Introduction Google Inc, currently known as Alphabet Inc, is a multinational technology company that has its headquarters in Mountain View, California. Larry Page and Sergey Brin founded the company in 1998 and it has since achieved massive growth, especially after its initial public offering (IPO) in 2004 (Johnson, Whittington, Scholes, Angwin, & Regnér, 2017). Started as a search engine, Google currently offers a wide range of technology products such as cloud computing, computer hardware and software, artificial intelligence, internet, and advertising services. In a market where competition is getting stiff, the management of the company has embraced Laissez-faire model of management, where senior managers create room for employees to make critical decision on the running of the company. The strategy is meant to address many challenges that the firm faces, top of which is stiff market competition. The company made a decision to change its name and the management strategy to ensure that it can remain competition. It transformed from a firm where the management controlled activities of employees closely to one where workers could make independent decision based on a standard model of operations expected of them. One of the main reasons why this company made this transformation was to enhance creativity and innovativeness. Allowing workers to address their assignments in the best way they knew how meant that they could experiment new strategies without the fear of retributions. According to Cline (2014), the transformation was also a deliberate attempt by the firm to ensure that it does not lose its talented workers. The company spends time and resources to recruit highly skilled workers and to take them through training. Once hired, the firm always makes an effort to ensure that they are retained within the firm for as long as possible. External Analysis Google operates in a wide range of technology industries, from the internet to cloud computing, computer software and hardware, advertising, and artificial intelligence. The external market poses significant challenges that may affect its ability to achieve the level of success that the management desires. Uhl (2016) explains that the sustainability of a firm depends on its ability to understand and appropriately respond to the external environmental forces. In this study, the researcher will use PESTEL and Porter’s Five Forces models to analyze the external environment of this company. PESTEL Analysis This model has gained popularity when it comes to analyzing the macro-environmental forces that a firm faces within a given country or region. The political environment in the United States has been sustainable for a long period. Uhl (2016) explains that the political class has been keen on making policies that protect the business sector as a way of promoting economic growth and reducing unemployment in the country. It is important to appreciate the fact that some of the foreign trade policies that the current regime has employed may have a negative impact on the firm’s ability to operate successfully in the foreign markets, especially in China (Sato, Wylie, Yamada, Siow, & Nizami, 2017). The economic environment is another major factor. The growing g