In the modern business, every business needs to perform it strategic audit to know about the competitive position. The strategic audit will enable the firm to identify its strength, weakness, opportunities, and threats. Google is one of the top business firms in the world with lots of competitors keeping an eye on the business of the Google. So, it has become very important to identify the opportunities and threats for the Google to take a better strategic step to capitalize the threats and minimize the threats.
Opportunity
There lie tremendous opportunities for the Google. The opportunities for the Google come from the fast changing technologies. At the present context, peoples are more oriented towards the mobile devices. The Google can exploit this increasing trend of mobile device usage by developing the mobile-friendly versions of its existing and new products.
In addition to this, the world has become interwoven on the webs of the internet and the peoples around has started searching for the very fast internet service. To address this need of very high-speed internet, Google fiber could be the biggest concept. The Google must expand its Google fiber service across the globe to provide the fast internet service as well as cable television. This will be the best package for the customers who can directly get the broadband internet and the cable television with a single subscription.
The Goggle must also capitalize its opportunity in the consumer electronics segment. Till now, the Goggle has launched its nexus device, but it should also enter into the consumer electronics business like washing machines, smart televisions, refrigerator, etc. Unlike others, the consumer electronics must be developed with smart features where a programmable function will provide the best results. If the Google can develop the smart consumer electronics products, then it will easily capture the market of Samsung, LG and other reputed brands in a short time. In addition to this, its other products like Google car, Google glass, etc. provides the best opportunity in the market where there are no other competitors.
Threats
Being one of the top firms at the global level is the self-invitation to several threats and Google is not an exception. One of the main business of the Google is its search engine and web advertisement. But, at present, the firm is facing tough completion from its close rivals like Bing, Yahoo, about.com, etc. Two biggest countries Russia and China have evolved as the threat for Google. Yandex and Baidu have been the biggest and influencing search engines in these countries, and the Google is losing its business there. If these search engines start to grow in the other parts of the world, and then it will be the emerging threat to the Google. Currently, the Facebook has announced its own search engine. The largest social networking site, Facebook has seriously affected the growth of Google+, the social networking site of Google, and now it is entering the search engine sector. This is the latest threat for the Google. In the past, many online shoppers used to Google their need to locate the online store. But, with the growth of Amazon and eBay, people are directly visiting the online store which is affecting the business of the Google. The companies like Apple has been using Google as their default search engine. If these companies develop their own search engines or replace the Google from their default risk, then the big portion of the Google’s business will be lost.
So, to conclude we can say that there are lots of opportunities for the Google that it needs to capitalize. The company, in the meantime, must focus its attention on the existing as well as emerging threats. If the company fails to capitalize its opportunities and minimize the threats, then it is sure that the Google will remain as a name in the history, and we need to use the search engines like yahoo and Bing to study about the history of Google itself.
