Google SWOT Analysis In A Nutshell

Google’s strength is its strong consumer brand. The company is grabbing new opportunities by opening up industries like voice search and consolidating in industries like the cloud. As a weakness, its revenues primarily come from advertising. A primary threat is the quick change of search and potential intervention by regulators.

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Strengths

google-vision-statement-mission-statement — Google’s mission statement is to “organize the world’s information and make it universally accessible and useful.” While its vision statement since the start was to “provide an important service to the world-instantly delivering relevant information on virtually any topic.”

Brand

Google enjoys a brand that is extremely strong. The company’s products are used each day by billions of people across the world, with incredible engagements rate.

Strong consumer products

Google’s core product, its search engine I a goldmine of search intent data which makes it possible for Google to still have a long-term advantage against competitors in the space.

Massive users’ adoptions

The company’s products are incredibly sticky for users, which are the key stakeholders for Google’s continuous growth and development as an organization.

Opportunities

google-other-bets — Of Google’s (Alphabet) over $282 billion revenue for 2022, Google also generated over a billion dollars from a group of startup bets, which Google considers potential moonshots (companies that might open up new industries). Those Google’s bets also generated a loss for the company of over $6 billion in the same year. In short, Google is using the money generated by search and betting it on other innovative industries. Of Google’s (Alphabet) over $282 billion revenue for 2022, Google also generated over a billion dollars from a group of startup bets, which Google considers potential moonshots (companies that might open up new industries). Those Google’s bets also generated a loss for the company of over $6 billion in the same year. In short, Google is using the money generated by search and betting it on other innovative industries.

Google has substantial cash to invest back in R&D activities on its core products but also to invest to open up new market opportunities.

This makes Google a unique company.

While bets are companies that do not have a current impact on Google business (that is why we’ll see them also in the weakness section), other revenue sources, like cloud, and hardware are also a strong contributors to Google’s revenues.

Weaknesses

traffic-acquisition-cost — The traffic acquisition cost represents the expenses incurred by an internet company, like Google, to gain qualified traffic – on its pages – for monetization. Over the years, Google has been able to reduce its traffic acquisition costs and, in any case, to keep it stable. In 2022 Google spent 21.75% of its total advertising revenues (over $48 billion) to guarantee its traffic on several desktop and mobile devices across the web.

For a company like Google, sustained success means that the company will be able to keep its products sticky for billions of users across the globe.

googles-traffic-monetization-multiple — Companies like Google have to cut distribution deals and split revenues with content partners to bring traffic back to their main properties online. For instance, in 2021, Google spent over $45 billion in traffic acquisition costs, but it generated over $209 billion in advertising revenues. This means that Google could monetize its traffic 4.6 times its traffic acquisition costs. An increased monetization multiple over the years is a good sign. It means that Google was able to keep its advertising machine competitive. On the opposite side, a negative monetization multiple means the advertising machine is losing traction.

That is why the core focus is on users’ adoption of continuous growth. Indeed, the more users join the platform the more that becomes interesting for advertisers who contributed to 83% of Google’s revenues in 2019.

google-revenue-breakdown — Alphabet made $148.95B from Google search and others, $31.7 billion from the Network members, £28.8 billion from YouTube Ads, $19.2 billion from the Cloud, and $28 billion from other sources (Google Play, Hardware devices, and other services).

So what are some of Google’s weaknesses?

A significant portion of Google revenues are generated from advertising, therefore a reduced spending by advertisers, a loss of partners, or new and existing technologies blocking ads could seriously harm the business.
While other bets are long-term strategic initiatives for Google, those bets are highly uncertain and the company will not be able to assess whether any of those will become successful, if not in hindsight.
As Google has become a global player primarily based on the digital advertising industry, as the industry matures and consolidates this also might mean stagnating revenues for Google and a strong reduction of its margins.
If the company fails to protect its intellectual property rights that might also result in a substantial risk for the business.
Brands are among the most important assets for organizations, but they are also expensive to maintain, thus, Google’s strength as a mass appealing consumer brand can also turn in weakness as the company has to keep pouring billions back to the business to maintain its assets in the short term.

Threats

fang-companies — FAANG is an acronym that comprises the hottest tech companies’ stocks in 2019. Those are Facebook, Amazon, Apple, Netflix and Alphabet’s Google. The term was coined by Jim Cramer, former hedge fund manager and host of CNBC’s Mad Money and founder of the publication TheStreet.

The current market propelled by technological companies has become highly fluid, as those companies all fight for the same pocket. This makes it harder to keep track of all the possible threats and which one might really harm the business. For the sake of this analysis some of the key threats for Google are:

Intense competition: innovation isn’t easy, neither inexpensive. If Google doesn’t successfully manage to keep its innovation pace it might eventually lose its dominating position, thus jeopardize the business.
As people access to the internet now happens through a variety of platforms, that increases substantially the pressure for companies like Google, which business model is based on the attention and interest of its users. That means the company has to be able to keep anticipating those trends.
Data privacy, security concerns, and regulations become a serious threat to Google’s future success.
Low-quality user-generated content, web spam, content farms, can seriously worsen the quality of the content provided on Google thus making suddenly less appealing to users.

Key takeaway

The SWOT analysis is an interesting exercise to get to know an organization more intimately. However, when it comes to the business landscape it’s extremely hard to predict where the next threat will come from, or whether the opportunity you’re pursuing will turn out to be successful. That is why it’s important to have a strong experimental framework.

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