The critical assessment of the BCG Matrix surveys various perspectives on concept, undertaking a comparison and contrast of those perspectives, and weighing in on the relevance of the BCG Matrix in modern times and in the present context of its use to undertake the strategic audit on Google.
The paper presents a critical analysis of the main issues that were surfaced in the strategic audit, and also undertakes a critical assessment of the BCG Matrix itself. The paper presents an overview of Google and its core businesses, and goes on to undertake a strategic audit of the company making use of the BCG Matrix as well as the SWOT Analysis and the PESTEL analysis in a strategic audit aimed at identifying strategic issues facing the company and at making recommendations to get the company on a path to growth. making use of the BCG Matrix as a tool for a critical audit en route to making strategy recommendations to grow the Google business moving forward. This paper details a critical analysis of Google Inc.
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