Topshiriq-1 swot and pest analysis Google The Google logo used since 2015 Google's headquarters, the Googleplex Formerly

Unfair Business Practices: As the most used search engine, Google exploits this advantage unfairly to prevent the entry of new players in the sector. In the U.S., the company was recently sued for colluding with Apple to make it the default search engine for Apple’s browser.

Failure in Social Media Revolution: most people relied on Google to access the latest news digitally. Now, people can access the latest news via social media platforms. To protect its interests, Google has attempted to launch several social media platforms unsuccessfully like Google Plus and Shoelace, which failed to gain traction and forced the company to shut it down.

Google’s Opportunities

1. 
   Android OS: The most substantial opportunity for Google is its noticeable efforts in the Android Operating System provision. This has strengthened its prospects to directly compete with Apple iOS.
   
2. 
   Google Glasses and Google Play: Google is prepared to market its newly introduced Google Glasses and Google Play. It can boost Google’s progress and development.
   
3. 
   Cloud Services: In fiscal year 2019, about 5.5% ($8.9 Billion) of Google’s annual revenue came from its Google Cloud Platform (GCP) and its services. Google is placing big bets on its cloud services to diversify its revenue stream. 
   

Google’s Threats

1. 
   Decline in market shares: According to data gathered from emarketer, Google’s US digital ad revenue is expected to see a decline in market shares. It was 38.8% (2017), 37.2% (2018), 36.2% (2019). This is because of the growing competition from Facebook, Amazon, Instagram and Snapchat for ads market share. 
   
2. 
   Competitors: The primary threat that Google faces is from its competitors Facebook and Amazon. The two competitors are slowly catching up with Google. Their new features and increasing popularity can take the spotlight away from Google.
   
3.