Writing Resources
The external factors of the macro environment for Google determine the opportunities and threats for its business Based on the PESTLE analysis Google can focus its efforts on the improvement in technological and economic external factors Political Factors This involves primarily the effect that governments have on the business of Google The following political factors are significant in Google s macro environment 1 Globalization certain Government encourage Google to do business in their Country eg India its 100 FDI policy Globalization increases the demand for online advertising 2 Political climate stability in the major economies or markets with larger customer base It minimizes obstacles to the firm's expansion 3 State-sponsored online companies are a threat for the independent companies like Google as they get more support from the host country political parties Eg Chinese government's control of large firms in China Economic Factors
