Business Company Analysis - Research Paper Example

Assigning equal weights to each of these external factors, and arriving at the mobiles long-term prospects/evolution as the most important external factor, to which Google has responded with stunning success, based on the brilliant success of Android up to this point. We assign scores of 3 each for the Microsoft and Facebook threats, given that the Google response is credible, but has room for improvement, especially with regard to the threat of Facebook eating into Googles advertising revenues.

This latter threat is low at present, given that Googles revenues continue to remain healthy, and promises to remain healthy with the excellent prospects for mobile and Googles substantial stake in mobile via Android. The rating is 4 for the long-term mobile evolution factor. This puts the EFE rating for Google at High, or between 3 and 4 (Kelleher; Paul; Enderle; Coldewey; Fletcher; Foreign Writer; Google Finance; Reuters; CrunchBase; Yahoo!; MarketWatch; Porter). Looking at the IFE matrix, on the other hand, the continuing weakness at Motorola Mobility threatens to weigh down Google moving forward, and this can be rated as a major weakness on the part of Google.

This is given the substantial weighting in the IFE, even as its overall revenues is dwarfed by Googles revenues in advertising, and its profits or losses likewise are small in comparison to the profits of Google overall. This is a key consideration for the weighting of the weakness, whereas its core strengths in search and in mobile are very formidable to the point of being almost unassailable at present. Given this, we assign the weights of 70 percent for search, 20 percent for mobile via Android, and 10 percent for Motorola mobility as a key weakness.

Rating the first two as 4, and the Motorola mobility weakness as 1, for major weakness, we get a total IFE rating of between 3 and 4 (Kelleher; Paul; Enderle; Coldewey; Fletcher; Foreign Writer; Google Finance; Reuters; CrunchBase; Yahoo!;