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Essay Available:
Pages:
8 pages/≈2200 words
Sources:
3 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
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MS Word
Date:
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Topic:

Google Inc. External and Internal Environments

Research Paper Instructions:

Assignment 2: External and Internal Environments
Due Week 4 and worth 350 points
Choose an industry you have not yet written about in this course, and one publicly traded corporation within that industry. Research the company on its own Website, the public filings on the Securities and Exchange Commission EDGAR database (http://www(dot)sec(dot)gov/edgar.shtml), in the University's online databases, and any other sources you can find. The annual report will often provide insights that can help address some of these questions.
Write an eight to ten (8-10) page paper in which you:
Choose the two (2) segments of the general environment that would rank highest in their influence on the corporation you chose. Assess how these segments affect the corporation you chose and the industry in which it operates.
Considering the five (5) forces of competition, choose the two (2) that you estimate are the most significant for the corporation you chose. Evaluate how well the company has addressed these two (2) forces in the recent past.
With the same two (2) forces in mind, predict what the company might do to improve its ability to address these forces in the near future.
Assess the external threats affecting this corporation and the opportunities available to the corporation. Give your opinions on how the corporation should deal with the most serious threat and the greatest opportunity. Justify your answer.
Give your opinion on the corporation's greatest strengths and most significant weaknesses. Choose the strategy or tactic the corporation should select to take maximum advantage of its strengths, and the strategy or tactic the corporation should select to fix its most significant weakness. Justify your choices.
Determine the company's resources, capabilities, and core competencies.
Analyze the company's value chain to determine where they can create value using the resources, capabilities, and core competencies discussed above.
Use at least three (3) quality references. Note: Wikipedia and other Websites do not quality as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are not included in the required page length.
The specific course learning outcomes associated with this assignment are:
Identify how the six segments of the general environment affect an industry and its firms.
Identify the five forces of competition.
Analyze the external environment for opportunities and threats that impact the firm.
Analyze the internal environment of a company for strengths and weaknesses that impact the firm's competitiveness.
Use technology and information resources to research issues in business administration.
Write clearly and concisely about business administration using proper writing mechanics.

Research Paper Sample Content Preview:

Google Inc. External and Internal Environment
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Google Inc. External and Internal Environment
Introduction
Google Inc is an American multinational technology corporation that was founded by Larry Page and Sergey Brin in 1998. Larry and Sergey named the search engine they developed “Google” which sounded like “Googol,” the mathematical term for a 1 followed by 100 zeros. The company specializes in internet products such as online advertising, cloud computing, softwares and search services. Google Inc. is a publicly traded corporation, which had an IPO in August 2008. In 2015, Larry and Sergey again co-founded Alphabet Inc., which is a collection of companies. Alphabet is a parent company to all companies previously owned by or attached to Google. Google Inc. is its largest subsidiary. Since Alphabet was founded, Google's stock shares were converted into Alphabet’s stock under which it now trades publicly (Google, 2016). Google Inc. is the biggest internet search engine and a pioneer in its segment, which struck my interest. Since its inception, the company has experienced various opportunities as well as challenges such as increased competition, posing major threats to its incredible operations. For the understanding of Google’s market position, it is necessary to analyze the company’s internal and external environment, highlighting the various forces of competition, opportunities, and threats that impact on the firms operations and level of competitiveness in the market.
Segments of the General Environment
Besanko et al., (2009) lists six segments of the general environment; demographic, socio-cultural, political/legal, technological, economic and global. Technology is one the highest-ranking influence on Google Inc. due to its dynamic nature. Google products and services are predominantly based on the internet, which is accessible to many people. The invention and affordability of internet enable mobile phones is expected to increase Google’s revenue from online advertisements. The economic down turn is also pushing more businesses to online advertising. However, Google may not be reaping all the benefits because as businesses are embracing social-media based marketing as opposed to the traditional search-based marketing. As a result, many businesses are opting to advertise on Facebook. Even if the demand is increasing due to technology, the same technology is threatening Google’s dominance with the invention of other search engines and the likes of Facebook.
Being a multinational corporation, Google products are enjoyed across the globe. Therefore, socio-cultural factors also have a great influence on the company’s short term and long-term demand projections. According to BBC (2007), Africa has a population of 1 billion and it has a relatively small numbers of internet users. Only 10.9% of this population uses the internet. This trend can also be observed in Asia, which has a population of 3.8 billion and only 21.5% of the population uses the internet. As more people in these regions begin to use the internet, the demand for Google product is likely to increase. However, the gap between t...
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