Contents

• Introduction 2
• PESTEL Analysis 3
• Political Factors 3
• Economical Factors 4
• Social Factors 5
• Technological Factors 6
• Environmental Factors 7
• Legal Factors 7
• Google’s Core competency and the Competitive Advantage 8
• Buzz --- A Strategic Change 11
• Conclusion 13
• References 16

Description

Google was founded by Larry Page and Sergey Brin in the year 1998 in a garage and in less than half a decade, Google had grown onto become one of the most dynamic companies and a market leader in internet search. Today it is a global giant in internet search has various other products like gmail, youtube.com, picasa and many more have fared equally well as the search engine. Eric Schmidt was named the CEO of Google in August 2001 and Larry Page and Sergey Brin have remained presidents of product and technology respectively. Today Google has more dynamic business strategy and is been hard to beat even for industry legends like Microsoft. But there is stiff competition that Google faces from Twitter and Facebook. Also as it is competing in various markets world wide it has to look into various factors that can affect the company and the success of the company.
This report is aimed at analyzing the various factors of the macro-environment in which Google operates in the global market through PESTEL analysis. In doing do the report analyses and identifies how these factors can influence the success of the company. The report also identifies the various competitive advantage that the company has over its competitors. Finally the report identifies the new strategy that Google has adopted and evaluates its facilitators and blockages along with the role that Google corporate culture plays for the success of the strategy.