Honors Program


Document Type


Date of this Version

Spring 4-1-2018


Witzenburg, Margaret. Google Strategic Audit. University of Nebraska-Lincoln. 2018.


Copyright Margaret Witzenburg 2018


This thesis fulfills the requirement for the strategic audit in MNGT 475H/RAIK 476. It discusses Google's competitors and the rest of the technology industry along with how Google fits into it all. It's a red ocean industry, so Google must continually innovate to maintain its competitive advantage. In addition to a summary of the current strategy and how Google competes, the thesis explores alternative strategies for Google to pursue given their strengths and weaknesses and the opportunities and threats in the industry. It includes a timeline, potential budget, and contingency plan for the best strategy.