Google pestel porter s five forces analysis essay

1 ) 0 Intro

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Google Inc, a global technology company, founded in 1998 simply by Larry Page and Sergey Brin, is the most popular google search in the world. Yahoo provides quite a few free services and products such as Google search, YouTube, Google-maps, and offers transformed how people work with and share information.

Google’s business spans via advertising, data analytics, operating systems to high – tech devices just like Google Glass, Driverless autos, Solar-powered drones, and was recently named “The World’s Most Valuable Brand” due to buyers perception of Google like a forward-looking company focused on creativity (Bloomberg, 2014).

By 2013, Google has 43, 862 staff working in more than 70 offices in over 40 countries around the world with the headquarters situated in Mountain Look at, California, USA. (2014). With regards to this analyze, I will be basing my research of Google in Singapore, its Southeast Asia head office which opened in 2007.

The following portions will review the various elements that will influence Google’s businesses in Singapore, and determine with recommendations of how Google should even more improve to enhance its competitive edge.

installment payments on your 0 PESTEL Analysis

installment payments on your 1 Politics

Though little political limitations affect Google’s operations due to the nature of its organization, government stability is a major aspect in Google’s strategic preparing. Singapore have been rated Asia’s most politically stable region (Berdzenadze, 2013), and Asia’s most competitive economic system in the Global Competitiveness Report by the World Economic Forum (2013).

If the market of operations has political and economic balance,  businesses can thrive and in turn advertise even more, thus increasing business opportunities pertaining to Google.

2 . 2 Monetary

Google was hailed as getting “Recession-Proof” when they continued to publish solid revenue through the economic depression (Quittner, 2008). It is very well positioned to weather the downturn, as its services are free to consumers, and marketers substituted traditional media marketing with internet advertising to cut costs.

Regardless, Singapore is broadly acknowledged as having one of the best business environments on the globe. Ranked as the planet’s easiest spot to do business (The World Bank Group, 2014) and town with the ideal investment potential (as mentioned by Economic Development Panel, 2014), Singapore with its sound monetary and fiscal policy attracts many shareholders.

The more expense dollars serve into a organization, the more they may be willing to invest in advertisements, which usually increases work at home opportunities for Google.

2 . 3 Social

In Singapore where there is large internet penetration rate of 87% and mobile penetration rate of 156% (IDA, 2014), consumers comfortable with technology often see the internet while the 1st source of item research before making their final purchase, producing Google an important part of the process. To increase the number of users getting at Google’s solutions from their mobile phone device, Google released a unique Android portable operating system which in turn now keeps 55. 8% of the portable device business (comScore, 2014). It is as a result increasingly important for marketers to influence consumer’s final purchasing decisions by advertising through this space.

However , Google’s system created to tailor-make and personalise each user’s search knowledge by saving their information that is personal has been received with blended reactions for instance a find Google’s sale of this kind of information a violation with their privacy. Since people’s frame of mind and concern towards guarding their private data change, Google’s business may possibly face a threat.

2 . 4 Technological

Beyond an internet search engine, Google regularly innovates and develop it is wide range of free of charge products directed at strengthening user engagement.

Technology rapidly advances, and Yahoo actively takes measures to assure they do not fall behind. According to Bloomberg data, Google provides acquired 127 companies in past times three years (as cited simply by Farzad, 2014). Besides ordering companies, just like Waze, a GPS navigation application, and Admeld, an advertising optimization platform, in a smart shielding play to get companies that poses a threat to its business, Google has become acquiring an array of technological companies from Humanoid robots to Airborne wind generators to Home software devices.

In a bid to excercise its business, Google is definitely increasingly entering into developing hardware technology that has a tangible occurrence in customer’s homes and offices.

installment payments on your 5 Environmental

It is estimated that Google runs over the million machines in data centres globally, with its 1st Southeast Asia data center in Singapore operating as 2013, and consumes a lot of electricity. Each time someone the search or sends a message, they plays a role in the electric power bill by Google’s data centre (Tan, 2014).

Yet , Google argues that they have manufactured the world a greener place considering the electricity consumption for a search in lieu of a drive down to the library. Above all, contrary to other companies, Yahoo builds most of their own data centres to the energy-saving chips by using, and custom-designs its servers for successful energy work with (Glanz, 2011). Its facility in Singapore uses recycled water for its cooling system.

Although Yahoo is a high-carbon footprint organization, it has adopted a aggressive strategy to carry itself as a 3ly responsible company by making their facilities environmentally-friendly through producing its own power from solar energy panels, wind farms and purchasing carbon offsets by funding green efforts.

installment payments on your 6 Legal

From the perspective of law and control, the internet is usually inherently transgressive and difficult to govern because it is global, and information can be immediately transferred at any time, anywhere. Google’s products gathers a lot of personally identifiable information concerning its users – DoubleClick cookies tracking on the net footprints, Google wallet saving name, mastercard details, and therefore how these details is created, used or perhaps stored certainly are a natural matter.

Google’s info centre in Singapore serves users around the region, and Singapore’s business-friendly approach together with the privacy regulation on worldwide transfers of data that does not restricts transfers to specific countries on their permitted list, but instead puts the onus on the organization to put in place measures to make certain personal info is utilized in locations with comparable common of safety, makes conformity issues much simpler than that of Europe’s (Bratby, 2013).

In general, Singapore can be described as relatively past due adopter of privacy regulations (The Register, 2014), which is largely reactive rather than transformative. As such, legalities that may occur in Singapore are likely to be the ones that Google already has measures or plans in place.

three or more. 0 Porter’s Five Pushes Analysis

several. 1 Threat of New Entrants

Although the internet has typically been seen as a “low barrier to entry” market, the barriers to admittance in the internet search market are high, as it would have a giant part of innovation, and a large starting capital to build a network system that could compete with all of Google’s services and products. The scale of Google’s businesses has turned into a significant hurdle to access.

Nevertheless, companies focusing solely on designing a single product or perhaps service that Google presents could potentially usurp Google’s dominance in that region, as viewed with the Rubicon Project, an advertising start-up which usually surpassed Google’s Ad Network reach by over 6 million one of a kind visitors (Thomas, 2012).

3. 2 Menace of Replacement

Some of Google’s products and services could potentially be replaced, such as users choosing GPS DEVICE instead of Google-maps, but Google’s primary organization is all their online search engine, which can be difficult to replace.

Everyday, typically 5. on the lookout for billion Yahoo searches are produced (Statistic Human brain, 2014). However are alternative sources of data such as newspapers, books, tv set, or the airwaves, the internet is definitely the preferred supply for people to retrieve information as it supplies information on require. As of now, the threat of substitution can be low as there are no foreseeable substitutions intended for online search.

3. several Supplier Power

Google is the owner of its search platform and advertising solutions tool, hence it has very limited exposure to suppliers. Due to the advertising system accustomed to generate earnings, both the advertiser and search results user will be Google’s buyers.

However , websites that have given inventory to Google for sale can be considered their supplier. Because websites often have their inventory listed across multiple ad exchanges, Google must return both equally quantity of product sales and top quality of prices of their acquires to maintain the impressions directed at them available by internet publishers. Provided that Google maintains strong marketplace dominance, supplier bargaining will stay low.

3. 4 Customer Power

Though internet users are free to switch to alternative platforms, most of Google’s products and services that they can use are at no cost to them.

While in the case in which the buyer may be the advertiser, customer power is usually low and there is limited distributors they may spend with. A key feature of Google’s ad obtaining platform, DoubleClick, is that promoters can buy advertising on three hundred different websites with a few clicks instead of producing 300 cell phone calls or meetings to get the ads on all of the websites.

The scale of modern online media obtaining is shocking as Google provides usage of millions of likely sites for advertising. Although Google’s products aren’t unique, they may be at range, and can generate competition difficult for start up and small competitors.

three or more. 5 Market Rivalry

Google is known to be the best search results with large relevance within its queries, thus its position as the market leader inside the search market with regarding 80% business (Nguyen, 2012). Though rivals have involved, and replacement of Search in favour of Bing or Microsoft’s Bing is obviously possible, ‘Googling’ has now recently been ingrained in people’s brain, and is generally a behavior instead of becoming driven by significant merchandise differentiation.

The moment Google released the Google android operating system, they may have placed themselves in immediate competition with Apple. Nevertheless Android telephones currently has larger business than iOS phones, Apple will not easily give in in the battle of mobile systems.

Google’s strategy is all about size and interoperability. With promoting making up above 90% of its total revenue (Google Inc, 2014), it is critical for Google to guard its space, thus its entrance into the browser and mobile main system market. The moment one possesses the platform, you have the level. Google attempts to own as much of the overall environment as they may so as to lock in its users and maintain out competition. In doing therefore , it does not want considerable advertising expense to stay and remain on top.

four. 0 Conclusion & Recommendations

In terms of PESTEL analysis, I would recommend that Google venture into new marketplaces around the area. Singapore is actually a mature marketplace, thus in order to grow further more are alternatively limited due to the market vividness and tiny population. In essence, it is difficult to justify significant advertising use when it can not attract significant reciprocal product sales as it just does not have population to back up it.

However , expansion in to emerging markets in Southeast Asia including Indonesia or Philippines may help its income growth. To illustrate, Indonesia has net penetration at 24% (Statista, 2014), which translate to 60 , 000, 000 users. That may be 12 occasions Singapore’s inhabitants. The propensity of growth there is certainly phenomenon. In terms of Porter’s Five Forces examination, I recommend that Google shift into different ventures in order to generates profits as it is unhealhy for the corporation to rely almost completely on one method to obtain revenue. With its wide range of cost-free products and services, Yahoo could decide on a few of its products to further develop as alternate revenue resources such as the VOIP business, or license fees due to its products.

Yahoo will also must ensure that it keeps its energy in the research and development of it is search engine to make sure that it is ahead of its competition. With Microsoft company and Google search’s combination, the affluence of technology will improve their particular search engines, and perhaps catapult Yahoo’s more successful products such as Askjeeve Finance and Flickr.

Given that Google’s carry on and innovate and stay ahead of its game, they will continue to be the market head in the industry.

a few. 0 References

Bloomberg. (2014, May 21). Google Overcomes Apple since several Valuable Brand [Video file]. Recovered 13 06 2014, by

Bratby, R. (2013) Singapore usually takes business-friendly procedure in info protection suggestions. Retrieved Summer 24, 2014, from

comScore. (2014). comScore Unit Essentials – Singapore & Hong Kong 2013. Retrieved 06 13, 2014, from singapore-vs-hongkong-mobile-usage. pdf format

Berdzenadze, My spouse and i. (2013) Singapore: Asia’s Leading Business Link. CNN. Gathered June twenty four, 2014, by

Monetary Development Plank. (2014). Regarding Singapore – Facts and Rankings. Gathered June 13, 2014, from

Farzad, R. (2014). Google by $400 Billion dollars: A New No . 2 in Market Hat. Business Week. Retrieved June 22, 2014, from

Glanz, M. (2011, Sep 9). Google Details, and Defends, The Use of Electricity. The New York Times, pp. B1. Retrieved June 23, 2014, via

Google Inc. (2014) Yahoo Annual Statement 2013. (pp. 26). Retrieved June 13, 2014, from

Yahoo Inc. (2014) Company – Google locations. Retrieved Summer 22, 2014, from

Google Inc. (2014) Investor Relations – 2014 Economical Tables. Recovered June twenty two, 2014, via

Info-communications Development Power of Singapore. (2012). Yahoo breaks ground for Singapore data middle. Retrieved June 13, 2014, from

Info-communications Creation Authority of Singapore. (2014). Infocomm Landscape – Specifics and Statistics. Retrieved 06 22, 2014, from

Quittner. T. (2008, 18 Oct). Behold! The Recession-Proof Google!. Time. Retrieved Summer 22, 2014, from,8599,1851286,00.html

Statisticbrain. (2014). Google Twelve-monthly Search Statistics | Statistic Brain. Recovered June 16, 2014, coming from

Tan, H. (2011, 21 Dec). Rainfall to cool Google’s data centre here. The Straits Times, pp. 21. Retrieved June 23, 2014 from documentId=nica_ST_2011_22596292&year=2011&month=12&date=21

The Register. (2014). Singapore fishing lures big biz with mega data security regime. Retrieved 24 June 2014, coming from


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