1. 1
1
1
Answers for theses question with little notes ant bullet point on
power points. Two ppt is enough.
4.
Who supports the change? Who is resisting the change?
Why?
5. What’s your communication objective? (Raise awareness,
change behavior, change attitudes, build support, neutralize
critics). Why?
Environmental Scanning for Google Inc. Introduction
Environmental scanning is a procedure that methodically
inspects and interprets the relevant information to point out the
external threats and opportunities that can influence future
decisions. It is the consistent tracking of events, occurrences,
and trends in the firm's internal and external environment that
bear on its present and future endeavors. (Terry, 2020).
Environmental scanning is related to SWOT analysis and should
be integrated into the strategic planning process. An excellent
environmental scanning process looks into both qualitative and
quantitative changes. Ultimately, you should create a set of
environmental indicators (external, internal, quantitative, and
qualitative) that you think are the most important and could

2. potentially impact the analysis you are performing.
The components of environmental scanning that should be
analyzed include the following:
· Trends: What are the ongoing trends in the industry or
marketplace that could impact your organization either
positively or negatively.
· Competition: How are your competitors operating? What are
they doing? Which of your competitor's weaknesses can you
exploit?
· Technology: What are the developments in technology that
could affect your business in the short or long term? Are there
any existing technologies that could increase the efficiency of
your organization?
· Customers: What is affecting your capability to offer top-
notch customer service? How dynamic is your customer base?
· Economy: What is the present pattern of the economy, and
how could it affect the future of the business?
· Labor Supply: How are the labor market and environment in
your areas of operation?
How will you ensure there is ready access to workers with high
demand?
· Academic interests: Employment interests and the famous
fields of the prospective students together with their families.
· Research: Funding from private, governmental, and foundation
sources and changes in
interests.
· Philanthropy: The changes in the available funding and
donors' interests, attitudes, and approaches.
· Legislative/Political environment: Are there any impending
legislation that will affect your business in the future? What
impacts will the election results have on your organization?
("TOPPR", 2021A and "TOPPR", 2021B)
Every firm should identify the external factor with the most
impact to make environmental scanning a helpful tool. The next
step should be to perform an internal scan of the firm. Perform a
review of the organization's mission, strategic plan, and vision.

3. Examine the organization's weaknesses and strengths. Look at
the company's present position and where it plans to be in the
next five to ten years - survey or interview its leaders. Once the
business has collected sufficient information about the
competitors, the external world, and itself, it should develop
strategies that respond to the impacts when the need arises.
An environmental scan is a critical component in strategic
planning since it provides information on factors that might
affect the company in the future. The information gathered from
such a survey will allow the leaders to respond to the external
impacts proactively. When performing an environmental scan,
several methods should be employed in the data collection,
including publication review, interviewing the leaders in and
out of the organization, conducting focus groups, and
conducting surveys. Environmental Scanning Strategies
To develop and build a prosperous enterprise, you should create
a proper strategic approach to environmental scanning. Here are
some of the standard approaches to analysis:
Expert Opinion
Seeking out the knowledge of an expert in the industry will
allow you to get a better insight into the current opportunities
and patterns your company can take in its market. Industry
experts can easily recognize growing trends, and paying
attention to them will help determine how your business will fit
in the new spaces.
Market Research
Market research is a crucial part of environmental scanning
because you need to know the industry trends and take
advantage of the opportunities. You should also be aware of the
potential pitfalls within the industry that arise due to mistakes
from competitors that may help you avoid committing similar
ones. Market research will include newspapers, reading articles,
and scanning academic journals. It may also consist of
monitoring the demographics and paying attention to competitor

4. performance in the stock market.
PESTLE Analysis
PESTLE is an acronym for political, economic, social,
technological, legal, and environmental. Some researchers only
adopt the first four to perform a PEST analysis. These are
external factors that significantly affect the success of an
enterprise; it is, therefore, critical to maintaining track of them.
For instance, a change in technological advancements and tax
laws in your business industry will prompt your firm to make
policy changes to meet the federal regulations and potentially
upgrade the tools to provide materials more efficiently, thus
keeping up with the competitors.
SWOT Analysis
SWOT analysis is an acronym for strengths, weaknesses,
opportunities, and threats. You can use this tool as an internal
strategy to determine your firm excels in areas where
development is needed. Analyzing these four components will
help you achieve the organizational goals by capitalizing on
business moves that benefit the firm and avoiding predictable
threats.
Industry Analysis
Industry analysis is a specific market research strategy that
analyzes the business strategies used by both your indirect and
direct competitors. By evaluating their resulting successes or
failures and strategy, you can develop better strategies and stay
on top of the competition. The Scanning Modes Used
Four scanning modes can be implemented by the company,
depending on their philosophies and beliefs of operation:
· Undirected viewing
· Searching
· Enacting
· Conditioned viewing
These processes are helpful in better understanding the forces

5. that act on the organization, both internal and external, and
react most effectively in a similar situation.
Environmental scanning is helpful to the firm as it helps it
understand what is happening both outside and inside the firm
and increases the possibility that strategies developed by the
organization will reflect the corporate environment
appropriately. Environmental analysis is critical since numerous
changes in the domain significantly affect the business firm's
activities. Analysis of the business environment helps identify
the strengths, weaknesses, threats, and opportunities. Therefore,
a SWOT analysis is critical to the growth and survival of every
business organization.
The following are the importance and benefits of environmental
analysis:
· Identification of strengths: An organization's strengths are the
company's capability to have an advantage over other
competitors in the industry. Analyzing the internal business
environment will help identify a firm's strengths. After
identifying the strengths, the firm should maximize or
consolidate its strengths by further enhancing its resources,
plans, and policies.
· Identification of weaknesses: The weaknesses of an
organization are its limitations. An enterprise may be vital in
certain areas but weak in others. The weakness should be
recognized for further growth, expansion, and remedy as soon
as possible. Consistent monitoring of a firm's internal
environment helps identify its strengths and weaknesses.
· Identification of opportunities: An environmental scanning
helps to highlight the opportunities in the market. The company
should spend its efforts in ensuring that they grab every
opportunity within their grasp.
· Identification of threats: Every organization is subject to
threats from competitors to other innumerable factors. An
environmental scan will help identify the threat coming from
the external environment. When the threat is identified early, it
is much easier to diffuse them.

6. · Optimum utilization of resources: A proper environmental
analysis can help optimize the use of scarce natural, human, and
capital resources. The resources cannot be appropriately utilized
without assessing and understanding the external and internal
environment. A systematic analysis of the business environment
will help the organization minimize wastage and make optimum
use of available resources.
· Growth and survival: A systematic analysis of the business
environment can help an organization minimize its weaknesses,
maximize its strengths, diffuse the threats, and grab the
opportunities. It will help the firm grow and survive in a harsh
business environment.
· Planning for a long-term business strategy: All business
organizations have short and long-term objectives. Proper
analyses of factors in the environment will help the firm frame
policies and plans that could be useful in accomplishing those
objectives. Without an accurate environmental assessment, the
firm will not develop an effective strategy that ensures business
success.
· Environmental assessment helps make decisions: The
decision-making process is founded on selecting the best of all
existing options. Whether a business will succeed or not largely
depends upon the decision-making abilities of its management.
An environmental scan is a keenly fundamental tool to
understanding and making the right decision in every business
situation. The results from an environmental assessment are
very critical in helping an organization choose the best option
for growth and success.
· Academics and businesses respond effectively to the changes
in their current operational environments. The information
collected and assessed from the environmental analysis
procedure offers the company sufficient information to make the
best decision concerning the general health of the firm.
Environmental analysis is not without some weaknesses and
gaps that often deter analysis. Here are some of the highlighted
gaps and weaknesses: Weaknesses

7. · Inability to pull crucial information
· Complexity in shaping or understanding what an
environmental analysis means
· It is difficult to perceive the positive effects of environmental
assessment on the performance of a firm
· It is easy to overlook crucial information since the analysis
deals with a massive amount of information collected by the
organization
· It is challenging to locate all the available sources of
information, meaning that the organization might miss highly
significant information that could be important to the results of
the analysis Gaps
· There is a need for studies to ascertain the best sources of
information to use while carrying out the assessment
· There exists research to identify the best techniques for
handling and interpreting the numerous information
There is a need for modern environmental analysis research
Google Inc. Overview
Google Inc. is an American search engine company founded in
1998 by Larry Page and Sergey Brin as a subsidiary of Alphabet
Inc. (Holsch & Hall, 2015). It is headquartered in mountain
view, California, and its domain, google.com, was registered in
1997, with Google Corporation being formed in 1998. Google
started as an online search firm but has now grown to deal with
cloud computing, advertising, research, and platforms a variety
of services, including YouTube, Gmail, Google Maps, Google
News, Google Earth, Google Drive, Google+, Google Chrome,
Google Nexus et cetera. Holsch & Hall postulate that about 70%
of the global online search requests go through Google, making
it the hallmark of internet usage (Holsch & Hall, 2015).
The company specializes in web services like advertising,
search tools, communication and publishing tools, security
tools, developmental tools, systems like Android and Chrome
OS, statistical tools, mobile applications, desktop applications,
various hardware such as Google Nexus, Google driverless car,
Google TV, Google cast, Google glass, Google Cloud Platform

8. et cetera. The company has grown tremendously from its
inception as a university project called the
Backrub to the billion-dollar franchise (Saha, 2005). Google's
growth has been exponential, releasing several Google versions,
including ten languages, by 2000 (Kollewe, 2008). That same
year, the company launched AdWords, an advert network selling
keywords-related advertisements (Kollewe, 2008). Google
started Gmail in 2004 acquired Keyhole in that same year, while
necessitating the start of Google Maps Google Earth. It acquired
Android in 2005, YouTube in 2006, and DoubleClick in 2007
(Kollewe, 2008), ensuring that Google can collate the world's
information in an organized manner, making them accessible.
Google aspires to create innovative advertising and web search
items, making it the most recognized website brand worldwide.
Google announced to the public in 2015 that it was restructuring
the corporate setup, forming an umbrella company, Alphabet,
with Sandar Pichai as the CEO (Kelly, 2015). Alphabet will
parent several smaller companies, including Google, that will
focus on internet products. YouTube, Apps, Maps, Android, and
ads will stay part of Google Inc. (Kelly, 2015). Google X Lab,
Google Ventures, Google Capital, Calico, Fibre, Nest,
Robotics division, Google's Life Sciences, and Google
Deepmind will operate as subdivisions of Alphabet, which
means that Google wholly owns Alphabet. Therefore, Google
presently focuses intently on traditional products like Google
search engine, Google Play, Chrome, and YouTube.
Google had about 2.3 million searches every second, aver aging
more than a hundred billion searches monthly (D'Onofro, 2016).
Google Maps alone averages upwards of one billion users every
month. The Google team also works hard to make the platform
even more reliable and faster. Google AdSense allows users to
earn via online content, putting ads on publishers' pages, a
significant revenue stream for Google Inc. The company's cloud
platform offers immeasurable supercomputing power to firms.
As of December 2021, Alphabet inc. had a sum total of 156,500
employees globally ("Statista," 2022).

9. Environmental Analysis
Political Environment
· Stability of the political environment in significant markets
· Government stability
· Censorship issues
· Partnerships
The strong and stable political environment within the US and
other major markets has enabled Google's continuous expansion.
Google collects magnanimous sensitive and private information
from its users, which China considers a threat. In recent years,
Google has had to undergo state censorship since it broadcasted
sensitive information by the Chinese government. The Chinese
media frequently accuses Google of actively exporting values,
culture, and ideas instead of appropriately conducting business
(Dudovskiy, 2017). The Cold War between China and America
made the environment highly volatile as we saw substantial
trade tariffs being imposed on imports. It greatly affected the
company due to its reliance on imports from the Chinese
market. In 2015, the US government initiated Project Loon,
which was meant to provide internet in rural places through
balloons and cell towers; the Chinese government labeled the
initiative an undercover espionage act by the US intelligence
services (Dudovskiy, 2017).
Similarly, China has state-online platforms like Baidu, which is
considered a threat to Google.
The censorship also comes for the US state government that has
often accused Google of stashing its profits in international
banks to avoid taxes. Additionally, the partnership between
Huawei and Google in a volatile political setting placed the
company negatively, affecting its market position. Google also
gets political pressure from international groups like the One
World Broadcasting Trust, which affects its revenue stream.
Furthermore, employment laws and environment protection laws
also affect its operations.
Positively though, large companies' demand for various

10. technological and computing instruments is at the forefront of
revenue generation. Therefore, the corporation gets perfect
receivership and market in most countries it serves. Coupled
with the return to normalcy from the sucker-punch of the Covid-
19 related political issues, the company is effectively getting
back to the market. If the current government is able to
maintain a stable political environment and the buyers maintain
their purchasing capabilities, the company can grow by
introducing more products over time. Google can therefore
assess both sides of the coin and find the best gap in a stable
economy to increase its sales.
Economic Environment
· Impact of global economic crises
· The economic rise in developing countries
· Impact of macroeconomic issues
· Globalization
Google is vastly affected by everyday economic factors such as
inflation rates, USD rates, tax regulations, and interest rates.
The company's overseas revenues are affected by credit
deteriorations fluctuations in foreign exchange rates and
liquidity. The significant revenues that the company stores in
foreign markets are highly vulnerable to exchange rate risks.
The explosive growth of developing markets and economic
stability creates a gapping growth hole for the company from
the growing number of users. Even with the economic crisis of
2009,
Google maintained its global economic performance. The
inflation rates in other countries like the UK, South America,
and India is increasing, and this means that the profits Google
generates on click ad are often rising.
Globalization has made Google institute its presence in
developing countries and economies outside the American
market. The buyers' purchasing powers in such economies are
constantly increasing, creating an opportunity for tech
companies like Google to find new and expanding markets to

11. become a leader in several economies. Also, the brand is able to
create products that best suit the purchasing capabilities of
consumers in such markets. Furthermore, reducing the cost of
renewable energy could perhaps be an opportunity for Google to
strengthen its energy supply. The company's digital advertising
services could expand its energy projects to ensure operational
stability. The move could support the company's corporate
social responsibility strategy (Meyer, 2017). These economic
variables facilitate the company's growth in the market. Google
can consider the upside and downside views to find a stable
niche in the economy and increase its sales. The market search
can hint to them where they should invest more in the future.
Socio-Cultural Environment
· Growth of social media platforms
· Increased use of smartphones
· Suspicion and distrust of Google
· Women in Tech at Google
The consumer attitudes, the wealth of target consumers,
consumer electronic products and services, and demographic
changes significantly affect the company's operations. With the
rise in smartphone usage, laptops and computers are
dangerously declining. Most of Google's searches are done via
mobile phones; therefore, its advertising revenue comes from
mobile phones and other similar devices. But the introduction of
the Android OS greatly benefited Google via platforms such as
Gmail, Google+, and Play store. Everyone uses Google to look
at sports scores, Google restaurants, and other quick searches.
Furthermore, social media platforms like WhatsApp dominate
the market, effectively reducing the use of such engines. Other
customers also use Amazon as s detach engine to shop online,
an operation previously exclusive to Google. Amazon also
offers video content you can't access via YouTube. Facebook is
similarly gaining market via online advertisements. These
highlighted aspects succinctly show that social media and
websites are clearly replacing the traditional search engines.

12. Most people also believe that Google quietly encroaches into
their private life to gather private information.
Moreover, at Google, women represent a small percentage of
the workforce in tech jobs. According to McCain (2022),
women present only 25% of the tech job at Google. This reflects
the image of women's inclusion in the tech industry in the US,
where women only present 34.4 of the workforces in big tech
companies such as Microsoft, Apple, Twitter, Meta, & Google.
(McCain, 2022). Furthermore, women in tech confirm that they
do not get a promotion due to gender bias, where they also
mentioned that they are likely to be laid off or leave their jobs
as twice as men. (Accenture, 2020).
The analysis of Google's socio-cultural environment shows that
the company faces several threats that could also be an
opportunity for growth. These social threats could also be
considered an opportunity for the company. For instance, riding
on this new trend, the company can customize its YouTube
operations to grow its consumer base. The diversifying
customer portfolio creates the opportunity for Google to
improve its operations via innovation and technological tools.
Google could customize its algorithms to match the dynamic
customer trends and preferences. The business should create
holistic strategies to much the identified factors. The company's
marketing mix can help entice more consumers based on current
sociocultural trends (Greenspan, 2021). With the right
strategies, Google can weather the current storm in the social
environment to grow its revenue streams.
Technological Environment
· Growing sophisticated apps surpassing the search engines
· Massive investment in R & D
· Expanding services to hardware tech
· Growing AI and Cloud Tech
Google has acquired 225 companies by 2018 ("Google
Acquisitions," 2020), meaning it has continuously expanded its
consumer segments to move away from search engines to other

13. sectors like airborne wind turbines, home automation devices,
robotics, self-driving cars, et cetera. In 2020, Google invested
27.5 billion dollars in research and development ("Alphabet
Annual Report," 2021). Google faces stiff competition from
Apple since it has its own search engine. Amazon dominates the
online shopping search activities while Microsoft, on the other
hand, possesses one of the best search engines globally. With
the exponential growth of apps, the possibility of replacement
of traditional Google services is relatively high. For example,
online ad blockers have vastly reduced Google's revenue from
ads. The company's competitors are also introducing apps that
enable users to bypass Google such an engine, which could
potentially affect the company negatively, effectively reducing
its revenues.
Positively, Google has a vast opportunity to grow based on the
expanding internet usage in developing countries. It translates
to market growth in such environments where the company
could offer more software, online services, and hardware. Also,
the continuing smartphone usage allows the company to sell its
smartphones due to the increasing usage of Google Play Store
and Android OS. The company could make its devices user-
friendly to ensure wider adoption of their devices. On another
note, both corporations and individuals have a growing AI and
cloud tech usage. Google can integrate more features into the
platform to expand consumer usage. The increased use of AI
and cloud computing tech has significantly benefited the
company since it has a high innovation level. Other than
Amazon, Google stands as the most prominent AI and Cloud
integrated company with a very high growth rate. The factors
analyzed in Google's technological environment present both
threats and opportunities due to the increasing technological
trends that affect the company's macro and remote environment.
Environmental Factors
• Sustainable business
Google creates a friendly culture and conducive environment for

14. its workers with significant incentives that focus on both the
profit and development of its employees. Google has to ensure
its consumers do not succumb to fraudsters, hackers, and
internet scams. Google uses a lot of electricity to maintain data,
consequently affecting the natural resources in the long term.
Additionally, being an IT giant, Google addresses related
environmental issues currently plaguing the world. The
company currently works with the UN to develop
environmentally friendly steps that incorporate technology
usage. The company also generates data for the government, the
public, and other organizations regarding environmental
concerns so that they can make better decisions.
The continual growing support for environmentalism exhibited
by Google Inc. makes the company more attractive. Google's
adaptation of renewable energy enhances its services'
satisfaction since most customers prefer green technologies.
Furthermore, the suppliers of Google are taking more interest in
its sustainable business operations. The ecological trend creates
an opportunity to strengthen its corporate image by aligning its
operations with environmentally sensitive suppliers. Google's
social responsibility system addresses most of the opportunities
that arise by operating in an environmentally sustainable
manner.
Legal Environment
· A rise in legal expenses
· Regulations restricting its operations
· Privacy laws
Since the company is continually expanding, it ventures into
automobiles, capital markets, and telecommunications,
attracting more legal restrictions. The financial sector becomes
costly since more insurance and financial companies require
more fees. Additionally, Google owns many patents and
copyrights, which attract numerous ownership disputes that
could prove costly to defend if not operated legally. Google is
also subject to multiple international and state laws that support

15. patent infringement claims and protect innovations.
Several privacy laws have worked against Google's mode of
operations. This analysis shows that the legal issues in the
company's environment create significant threats to the
operation but can be an opportunity is concisely addressed. As
highlighted in the analysis, the company depends highly on
targeted ads for revenue, which require gathering private user
data. Since countries are starting to develop laws that embargo
the collection of private information, Google has a difficult
time running ads. However, by mitigating the said threats,
Google can turn them into opportunities that improve it. By
addressing the privacy issues, Google can be more competitive
compared to other companies with inferior privacy protections.
Additionally, Google can have intellectual solid property
fillings and provide the means for firms and individuals to
ensure that their respective intellectual rights are protected.
Enhancing the legal issues could create a better image among its
target consumers and online environment. Summary
The Google platform provides easy access to sensitive and
private information on world politics to its users. The company
is exceptional as it is rarely affected by the global economic and
political conditions. The stable political environment and
storage government within the US and other international
markets have been instrumental to its expansion, providing the
best opportunity for the company. Google uses its innovative
culture to stay competitive by aggressively advancing
technologically and meeting consumer demands. The company
must stay environmentally sensitive, operate cost-effectively,
and protect energy sources within the global legal mandates.
The company's strategy of bringing the information into the
hands of the users gives it an immutable revenue stream while
also modeling its brand image and enhancing its performance.
Nonetheless, the company still faces and even succumbs to
significant environmental threats, which constricts its
operational and revenue capacity, by employing some of the
highlighted strategies to the threats that Google inc. Faces in its

16. external environment, the company can maintain its position as
a titan in that industry.
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Greenspan, R. (2021, March 29). Google's Marketing Mix (4Ps)
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McCain. (2022). Women In Technology Statistics [2022]: Tech
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environment/swotanalysis/
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