8. Stakeholders
As a large and global company, Google has a multitude of stakeholders. The first of these, and the stakeholders of primary importance to Google, are users. Users are the “individuals and organisations that use Google’s products” although they often do not directly pay for the use of products such as Google’s search engine (Meyer, 2017). It is evident that this is the most important group of stakeholders to Google from their philosophy of focusing on “user experience before anything else” (Polsky, 2014). Google’s fundamental method of communication with its user is through the “simplicity and ease-of-use” of Google’s products (McGovern, 2016). Additionally, Google utilises various social media websites to communicate with their user, such as Twitter, Facebook, Instagram, Snapchat, and their own …show more content…
An Irish Times article from 2016 reported that this number had grown to 5 per cent. This means that although “Google still delivers more than two thirds of traffic and revenue to Irish e-commerce sites … Facebook’s influence on consumer purchasing behaviour has shot up” (Slattery, 2016, para. 1). It is difficult to determine what effect this will have for Google’s future. There are also other outside factors such as the “decline in the use of traditional laptop and desktop computers, which historically have been the most popular means of accessing Google” (PESTLE Analysis of Google, 2015, para. 13). Another issue could be the growing use of social media sites to do a wider range of activities such as searching, streaming, and shopping (PESTLE Analysis of Google, 2015). Various social media products could replace Google products such as WhatsApp and Facebook Messenger. There are alternatives in place and “some competitors … have devised search algorithms that are as popular and effective as Google’s” such as Amazon (PESTLE Analysis of Google, 2015, para.
As a large and global company, Google has a multitude of stakeholders. The first of these, and the stakeholders of primary importance to Google, are users. Users are the “individuals and organisations that use Google’s products” although they often do not directly pay for the use of products such as Google’s search engine (Meyer, 2017). It is evident that this is the most important group of stakeholders to Google from their philosophy of focusing on “user experience before anything else” (Polsky, 2014). Google’s fundamental method of communication with its user is through the “simplicity and ease-of-use” of Google’s products (McGovern, 2016). Additionally, Google utilises various social media websites to communicate with their user, such as Twitter, Facebook, Instagram, Snapchat, and their own …show more content…
An Irish Times article from 2016 reported that this number had grown to 5 per cent. This means that although “Google still delivers more than two thirds of traffic and revenue to Irish e-commerce sites … Facebook’s influence on consumer purchasing behaviour has shot up” (Slattery, 2016, para. 1). It is difficult to determine what effect this will have for Google’s future. There are also other outside factors such as the “decline in the use of traditional laptop and desktop computers, which historically have been the most popular means of accessing Google” (PESTLE Analysis of Google, 2015, para. 13). Another issue could be the growing use of social media sites to do a wider range of activities such as searching, streaming, and shopping (PESTLE Analysis of Google, 2015). Various social media products could replace Google products such as WhatsApp and Facebook Messenger. There are alternatives in place and “some competitors … have devised search algorithms that are as popular and effective as Google’s” such as Amazon (PESTLE Analysis of Google, 2015, para.