Effective Global Business: Analysis Of Google Case

Google occupies the top spot in today’s growing World Wide Web industry. Google began its business in search engines. The company quickly expanded to other industries. According to the article Top 10 Search Engines in the World Google is the most popular search engine in the globe, with 73% of searches being powered by Google as compared to Bing’s 7.91%. Google’s search engines have evolved to be more than just a website-based business. They now offer a range of products and advertising as well as marketing and software products. Google’s online search engine was founded in 1998. Its marketing mix has been a huge success. Google was established in 1998. The company’s business strategies have helped it grow worldwide. Greenspan wrote in the article Google’s 4Ps Marketing Mix. He stated that Google’s marketing mixture includes a wide variety of products. The company has expanded and diversified. These products fall under the following categories: Web-based Products, Operating Systems, Desktop Apps, Mobile Apps, Hardware Products, and Services. Google is known for its “carefully-designed strategies” in marketing. Greenspan explains that “the company uses product development as a major intensive growth strategy,” signifying that their strategy encompasses consumer’s needs, sales increase, maximizing profit and thus beating any competition.Although, Google being a global success, the company can still be impacted by the external environment; the stability of its internal structure can be influenced by external factors. Google’s global success depends on their strategic team analyzing both external and internal elements. The legal, political and economic environment should all be considered when analyzing external factors. The political environment can have a significant impact on business operations and can also increase risk factors that can cause major losses. The political system’s influence on business strategies can also affect local markets. Google Internal Environment, PESTEL Analysis says that Google has limited political restrictions.

It has issues with the Department of Justice and other classified documents. It has also had problems with China’s Government due to the censorship that is applied to search results. Google cooperates with the U.S Government to protect personal privacy and avoid censorship issues globally. It has placed privacy terms on the homepage to allow users to search for information. Google’s external factors are important for it to keep in mind to maintain its global success. Two types of economic environment can be described for a business: the microeconomic which can be applied to the political economy or the macroeconomic regarding national economies. Macroeconomics are large economic factors that impact all members of an economy. These include inflation, unemployment and tax rates. On the contrary, microeconomics is the outcome of individual and business economic decisions. This is a more individual-oriented approach to economics than macroeconomics, which considers the larger picture. According to the essay, Google Internal Environment & PESTEL Analysis, “Additionally, the United States is one of the hardest hit countries.” Google’s ability to sell services, not products, has not been affected. Google’s popularity is due to its free availability, which helps it maintain good relations with advertisers. Google’s market knowledge and ability to quickly respond to any crisis (November 2018). Google, with its strategic team, has created a business that can be affected by external factors. This has allowed Google to remain a national business and is still the leader in content marketing and web-based search. A business’s social environment can include a society’s beliefs, practices, and customs. A business must adapt its strategies to the external environment. According to study.com, an example of the effects on the external social climate is a change or inclination in energy conservation or climate change. This can result in a shift in consumer preferences. Google Internal Environment explains that Google’s greatest advantage, aside from the fact that it has no social restrictions, is that its services are accessible to everyone, regardless their age, religion, or current living circumstances. The company isn’t seasonal, which is a benefit because it is always in demand. Google’s international expansion has been impacted by the technology advancement and the rise in mobile phone use. Google is not dependent on geography because internet technology is widely used around the world. Google’s global social environment means that Google is a Multilanguage” society. Technology can have an external impact on a business’s ability to operate. Technology can bring opportunities, threats, or risks to businesses. Businesses can gain advantage of technology by creating or improving existing products and processes that will increase their market share and profit. Google Internal Environment (PESTEL Analysis) adds that technology is constantly improving, so Google grows rapidly. To keep up with its rapid revolution, it must be constantly updated. Google services might be more effective and efficient if they use the latest technology available in computers. But it must also keep its adversaries from using this information. Google’s technology has another advantage: its costs are declining, but the quality and innovation of its services are improving. It speeds up information, communication, and transport. These are just a few of the many reasons Google is able to grow. A business’s success is also dependent on its legal environment. These external factors include how laws affect the way businesses operate or the behavior of customers. This could include discrimination, copyrights, safety and health, employment, fraud, and import and exit laws. This could impact the way the company manages their inventory as well as how it interconnects to its customers. Google Internal Environment & PESTEL Analysis explain that copyright is a legal issue because third party companies and individuals can copy photos and steal information. Google created a page that provides information on copyright and what isn’t. The digital economy is also known as the new economy or web economy. It has revolutionized the way that many businesses do business. Khan explains that digitization is the process of turning information into digitalized form. Digitization has had a positive impact on society and economy by decreasing unemployment, improving quality and increasing access to information and other public services. Google has had an impact and influence on economic growth. The company generated billions in economic activity by supporting countless non-profit and business organizations. Hendrix states that Google’s 2015 Economic Impact Report shows the company contributed $165billion to the economic activity of 1.4 million non-profits and businesses in 2015. This was an increase of $131billion from 2014. Clicks lead to business. The incremental revenue earned has a not-insignificant impact on job growth as well.” This information is clear based on the information collected that Google has achieved significant cost savings across many areas of its economy. This has contributed to a rapid economic growth in the digital economy. Google’s global success is due to their “carefully-designed strategies”. This has positively impacted the economy. The information we have collected suggests that Google’s revenue comes from the sale advertising on its search pages. Advertisers bid to have their products or services promoted on Google’s search result pages. Google’s successful business is a result of their global business strategic business team, which despite all the external factors.



Cody Young is an educational blogger. Cody is currently a student at the University of Utah pursuing a degree in communications. Cody has a passion for writing and sharing knowledge with others.

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