Pestle and Swot Analysis of Google 2019
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Google has become the biggest search engine globally commanding 86.02% of the market followed by Bing, Yahoo and Baidu with 6.55%, 3.27% and 1.08% respectively as of 2018. The tech giant has created a near monopoly in the global search market commanding the biggest market share in UK, USA and across many European countries.
However, a macro environmental analysis of Google’s business environment using Pestel reveals several factors that may hinder future growth of the tech giant. One of the major political issues likely to further hinder Google is continued trade tensions between USA and China.
Using PESTLE, this report thus discusses how trade tensions between China and USA will impact the company. The report will also examines threats from economic, social, technological, legal and environmental issues while also identifying the available growth opportunities in Google’s business environment Using Google’s SWOT analysis, the report looks at the search giants key strengths and weaknesses and how it can use these strengths to mitigate threats and take advantage of arising external opportunities.
HARVARD
Magezi, K. Prudence (2019) "Pestle and Swot Analysis of Google 2019" 123 Writing [Online] at https://www.123writing.com/free-sample/pestle-and-swot-analysis-of-google-2019
Magezi, K. Prudence (2019) "Pestle and Swot Analysis of Google 2019" 123 Writing [Online] at https://www.123writing.com/free-sample/pestle-and-swot-analysis-of-google-2019
APA
Magezi, K. Prudence. 2019. Pestle and Swot Analysis of Google 2019. 123 Writing. Retrieved from https://www.123writing.com/free-sample/pestle-and-swot-analysis-of-google-2019
Google Pestle and Swot 2019 Case Study
Key Learning Outcomes
By the end of the case, students should be able to:
- Understand the broad macro-environment of Google and the search engine industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL).
- Use our swot analysis example to gain an overall understanding of Google's strengths and weaknesses and strategic options arising from the opportunities and threats that have been identified from the analysis of the business environment.
- To apply strategy business models and frameworks such as Pestle, Swot etc to real company cases.
Analyse the search engine industry and how the five forces have affected Google and rivals.
- See also, Google Porters Five Forces 2019
1.0 INTRODUCTION
Google Inc. is an American search engine founded by Sergey and Larry Page in 1998. It is currently a subsidiary of the holding company Alphabet Inc which currently controls a diverse range of businesses including YouTube, Dialogflow, AdMob, Google Japan, Android and Google environment among others. Google offers more than 50 internet services including Gmail (email), GoogleDocs (online document creation), GoogleDrive (cloud storage) and Android (software for mobile phones, tablets and computers).
With more than 86.2% of the global online search market, Google has become the biggest search engine in the world operating in 219 countries globally, ahead of competitors Bing, Yahoo and Baidu with 6.55%, 3.27% and 1.08% respectively as of 2018 (Statista 2018).
Google has been growing from strength to strength, with its revenue growing from $74.54 bn in 2015, $89.46 bn in 2016 and $109.65billion 2017 respectively (Statista 2017) with advertising being the biggest contributor to the overall revenue.
Figure 1: Google’s global revenue from 2002 to 2017 (in billion US dollars)
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