In the current context of constantly expanding activity of the World Wide Web, Google occupies the first place. Google first started its business as a search engine, which quickly expanded into other sectors of the economy. And, according to the article Top 10 Search Engines in the World is the leading search engine in the world, ranked number one, and according to the latest netmarkershare report carried out in November 2018, 73% of searches on the Internet were carried out by Google compared in Bing which was much lower at 7.91%. Google's search engine has become much more than just a web-based company, but has expanded into a range of products, advertising and marketing other products such as software and hardware products. Although Google started as an online search engine, its marketing mix has made it a global success. Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”?Get the original essayGoogle was founded in 1998 and, through the company's business strategies, has expanded around the world. In Google's Marketing Mix (4Ps) article, Greenspan states: “According to Google's marketing mix, it involves a diverse range of products. The company has grown and diversified. These products are generally grouped into the following product lines: web products, operating systems, desktop applications, mobile applications, hardware products and services. It is evident that Google implements its marketing concept using “carefully designed strategies”. Greenspan adds, “Value-based pricing strategy determines prices based on the customer’s perceived value of the product.” Most of the marketed products are available all over the world on the internet. Greenspan explains that "the company uses product development as a major intensive growth strategy", meaning that its strategy encompasses consumer needs, increasing sales, maximizing profits and thus defeating all competition. Even if Google is a global success, the company can still be impacted. by the external environment; the stability of its internal structure can be influenced by external factors. For Google to continue to be a global success, it is imperative that its strategy team analyzes both internal and external elements, especially external factors. When analyzing external factors, the political, economic, social, technological and legal environment should be taken into account. The political environment can influence business organizations and also add risk factors that can lead to significant losses. As changes in the political system can influence business strategies, a particular local market may be affected. According to Google Internal Environment and PESTEL Analysis, it is stated: “When it comes to the political environment, Google has few political restrictions. First, one of the political problems he faces is with the Department of Justice, due to the fact that there is a lot of inappropriate content and classified documents. Second, it has problems with the Chinese government, due to censorship of search results. Google tries to avoid censorship issues globally, through its cooperation with the US government and privacy protection. For this reason, it has created privacy conditions on its home page, where users can find information. Government policies, political stability and/or instability, taxes, restrictionsCommercial, consumer protection laws, among others, are external factors that it is essential for Google as a company to observe in order to continue to be a global success. The economic environment of a company can be divided into two, the microeconomic, which can be translated into political economy and the macroeconomic as it relates to the national economy. Macroeconomic factors are expansive economic factors that affect everyone in an economy, including inflation, unemployment, taxes, and interest rates. On the other hand, microeconomic factors include economic decisions that businesses and individuals make. It focuses on individual situations, as opposed to macroeconomics which looks at the big picture. The essay, Google Internal Environment and PESTEL Analysis, states: “In addition, one of the most affected countries is the United States, where Google is located. . However, this crisis did not affect Google, because the company does not sell direct products, but ad-supported services. In addition, Google's free provision leads to an increase in its popularity, which allows it to maintain good relationships with advertising agencies. Finally, its excellent knowledge of the market allows Google to be able to respond to any type of crisis” (November 2018). Google, with its strategic team, has built a business where external factors can work in their favor, thus remaining a national company that has been and still is the leading company for many web searches and content marketing. The social environment of a business can be encompassing a society's beliefs, practices, and even customs. It is necessary for a company to employ and modify its strategies according to its external environment. An example of the effects of the external social environment according to Study.com “is for example a change in beliefs and/or values ​​regarding energy conservation and climate change, this can create a reform in consumer preferences. » Concerning Google and its social environment, Google Internal Environment and PESTEL Analysis explain: “The great advantage of Google is that there are no social restrictions, because its services can be used by everyone regardless of the age, religion, nationality and living conditions. Another advantage is that it is not a seasonal business, as its services are always in demand. Furthermore, the development of technology and the trend of using the Internet through computers and mobile phones has increased in recent years, which has impacted Google's expansion around the world. Google has no geographic dependence because Internet technology is spread all over the world. Google's social environment is global, which means it is a multilingual "company." There are external factors in technology that can affect business operations. Technological changes can create opportunities, risks and/or threats for a business. But companies can benefit by improving their technology products or creating new products and processes that will inflate their market and their bottom line. Google's internal environment and PESTEL analysis adds: “technology is constantly advancing, so this phenomenon allows Google to develop rapidly. This is why it must be constantly updated to be able to follow its revolution. New technologies in computer systems can help Google's services run faster and better, which is why Google must prevent its adversaries from exploiting this new technological knowledge. Another..