Google International marketing
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Google International marketing



Presentation about Google on the international level, the all report is available at

Presentation about Google on the international level, the all report is available at



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Google International marketing Google International marketing Presentation Transcript

  • 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
  • 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...)
  • 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
  • Internet market
  • Google leadership in the world
  • 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)
  • 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
  • Regiocentrism: by countries regions Google Bretagne Google Langue d'oc Google Pays Basques Google Corse Google Catalogne
  • 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%.
  • Resons of a success  We cannot deny it Google is a great success  quot;Google's search engine has always had strong global appeal,quot;  Easy service, easy to manage  American impact  Google dependence phenomenon(Gmail, Blogger, Picasa, Youtube...)
  • Google has however some weak points
  • Asian market: reasons of a non success  Wrong strategy?  Huge gap of cultural differences?  Too many cultures to manage?  Anti-globalization trends?
  • 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
  • Asian reluctant countries
  • Russia  Russia Yandex: 47,61% Google 25,67% Rambler 12,17% 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 »
  • China  China Baidu: 60,9%  Interface available in Chinese since 2000 Google: 27% Sogou: 3,1%  New interface some years ago because of Yahoo: 2,4% Others: 6,6% cultural differences  Main brake is government  Nationalism « We do not support Google because we have to help our local companies »
  • Japan  Japan  Interface available in Japanese in 2000 Yahoo: 64% Google: 29,6%  A customized interface Microsoft: 2,8% Others: 3,6%  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 »
  • 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 »
  • 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.