PESTEL Analysis - Google

Extract

[...] Legal In legal terms, the legal and regulatory developments that can have a major impact on Google are mainly laws relating to the concentration of companies and monopoly positions, regulations or laws relating to the management of personal data, their storage and their protection. In this regard, the GDPR regulation recently entered into force in Europe has represented a monumental impact on the scale of the American giant. III. Conclusion and Strategic Recommendations The factors that impact Google in terms of Politics, Economy, Society, Technologies, Environment and Law are numerous and all very impactful. Google is aware of its major role and its significant influence on its model. [...]

[...] PESTEL Analysis PESTEL analysis is a strategic analysis that seeks to accurately describe all the external factors that can influence a company or a group, in various fields. These domains have the first letter used to form the acronym PESTEL. These are political, economic, socio-cultural, technological, legal, ecological factors. We will endeavour to describe each of these areas and the elements they may contain or cover, in a generic way, before detailing in our second part of this article how they apply to Google and what is their influence on each of them. [...]

[...] The changes in habits are also having a big impact on Google. The extremely rapid development of cell phones and then smartphones, now widely used in all age groups, has had a major impact on the American technology giant. Its cell phone system, Android, is the most popular in the world and contributes significantly to its turnover, so the impact is undeniable. D. Technological The technological developments impacting Google are mainly technological developments related first to 4G, then more recently to 5G. [...]

[...] The company has been condemned for this on several occasions. As users are more and more cautious, and demanding, in terms of confidentiality and respect for their privacy, especially since the entry into force of the GDPR data privacy regulations in Europe. Google still needs to improve this part of its activity, to gain or regain the trust of its users in this area. B. Google Figures At the beginning of February 2021, Alphabet published record figures for the second consecutive quarter. [...]

[...] PESTEL Analysis of Google A. Political Political factors influencing Google include the trade wars between the United States and China, mainly under the era of Donald Trump. National favouritism is also a big factor, as Google struggles to penetrate the Chinese search engine market, with authorities insisting that the Chinese use domestic products, such as the Baidu search engine. The Chinese government asking Google to censor part of the responses made through its search engine is forcing the company to face a real case of conscience, between business and integrity. [...]