Google Business Environment - Assignment

Running Head: GOOGLE 0
Business
Environment
Student Name:
Student University:

GOOGLE 1
Company Overview
Google is an America-based multinational company that operates in the industry of Internet,
Cloud computing, Computer software, Computer hardware, Artificial intelligence and
Advertising (Satariano, 2019). It offers its services in the UK based on which its operations
are affected by the external environment of the country.
PESTLE Analysis
Political: While managing its operations in the UK, Google is affected by the political
policies which are implemented by the government. A good example is Brexit which is a key
driver for change that affects the operations of Google since it creates challenges for the
company when it manages its operations in the UK and other countries in the European
Union (Wilson, 2019). The company will be subjected to different tax slabs, tariffs and
regulations after Brexit.
Economic: Changes in economic policies affected the operations of Google in the UK and it
also provides opportunities for the company. A key driver for change is declining rate of
inflation in the country which has fall to 1.7 per cent in 2019 that increases purchasing power
of people and it makes it easier for Google to charge its users for offering them services
(Partington, 2019).
Social: Social factors also affect operations of Google since people are becoming more aware
regarding their data privacy in the UK. A key driver for change is changing perception of
people since they did not prefer to share their private data with large organisations such as
Google which makes it difficult for the company to conduct its business operations and offer
new services to customers (Wilson, 2019).
Technological: Google relies on technologies advancements to improve its services which
enable the company to generate a competitive advantage in the market. For example, it uses
machine learning and artificial intelligence (AI) to make sure that it offers effective
recommendations to its users which improves their overall experience with its services
(Neubert and Montanez, 2020). It is a key driver for change since some of it services such as
YouTube, Google Now and Search engine relies on these technologies to make sure that
experience of its users is improved.