Google Analysis

Part A
Question 1
The firm’s external environment is challenging and complex. Because of the external environment’s effect on performance, the firm must develop the skills required to identify opportunities and threats existing in that environment.

The general environment is composed of dimensions in broader society that influence an industry and the firms within it. We group these dimensions into seven environmental segments that they are demographic, economic, political/legal, social cultural, technological, global, and physical.

1. The Demographic Segment included population size, age structure, geographic distribution, ethnic mix, and income distribution.

2. The Economic Segment included inflation rates,
Strength
Google not only has a good reputation and strong brand value, but also provided speed and user friendliness. Users gained the ability to find information quickly and easily on the Internet. Google’s mission was to organize the world’s information and make it universally accessible and useful. Google have several Strengths. In 2004-2010, despite overall stock market weakness, Google remained strong. According to the data, although the stock moved with the market in general, the company returned significantly higher returns to its shareholders than did the S&P 500. Moreover, Google was provided in 15 languages for their users and gaining international acclaim for its web search services. In 2008, Double Click was acquired by Google. In 2009, Google Docs was introduced, it allowed a user to upload all file types, including ZIP files, in order to work with those files online, and this policy is very convenient and innovative.
In addition, Google also have offering many extra services, in 2010, Google was seen as a global leader in technology that was focused on the ways people obtained information. In corporate-level strategy, Google achieving diversification that it provide over 30 products an services such as Google News, Google Finance, Google Map, Google Blog, Google Chrome, Google Music and Video, YouTube and Google Mobile Application, etc. Furthermore, most of the products and services offered to users were free, so Google did not compete