After several years of a new search engine development, Larry Page and Sergey Brin launched a small company named Google, which only within a decade turned into a large international, multi-million enterprise specialized in the Internet technologies. Nowadays, its services and products go beyond Internet advertisement, electronics, and mobile applications. High quality, innovation, ease of use are merely a few values that made the brand a leader in its sphere of performance.
The purpose of this paper is to identify strengths and weaknesses of current Google’s internal business processes, as well as opportunities and threats posed by the external environment in which it operates, by using SWOT. Based on the results, strategic recommendations for Google will be developed.
Current Google’s strong and highly competitive product diversification strategy can be used to improve its presence in the electronics and technology market. Not only can the company introduce such new products as tablets, laptops, and other related technologies and accessories but also develop devices associated with limited competition in the market. The launch of a lower-priced mass-market Google Glass line is a bright example of this strategic approach. However, the management should consider all recent trends in the industry. For example, the development of VR and robotics technologies can be a promising orientation because they are extremely demanded in such sectors as gaming, medicine, and education.
The results of SWOT analysis reveal that Google has a plethora of competitive advantages and operational strengths. However, it also has some weaknesses, which limit the company’s growth. To maximize the identified opportunities and avoid environmental risks, it is suggested for Google to invest in other industries besides the Internet more actively. However, since a lot of similar electronics devices and technologies are already present in the market, the emphasis should be made on the exclusivity and uniqueness of new products.