A company: "Them", or "It"?

Consider the following phrase: 
"Since it is the market leader it can be assumed that what works in relation to Google will also work for its competitors"      Google, like any other company, is an entity. "It". But Google is also a collection of offices full of people. "Them". 
     "Google are writing software that..." or "Google is writing software that..."? My inbuilt English language parser