Google S.W.O.T Strategies

	Strength-S Brand reputation & Customer loyalty Simple and Easy-access Successful Business Model: AdWords and Adsense Experts technology: Being innovated and creative Extended service Charming corporate culture	Weakness-W Arbitrary content Privacy, copyright and issue Not domination in extended service
Opportunities-O New usage and market share Think global, Act local	SO Strategies New products launch	WO Strategies Product Integration
Threats-T Competition within industry Search platform transform from Desktop to Mobil Device Some innovation do not hit market sales	ST Strategies Mergers and Acquisitions	WT Strategies Development of Mobil Field

SO Strategies-Attacking Strategy: New products launch

Although Google formed strong and powerful business model, there is not a single product that Google develop from start to finish, and really lead market share and sales. Google may seize new opportunity and launch new products that birth from Google.

WO Strategies: Product Integration

Personally, I think Google is doing something risky, full of opportunities and challenges. Except for Google map Google search, Google builds up many forefront projects that “giving the customers what they want before they know what they want”. It is brilliant, but difficult. If succeed, the rate of return can be high, but it can take the market very long reaction time to realize a technological innovation. Therefore, companies may not see commercial prospects in short period.

Google may tightly around the scope of their search business; build up connection between products; interact with all Google features to capture more market to encourage user stickiness. Some low user attention, limit market influence and small user number features can be integrated into core product function, as a way to streamline business. Coming up with ideas and innovation is important and precious, but if you take the project too far without ensuring the business model would be risky for a company.

ST Strategies-Defense Strategy: Grow by Mergers and Acquisitions

Till now, Google has spent $22 billion in M&A, and acquired more than 130 companies within the industry, including Motorola, Android, YouTube, Applied Semantics, Blogger, Keyhole, DoubleClick. Looking through M&A history of Google, we can see that the Google M&A approach is basically set up for: getting excellent technology, patent, business networks and resources from another company; stepping into new industry; and stifle back competitors. This method would protect Google from external competitive; help Google consolidate his competitive strength and gain market share.

WT Strategies: Development of Mobil Device Browser

With the steady increase of media applications on mobile devices, we are experiencing a transformation of the information platform. But Many App publishers do not necessarily have to provide access links on mobile devices through App Store, but more importantly, their links can be displayed on a Smartphone or tablet browser search engine. Based on this trend, Google can pay more attention and emphasis on development of mobile business.
Now, Google’s revenue generated from mobile devices still largely depends on its search business, another notable part of the revenue is generated from Apple's iPhone platform. Android does not actually directly or indirectly bring in great profit for Google. Google may find out a more satisfying way and take advantage of Android, to gain revenue through its own platform.