Due to such reason, they should opt a strategy which will make the expansion of the leisure time (Bocken et al. 20013). The two examples regarding the matter are Glass and the self driving cars. The companys glass has the potential to deliver digital stimulation in the times which are been wasted previously through the pretention of care regarding the people staying around. The self driving cars remove the fear from crushing skunks. Experiment The companys defensive strategy will also be developed on the basis of experimentation that include research and development projects in the Google X labs where all the employees are been encouraged for utilizing 20 per cent of their work time on their preference. Google has gained the most popularity for their search engine. Whatever the user requires, he gets the result through the processing of his query in the search engine (Gunzel and Holm 2013). Therefore, if diversified options is been implemented in the search engine, then the overall search process will be refined due to addition of parameters imposed in the search process. The users will then get the exact result what they are looking for. Among the given strategies, Strategy 6 is covering all the aspects of an appropriate defensive strategy. Through the implementation of diversified options in the search websites, they will be able to attract more audiences (Wernerfelt 2014). As a result the company will be there to earn more money. Such strategy will definitely require more inventiveness from the research experts. The strategy will definitely help the company to find new customers. Addition of functionalities in the search websites will also serve the users to process their customi zed queries during leisure time. Such functionalities can be implemented through rigorous experimentation by the employees of the company. The strategies from 1 to 5 are basically based on marketing which aims for companys publicity (Steiber and Alange 2013). Therefore, if the company concentrates any of the strategies then it will ensure increased popularity. But strategy 6 implies addition of innovative features which the users will feel while doing the search process. Therefore, this strategy will be the most effective in defending the rivals as addition of features will provide the leading position to the company in the market. Recommendations for improvement Recommendations on the basis of analysis and evaluation of the resource implications On the basis of the analysis and evaluation, the following recommendations can be made to the Board of Directors of the company, i) Addition of more expertise in research and development The company should hire professionals of more expertise and experience in the domain of online services to ensure more innovation in the near future. To maintain the competitive advantage, it should make attractions to the topmost talents in the industry of Information Technology. ii) Investing more on acquiring the companies for business enhancement The company should utilize its fund in more number to acquire those companies whose departments will add value to make quality products for them. iii) Investing more time in online marketing On the basis of the available manpower and money, the company should concentrate more on online marketing activities such as online promotions in different websites along with social networking site to build an effective business network. Such network will help to grow its business in a fast pace. iv) Opening of several physical stores for improving physical presence As Google has sufficient monetary resource in hand, to fix the weaknesses such as minimal physical presence, they should open more physical stores. The company has taken initiatives to establish physical stores in United Kingdom but has not continued the effort in the present. v) Maintaining the competitive advantage through diversification of products The company should make more diversification of its product portfolio on the basis of the available resources in the industry of search engine to reach a wider number of audience. Through such portfolio, the company will be able to expand its customer base resulting to better financial position. Conclusion It has been analyzed throughout the report that Google has become a worldwide brand, a market leader since its establishment. It has established several offices in different nations which indicated the expansion of its business. The company has given constant efforts for continuous innovation to satisfy its customer needs. For maintaining the leadership in the market, they have acquired several companies for utilizing their core business functionalities relevant to their objectives. The company has imposed charges for the purpose of subscription to its users from where they have accumulated a large number of revenue. Though they have undergone through a huge level of success in the industry of search engine, there is a constant threat that exists from minimal physical presence along with tough competition from the new entrants who are involved in continuous imitation of Googles products. The companys major rivals such as Microsoft, Apple are also involved in extensive research to pro vide solutions which can beat Google in competition. Therefore, it can be concluded that if Google improvises itself according to the changing demands and trends through continuous innovation then it can be able to cope up with the competition it has faced so far. 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