In considering Google’s remote or macro-environment and relative business performance compared to firms like Apple, Amazon, Microsoft, and Facebook, the following political external factors should be considered: This part of the PESTEL/PESTLE analysis model assesses governmental influence on the information technology and services business. Governmental activities and policies affect Google’s strategies, revenues, profits, and competitive position. Overcoming the threats and utilizing the opportunities shown in this PESTEL/PESTLE analysis contribute to fulfilling Google LLC’s corporate mission and vision statements, which direct the business to maintain a strong leadership position in all of its markets and industries. The online advertising, software and hardware, online services, and on-demand digital content distribution markets are all related in the company’s operations through their use of computing technologies. The technological nature of Google’s operations points to strategic focus on the technological or technology-related external factors identified in this PESTEL/PESTLE analysis. In addressing the issues raised in this PESTEL/PESTLE analysis, firms like Google can expect stronger performance despite challenges in their external industry environment. As one of the world’s most valuable companies, the information technology and services business must address the biggest threats in its remote/macro-environment, and continue enhancing its competitive advantages. This application of the PESTEL/PESTLE analysis framework on Google’s business environment yields information on the opportunities and threats that affect strategy formulation. Google’s generic strategy, competitive advantages, and intensive growth strategies are partly a response to these external factors and how they shape the company’s external business environment.

In the PESTEL (or PESTLE) analysis framework, these external factors are opportunities or threats, which in this case influence business operations and success in the online advertising and information and communications technology and services industries. This PESTEL/PESTLE analysis of Google LLC provides insights on external factors in the company’s remote or macro-environment. The PESTEL/PESTLE analysis model’s other external factors (political, sociocultural, ecological and legal) also influence Google.

The PESTEL/PESTLE analysis framework shows that Google must focus on the economic and technological external factors in the remote or macro-environment. Google’s homepage accessed through an iPad.

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