THREATS

- What is our competition doing?

Alphabet Inc competitors include Lurkin, Google, Meta, Microsoft and Apple. Alphabet
Inc ranks 1st in Gender Score on Comparably vs its competitors.

- How could our weaknesses leave us vulnerable?

1. Privacy policies: Google has been slammed by many experts for its excessive
reliance on privacy, especially when it comes to hiding information about algorithms. 
2. Overdependence on Advertisement: Google’s overdependence on advertising has
increased speculations regarding the company’s future.
3. Boycott of Google and Youtube by Major Advertisers: Major brands boycotted
against Google and Youtube when they discovered that their ads were running
alongside extremist, hate-filled content. 
4. Unfair Business Practices: As the most used search engine, Google exploits this
advantage unfairly to prevent the entry of new players in the sector.
5. Breach of Privacy: In Europe, Google was fined $56 million by France’s top court
for breaching E.U.’s online privacy rules.
6. Failure in Social Media Revolution: Before the emergence of social media giants
like Facebook and Twitter, most people relied on Google to access the latest news
digitally. 
7. Poor Pricing Strategy: On June 30, 2020, Google raised the subscription price of its
YouTube TV service from $49.99 to $64.99 per month. 
8. Self Driving Cars are still not a practical reality:  Other companies like Tesla are
miles ahead of Google when it comes to self driving cars.
9. Employees Protest: Consumers dislike companies that advance evils and
suppression in society or collaborate with the oppressors.
10. Failure of many businesses: Many businesses like Google class, Notebook, Wave,
Nest – the smart home products business of the company, are declining with a
significant decline in sales.

- What market trends are we unprepared for?

Revenue rose just 1% from last year to $76.0 billion in the fourth quarter. That was
slower than the 1.8% rise pencilled-in by analysts and marked the slowest quarterly
revenue growth on record as softer demand in the digital advertising and cloud
computing markets bite.
- What economic or political issues could impact our
business?
Google (Alphabet) threats: Facebook, Amazon, and Apple

Facebook might be Google's biggest threat. The social media platform has over 1 billion
active monthly users.