Strengths:

 Search Engine Leaders: Google has been the leaders in the search engine department since
the late 19’s and early 2000s and is estimated to have a market share in the search engine
department of 91% in 2022.

 Brand valuation: Google was ranked 2nd in the Forbes most valuable brand in 2022.

 High Revenue: The huge revenue of $257.63 billion that Google has garnered through
advertisement has ensured its growth.

 Adaptability: Google was able to merge android technology into mobiles and laptops,
making them able to directly compete with the likes of Apple, Microsoft, Samsung, etc.

Weakness:

 Privacy Policies: Google has being known for selling customers data to governments.

 Risky Revenue Model: They over depend on advertising as more that 80% of their revenue
comes from advertising alone.

 Data-gathering: the companies greatest strength is also its greatest weakness, as Google has
paid millions of dollars in legal compensation for selling data.

 Failed social media Entry: before the creation of Facebook and Instagram, people relied on
Google for latest news, but unfortunately even Google News isn’t to often for that purpose.

Opportunities:

 Wearable OS: Google has been the underdogs to Apple, Samsung, etc in the smart-watch
industry, but after the acquisition if fitbit in 2019, there is a lot they can do to becoming
higher up in the industry.

 Cloud computing: Google still has a lot of room to grow in the cloud computing market
because it has experience with both storage and cloud solutions. In fact, employing the
cloud computing model, it can at least reach the enterprise sector.

 Android OS: The biggest opportunity for Google is its apparent efforts to provide the
Android Operating System. This has improved its chances of going head-to-head with
Apple IOS.
  Google glasses: with the fail of the first Google glasses in 2015, Google has still been
working on it, hence giving them the advantage if trial and error.

Threats:

 Censorship Policy: Google has not been able to stave off criticism of its filtering practices.
Due to the formation's political and ideological leanings, several leakers have started to
emerge.

 Competitors: The main threats to Google come from its rivals Amazon and Facebook.
Google is being slowly overtaken by the two rivals. Their updated features and rising
popularity could detract from Google's prominence.

 Relation With China: Due to escalating geopolitical tensions, Google was compelled to
abandon its ambition to offer cloud services in China. The activities of Google around the
world may be impacted if the political unrest spreads to other parts of the world.

 Antitrust Controversies: Google has long been the subject of antitrust disputes with both US
and EU legislators. Google has attempted to appeal the 5 billion Euro fine that the EU
antitrust regulators levied.

https://bstrategyhub.com/swot-analysis-of-google-2019-google-swot-analysis/#:~:text=The
%20SWOT%20analysis%20of%20Google,keeps%20on%20improving%20its%20technology.