SWOT is an acronym used to describe the particular strengths, weaknesses, opportunities, and threats that are potential strategic factors for any company. A SWOT approach should not only result in the identification of a corporation distinction competencies - the particular capabilities and resources that a firm possesses and the superior way in which they are used – but also in the identification of opportunities that the firm is not currently able to take advantage of due to a lack of appropriate resources (Wheelen, Hunger, Hoffman, and Bamford, 2015). I chose to conduct my SWOT analysis on Google.
STRENGHTS
Perhaps the biggest strength of Google is that it is the undisputed leader in search engines, which means that it has a domineering and lion’s share of the internet searches worldwide. It has more than 68% of the market share for internet searches and the competitors do not even come close to anywhere that it does (Tower, 2014). Google has become a household brand in the world, just like McDonalds, Apple, and Facebook. Its ability to drive internet user traffic is legendary and this has helped it become one of the most powerful brands in the world. Indeed, Google averages more than 1.2 Billion hits a month in terms of the unique searches that users perform on the site. This gives it an unrivalled and unparalleled edge over its competitors in the market. Its revenue model wherein it garners humungous profits through partnerships with third party sites has held the company in good stead as far as its ability to mop up resources and increase both its top-line as well as bottom-line is concerned. This is another key strength of the company that has helped it scale greater heights. The last of the strengths discussed here relates to its adoption of Android and Mobile technologies, this has resulted in it becoming a direct competitor of Apple as far as these devices, and operating systems are concerned.
WEAKNESSES
Google does not reveal its algorithm for searches or even its basic formula as far as internet searches are concerned leading to many experts slamming the company for being opaque and hiding behind the veneer of secrecy. However, in recent years, Google has taken steps to redress this by providing a bare bones version of its unique search engine algorithm. In recent years and especially in 2013, the company has been faced with declining revenues from ads and as a result, the profitability of the company has taken a hit. This is partly due to the ongoing global economic slowdown and partly because of competitors snapping at its heels in a more aggressive manner. Indeed, Apple has already taken steps to garner search engine revenues in its devices and hence, Google must be cognizant of the challenges that lie ahead. Google’s business model relies heavily on advertising and the numbers reveal that it gets more than 85% of its revenues from ads alone (Tower, 2014). This means that any potential dip in revenues would cost the company dearly (literally as well as metaphorically). The point here is that Google has to devise a more robust business model that embraces e-commerce and mobile commerce along with its current business model that is based on ad revenues alone.
OPPORTUNITIES
Perhaps the biggest opportunity for Google lies in its pioneering effort in providing the Android OS which has resulted in its becoming a direct competitor to Apple and Samsung. As discussed earlier, the company has to diversify into non-ad revenues if it has to remain profitable and current indications are that it is adapting itself to this as can be seen from the push towards commercial transactions using its numerous sites like Google Books, Google Maps etc. The introduction of Google Glasses and Google Play promises to be a game changer for Google and this is a significant opportunity that the company can exploit. Indeed, this very aspect can make the company take the next evolutionary leap into the emerging world of nano-computing. Cloud Computing remains a key opportunity for Google as it is already experienced in providing storage and cloud solutions. Indeed, if not anything, it can move into the enterprise market using the cloud-computing paradigm. It has vast opportunities for reaching new groups and segments and reaching for new contents that’ll increase the internet usage which will render the usage of google.com to be increased as well. It can relive the trend like Yahoo and MSN and become a mass market portal for users that will increase switching costs for its potential users.
THREATS
There is no time constraint regarding the business, competitors can emerge with better interface and new ideas regarding the search mechanism that will make Google lose its market share. It can lose its simple and user-friendly interface if it decides to become a portal, for which it is favorite among its users. I think merging with another already establish mass market portal will be a good step to fight its search engine threats, but Google will start losing its well-earned brand-name. Google can’t afford to get stuck in issues if it decides to acquire information regarding its users‟ personal information. Leaking of confidential company information can put the future of new Google products and services at risk. The more data competitors have about Google's plans and future product lines, the more likely they are to gain a competitive advantage in the marketplace. Quite possibly the biggest threat to Google is the considerable amount of money it must spend in defending itself in court. In 2010, Google spent almost two billion dollars almost 7 percent of revenues on legal related services (Tower, 2014). In the end, Google will have some difficult decisions. It will need to decide whether to invest in its strengths to make them even stronger or invest in its weaknesses to at least make it competive (Wheelen, et al., 2015).

REFERENCES
Tower, N. (2014, September 25). Why Google Shouldn’t Reveal Its Search Algorithm [Article]. Retrieved from http://www.firstscribe.com/blog/google-shouldnt-reveal-search-algorithm

Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2015). Concepts in strategic management and business policy: Globalization, innovation, and sustainability (14th ed.). Upper Saddle River, NJ: Pearson.