There is an intense increase in the number of negotiations that take place on the Internet. Hence, it is essential for organizations to take on innovative approaches and effective business models so as to strengthen a business’s competitive advantage. An organization that can adjust effectively to the changing market conditions and customer preferences will have a better chance of maintaining its position in the market. An organization that can leverage its core competencies and create value for its stakeholders will have a higher potential of achieving long-term success. Google’s main strategy is to provide two different but complementary services i.e. the Web search engine and the online advertising service. The search engine allows users to find relevant information on the Internet, while the advertising service enables advertisers to reach potential customers through targeted ads on the Web. 
The core competencies of Google Inc. are its ability to store and analyze the search intentions of online users and to provide them with relevant results. This paper contends that the company’s competence is strengthened by the use of its services, such as Gmail, Google Maps, Google Drive, etc. These services increase the value of Google's products for the users and attract more users to its platform, creating a positive feedback loop. Google is widely recognized as the world's leading search engine, but how did it achieve this dominant position? This paper examined the core competencies of Google, which are the unique capabilities that give it a competitive edge over its rivals. We will also analyze the strengths, weaknesses, threats, and opportunities that Google faces in the dynamic and complex online environment.
Google has established itself as a leader in the IT, Internet, Software, and services industry by leveraging its core competencies, which are the unique capabilities that give it a competitive edge over its rivals. These core competencies include its innovative culture, its technological expertise, its global reach, and its vast data and information resources. These competencies enable Google to offer superior products and services that meet the needs and preferences of its customers, as well as to generate revenue streams from various sources such as advertising, cloud computing, hardware, and software. Google's core competencies have not only contributed to its current success, but also to its long-term sustainability and growth, as they allow it to adapt to changing market conditions, explore new opportunities, and create value for its stakeholders.

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