Alphabet (Google) swot analysis 2018 reveals company's internal strengths and weaknesses as well as external opportunities and threats.

1. ALPHABET (GOOGLE)
SWOT ANALYSIS 2018

2. SLIDE | 2
ABOUT ALPHABET
Name Alphabet Inc.
Logo
Industries served
Internet (Google Search, Google AdWords, Gmail)
Computer software (Chrome OS, Picasa, Google Earth)
Consumer electronics (Chromebook, Pixel, Google TV)
Venture Capital (CapitalG, GV)
Healthcare (Verily, Calico)
Geographic areas served Worldwide (more than 100 countries)
Headquarters Mountain View, California, U.S.
Current CEO Larry Page
Revenue (US$) 110.855 billion (2017) 22.8% 90.272 billion (2016)
Profit (US$) 12.662 billion (2017) 35% 19.478 billion (2016)
Employees 80,110 (2018)
Main Competitors
Amazon.com, Inc., Apple Inc., Facebook Inc., Microsoft Corporation,
Samsung Electronics Co., Ltd., International Business Machines
Corporation and many other Internet, computer software and consumer
electronics companies.

3. Alphabet Inc. business overview from the company’s financial report:
Alphabet is a collection of businesses -- the largest of which, of course, is
Google. It also includes businesses that are generally pretty far afield of our
main Internet products such as Access, Calico, CapitalG, GV, Nest, Verily,
Waymo, and X. We report all non-Google businesses collectively as Other Bets.
Our Alphabet structure is about helping each of our businesses prosper through
strong leaders and independence.
SLIDE | 3
BUSINESS DESCRIPTION (1/2)
“ ”
Alphabet generates revenues primarily through Google’s advertising
business.

4. SLIDE | 4
BUSINESS DESCRIPTION (2/2)
“ ”
Alphabet
Google 98.9% Other Bets 1.1%

5. 42.2%
20.9%
4.3%
4.3%
28.2% Google
Facebook
Microsoft
Oath
Others
1. Dominance in web search, video content sharing, online advertising, mobile
OS, browser usage and many other markets
SLIDE | 5
STRENGTHS
S W
O T
Alphabet’s Google dominates most of the
markets it operates within, including:
• Online advertising
• Web search
• Smartphone OS
Net digital advertising revenue share in the U.S. in 2017

6. 1. Overdependence on revenue from advertising
Alphabet’s Google is very vulnerable to the following changes in the digital advertising
market:
• increasing competition;
• query growth rates;
• the evolution of the online advertising market;
• changes in advertising offerings;
• advertising trends;
• user preferences.
SLIDE | 6
WEAKNESSES
S W
O T
In 2017, Alphabet’s
Google earned
US$95.375 billion or 87%
of its total revenue only
from advertising.

7. 1. Growing market for subscription-based video on demand services
• YouTube is the most popular video on demand streaming platform in the
world, with more than 1 billion users.
• According to Transparency Market Research, the market is expected to
grow by 9.3% on average from 2017 to 2024.
SLIDE | 7
OPPORTUNITIES
S W
O T

8. Other
KitKat
Lollipop
Marshmallow
Nougat
Oreo
1. Reliability and user experience of the Android OS may decrease significantly
due to increasing fragmentation
SLIDE | 8
THREATS
S W
O T
Codename Distribution
Gingerbread 0.3%
Ice Cream Sandwich 0.4%
Jelly Bean 4.5%
KitKat 10.5%
Lollipop 22.9%
Marshmallow 26%
Nougat 30.8%
Oreo 4.6%
Android versions in use

9. SLIDE | 9
GET THE FULL
PRESENTATION
BUY ALPHABET
(GOOGLE) SWOT 2018

10. 1. Google Inc. & Alphabet, Inc. (2018). Form 10-K for the Fiscal Year Ended December 31, 2017. Available at:
https://abc.xyz/investor/pdf/20171231_alphabet_10K.pdf Accessed April 17, 2018
2. eMarketer. (2017). Google and Facebook Tighten Grip on US Digital Ad Market. Available at: https://www.emarketer.com/Article/Google-
Facebook-Tighten-Grip-on-US-Digital-Ad-Market/1016494 Accessed April 17, 2018
3. Dobbie, A. (2017). Half of global digital ad dollars going to Google and Facebook, says report. Available at: http://mandmglobal.com/half-of-
global-digital-ad-dollars-going-to-google-and-facebook-says-report/ Accessed April 17, 2018
4. Net Market Share (2018). Search Engine Market Share. Available at: https://www.netmarketshare.com/search-engine-market-share.aspx
Accessed April 17, 2018
5. StatCounter (2018). Mobile Operating System Market Share Worldwide. Available at: http://gs.statcounter.com/os-market-
share/mobile/worldwide Accessed April 17, 2018
6. Google AI (2018). Explore Our Work. Available at: https://ai.google/our-work/#? Accessed April 17, 2018
7. CB Insights (2018). The Google Acquisition Tracker. Available at: https://www.cbinsights.com/research-google-acquisitions Accessed April 17,
2018
8. CB Insights (2018). The Microsoft Acquisition Tracker. Available at: https://www.cbinsights.com/research-microsoft-acquisitions Accessed
April 17, 2018
9. Crunch Base (2018). Facebook Acquisitions. Available at: https://www.crunchbase.com/organization/facebook/acquisitions Accessed April 17,
2018
10. Crunch Base (2018). Apple Acquisitions. Available at: https://www.crunchbase.com/organization/apple/acquisitions Accessed April 17, 2018
11. Microsoft (2018). 2017 Annual Report. Available at: https://www.microsoft.com/investor/reports/ar17/index.html Accessed April 17, 2018
12. Facebook, Inc. (2018). Form 10-K for the Fiscal Year Ended December 31, 2017. Available at: https://investor.fb.com/financials/default.aspx
Accessed April 17, 2018
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SOURCES (1/3)

11. 13. Apple Inc. (2017). Form 10-K for the Fiscal Year Ended September 30, 2017. Available at:
http://files.shareholder.com/downloads/AAPL/6204803531x0x962680/D18FAEFF-460A-4168-993D-A60CBA8ED209/_10-K_2017_As-Filed_.pdf
Accessed April 17, 2018
14. Amazon.com (2018). Form 10-K for the Fiscal Year Ended December 31, 2017. Available at: http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-
sec Accessed April 17, 2018
15. U.S. Patent and Trademark Office (2015). Patenting by Organizations 2014. Available at: http://www.uspto.gov/web/offices/ac/ido/oeip/taf/topo_14.htm
Accessed April 17, 2018
16. U.S. Patent and Trademark Office (2016). Patenting by Organizations 2015. Available at: http://www.uspto.gov/web/offices/ac/ido/oeip/taf/topo_15.htm
Accessed April 17, 2018
17. U.S. Patent and Trademark Office (2017). Patenting by Organizations 2016. Available at: http://www.uspto.gov/web/offices/ac/ido/oeip/taf/topo_16.htm
Accessed April 17, 2018
18. Interbrand (2018). Best Global Brands. Available at: http://interbrand.com/best-brands/best-global-brands/2017/ranking/ Accessed April 17, 2018
19. Forbes (2018). The World's Most Valuable Brands. Available at: http://www.forbes.com/powerful-brands/list/ Accessed April 17, 2018
20. Fast Company (2018). Most Innovative Companies 2017. Available at: https://www.fastcompany.com/most-innovative-companies/2017 Accessed April 17,
2018
21. Google Inc. (2012). Form 10-K for the Fiscal Year Ended December 31, 2011. Available at:
http://www.sec.gov/Archives/edgar/data/1288776/000119312513028362/d452134d10k.htm Accessed April 17, 2018
22. YouTube (2018). Statistics. Available at: https://www.youtube.com/yt/press/statistics.html Accessed April 17, 2018
23. Transparency Market Research (2018). Video on Demand Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2017 – 2024.
Available at: https://www.transparencymarketresearch.com/video-on-demand-market.html Accessed April 17, 2018
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SOURCES (2/3)

12. 24. Sensor Tower (2018). Revenue from the Top Subscription Video on Demand Apps Grew 77% Last Year in the U.S. Available at:
https://sensortower.com/blog/svod-revenue-2017 Accessed April 17, 2018
25. Gartner (2018). Internet of Things. Available at: http://www.gartner.com/it-glossary/internet-of-things/ Accessed April 17, 2018
26. Statista (2018). Internet of Things (IoT) connected devices installed base worldwide from 2015 to 2025 (in billions). Available at:
https://www.statista.com/statistics/471264/iot-number-of-connected-devices-worldwide/ Accessed April 17, 2018
27. Markets and Markets (2018). Internet of Things (IoT) Market by Software Solution - Global Forecast to 2022. Available at:
https://www.marketsandmarkets.com/Market-Reports/internet-of-things-market-573.html Accessed April 17, 2018
28. Amadeo, R. (2016). Google’s new “Android Things” OS hopes to solve awful IoT security. Available at: https://arstechnica.com/gadgets/2016/12/google-
brillo-rebrands-as-android-things-googles-internet-of-things-os/ Accessed April 17, 2018
29. Markets and Markets (2017). Intelligent Virtual Assistant Market - Global Forecast to 2023. Available at: https://www.marketsandmarkets.com/Market-
Reports/intelligent-virtual-assistant-market-184337393.html Accessed April 17, 2018
30. GSM Arena (2018). All mobile phone brands. Available at: http://www.gsmarena.com/makers.php3 Accessed April 17, 2018
31. Android (2018). Dashboards. Available at: https://developer.android.com/about/dashboards/index.html Accessed April 17, 2018
32. IDC (2018). Smartphones Hit Pivotal Stage as Worldwide Shipment Volumes Decline 0.5% in 2017, But Return to Growth is Expected, According to IDC.
Available at: https://www.idc.com/getdoc.jsp?containerId=prUS43591418 Accessed April 17, 2018
33. PageFair (2017). The 2017 Ad Blocking Report. Available at: https://pagefair.com/downloads/2017/01/PageFair-2017-Adblock-Report.pdf Accessed April
17, 2018
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SOURCES (3/3)