This is because these new providers that enter the market occasionally do not weight all the facts associated with developing a successful search engine that can actually challenge Google and other important competitors. They usually focus on the products provided by the leaders of the market, but do not take into consideration the infrastructure built by these companies and their relationships with business partners. In addition to this, Google users have no reasons to not be satisfied with its services. Therefore, it would be very difficult for small search engines to gain important market share. Competition from producers of substitute products

In this case competitors are represented by social networking sites like Facebook and Twitter, and by sites like Youtube. The number of users of these websites is continuously increasing. This leads to increased competition regarding advertising space.

Supplier bargaining power

In this case, the power of suppliers is quite low. This is because Google dominates the search engines markets. This allows Google to impose its conditions on suppliers. In addition to this, Google ensures the stability of incomes of its suppliers, helping the company maintain a successful relationship with them.

Customer bargaining power

The bargaining power of customers is low in their relationship with Google. This is because customers are numerous, fragmented, and cannot significantly influence their relationship with Google. In addition...

The company's internal capabilities are represented by:
Revenues - $23,650 million

Net income - $6,520 million

Cash and cash equivalents - $24,484 million

Total assets - $40,496 million

Total liabilities - $40,496 million

6. Recommendations

There are several issues that the company should focus on in order to increase its market share and create competitive advantage. It is recommended that Google continues its mobile search strategy. This is an opportunity that must be addressed by Google because of the increased number of individuals that use smartphones and that require search engine services. In this segment, Google has a very small market share in comparison with applications developed by Apple, Microsoft, and others. This means that Google is required to make significant investments in improving partnerships with mobile phone producers. Another aspect that must be improved is represented by the Google Chrome browser. The company should exploit the opportunity provided by the high number of people that use the search engine and better advertise the characteristics of its browser. When doing so, it is important to focus on security issues. This would allow the company to increase its profits and to improve the products and services it provides.