It is the study of social, economic, cultural and political environment of the product or service in the countries or places it is produced and sold. It explains the expressive side of cultural, economic and political claims.
Political Environment: The political environment surrounding Google is a challenge for the firm. Major issues of concern are the Censorship in various countries and the issues raised due to data security reasons. Google adopted changes to overcome issues but was of no help in major countries, where it was banned partially.
Socio Cultural: Google has a wide range of offerings and its customer base is huge and varied. It caters to people from different social settings and connects with the people of varied culture. It has been able to connect better by addition of multiple languages for its users. For example, in India where are numerous languages spoken, Google provides search options with all the major spoken languages.
Economic: Google has a very strong financial base and also a high growth rate. Its strong stock market growth is a positive and its dependence on US Markets is a negative. Overall, its positive financial and economic settings help it to discover new markets and add new services to its list of existing ones.
Technological: Google is a market leader in the field of technology, be its search engine, Mobile Operating system (Android) or any other related fields it has set trends. Direct advertising is a strong positive whereas privacy issues are negatives in the technological environment. There are some of the areas where Google has failed and one of those is the social networking site Google+, where it could not cope up with the competition from Facebook.