Over the years since its incorporation, Google Inc. has invested greatly in advertising, cloud computing, internet search technologies as well as developing and hosting a number of products and internet based services. It has transcended beyond its core web search engine to a chain of partnerships, acquisitions and products as part of its long term growth agenda. Its Initial Public Offering (IPO) in 2004 followed its incorporation that took place earlier in September, 1998. The company has been working tirelessly hard to keep up with its mission of organizing information so that it can be useful to its end users as well as ensure that information is easily accessed by all in a world that has turned into a global village. To date, Google has made an impressive $8.4 billion in revenue from its You Tube property, Android mobile operating system and its strong search advertising business (Girard, 2009). In addition, due to its superior search results, it has become popular and beloved by its many partners as well as the public. However, it is important to note that the search engine online firm faces a number of challenges and problems that threaten to marginalize, outwit or crush it like Sun Microsystems, Silicon Graphics or Netscape. This essay will succinctly diagnose issues and challenges facing Google Inc., analyze the core strategic concepts that may be facing the company, evaluate the pros and cons of alternative actions that Google Inc. can take as well as propose working recommendation that may jumpstart the firm against its competitors in a highly volatile and dynamic online market. Google has faced quite a number of challenges in its operation ranging from cut-throat competition to efforts aimed at building a lasting public image. These issues have affected its growth and performance in a variety of ways as will be systematically diagnosed. To begin with, Google has faced stiff competition from other companies like Teoma, WiseNut, Inktomi and AltaVista among others (Girard, 2009). It has been putting more effort to increase its dominance in internet advertising through focused Research and Development (R&D) activities. It has added more applications and services to its site to serve its internet users such as Blogger, Gmail, Book Search, Weather, airline travel information, local search and Google Maps. Besides, Google has been able to diversify its internet advertising through its acquisition of the Double Click in 2008 (Girard, 2009). However, not all its innovations and acquisitions have positively impacted on revenue growth for the company. For instance, in 2007, the company made less than $200 million even after having displayed over 5 billion videos on You Tube on a monthly basis (Bonk, 2009). On the other hand, social network sites like Facebook.com and Myspace.com had great business and significant revenue growth compared to Google’s Orkut. Furthermore, comparatively to Google News which stayed static last year at 1.4%, Facebook’s Proportion of traffic to US news site tripled from around i.2% to 3.52% (Girard, 2009). Today, Google news is being supplanted by other social networks including Twitter and Facebook as more people are turning to these sites for news. Earlier on, reports from research by the metrics company Hitwise had indicated that Google had been a preferred choice for many and one of the primary sources of reade