1. Internet users are increasing day by day and usage rate in existing users is increasing.
2. Strong copyright and security system can increase its customer base.
3. Google can increase its revenue from its enterprise search machine.
4. Enhancement in technology will bring better results for Google.
5. Google can earn from Library services.
6. Introduction of ventures to focus on consumer Internet, software, clean-tech, bio-tech and health care start-ups.
7. Introduction of social networking sites to compete with face book and yahoo.

Threats

1. The leading market position of Google’s services has escorted to criticism of the organization above issues including censorship, copyright, and privacy.
2. A lot of the criticism of Google related to issues that have not yet been tackled by cyber law.
3. Industry accounts in 2008 declared that around 14 to 20 percent of clicks were in fact fake or invalid.
4. No huge investment is required to enter into the industry. It means that the entry barriers are low.
5.   Google inc. is facing a lot of strict regulations from different countries.
6. Google is facing strong rivalry from face book, yahoo and other social networking sites.
7. Chinese search engine company Baidu emerged as the leading internet search company in China due to which Google is loosing its market share in China.