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Google
   Report contents               Weak points
       Company introduction      Asian market
       Google in th...
Company presentation
   N°1 search engine in the world with more than
    60% of the market
   No more than a simple Phd...
Crazy figures
   3 employees in 1998...20123 in 2008
   1 200 employees which are milionnars because of
    their stock ...
Internet market
Google leadership in the world
EPRG
   Geocentrism...Regionalism?
       23 offices in the USA(but only one culture) 22 in
        Europe(but several c...
Regionalism?
   They opened in 2003 in Dublin a location for regional
    operations outside the U.S. Designed to serve G...
Regiocentrism: by countries regions
                         Google Bretagne
                         http://www.google.co...
Google's Internationalisation
   A pro-active motivation
   ((offices in the world-offices in the USA)/Total
    number ...
Resons of a success
   We cannot deny it Google is a great success
   "Google's search engine has always had strong
    ...
Google has however some weak
            points
Asian market: reasons of a non
               success
   Wrong strategy?
   Huge gap of cultural differences?
   Too ma...
Google's International development

  Asia was not Google's priority but it was for his
               competitor: Yahoo

...
Asian reluctant countries
Russia

                       Russia                 Yandex: 47,61%
                                               Googl...
China
                                                  Baidu: 60,9%

                        China                    Go...
Japan
                                                     Yahoo: 64%
                         Japan                     ...
South Korea
                                                   Naver: 77%
                   South Korea                 ...
Conclusion
Google is a great international company. However there
are some reserves regarding the strategy it adopts
towar...
International Marketing Example
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International Marketing Example

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Transcript of "International Marketing Example"

  1. 1. Google  Report contents  Weak points  Company introduction  Asian market  Google in the world  Russia  EPRG  China  Google's  Japan internationalisation  South Korea  Reasons of success Conclusion
  2. 2. Company presentation  N°1 search engine in the world with more than 60% of the market  No more than a simple Phd project  Created ten years ago  Real internationalisation 2 years after  Large range of services: 149(from email, to advertisement, to blogs...)
  3. 3. Crazy figures  3 employees in 1998...20123 in 2008  1 200 employees which are milionnars because of their stock options(500 dozens of millions and 80 in hundreds of millions)  In 2006 more than 3500 CV were received...per day, need to speak at least 3 languages, in avg 9 to 20 interviews  Number 1 of online advertisement  Advertisment represents 97% of Google turnover  The biggest computer network in the world with more than one million of computers
  4. 4. Internet market
  5. 5. Google leadership in the world
  6. 6. EPRG  Geocentrism...Regionalism?  23 offices in the USA(but only one culture) 22 in Europe(but several cultures)  A service which is almost the same in all the countries  Managers of different nationalities within the offices(not only local people)
  7. 7. Regionalism?  They opened in 2003 in Dublin a location for regional operations outside the U.S. Designed to serve Google customers across multiple time zones and languages spanning Europe, the Middle East and Africa.  Individualize each country by country including islands, Green Land, different languages for the same country  Gathering minorities
  8. 8. Regiocentrism: by countries regions Google Bretagne http://www.google.com/intl/br/ Google Langue d'oc http://www.google.com/intl/oc/ Google Pays Basques http://www.google.com/intl/eu/ Google Corse http://www.google.com/intl/co/ Google Catalogne http://www.google.com/intl/ca/
  9. 9. Google's Internationalisation  A pro-active motivation  ((offices in the world-offices in the USA)/Total number of offices)*100= (48/68)*100= 70% . In total: 1+3+11+1+5+14+1=36 offices could have been allocated better. 1+3+24=27 offices are lacking. Google has then 41 offices which are well internationalized it equals to 68-27=41; 41/68= 60%.
  10. 10. Resons of a success  We cannot deny it Google is a great success  "Google's search engine has always had strong global appeal,"  Easy service, easy to manage  American impact  Google dependence phenomenon(Gmail, Blogger, Picasa, Youtube...)
  11. 11. Google has however some weak points
  12. 12. Asian market: reasons of a non success  Wrong strategy?  Huge gap of cultural differences?  Too many cultures to manage?  Anti-globalization trends?
  13. 13. Google's International development Asia was not Google's priority but it was for his competitor: Yahoo 4 1 6 2 6 5 2 3 6
  14. 14. Asian reluctant countries
  15. 15. Russia Russia Yandex: 47,61% Google 25,67% Rambler 12,17% Mail.ru 5,53%  Nationalism Others: 9,02%  A more animated home page?  Just a matter of time: Ukraine « We do not support Google because we have to help our local companies »
  16. 16. China Baidu: 60,9%  China Google: 27% Sogou: 3,1% Yahoo: 2,4% Others: 6,6%  Interface available in Chinese since 2000  New interface some years ago because of cultural differences  Main brake is government  Nationalism « We do not support Google because we have to help our local companies »
  17. 17. Japan Yahoo: 64% Japan Google: 29,6% Microsoft: 2,8% Others: 3,6%  Interface available in Japanese in 2000  A customized interface  Yahoo adopted a better strategy  Main brakes are time and habits  Good opportunity taken by Google with the market of mobile Internet « We do not support Google because Yahoo fits better our needs »
  18. 18. South Korea Naver: 77%  South Korea Daum: 10,8% Yahoo: 4,4% Google: 1,7%  Interface available in Korean in 2000 Others: 6,1%  However it took 6 years to adapt their interface to the market  Main brakes are cultural differences and habits  People are get used to use Naver(same principle as Wikipedia)  Naver dependency « We do not support Google because our technology is better »
  19. 19. Conclusion Google is a great international company. However there are some reserves regarding the strategy it adopts toward Asia. “We will take a long term view to win in China. The Chinese have 5,000 years of history. Google has 5,000 years of patience in China.” Eric Schmidt, Google CEO Although Google has made some progress in terms of market share, they may indeed need 5,000 years to pass Baidu. ... and not only Baidu.
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