Alphabet Inc. (Google) reported the following financial data for the fiscal year ended December 31, 2023:

Item	Amount (in $ millions)
Total Revenue	261,800
Cost of Goods Sold	91,600
Operating Expenses	123,400
Net Income	74,200

Calculate Alphabet Inc.'s gross profit margin, operating profit margin, and net profit margin. Analyze these margins and discuss their implications for the company's financial performance and competitiveness in the technology industry.