Google Competitive Advantages Assessment Assessment

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The Company Google (Alphabet Inc.)Internal Strengths and WeaknessesStrengthsi. Brand reputation: Google happens to be a well-known brand that is generally well regarded by various stakeholders including, but not limited to, customers. In essence, as one of the most recognized brands in the world, Google is to a large extent considered a market leader in its space – which could help in efforts to promote customer loyalty.ii. Financial stability: Google’s total revenue, as has been indicated in the financial analysis section, has been on an upward trend over the last five years. This has allowed the company to invest in various systems and features that further enhance its ability to satisfy customer needs.Weaknessesi. Overreliance on advertising revenues: Google derives a huge chunk of its revenues from advertising. As a matter of fact, 81.3% of the company’s revenues in the year 2021 could be traced back to advertising. It is important to note that if this particular source of revenue is disrupted for some reason, the company’s stability could be greatly impacted.ii. Unaddressed employee concerns: According to Elias (2022) various surveys indicate that “Google employees are becoming unhappy with pay, promotions, and execution”. This is a pointer to internal issues (i.e. in relation to compensation and career advancement) that ought to be addressed if the company is to continue being effective in its operations going forward.Financial AnalysisTable 1 below lists a number of metrics that would come in handy in the evaluation of Google’s performance. More specifically, the following items have been captured: revenues, costs, profits, return on capital, and debt ratio.Metric20172018201920202021Revenue$110,855$136,819$161,857 $182,527$257,637 Total costs and expenses$84,677$109,295$127,626$141,303$178,923Net profit$12,662$30,736$34,343$40,269$76,033ROE$12,662/ $152,502=…

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…only 10% of search engine queries are handled by Google’s competitors, the company effectively dominates this particular market.

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With regard to customer experience, it is important to note that Google has over the past few years released various product updates meant to ensure that customers are served in an effective and appropriate manner and have positive feelings and perceptions about the brand. As the company points out in its latest Annual Statement, “if we do not continue to innovate and provide products and services that are useful to users, customers, and other partners, we may not remain competitive, which could harm our business and operating results” (Securities and Exchange Commission - SEC, 2021, p. 10).Brigham and Houston (2015) are categorical that one of the factors that happens to have a great impact on customer choice….....

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