Google's External And Internal Analysis

916 words - 4 pages

Google’s internal structure stability can be influenced by external factors. To ensure the right decisions made, they must complete external and internal analysis. Google’s must contend with external environment influences, which are political, economical, and a technological. Day after day must be able to understand how the external environment influences can provide advantages to obtaining opportunities but on the downside expose the threats that Google has to overcome to be successful. For Google to maximize the market opportunities, Google must recognize its internal value, rarity, and organization. To exploit the company’s strength and weakness, Google must comprise an SWOT analysis. When Google accomplishes the SWOT analysis, they will understand the company’s strengths and weaknesses. It will also demonstrate the environmental opportunities and the threats that are facing in this competitive market. Once this analysis completed, Google can plan strategic plan to utilize their strengths, improve upon their weaknesses, maximize their opportunities, and eliminate threats that can endanger their growth as a company.

Google External Environment

Political, economic, and technological are three factors of the external environment that Google must identify with doing an external analysis. Political factor can profit Googles growth through different markets. Chinese’s and US government placed an obstacle for any growth that Google had in these markets. According to Google 2009, “They viewed Google as a monopoly and request authority to monitor its activities. The pressure of the government provides additional problems with copyright and privacy issues. As the technology expands, it offers more problems for Google. “New laws and regulations, increasing intellectual property claims, and access to more information are some of the remote concerns for Google (Morrow, 2009.)”

To address this political factor, Google must provide SWOT to address the opportunities and threats. Google’s opportunities are:

Ø Enlarge their service territory to avoid political pressure.

Ø Google provides opportunities for politicians to have significant role in their country

Ø Government stability provides Google an advantage. If the market is stable, governments stimulate companies and which in return, companies advertised more on Google, which provides economic stimulation.

Google’s threats are:

Ø Google has faced pressure from the Department of Justice to relinquish archived search terms (Buncombe, 2006) and from the Chinese government to censor search results (Liedtke, 2005)

Ø New domestic and international laws and regulations impact Google services to consumers

Ø Google has also encountered concerns on copyright issues because the company stores copies of third party web pages and images on their servers

Economic Factors

To address the economic factors, Google must concentrate on highly...

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