Google has become the dominant search engine worldwide but faces challenges in expanding its Asian markets. While Google has customized interfaces for different Asian languages and cultures, it has struggled to overcome nationalistic support for local competitors in China, Russia, Japan, South Korea, and other countries. The document concludes that while Google remains committed to the long term in Asia, it may need considerable time and patience to surpass entrenched leaders like Baidu in China and Naver in South Korea.

2. 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

3. 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...)

4. 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

5. Internet market

6. Google leadership in the world

7. 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)

8. 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

9. 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/

10. 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%.

11. 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...)

12. Google has however some weak
points

13. Asian market: reasons of a non
success
 Wrong strategy?
 Huge gap of cultural differences?
 Too many cultures to manage?
 Anti-globalization trends?

14. 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

15. Asian reluctant countries

16. 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 »

17. 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 »

18. 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 »

19. 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 »

20. 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.