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International Strategies for Google Inc.


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This the fifth part to a marketing plan for Google Inc. which I did with a group of peers in my Marketing 311 class.

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International Strategies for Google Inc.

  1. 1. Google, Inc. International Strategies Lindsay Hrones Aaron Bailey Julie Mendez Emma Gilmore Andrew Peal
  2. 2. International Markets Google is one of the most used search engines in the world, offered in approximately 144 countries. The search engine holds around a 60% market share in the world’s search engine requests. While Google originated in the United States, it holds a 10% higher market share in Europe than in the United States (Chardonneau). Google, Inc. has approximately twenty American based offices, thirteen offices in the Asia- Pacific region, twenty-six offices in Europe, three offices in Canada, three offices in Latin America, and five offices in the Middle East (“Corporate Information…”). Google, Inc.’s president and cofounder, Sergey Brin, said in May of 2000, “Google plans to quickly expand into a wide variety of new markets. The simplicity of our user interface and the scalability of our back-end systems enables us to expand very quickly.” (“Google Goes…”). With approximately 70 office locations as of April 2010 in the United States and around the world, Google, Inc. is swiftly becoming a noticeable global brand. Located below is a non exhaustive list of Google’s abroad activities: 1999: First non engineer employee hired 2000: Google provides an interface in several languages – French, German, Italian, Swedish, Finnish, Spanish, Portuguese, Dutch, Norwegian, Danish, Chinese, Japanese and Korean 2001: Google is now available in 26 languages and has opened its first international office in Tokyo. A partnership with Universo Online (UOL) (the largest online service and internet provider in Latin America) makes Google the major search service for millions of Latin Americans. 2002: Google is available in 72 languages, partnership with AOL and First Office in Sydney, Australia 2003: Several national acquisitions extend Google’s services abroad. Dublin becomes the first location for Google’s regional operations outside of the U.S. 2004: More than 100 Google domain names are available. Google opens new engineering offices in Bangalore and Hyderabad, India. R&D center opened in Tokyo. 2005: Google Maps application is released for Europe. New R&D center opens in China as well as the first offices in Mexico and Argentina open. 2006: Several other acquisitions extend their services with translation in several different languages
  3. 3. 2007: Partnership with China Mobile (the world’s largest mobile telecommunications carrier) to provide mobile and internet search services in China. Partnerships signed to give free access to Google Apps for education to 70,000 university students in Kenya and Rwanda. 2008: Series of even more acquisitions for Google services *This list is a summarization of a more in-depth analysis found in the resource “International Marketing Google,” By Roman Chardonneau. International Strategy In over a ten year span Google has developed international marketing structures to establish a presence in more than 144 countries. These range from simply representational offices to complex partnerships with existing companies in foreign countries. The simple fact that Google’s mission statement is to “organize the world’s information and make it universally accessible and useful” shows the companies intent to be a Global brand, not just a brand recognizable only in English speaking countries (“Google Apps Goes…”). While the list of language specific Google applications is too long to completely list, the extent to which Google provides culturally relevant applications is a mark of their international marketing genius. Realizing a need for a global internet media provider, Google has taken on more than 50 companies to “extend their range of service which would then be translated in order to be internationally exportable” (Chardonneau). While not all of Google’s internet media applications are available in all the foreign markets they have a presence in, Sanjay Raman, the Google Apps product manager, realizes the extent to which the internet is not dominated by English speaking users. Raman states, “The global focus is critical, because fully 65% of internet users around the world speak a language other than English. In fact, the internet’s top 10 languages still only account for around 85% of users- and the remaining 15% represents almost 200 million people” (“Google Apps Goes…”). It is safe to assume that Google is a globally recognized brand. Co-founders Larry Page and Sergey Brin, have been adamant in Google press releases that they intend to continue their expanse into foreign markets to provide a fully satisfying internet experience to the entire world.
  4. 4. Works Cited Chardonneau, Roman. “International Marketing Google.”, Web. <http://> 31 March 2010. “Corporate Information: Google Offices.”, Web. 2010. <> “Google Apps Goes Global.”, Web. 31 July 2007. <> 29 March 2010. “Google Goes Global with Addition of 10 Languages.”, Web. 9 May 2000. <> 31 March 2010. Works Consulted “Google Apps now South of the Sahara.”, Web. 19 March 2007. <http:// ahara.html> 29 March 2010. “Google Becomes Premier Search Engine for Latin America.”, Web. 1 October 2001. <> 30 March 2010. “Google in Chinia.”, Web. 27 January 2006. <> 29 March 2010. “Google Launches New Japanese, Chinese, and Korean Search Services.”, Web. 12 September 2000. <> 30 March 2010. “Picasa X 25.”, Web. 30 January 2006. <> 29 March 2010.