Alphabet Inc. (formerly known as Google) is a multinational technology company that specializes in internet-related services and products. It generates over 80% of its revenue from online advertising through its Google division. Alphabet dominates several key markets such as web search, video sharing, digital advertising and mobile operating systems. However, it is highly dependent on advertising revenue and faces increasing competition. Opportunities for growth include expanding its subscription video business on YouTube and advancing in artificial intelligence and edge computing technologies.

1. ALPHABET INC. (GOOGLE INC.)
SWOT ANALYSIS 2021

2. SLIDE | 2
ABOUT ALPHABET
Name Alphabet Inc.
Logo
Industries served
Internet (Google Search, Google Ads, Gmail, YouTube)
Computer software (Android, Chrome)
Consumer electronics (Chromecast, Google TV, Pixel)
Venture Capital (CapitalG, GV)
Healthcare (Verily, Calico)
Geographic areas served Worldwide (more than 100 countries)
Headquarters Mountain View, California, U.S.
Current CEO Sundar Pichai
Revenue (US$) 182.527 billion (2020) 12.8% 161.857 billion (2019)
Profit (US$) 40.269 billion (2020) 17.3% 34.343 billion (2019)
Employees 135,301 (2021)
Main Competitors
Amazon.com, Inc., Apple Inc., Facebook Inc., Microsoft Corporation, The
Walt Disney Company, Netflix, Inc. and many other Internet, computer
software, consumer electronics and healthcare companies.

3. Alphabet Inc, (formerly known as Google) is a collection of wide variety of
businesses, specializing mainly in internet services and software industries.
In 1996, Google was started as a project to create a search engine and was
first called Backrub.
Now, Alphabet (a parent company of Google) is an internet giant, dominating
mobile OS (Android), browser (Chrome), search (Google Search) and online
advertising (Google Ads) markets.
SLIDE | 3
BUSINESS DESCRIPTION (1/2)
Alphabet generates revenues primarily through Google’s advertising
business.

4. SLIDE | 4
BUSINESS DESCRIPTION (2/2)
“ ”
Alphabet
Google 99.6% Other Bets 0.4%

5. 29.8%
23.5%
10.2%
36.5%
Google
Facebook
Amazon
Others
1. Dominance in web search, video content sharing, digital advertising, mobile
operating systems (OS), web browser and many other markets
SLIDE | 5
STRENGTHS
S W
O T
Alphabet’s Google dominates most of the
markets it operates within, including:
• Digital advertising
• Web search
• Mobile operating system
Digital ad spending share in the U.S. in 2020

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
In 2020, Alphabet’s
Google earned
US$146,924 billion or
80.5% of its total revenue
only from advertising.
S W
O T

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 2 billion users.
• According to Statista, the market is expected to grow by 10.17% on
average from 2021 to 2025.
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OPPORTUNITIES
S W
O T

8. 1. Widespread adoption of advertisement-blocking software
• In 2020, Alphabet earned US$146,924 billion or 80.5% of its total revenue
solely from advertising.
• Over 763 million devices running ad block as of December 2019.
• Over 236 million people were blocking ads on desktop;
• Over 527 million people were using mobile browsers that block ads by
default.
SLIDE | 8
THREATS
S W
O T

9. SLIDE | 9
GET THE FULL
PRESENTATION
BUY ALPHABET
(GOOGLE) SWOT 2021

10. 1. Alphabet, Inc. (2021). Form 10-K for the Fiscal Year Ended December 31, 2020. Available at:
https://abc.xyz/investor/static/pdf/20210203_alphabet_10K.pdf?cache=b44182d Accessed March 23, 2021
2. eMarketer (2020). Digital Ad Spending by Industry 2020. Available at: https://www.emarketer.com/content/digital-ad-spending-by-industry-
2020 Accessed March 23, 2021
3. eMarketer (2020). How Has the Forecast for Triopoly vs. Other Ad Revenues in the US Changed? Available at:
https://www.emarketer.com/chart/240190/how-has-forecast-triopoly-vs-other-ad-revenues-us-changed-of-us-digital-ad-spending-2020
Accessed March 23, 2021
4. eMarketer (2020). Global Digital Ad Spending Update Q2 2020. Available at: https://www.emarketer.com/content/global-digital-ad-spending-
update-q2-2020 Accessed March 23, 2021
5. Facebook, Inc. (2021). Form 10-K for the Fiscal Year Ended December 31, 2020. Available at: http://d18rn0p25nwr6d.cloudfront.net/CIK-
0001326801/4dd7fa7f-1a51-4ed9-b9df-7f42cc3321eb.pdf Accessed March 23, 2021
6. StatCounter (2021). Desktop Search Engine Market Share Worldwide. Available at: https://gs.statcounter.com/search-engine-market-
share/desktop/worldwide Accessed March 23, 2021
7. StatCounter (2021). Mobile Search Engine Market Share Worldwide. Available at: https://gs.statcounter.com/search-engine-market-
share/mobile/worldwide Accessed March 23, 2021
8. StatCounter (2021). Mobile Operating System Market Share Worldwide. Available at: https://gs.statcounter.com/os-market-
share/mobile/worldwide Accessed March 23, 2021
9. Crunchbase (2021). Alphabet. Available at: https://www.crunchbase.com/organization/alphabet Accessed March 23, 2021
10. Crunchbase (2021). Microsoft. Available at: https://www.crunchbase.com/organization/microsoft Accessed March 23, 2021
11. Crunchbase (2021). Apple. Available at: https://www.crunchbase.com/organization/apple Accessed March 23, 2021
12. Crunchbase (2021). Amazon. Available at: https://www.crunchbase.com/organization/amazon Accessed March 23, 2021
13. Crunchbase (2021). Facebook. Available at: https://www.crunchbase.com/organization/facebook Accessed March 23, 2021
14. Amazon.com, Inc. (2021). Form 10-K for the Fiscal Year Ended December 31, 2020. Available at: https://d18rn0p25nwr6d.cloudfront.net/CIK-
0001018724/336d8745-ea82-40a5-9acc-1a89df23d0f3.pdf Accessed March 23, 2021
SLIDE | 10
SOURCES (1/3)

11. 15. Microsoft Corporation (2021). Form 10-K for the Fiscal Year Ended June 30, 2020. Available at: https://microsoft.gcs-web.com/static-files/4e7064ed-bbf7-
4140-a8cb-79aba77421b9 Accessed March 23, 2021
16. Apple Inc. (2021). Form 10-K for the Fiscal Year Ended September 26, 2020. Available at: http://d18rn0p25nwr6d.cloudfront.net/CIK-
0000320193/7b5717ca-6222-48e6-801c-9ea28feeef86.pdf Accessed March 23, 2021
17. U.S. Patent and Trademark Office (2021). All Technologies (Utility Patents) Report. Available at:
https://www.uspto.gov/web/offices/ac/ido/oeip/taf/all_tech.htm Accessed March 23, 2021
18. Forbes (2021). The World’s Most Valuable Brands. Available at: https://www.forbes.com/the-worlds-most-valuable-brands/ Accessed March 23, 2021
19. Interbrand (2021). Best Global Brands. Available at: https://interbrand.com/best-global-brands/ Accessed March 23, 2021
20. Alphabet, Inc. (2021). Form 10-K for the Fiscal Year Ended December 31, 2016. Available at:
https://abc.xyz/investor/static/pdf/20161231_alphabet_10K.pdf?cache=2c695a9 Accessed March 23, 2021
21. Alphabet, Inc. (2021). Form 10-K for the Fiscal Year Ended December 31, 2018. Available at:
https://abc.xyz/investor/static/pdf/20180204_alphabet_10K.pdf?cache=11336e3 Accessed March 23, 2021
22. Cleland, S. at Iam (2020). Supreme Court could signal time’s up for Google’s anti-competitive IP infringement. Available at: https://www.iam-
media.com/litigation/supreme-court-could-signal-times-googles-anti-competitive-ip-infringement Accessed March 23, 2021
23. Bloomberg (2019). Impact Engine Secures Key Win in Patent Infringement Lawsuit Against Google. Available at: https://www.bloomberg.com/press-
releases/2019-12-17/impact-engine-secures-key-win-in-patent-infringement-lawsuit-against-google Accessed March 23, 2021
24. Kalogeropoulos, L. (2021). Finally act against Google’s unfair competition practices. Available at: https://www.openinternetproject.net/news/99-finally-act-
against-google-s-unfair-competition-practices-en-translation-article-in-le-figaro Accessed March 23, 2021
25. Deutsche Welle (2021). Companies plead with EU regulators for action on Google. Available at: https://www.dw.com/en/google-antitrust-eu-european-
union/a-55623857 Accessed March 23, 2021
26. GSM Arena (2020). All mobile phone brands. Available at: http://www.gsmarena.com/makers.php3 Accessed March 23, 2021
27. StatCounter (2021). Android Version Market Share Worldwide. Available at: https://gs.statcounter.com/os-version-market-share/android Accessed March
23, 2021
28. IDC (2021). Smartphone Shipments Return to Positive Growth in the Fourth Quarter Driven by Record Performance by Apple, According to IDC. Available
at: https://www.idc.com/getdoc.jsp?containerId=prUS47410621 Accessed March 23, 2021
SLIDE | 11
SOURCES (2/3)

12. 29. YouTube (2020). Statistics. Available at: https://www.youtube.com/yt/press/statistics.html Accessed March 23, 2021
30. Statista (2021). Video-on-Demand. Available at: https://www.statista.com/outlook/dmo/digital-media/video-on-demand/worldwide Accessed March, 2021
31. Google (2021). Bringing the benefits of AI to everyone. Available at: https://ai.google/about/ Accessed March 23, 2021
32. Built In (2021). Machine Learning. Available at: https://builtin.com/machine-learning Accessed March 23, 2021
33. IDC (2021). IDC Forecasts Improved Growth for Global AI Market in 2021. Available at: https://www.idc.com/getdoc.jsp?containerId=prUS47482321
Accessed March 23, 2021
34. Fortune Business Insights (2020). Machine Learning Market Size, Share & COVID-19 Impact Analysis. Available at:
https://www.fortunebusinessinsights.com/machine-learning-market-102226 Accessed March 23, 2021
35. Cloudflare (2021). What is edge computing? Available at: https://www.cloudflare.com/learning/serverless/glossary/what-is-edge-computing/ Accessed
March 23, 2021
36. MarketsandMarkets (2020). Edge Computing Market. Available at: https://www.marketsandmarkets.com/Market-Reports/edge-computing-market-
133384090.html Accessed March 23, 2021
37. Sacolick, I. at InfoWorld (2020). Amazon, Google, and Microsoft take their clouds to the edge. Available at:
https://www.infoworld.com/article/3575071/amazon-google-and-microsoft-take-their-clouds-to-the-edge.html Accessed March 23, 2021
38. IDC (2021). Consumer Enthusiasm for Wearable Devices Drives the Market to 28.4% Growth in 2020, According to IDC. Available at:
https://www.idc.com/getdoc.jsp?containerId=prUS47534521 Accessed March 23, 2021
39. IDC (2020). Worldwide Wearables Market Forecast to Maintain Double-Digit Growth in 2020 and Through 2024, According to IDC. Available at:
https://www.idc.com/getdoc.jsp?containerId=prUS46885820 Accessed March 23, 2021
40. Market Study Report, LLC. (2020). Global wearable medical devices market size to reach USD 85.6 Billion by 2027. Available at:
https://www.globenewswire.com/news-release/2020/11/19/2129810/0/en/Global-wearable-medical-devices-market-size-to-reach-USD-85-6-Billion-by-
2027.html Accessed March 23, 2021
41. PwC (2016). The Wearable Life 2.0. Available at: https://www.pwc.com/us/en/industry/entertainment-media/assets/pwc-cis-wearables.pdf Accessed
March 23, 2021
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https://s3.amazonaws.com/media.mediapost.com/uploads/2020-PageFair_Blockthrough-Adblock-Report.pdf Accessed March 23, 2021
SLIDE | 12
SOURCES (3/3)

13. Ovidijus.Jurevicius@strategicmanage
mentinsight.com
Strategic Management Insight
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