Google is a multinational technology company that provides internet-related products and services. To expand internationally, Google localized its search engine interface and launched country-specific websites in over 100 languages. It also opened offices worldwide and made acquisitions to extend its product offerings. While aiming to provide consistent global services, Google adapts to local requirements by hiring local staff, complying with government restrictions, and customizing its interface for different cultures. This allows Google to better serve users internationally while navigating regional differences.
This document presents LeapFrog Enterprises' expansion strategy into Latin America. It provides an overview of LeapFrog, discusses stakeholders in the potential expansion, and outlines strategic issues to consider. The strategic gap analysis identifies opportunities for LeapFrog in Latin American markets for English language and LeapPad products. The document analyzes countries like Chile, Argentina, Costa Rica and Colombia before presenting strategic alternatives and a timeline for implementation.
Starbucks has rapidly expanded from 17 coffee shops in Seattle 15 years ago to over 16,000 outlets in 50 countries. While global expansion provides opportunities for growth, it also poses challenges as Starbucks must adapt to new markets. As the US market becomes saturated with Starbucks locations, maintaining historic growth rates will be difficult. Starbucks is focusing on innovation like mobile ordering and expanding its food offerings to attract new customers and drive additional sales. However, concerns over employee satisfaction and treatment could impact Starbucks' customer service and brand image as it continues to grow globally.
Strategic Marketing: A Case Study of StarbucksYee Jie NG
The document discusses Starbucks' global expansion and marketing strategies. It covers Starbucks' product levels including their core, actual and augmented products. It also discusses their product classification, individual product decisions around attributes, branding, packaging and services. It analyzes how Starbucks builds brand equity, customer equity and positions its brand. Finally, it discusses Starbucks' approach to international marketing issues and recommendations for continuous global expansion.
McDonald's is the world's largest fast food chain with over 32,000 locations in over 120 countries. It was founded in 1940s in California and is known for products like Big Macs and Chicken McNuggets. In Pakistan, McDonald's first opened in 1998 and now has 22 restaurants across four major cities. McDonald's maintains a strong brand recognition globally and focuses on providing quality products and good customer service.
Google's Negotiations with the Chinese Government in 2010Ankur Saxena
This paper chronicles Google’s presence in China during 2005-2010, analyzes Google’s dispute with the Chinese government over China’s Internet censorship requirements in 2010 and discusses how a better outcome could have been achieved for Google.
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGNSameer10031993
The document discusses Starbucks' integrated marketing communication campaign. It summarizes that Starbucks uses an integrated plan across social media platforms to engage customers. This includes blogs to gather customer feedback, Twitter to answer questions and share information, YouTube for videos, and Facebook to invite customers to events and share comments. The plan also discusses current and future promotional strategies like mobile apps, WiFi, food products, and online ordering to keep customers involved.
McDonald's mission is to be customers' favorite place to eat, and its vision is to be the world's best quick service restaurant. Originally, McDonald's objective was to focus on children by offering Happy Meals. However, recommendations propose expanding their target market. McDonald's sells hamburgers, fries, and other fast food items. It faces competition from chains like Starbucks and Yum that are pursuing the fast food market. The report analyzes McDonald's using matrices to assess strengths, weaknesses, opportunities, threats, competitive position, and recommend aggressive strategies like product development and market expansion.
This document presents LeapFrog Enterprises' expansion strategy into Latin America. It provides an overview of LeapFrog, discusses stakeholders in the potential expansion, and outlines strategic issues to consider. The strategic gap analysis identifies opportunities for LeapFrog in Latin American markets for English language and LeapPad products. The document analyzes countries like Chile, Argentina, Costa Rica and Colombia before presenting strategic alternatives and a timeline for implementation.
Starbucks has rapidly expanded from 17 coffee shops in Seattle 15 years ago to over 16,000 outlets in 50 countries. While global expansion provides opportunities for growth, it also poses challenges as Starbucks must adapt to new markets. As the US market becomes saturated with Starbucks locations, maintaining historic growth rates will be difficult. Starbucks is focusing on innovation like mobile ordering and expanding its food offerings to attract new customers and drive additional sales. However, concerns over employee satisfaction and treatment could impact Starbucks' customer service and brand image as it continues to grow globally.
Strategic Marketing: A Case Study of StarbucksYee Jie NG
The document discusses Starbucks' global expansion and marketing strategies. It covers Starbucks' product levels including their core, actual and augmented products. It also discusses their product classification, individual product decisions around attributes, branding, packaging and services. It analyzes how Starbucks builds brand equity, customer equity and positions its brand. Finally, it discusses Starbucks' approach to international marketing issues and recommendations for continuous global expansion.
McDonald's is the world's largest fast food chain with over 32,000 locations in over 120 countries. It was founded in 1940s in California and is known for products like Big Macs and Chicken McNuggets. In Pakistan, McDonald's first opened in 1998 and now has 22 restaurants across four major cities. McDonald's maintains a strong brand recognition globally and focuses on providing quality products and good customer service.
Google's Negotiations with the Chinese Government in 2010Ankur Saxena
This paper chronicles Google’s presence in China during 2005-2010, analyzes Google’s dispute with the Chinese government over China’s Internet censorship requirements in 2010 and discusses how a better outcome could have been achieved for Google.
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGNSameer10031993
The document discusses Starbucks' integrated marketing communication campaign. It summarizes that Starbucks uses an integrated plan across social media platforms to engage customers. This includes blogs to gather customer feedback, Twitter to answer questions and share information, YouTube for videos, and Facebook to invite customers to events and share comments. The plan also discusses current and future promotional strategies like mobile apps, WiFi, food products, and online ordering to keep customers involved.
McDonald's mission is to be customers' favorite place to eat, and its vision is to be the world's best quick service restaurant. Originally, McDonald's objective was to focus on children by offering Happy Meals. However, recommendations propose expanding their target market. McDonald's sells hamburgers, fries, and other fast food items. It faces competition from chains like Starbucks and Yum that are pursuing the fast food market. The report analyzes McDonald's using matrices to assess strengths, weaknesses, opportunities, threats, competitive position, and recommend aggressive strategies like product development and market expansion.
Microsoft was created in 1975 and is headquartered in Redmond, Washington, employing over 91,000 people globally. It has two main products, Microsoft Windows and Microsoft Office, as well as other products like Xbox, MSN, and Bing. Microsoft has a strong brand reputation but faces threats from competition and changing consumer needs. It targets both business and personal users with products tailored for each segment. Microsoft utilizes various marketing strategies across social media and digital platforms to promote its wide range of software and services.
The document provides a strategic marketing analysis of McDonald's operations in Pakistan. It begins with an introduction to McDonald's history and business model globally. It then analyzes McDonald's Pakistan specifically, including its vision, objectives, and key strengths. It also performs external and internal analyses through tools like PEST, Porter's Five Forces, and SWOT. It discusses McDonald's target segments and positioning in Pakistan. Finally, it evaluates McDonald's marketing mix of product, price, place, and promotion strategies in the country. The analysis aims to understand McDonald's competitive advantages and strategic approach to growth in the Pakistani market.
Amazon started as an online bookstore in 1994 and has since expanded into many product categories. It is now the world's largest online retailer. Amazon uses a variety of strategies to drive growth, such as expanding its third-party marketplace, growing its Prime membership program, pursuing acquisitions, and developing new services and devices. The company focuses heavily on customer service and building trust with consumers through features like customer reviews and 1-click ordering.
1) The document proposes a new product idea for Burger King to help increase its market share in the US. The idea is based on research showing a connection between food consumption, communication, and happiness.
2) A survey was conducted that found people enjoy fast food for its food but find the dining areas not conducive for socializing.
3) The proposed new product would allow people to both eat and socialize at Burger King locations, incorporating both food and communication. This aims to increase customer spending and prevent losses to competitors.
Walmart has pursued various globalization strategies over time. It initially used a multidomestic strategy in the Americas, which was very successful. However, using a global strategy in other countries without developing economies of scale led to failures, such as in Germany and Korea. Now Walmart is trying to move towards a transnational strategy to better leverage both local and global competencies. Its transnational approach worked well in the UK but has proven difficult to replicate elsewhere.
This document discusses Burger King's operations management strategies. It provides background on Burger King's founding in 1954 in Miami, Florida. It then discusses Burger King's strategic objectives of prioritizing customer satisfaction through innovative products and services. The rest of the document outlines some of Burger King's key operations management areas like quality management, product design, process design, location strategy, and human resources policies.
Alphabet Inc. presentation of market strategiesAYEBARE EUNICE
Alphabet Inc. has continuously defended itself as an industry leader despite intense competition through continuous innovation, acquisitions, high quality customer service, and competitive products. It invests heavily in research and development such as self-driving cars and social media platforms. It has acquired companies like Keyhole Inc. to reinvent itself, and manages human resources well through values-driven work, innovation reviews, and talent development. While facing challenges from competitors like Amazon, Apple, Alibaba, and Baidu and pressure groups, Alphabet has maintained its dominance through constant adaptation.
McDonald's started in 1940 and has grown to become the world's largest restaurant chain, serving over 68 million customers daily in over 120 countries. Key to its success has been maintaining quality, catering to all customer types, and tailoring products to local tastes. McDonald's faces risks from health-conscious consumers shifting to healthier options and from competitors offering more customization. The document discusses McDonald's history and growth, current performance, marketing strategy, and potential future risks.
Starbucks International Marketing StrategyShahzad Khan
Starbucks is the largest coffeehouse company in the world with over 16,000 stores globally. It offers coffee, tea and other beverages as well as snacks. Starbucks ensures growth does not dilute its culture through six guiding principles and emphasizes providing a great work environment. It has been successful in expanding internationally by adapting to local tastes and cultures in countries like Japan, China, and France.
Amazon was founded in 1994 by Jeffrey Bezos and initially sold books online. Its corporate culture pushes employees to take risks and think outside the box to develop new ideas for customers. Key aspects of Amazon's culture include boldness in pioneering new approaches, a focus on customer needs, and thinking peculiarly by challenging conventions. This culture has helped Amazon innovate but can also place strain on employees.
McDonald's is one of the largest fast food chains in the world serving 68 million customers daily across 36,615 outlets globally. Founded in 1940 as a barbecue restaurant, McDonald's began franchising in 1953 and is known for its iconic golden arches logo. This document presents an analysis of McDonald's business using the BCG matrix, which evaluates product lines based on market growth and market share to identify stars, cash cows, dogs, and question marks.
The document provides information about Amazon's business operations and strategies for international expansion. It discusses Amazon's founding and growth to become the largest online retailer globally. The document also analyzes Amazon's entry into different international markets like the UK, Germany, and Japan. It examines factors like culture, regulations, geography, and economics that influenced Amazon's market selection and strategies. Overall, the document reviews Amazon's performance and outlines patterns in its approach to international expansion.
General Motors filed for Chapter 11 bankruptcy in June 2009 after facing a liquidity crisis due to declining sales and revenues exacerbated by the global financial crisis. The company received $13.4 billion in federal loans from the US government to restructure its operations and reduce costs. However, GM still faced challenges emerging from bankruptcy due to lingering brand issues, an unfavorable shift in consumer preferences away from trucks, and the potential for government influence over product decisions as the largest shareholder.
Starbucks was founded in 1971 in Seattle, Washington by three partners. It opened its first store in Pike Place to sell high quality coffee beans and equipment. In the 1990s, it expanded throughout the US and became a publicly traded company. In 2011, Starbucks announced plans to open locations in India through a joint venture with Tata Global Beverages called Tata Starbucks. As of 2016, Tata Starbucks had 84 outlets across 7 Indian cities. Starbucks offers various coffee beans, hot and iced coffee drinks, as well as Indian food items. It has established brand elements like its distinctive logo and sustainable packaging strategy. Starbucks faces competition in India from cafes like Cafe Coffee Day, Costa Coffee and Barista.
Content
I. Introduction
II. Company overview
III. Products and services
IV. Main competitors 2015
V. Profitability and US market share 2013
VI. Market Segmentation
VII. SWOT analysis
VIII. Google innovative corporate culture
IX. Business strategy
a) Early success
b) Google’s way of business expansion
c) 4Es of Google strategy
Customer Relationship Management practices by Mc Donalds- A case studyTathagata Mahajan
McDonald's aims to provide the best quick service restaurant experience worldwide. It localizes its menu for India by excluding beef and pork and using popular Indian spices. McDonald's maintains the same clean and family-friendly ambience across all its Indian outlets. It aims to offer affordable prices without compromising quality through efficient operations. Customer satisfaction is the top priority through strict quality standards, friendly service, and various feedback and reward initiatives.
The document provides an overview of Walmart's history, operations, strategies for international expansion, and lessons learned. It discusses Walmart's vision, mission, and goals, as well as its business model, value chain, and key competitive advantages. Regarding internationalization, the document examines Walmart's reasons for expanding abroad, entry decisions, examples of success in Mexico and Canada, and failures in Germany and India. Overall, the document analyzes Walmart's path to becoming a global retailer and identifies factors for successful international transfer of core competencies.
The document provides an overview of what should be included in a marketing plan, such as the business rationale, differentiation strategy, marketing strategy, and costing of advertising and promotion activities. It also discusses approaches to market research, including identifying main competitors, customer needs and preferences, optimal market positioning, target customer profiles, and promotion strategies. The second document sample is an excerpt from a KFC marketing plan, covering KFC's industry background, corporate structure, brand and store details, cultural values, resources, and key stakeholders.
Basecamp International is expanding into Peru with volunteer and hostel programs. Their marketing plan targets students and mid-life adults. Competition includes large global volunteer networks and smaller in-country organizations. Basecamp will advertise through their website and partner organizations while maintaining competitive pricing and service quality. Challenges include Peru's developing economy, corruption and safety issues, which require careful consideration for successful implementation.
This document provides an analysis of the marketing strategy for international expansion of Next Plc, a British multinational retailer. It begins with an introduction to Next Plc and its competitive landscape. It then performs an external analysis using PESTLE and Porter's Five Forces models. An internal analysis using the value chain model is also provided. Key issues are summarized in a SWOT analysis. The document then discusses market selection, entry methods, and marketing mix strategies for international expansion.
Microsoft was created in 1975 and is headquartered in Redmond, Washington, employing over 91,000 people globally. It has two main products, Microsoft Windows and Microsoft Office, as well as other products like Xbox, MSN, and Bing. Microsoft has a strong brand reputation but faces threats from competition and changing consumer needs. It targets both business and personal users with products tailored for each segment. Microsoft utilizes various marketing strategies across social media and digital platforms to promote its wide range of software and services.
The document provides a strategic marketing analysis of McDonald's operations in Pakistan. It begins with an introduction to McDonald's history and business model globally. It then analyzes McDonald's Pakistan specifically, including its vision, objectives, and key strengths. It also performs external and internal analyses through tools like PEST, Porter's Five Forces, and SWOT. It discusses McDonald's target segments and positioning in Pakistan. Finally, it evaluates McDonald's marketing mix of product, price, place, and promotion strategies in the country. The analysis aims to understand McDonald's competitive advantages and strategic approach to growth in the Pakistani market.
Amazon started as an online bookstore in 1994 and has since expanded into many product categories. It is now the world's largest online retailer. Amazon uses a variety of strategies to drive growth, such as expanding its third-party marketplace, growing its Prime membership program, pursuing acquisitions, and developing new services and devices. The company focuses heavily on customer service and building trust with consumers through features like customer reviews and 1-click ordering.
1) The document proposes a new product idea for Burger King to help increase its market share in the US. The idea is based on research showing a connection between food consumption, communication, and happiness.
2) A survey was conducted that found people enjoy fast food for its food but find the dining areas not conducive for socializing.
3) The proposed new product would allow people to both eat and socialize at Burger King locations, incorporating both food and communication. This aims to increase customer spending and prevent losses to competitors.
Walmart has pursued various globalization strategies over time. It initially used a multidomestic strategy in the Americas, which was very successful. However, using a global strategy in other countries without developing economies of scale led to failures, such as in Germany and Korea. Now Walmart is trying to move towards a transnational strategy to better leverage both local and global competencies. Its transnational approach worked well in the UK but has proven difficult to replicate elsewhere.
This document discusses Burger King's operations management strategies. It provides background on Burger King's founding in 1954 in Miami, Florida. It then discusses Burger King's strategic objectives of prioritizing customer satisfaction through innovative products and services. The rest of the document outlines some of Burger King's key operations management areas like quality management, product design, process design, location strategy, and human resources policies.
Alphabet Inc. presentation of market strategiesAYEBARE EUNICE
Alphabet Inc. has continuously defended itself as an industry leader despite intense competition through continuous innovation, acquisitions, high quality customer service, and competitive products. It invests heavily in research and development such as self-driving cars and social media platforms. It has acquired companies like Keyhole Inc. to reinvent itself, and manages human resources well through values-driven work, innovation reviews, and talent development. While facing challenges from competitors like Amazon, Apple, Alibaba, and Baidu and pressure groups, Alphabet has maintained its dominance through constant adaptation.
McDonald's started in 1940 and has grown to become the world's largest restaurant chain, serving over 68 million customers daily in over 120 countries. Key to its success has been maintaining quality, catering to all customer types, and tailoring products to local tastes. McDonald's faces risks from health-conscious consumers shifting to healthier options and from competitors offering more customization. The document discusses McDonald's history and growth, current performance, marketing strategy, and potential future risks.
Starbucks International Marketing StrategyShahzad Khan
Starbucks is the largest coffeehouse company in the world with over 16,000 stores globally. It offers coffee, tea and other beverages as well as snacks. Starbucks ensures growth does not dilute its culture through six guiding principles and emphasizes providing a great work environment. It has been successful in expanding internationally by adapting to local tastes and cultures in countries like Japan, China, and France.
Amazon was founded in 1994 by Jeffrey Bezos and initially sold books online. Its corporate culture pushes employees to take risks and think outside the box to develop new ideas for customers. Key aspects of Amazon's culture include boldness in pioneering new approaches, a focus on customer needs, and thinking peculiarly by challenging conventions. This culture has helped Amazon innovate but can also place strain on employees.
McDonald's is one of the largest fast food chains in the world serving 68 million customers daily across 36,615 outlets globally. Founded in 1940 as a barbecue restaurant, McDonald's began franchising in 1953 and is known for its iconic golden arches logo. This document presents an analysis of McDonald's business using the BCG matrix, which evaluates product lines based on market growth and market share to identify stars, cash cows, dogs, and question marks.
The document provides information about Amazon's business operations and strategies for international expansion. It discusses Amazon's founding and growth to become the largest online retailer globally. The document also analyzes Amazon's entry into different international markets like the UK, Germany, and Japan. It examines factors like culture, regulations, geography, and economics that influenced Amazon's market selection and strategies. Overall, the document reviews Amazon's performance and outlines patterns in its approach to international expansion.
General Motors filed for Chapter 11 bankruptcy in June 2009 after facing a liquidity crisis due to declining sales and revenues exacerbated by the global financial crisis. The company received $13.4 billion in federal loans from the US government to restructure its operations and reduce costs. However, GM still faced challenges emerging from bankruptcy due to lingering brand issues, an unfavorable shift in consumer preferences away from trucks, and the potential for government influence over product decisions as the largest shareholder.
Starbucks was founded in 1971 in Seattle, Washington by three partners. It opened its first store in Pike Place to sell high quality coffee beans and equipment. In the 1990s, it expanded throughout the US and became a publicly traded company. In 2011, Starbucks announced plans to open locations in India through a joint venture with Tata Global Beverages called Tata Starbucks. As of 2016, Tata Starbucks had 84 outlets across 7 Indian cities. Starbucks offers various coffee beans, hot and iced coffee drinks, as well as Indian food items. It has established brand elements like its distinctive logo and sustainable packaging strategy. Starbucks faces competition in India from cafes like Cafe Coffee Day, Costa Coffee and Barista.
Content
I. Introduction
II. Company overview
III. Products and services
IV. Main competitors 2015
V. Profitability and US market share 2013
VI. Market Segmentation
VII. SWOT analysis
VIII. Google innovative corporate culture
IX. Business strategy
a) Early success
b) Google’s way of business expansion
c) 4Es of Google strategy
Customer Relationship Management practices by Mc Donalds- A case studyTathagata Mahajan
McDonald's aims to provide the best quick service restaurant experience worldwide. It localizes its menu for India by excluding beef and pork and using popular Indian spices. McDonald's maintains the same clean and family-friendly ambience across all its Indian outlets. It aims to offer affordable prices without compromising quality through efficient operations. Customer satisfaction is the top priority through strict quality standards, friendly service, and various feedback and reward initiatives.
The document provides an overview of Walmart's history, operations, strategies for international expansion, and lessons learned. It discusses Walmart's vision, mission, and goals, as well as its business model, value chain, and key competitive advantages. Regarding internationalization, the document examines Walmart's reasons for expanding abroad, entry decisions, examples of success in Mexico and Canada, and failures in Germany and India. Overall, the document analyzes Walmart's path to becoming a global retailer and identifies factors for successful international transfer of core competencies.
The document provides an overview of what should be included in a marketing plan, such as the business rationale, differentiation strategy, marketing strategy, and costing of advertising and promotion activities. It also discusses approaches to market research, including identifying main competitors, customer needs and preferences, optimal market positioning, target customer profiles, and promotion strategies. The second document sample is an excerpt from a KFC marketing plan, covering KFC's industry background, corporate structure, brand and store details, cultural values, resources, and key stakeholders.
Basecamp International is expanding into Peru with volunteer and hostel programs. Their marketing plan targets students and mid-life adults. Competition includes large global volunteer networks and smaller in-country organizations. Basecamp will advertise through their website and partner organizations while maintaining competitive pricing and service quality. Challenges include Peru's developing economy, corruption and safety issues, which require careful consideration for successful implementation.
This document provides an analysis of the marketing strategy for international expansion of Next Plc, a British multinational retailer. It begins with an introduction to Next Plc and its competitive landscape. It then performs an external analysis using PESTLE and Porter's Five Forces models. An internal analysis using the value chain model is also provided. Key issues are summarized in a SWOT analysis. The document then discusses market selection, entry methods, and marketing mix strategies for international expansion.
The recommended strategy proposes three key initiatives for Jetstar to adopt emerging technologies and better position itself for the future:
1. Accept digital currencies as a form of payment and add Jetstar as a payee in existing digital wallets.
2. Utilize Snapchat and LinkedIn as additions to Jetstar's social media strategy.
3. Add research and development of solar powered flights to their community outreach sponsorship strategy.
The strategy aims to align Jetstar with new payment methods, maintain contact with existing markets through new social channels, and support sustainable technology to reduce costs in the future. The target markets are millennials, international tourists, and Snapchat users through 2030. The strategy analyzes
The uppsala internationalization process model revisitedAfzaal Ali
This document summarizes revisions made to the Uppsala Internationalization Process Model. The original 1977 model proposed that firms gradually increase their foreign market commitments starting with occasional exporting to nearby countries and psychically close markets, then establishing sales subsidiaries and eventually production facilities. The revised model emphasizes that internationalization occurs through business networks and relationships. Firms learn from partners, build trust over time, and identify new opportunities collaboratively. The revised model better explains rapid internationalization patterns through acquisitions and born global firms. It suggests future research could study when liability of foreignness versus liability of outsidership impact market entry and integrate the network perspective with internalization theory and eclectic paradigm.
International Marketing Strategies - Research PaperVikas Sonwane
This document provides a comparison of the international marketing strategies of Nestle, Unilever, and Procter & Gamble. It begins with an analysis of how globalization has impacted strategy and a discussion of different strategic approaches. It then profiles each company's historical strategy using an EPRG framework and describes their current hybrid strategies. Nestle uses customization and niche markets, Unilever focuses on developing local managers, and Procter & Gamble emphasizes innovation. Finally, it discusses theoretical frameworks for international strategy and conceiving strategies based on segmentation, targeting, and positioning.
Fashion Trends and Business Opportunities in South Korea - SummaryBusiness Finland
The document provides an overview of the fashion market in South Korea, including business opportunities for Finnish companies. It discusses the growing Korean economy and demographics, noting trends toward single-person households and increased online shopping. Major distribution channels like department stores and online retailers are analyzed. The market is segmented into clothing, shoes/bags/watches, and home furnishings. Overall opportunities exist in casualwear, sportswear, bags, and Nordic lifestyle products due to their simplicity and sustainability. Finnish companies should consider online channels and curation services to target younger consumers in South Korea.
Google has expanded internationally over the past decade through representative offices and partnerships in over 144 countries. It holds a 60% global market share for search and has more market share in Europe than the US. Google aims to organize the world's information and make it universally accessible through culturally relevant applications in many languages. It has acquired over 50 companies to extend its services and now has major presences in India, Europe, Latin America, and other regions through offices and local partnerships.
The chapter discusses the process and factors involved in selecting international markets. The market selection process involves determining objectives, parameters, preliminary screening of markets, shortlisting markets, and evaluating and selecting markets. Market selection is based on evaluating both firm-related factors like business strategy and market-related factors like economic, political, cultural, and industry characteristics. An evaluation matrix is used to rank markets based on weighted scores. Selected markets then require an in-depth market profile outlining trends, competition, customer segments, distribution channels, and regulatory environment.
Final presentation for Principles of Marketing (Managment 331) course
Purpose: Present marketing plan, including research, execution and evaluation, for a product (either in existence or imaginary)
PEST analysis examines the political, economic, social, and technological factors affecting an educational academy in the UK. The analysis found that political factors like emigration rates and curriculum changes, economic factors like inflation and exchange rates, social factors like cultural diversity and public policies, and technological advancements all impact the academy's operations and strategies. The educational academy has adapted successfully to these various factors through strategic planning, innovative teaching methods, and community engagement to thrive in its environment.
The document describes an experiment to write VHDL code for basic logic gates. It includes the truth tables, logic diagrams, and VHDL code for AND, OR, NOT, NAND, NOR, and EXOR gates. Waveform diagrams are provided to simulate the behavior of each gate.
International marketing research faces many challenges due to differences in cultures, languages, and business environments across countries. It involves systematically defining problems, collecting and analyzing both secondary and primary data, and interpreting the findings to make informed marketing decisions for international operations. Primary data collection has higher costs overseas and requires consideration of translation issues, instrument reliability, and reluctance of some respondents. Both qualitative and quantitative research approaches can be used, with their own constraints to address.
This document provides an overview of key analytical marketing tools and guidelines for writing effective marketing reports. It outlines frameworks for analyzing a company's macro environment, marketing mix, competitive forces, and strengths/weaknesses including PESTED, the 4 Ps, Porter's Five Forces, and SWOT analysis. The document also provides recommendations for report structure and content, emphasizing integrating analysis with an executive summary, introduction, body, conclusions, and recommendations section.
This document discusses key concepts related to sampling design and procedures. It defines important terms like population, census, and sample. It then outlines the 5 main steps in the sample design process: 1) defining the target population, 2) determining the sampling frame, 3) selecting a sampling technique, 4) determining the sample size, and 5) executing the sampling process. It also discusses probability and non-probability sampling techniques and when each is most appropriate to use.
Developing Your International Market StrategyStephen Davis
To succeed in global business, companies need to simplify their approach to export operations while unifying their international sales and marketing efforts.
This was a presentation as part of a panel where we disccused: strategy considerations before your first actions; how to approach the daunting task of positioning your business for international sales, marketing and distribution; how brand positioning and direct communications can have a multiplier effect on your success; and how to integrate cultural, language and marketing considerations so they are synergistic with your business strategy and execution plans.
The document provides an overview of on-the-job training (OJT). It defines OJT as job training that occurs in the workplace while the new employee learns and earns a paycheck. OJT has advantages like being cost-effective, but can be challenging to implement if not properly planned. The document also discusses the history, vision, mission and organizational structure of Mabitac, a municipality in Laguna, Philippines that supports OJT programs to develop its employees.
A project report on marketing strategy of yamaha productsProjects Kart
The document provides information about a training report submitted for a Bachelor of Business Administration degree. It was completed at Yamaha Motors India Pvt. Ltd in Faridabad. The report includes sections on the company profile of Yamaha Motors, the task undertaken for the training which was researching the marketing strategy of Yamaha products, and includes sections on conclusions and recommendations. It also acknowledges those who helped with the training report.
Google is the dominant search engine, crawling and indexing webpages to understand their content and how they relate to each other. It then ranks pages based on over 200 factors, with the goal of displaying the most relevant results first. Search engine optimization (SEO) aims to help websites rank higher through both on-site techniques like optimizing content and design, and off-site efforts like building links and social media presence. Understanding how users behave online through search queries and on-site behavior is important for SEO success. The document provides an overview of how Google works and recommendations for an SEO best practices guideline.
Running head CAREER CONNECTION Final Strategic Plan1CAREER.docxsusanschei
Running head: CAREER CONNECTION: Final Strategic Plan
1
CAREER CONNECTION: Final Strategic Plan 21
CAREER CONNECTION: Final Strategic Plan
Avonda Ellison
BUS/475
October 24, 2016
Ramzy Noel
Table of Contents
I. Executive Summary ………………………………………………………………………….3
II. Strategic Plan Part 1: New Business Division; Vision, Mission, and Value Proposition.……4
III. Strategic Plan Part 2: SWOT Analysis and Supply and Value Chain Analysis … ....……….7
IV. Strategic Plan Part 3: Assumptions, Risk and Change Management Plan; Summary of Strategic Objectives; Balanced Score Card and its impact on stakeholders; the Communication Plan........................................................................................................…….8
V. Conclusion………………………………………………………………………………..…..9
VI. Reference Page……….……………………………………………………………………..10
Executive Summary
Google Company plans to introduce a new product and division. The new division that will be directly in charge of the proposed product will be referred to as the virtual reality division. The consideration of this new division is informed by the need for Google to meet the changing needs of consumers and narrow the innovative gap between it and its competitors such as Facebook and Microsoft. For the proposed product to gain competitive advantage, a proper strategy, mission, vision, as well as communication plan should be put in place. These are elements that will establish the roadmap for the product and the success of the new department. Comment by Avonda Ellison: This needs to be added to. It has to be 350 words Comment by Avonda Ellison: Comment by Avonda Ellison: Comment by Avonda Ellison:
Strategic Plan Part One
The New Business Division
The new company division that will deal with the proposed product is the virtual reality division. Google will establish its internal and committed virtual reality division for virtual reality computing. This comes after considerations by the organization to comply with the emerging plans to establish viable enterprises. This proposed division will focus on virtual reality computing. This move comes in the wake of rising rivalry from organizations such as Facebook and Microsoft. One proposed product for virtual reality computing is the Cardboard. This product will deal with transforming smartphones and other mobile phone devices into a 3-d viewing device. The cheap product will be an accessible device that will serve the purpose of bringing mobile virtual reality to consumers. To ensure that the proposed division works effectively, the organization will form partnership with various firms such as GoPro.
Mission
Google’s mission statement is indicative of the high status of the entire organization and the newly proposed division. The company’s mission is to reorganize the global information and transform it into a universally accessible and useful resource (Google Company, 2015). From the time of its formation to the present moment, Google has p ...
In 1995 when the internet was only 3 years old 2 students Larry Page 22 years old and Sergey Brin 21 year old from Stanford university begin working on a search engine called back rub at that time they were 13 search engines to choose from but none of them the same potential as back rub did September 15 1997 Larry Page and Sergey Brin who were the founders of back rub decided to change the name of the search engine, and the inspiration came from the term used for a number with one hundred zeros googol with a slight change in the spelling its now called google as Larry Page quoted thanks for the name change no one today is asking did you back rub it (Our history in depth – company – Google, 2014) . Google is well known for its famous search engine, email service, web browser ,and a great number of applications downloaded into our smart phones ipads and pcs that we use daily at work at home and on the go.
This document summarizes key information about Google from a case study. It discusses Google's origins and mission, its popularity due to relevant search results, speed, trust, and lack of paid placements. It also describes how Google maintains its competitive advantage through infrastructure, services like Maps and News, and its Android mobile operating system. Popular search queries in Gulf countries from Google Zeitgeist reports are listed, and how marketers can use this information for search engine optimization and understanding consumer interests.
Google was founded in 1998 by Larry Page and Sergey Brin. It is now a global technology company that offers a variety of products and services including search, maps, gmail, and more. Sundar Pichai currently serves as CEO, leading the company from its headquarters in Mountain View, California. Google generates revenue primarily through targeted advertising and has grown significantly since its founding, now processing over 20 petabytes of data daily.
Planning Intellectual Property for Marketing Strategies in .docxrandymartin91030
Planning Intellectual Property for Marketing Strategies
in the Digital Content
87
Chapter 4
Case Study - Google, Inc.
As mentioned at the beginning of this research, the “portals” are the chosen field
for this research because these companies start taking advantage of its channel
function. For example, although it is a test for Google Video—one of the search giant
Google’s Web portal-like service, Google Video provides 2000 free videos which are
from professionals, not amateurs. Now Google Video is not only a service but also is
trying to “act” like a content provider—in fact, it is still a bridge between content
providers and content consumers. Therefore, it is important to understand this coming
transformation of the industrial structure and so this field is the subject of this
research.
In addition, according to EContent 100177—the list of companies that matter
most in the digital content industry, Google is on the list in the last four consecutive
years. The “Google wave” is sweeping the world and now is a threat to Microsoft.
Although the company reported strong results for the first quarter of 2006 –sales grew
by 79 percent and earnings rose 60 percent from a year ago and that shows selling ads
based on specific keyword searches is Google's wealth178, Google plan to expand into
new markets, such as print and television advertising. Almost everyday non-stop news
and reports show the impact of Google. However, none of these demonstrate how
Google plan its roadmap or intellectual property but only the analyses of certain
events or the stories of Google.
Therefore, this research takes Google as the example to test the hypothesis of the
model which is as described previously.
1. Company Overview179
177 EContent (2004, December). Forth annual EContent 100 list. EContent Magazine, 27 (12).
Retrieved September 2, 2005, form http://www.igroup.com.cn/printpage.asp?ArticleID=340
EContent reviews the companies’ activities over the past year and evaluate their current standing and
impact on the digital content industry.
178 Paul R. La Monica (2006, April 21). Google: On the road to $500. CNNMoney.com. Retrieved May
6, 2006, from http://money.cnn.com/2006/04/20/technology/google_analysis/index.htm
179 For more information, see,
Google (2006). 2005 Annual Report. Retrieved May 6, 2006, from
http://www.sec.gov/Archives/edgar/data/1288776/000119312506056598/d10k.htm
Chapter 4 – Case Study - Google, Inc.
88
Google, Inc. (Google) is a Delaware corporation with its headquarters located at
Mountain View, California. Founded in 1998 by Larry Page and Sergey Brin, Google
is an Internet search engine technology provider. Now Google is far more than a
search website and it has grown to be a large collection of products and services.
The company name “Google” is the misspelled word of “Googol180” which is the
mathematical term for a 1 fol.
The document provides information on Google's innovation outlook, value chain analysis, innovation journey, future plans, mission, vision, and financial data. It discusses how Google encourages employee creativity and focuses on resolving user problems. It outlines Google's launches of innovative products like Google Books, Chrome, Android, Google Maps, Google Street View, Google Photos, Google Assistant, Google Lens, and Pixel phones. The document also summarizes Google's future plans in areas like mobility, hardware, robotics, AI, and space exploration. It provides Google's mission to organize the world's information and make it universally accessible and useful, and its vision to provide one-click access to information. Finally, it shares Google's revenue figures from 2013-
Google owns over 321 patents related to search technology and online advertising. The majority of patents are classified under IPC codes G06F 17/30 (information retrieval and database structures) and G06Q 30/00 (e-commerce). Google has also registered several trademarks internationally but has not registered some trademarks like Froogle, Gmail, and Blog*Spot in the US. This case study examines Google's intellectual property strategy.
Google is an American technology company founded in 1998 by Larry Page and Sergey Brin specializing in internet services like search, advertising, and software. It provides popular online services such as Gmail, Google Drive, and Google Chrome and operates the Android mobile OS. Google continues to focus on innovation and improving the user experience through new products and services.
Google Corporate Overview- Past and FutureTomer Melman
A corporate backgrounder and overview on Google’s current and future business trends and their impact on the company and its competitive industry- look for Google Presnetation under my slideshare profile
This document contains a presentation on Google given by a group of students. It includes 4 sessions that cover:
1. An introduction to Google's history, mission, and founding by Larry Page and Sergey Brin.
2. Google's business formation, products, and main sources of revenue which are advertising and Google Play store.
3. An industry overview of Google's competitors including Yahoo, Bing, Facebook, Amazon, and Apple. It also includes a SWOT analysis of Google.
4. Marketing strategies for Google including product design, pricing, and promotional strategies to reach customers.
20100727谷歌中国整合营销传播计划integrated marketing communication plan for google china宇 华
This document provides an overview of Google's operations in China, including:
1) It describes Google's team working on marketing in China and the integrated marketing communication plan they developed.
2) It provides an overview of Google as a company, including its mission, finances, and product line.
3) It discusses Google's history in China and some of the cultural differences it faced when entering the Chinese market.
This document discusses search engine dependency and its influence on data quality. It begins by introducing search engines and their dominance in the market, led by Google. It then discusses the risks of solely depending on one search engine, such as only seeing a limited set of results and not exploring other technologies. The document proposes solutions like learning how to use advanced search functions, using other related services, and looking at alternatives to break dependencies. It suggests examining what technologies a major search engine lacks and exploring more specialized search engines.
Google was founded in 1998 by Larry Page and Sergey Brin while they were PhD students at Stanford University. They developed the PageRank algorithm to analyze the relationships between websites and determine relevance, which became the core of Google's search technology. Google quickly grew and now processes over a billion searches and 24 petabytes of user data daily. The company offers many free services like Gmail, Google Maps, and YouTube in addition to its core search engine. Google's mission is to organize the world's information and make it universally accessible and useful.
Google Entrepreneurship Project (by Yasir Afzal Rajput)Yasir Afzal Rajput
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Google is an American multinational corporation specializing in Internet-related services and products.
you need in world wide web in the form of web pages.
Google was founded by Larry Page and Sergey Brin while they were Ph.D. students at Stanford University.
This document provides an overview of Google Inc. It discusses Google's mission to organize the world's information and make it universally accessible. The history section describes how Google was founded in 1998 by Larry Page and Sergey Brin as a search engine project at Stanford University. It then discusses Google's competitors in the search engine market and analyzes Google's strengths, weaknesses, opportunities, and threats. The document also summarizes Google's strategies of expanding where it shows ads, its business model of AdWords, building its brand, and focusing on personalization.
Google began as a research project at Stanford University in 1995 and was founded as a company in 1998 by Larry Page and Sergey Brin. It has since grown to be a massive, publicly traded company. Google uses a cross-functional organizational structure with open communication between departments and management to encourage innovation and creativity among employees. As a public company, Google is overseen by a board of directors and executive management team that oversee departments like engineering, finance, legal, products, and sales. This structure aims to maintain Google's startup culture as it continues growing into a large corporation.
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2. Notes
The following report has been realized in order to fit the examination requirements of
the International Marketing course included within the European Master in Business Studies during
the Winter semester 2008/2009 at the University of Kassel in Germany.
This report added with a 30 minutes oral presentation on the same topic counts for 50%
of the final examination regarding the course of “International Marketing”.
The work requested to the student for these 50% is the following:
« Select a company/ an industrial area and describe/ evaluate their international marketing context
and concepts ».
A homework report of 8 to 12 pages is expected to be handed in until Friday, 24th
October 2008, 16.00.
Individual presentation on 27th and 29th October(30 minutes).
Because I chose to study the world of search engines for my final master thesis I think
that studying Google international activity is the best example of a great international success story
case.
The work I am going to introduce here is unique, resulting from research and analysis
I made on the topic since now three months. Some similar but pay analysis are available on the
Internet.
I for this reason do not allow the free publication or parts of this report without
explicitly saying my whole name.
This work is composed of one part of my research made to determine the topic of my
final master thesis. Most of the information included in this report does not exist yet on the Internet
I for most of them creating them and interpret them by making analysis which is in fact make all the
added value of this report. Most of the information about Google on the Internet are only based on
a national level(The United States) making this report on the internationalization of Google make it
then quite unique.
I hope you will enjoy reading it as much as I took pleasure to study it.
3. Contents
Pages
Notes 2
Contents 3
I - Company introduction 4
I – 1 Google nowadays 4
I – 2 Google international expansion 5
I – 3 Google's position in the world nowadays as a search engine 6
II – International Marketing 7
II – 1 Classification of an International company by qualitative features(EPRG) 8
II – 2 From Geocentrism to Regionalism: How Google gets rank first? 8
III – Local modifications 11
III – 1 Local resources 11
III – 2 Local restrictions 11
III – 3 Specific cultures and localized market requirements 11
III – 4 Anti-globalisation trends 12
III – 4.1 Latin America 12
III – 4.2 Middle East 12
III – 4.3 China 12
III – 4.4 Russia and ex-soviet countries 12
III – 5 Types of internationalization 13
III – 6 Google's degree of internationalization 13
III – 7 The overall motivation of internationalization 14
III – 8 Drivers of internationalization 14
IV – Conclusion 16
V – Sources 17
4. I - Company Introduction
Google Inc has recently celebrated his ten-year birthday(September the 7th 2008). What
a great opportunity to study how a simple research project became one of the world biggest growing
company in all time!
I – 1 Google nowadays
Google is the most used search engine engine in the world with more than 60% of
the world requests made on search engines.
Google is also a company providing a large range of services(exactly 149), his more
recent ones(the web browser: Chrome) make it now compete with firms such as Microsoft.
Some example of
Google services: mails, blogs, videos hosting, companies ads, maps, pictures hosting, websites analytics
During the last 4 semesters Google generated nearly 20 billions dollars of revenue with
a net profit of 4,85 billions. As a comparison for the same period Microsoft(created 33 years ago)
got 60 billions dollars and a net profit of 17,6 billions.
The value of Google is nowadays estimated to 142 billions of dollars. In the High-
Tech sector only three companies have a better quotation: Microsoft, IBM (created 97 years ago)
and Apple (32 years ago).
Google is physically present in 33 countries around the world with 68 offices:
To understand how this company could have been so successful internationally let's
study his internationalization steps during the last decade.
5. I – 2 Google international expansion
In January 1996 a 24 year-old PhD student called Larry
Page studying at the University of Stanford was looking for a theme for
his thesis.
Encouraged by his supervisor he studied the following topic
“exploring the mathematical properties of the World Wide Web“
working in collaboration with another student called Sergey Brin.
To make it simple, it is from this work and collaboration Larry Page and Sergey Brin
which will came up “Google Inc”(officially created in September the 7th
1998).
Two months later Google is already included in the Top 100 of world websites of PC
magazine( a reference in the United States for computers).
Even if Google is formerly a web based application in English it is a worldwide service
available on the Internet for all. As his creator(Larry Page) said "Google's search engine has always
had strong global appeal,".
Here is a non exhaustive list of Google abroad activities.
Year 1999: first non engineer employee hired.
Year 2000: Google provides an interface in several languages: French, German, Italian,
Swedish, Finnish, Spanish, Portuguese, Dutch, Norwegian, Danish, Chinese, Japanese and Korean.
Year 2001: Google is now available in 26 languages and open his 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
Google first international office is sat up in Tokyo in 2001.
Year 2002: Google is available in 72 languages, partnership with AOL and first office
in Australia in Sidney.
Year 2003: several national acquisitions to extend Google services which at the end
extend as well the world services abroad of Google, for example the blog services “Blogger”.
Dublin became the first location for Google's regional operations outside the U.S.
Year 2004: more than 100 Google domain names are available. Google opens new
engineering offices in Bangalore and Hyderabad in India. R&D center opened in Tokyo.
Year 2005: the famous Google Maps application is release for Europe. New R&D
center opens this time in China. First offices in Mexico and Argentina.
Year 2006: several other acquisitions to extend their services with for each of them
translation in several languages.
Year 2007: Partnership with China Mobile, the world's largest mobile
Telecommunication carrier, to provide mobile and Internet search services in China. Sign
partnerships to give free access to Google Apps for Education to 70,000 university students in
Kenya and Rwanda.
Year 2008: Series of acquisitions and translations of other Google services.
As we just saw in ten years Google developed a lot of International marketing structures
from simple representation offices to R&D centers to complex partnerships. I did not mentioned it
but Google acquired several companies(more than 50). The purpose of these acquisitions was to
extend their range of services which are then translated in order to be internationally exportable. I
however did not find until now an acquisition of another search engine. Google seems to prefer the
partnership(the company keep her brand but use Google, the best example is AOL).
6. I – 3 Google's position in the world nowadays as a search engine
In order to introduce better Google's strategy abroad we should have a close look at
Google's situation today.
I made a map by analyzing results coming from Alexa Web
http://www.alexa.com/site/ds/top_500 (data center of the most visited websites in the world country
by country).
The concept of this map is the following I put in evidence by one different color the
leading search engine in each country. As I wrote previously Google is the most used search
engine in the world with around 60% of the world requests. We could think then quickly that
Google is used in majority by all countries around the world. I however have strong beliefs that the
use of Search engines is not link to rationality(better technology is winning) but in fact is driven by
cultures.
On the following map the regions in white mean no data from these countries:
As we can see there are not many search engines in the world. Moreover three of them
are in a very fragile situation: Microsoft, Seznam and Leit.is(these two last ones will probably not
passed the next year, an auction is currently made on Seznam and some web marketing research
companies already showed that Leit.is has been doubled by Google).
As you can see Google has almost an entire control on the Americas(we saw previously
that Google made a very intelligent partnership with the Latin America leader) except on the
Caribbean area(too many small countries, too isolated. According to World Stats this area does not
represent a lot of users.
Africa is what I will qualified of the continent of flip-flop regions. Internet is not very
developed in each of these countries it is then hard to attribute a search engine leader.
http://www.internetworldstats.com/stats1.htm. In fact only Nigeria seems to be a problem for
Google in Africa.
In Middle East I would say that the same problem which occurs with Iran.
And then what I think is the most interesting part is the Asian Wall which is composed
of several different competitors and reasons why they are better implemented: better competitor's
strategy(Yahoo), national security(Baidu in China), boycott of American services? (Mail.ru in
Russia and ex-sovietik regions), foreigner search engine do not fit with Korean way of searching
the information(Naver in South Korea).
Even if Internet and technology made easier the exportation of products and services
abroad it does not mean that it can be automatically made.
In order to be world used Google will have far more to do than being the best service
8. II - International Marketing
Now that we know Google's 2008 situation let's study how Google get to these results.
In order to make this report as clear as possible I took from Professor. Dr. R. Hünerberg his plan
suggested during his course to analyze the international marketing concept which is the following:
Classification of an International company by qualitative features(EPRG);
Local modifications;
Types of internationalization;
Areas of internationalization;
Company internationalization;
Motivation of internationalization;
Crucial drivers of internationalization;
9. II – 1 Classification of an International company by qualitative features(EPRG)
I would qualify Google as a Geocentric company(the same service for all the world).
There are however some slight modifications made to their service which could make think that
Google is acting as well as a Regiocentric company, at least on some marketing aspects.
The reason which drove me to this conclusion is that Google managers are recruited
from all over the world and the power is centralized in the United States. As said in Google's
presentation they opened in 2003 in Dublin a location for regional operations outside the U.S. It has
been designed to serve Google customers across multiple time zones and languages spanning
Europe, the Middle East and Africa. Taking in account that Europe has a very strong addiction to
Google I may think that Google has in fact two center of decisions(one for America and one for the
rest of the world)
However Google has a so huge amount of offices in the United States which make me
think that the final decision are taking in the United States which include a hierarchy among those
centers of decisions.
II – 2 From Geocentrism to Regionalism: How Google gets rank first?
Google.com and it will be for sure a surprise for you is not the most visited search
engine on the web, it is in fact Yahoo.com according to Alexa web.
Here is the ranking of the 50 most visited websites in the world for 2008 filtered with
the keywords Yahoo and Google:
RankSite
1Www.yahoo.com
2Www.google.com
10Www.yahoo.co.jp
14Www.google.co.in
15Www.google.de
19Www.google.fr
21Www.google.co.uk
26Www.google.co.br
29Www.google.it
34Www.google.es
35Www.google.co.jp
42Www.google.com.mx
As we can see Google.com is not the first one it
is in fact Yahoo.com and Yahoo.co.jp is taking the next
position ranked in the list.
What makes in fact Google being the first search
engine in the world is the accumulation of his domain names
and the translation of his home pages in almost all the
languages of the world.
This is in fact a very young and simple strategy Google's South Arabia Home Page
that Google adapted here. One year and a half after his creation Google was already available in
13 languages.
10. Why at that time his competitors did not do the same?(Actually only Yahoo
survived to the Google's wave during the last decade). Mainly because his main world competitor:
Yahoo has an interface which is too heavy to translate and need dedicated people(such as local
people) to make the updates. Restricted it Yahoo to a mere webpage as Google do Yahoo would
have changed all his policy.
Google did in fact what no other search engines
did: gathering minorities.
Nowadays Google customized his interface for
more than 138 countries. The only countries which are not
included yet and which are for the biggest one:
Bhoutan, Birmania, Surinam, Burkina Faso, Yemen, Togo,
Cameroon, Chyprus, Sierra Leone, Syria, Liberia,
Madagascar, Mali, Niger, Gabon.
http://fr.yahoo.com/
On a map it gives this:
Where Google does not provide a specific interface for the country
As you can see Google's service is customized for almost all the world(including islands
and countries such as Groenland which has around 50,000 inhabitants).
Google is going far further than touching each country individually it goes as well
within regions, as an example it is providing a customized interface to several regions in France:
Here France has been divided especially for five regions:
- Bretagne: http://www.google.com/intl/br/
- Corse: http://www.google.com/intl/co/
- Langue d'oc:http://www.google.com/intl/oc/
- Catalogne:http://www.google.com/intl/ca/
- Pays Basques: http://www.google.com/intl/eu/
11. We can ask us the question: is it really important to divide so deeply a specific country?
Taking in account that such minorities(Bretagne and Corse) are very proud to be what
they are, good chances that they will move from .com to .com/intl/br/ or .com/intl/co/ in order to
have a recognition(for example France government is not recognizing those five regions for
political reasons). Now we should ask us what they will chose between Google which care of them
and provide them a dedicated interface and Yahoo which provide them only the national one(when
it has it)?
I unfortunately do not have the Internet traffic for those regions but I evaluate this
strategy(recognizing minorities) as a very interesting one. Very hard to do for other sectors but for
this one I have high presumptions that it works very well.
As we all know it is very hard to be a pure Geocentric company and local modifications
are often needed in order to enter in a specific market: Google is not an exception to this rule.
12. III - Local modifications
III – 1 Local resources
Google's teams are always composed of several nationalities as shown for their office in
Ireland Official Google Blog: Dublin go bragh it however request local personnel in order to fit the
best to the culture. When doing partnerships Google has as well no choice than using the local
people used in the other company. Google hires only high skills people(speaking at least 3
languages is needed).
III – 2 Local restrictions
The best example I can take is the one of Google in China. The Chinese government can
have a total control on Google.cn results(Chinese Government did it, is doing it right now and will
for sure continue for the next years). They are then able to retrieve and filter some information on
specific requests. The service at the end is therefore not the same. Whereas it is not the case on
Google.com.
So www.google.cn has to fit with the Chinese government rules whatever the Google's
culture is. It is then Google which have to adapt and not the opposite.
III – 3 Specific cultures and localized market requirements
Google's home page is available in an incredible number of languages. All of these
pages have the same pattern except for only three of them: Japan, South Korea and China.
Google has always been thought for a clean and light interface(no images, no flash
animations, HTML simplified version available for low connection bandwidth).
However it does not fit at all with the Asian culture which is(for example) recognizing
a quality website to the number of animations on it. A good website for them has firstly to be
attractive whereas the Western culture tend to think that a website has to be useful before all and
then easy to read.
People think too much and this is a bad habit they took, that Internet made the world
flat among cultures and countries, this is not true even on the Internet Culture, countries
habits have serious consequences.
Google is available until now available in 104 languages and dialects with a
customized home page for 138 countries. In those 138 countries only three of them differ.
13. http://www.google.co.jp/
http://www.google.de
As you can see a second block as
Google Germany has exactly the same been added. This block looking very
interface as hundreds of others countries similar to his competitor in this
Google home pages country: “Yahoo Japan”
http://www.google.co.kr/
http://www.google.cn/
Here for Google Korea two blocks have been
added. The most relevant one is the one below. Google China looks like his Korean
By passing the mouse on one of the color point fellow but without the block above.
an animation came out. Animations are however still here.
It is quite incredible to see and to discover that a service such as Google(only one
page)which has to modify his interface in order to fit at best some specific markets.
III – 4 Anti-globalisation trends
This is a very interesting point. Is Google victim of anti-globalization activities? Does it
have to use another name in order to extend his power? Even if Google is worldwide known it is
also hided under different names. For example when you use the search engine of AOL it is in fact
the one of Google, and this in a very huge number of other websites.
Regarding the trademark Google it has for the moment a very good image. I mean for
Europe Google does not seem as the “bad American” that we have to boycott in order to protect our
market. So the answer to the question should be no, even if there are some elements which could let
us think the opposite when we are analyzing other markets.
III – 4.1 Latin America:
I would have thought that Latin America would have create his own methodology but
actually it seems that Google is making the unanimity there since it made a partnership with
Universo Online(UOL) in 2001.
III – 4.2 Middle East:
I thought I would have discovered that Muslims countries will make a common block
against Google the American search service but it is not the case. Middle East countries have opted
14. either for Google or Yahoo as main search engine(both Americans).
III – 4.3 China:
Services which manage information and data through Internet in China as considered as
national security. I would not then consider Google as a pure victim of anti-globalization trend in
China. There is not a formal boycott of using Google but more an informal one... the Chinese
mentality being “if you are a good Chinese you should use Chinese products and services by
helping in that way your country”.
III – 4.4 Russia and ex-soviet countries :
Here it is just a personal feeling I have. Regarding the map I made on page 6 I would
say that ex-soviet countries are still supporting a Russian search engine because accepting an
American one as a standard will be accepting the supremacy of Americans in this sector.
In order to conclude that part I would say that there is in some countries an informal
boycott but actually it is link to the nationality of the product and not its conception. For example
Mac Donald's was boycotted in France and in other countries because as qualified as an unhealthy
food.
III – 5 Types of internationalization
The type of internationalization which stroke me the most in Google behavior is the
partnerships, acquiring is also recurrent but more on a national level in order to extend their range
of services that they will then translate in different languages in order to export it abroad.
As an example they made a partnership with China Mobile to provide mobile and
Internet search services in China in 2007.
In October 2001 they made a partnership with Universo Online in order to become the
largest search engine in Latin America.
They open as well several R&D centers. The first one sat up in Japan in December
2004.
III – 6 Google's degree of internationalization:
Google has the following figures for the repartition of his offices around the world:
Northern America: 23
Europe: 22
Asia/Pacific: 15
Latin America: 3
Middle East: 5
Total=68
From those figures we could calculate the “International workforce ratio”: ((offices in
the world-offices in the USA)/Total number of offices)*100= (48/68)*100= 70%.
However I think a more interesting ratio can be calculated. In fact a company can
have a very high degree of internationalization but dividing his efforts in an unequal way.
For me we should take in account the degree of internationalization with the market
itself. You can be very internationalized but being bad internationalized because you are in some
places where the market is not.
15. Continent Number of % of offices Perfect offices Perfect % of World Internet
offices number offices users
Africa 1 1,50% 2 3,00% 3,50%
South America 2 3,00% 5 7,30% 7,10%
Central 1 1,50% 1 1,50% 2,40%
America
North America 23 33,80% 12 17,64% 17,00%
Middle East 3 4,40% 2 3,00% 2,90%
Europe 23 33,80% 18 26,50% 26,30%
Asia 13 19,11% 27 39,70% 39,50%
Oceania 2 3,00% 1 1,50% 1,40%
68 100,11% 68 100,14% 100,10%
As we can see here we have the repartition of Google's offices around the world and the
% of Internet users around the world. The perfect offices number show how these offices should
have been allocated.
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%.
A such rate signifies that Google is covering more than half of the planet and it is doing
it in the more or less the right way...60% is strangely correlated to Google market shares around the
world, is that a coincidence?
As a comparison his main competitor Yahoo has the following situation:
Continent Number of % of offices Perfect offices Perfect % of World Internet
offices number offices users
Africa 0 0,00% 1 3,50% 3,50%
South America 2 6,90% 2 6,90% 7,10%
Central 1 3,50% 1 3,50% 2,40%
America
North America 4 13,80% 5 17,24% 17,00%
Middle East 0 0,00% 1 3,50% 2,90%
Europe 9 31,03% 8 27,60% 26,30%
Asia 12 41,40% 12 41,40% 39,50%
Oceania 1 3,50% 1 3,50% 1,40%
29 100,13% 31 107,14% 100,10%
As we can see Yahoo allocated his workforce quite differently from Google. Yahoo
focused on Asia whereas Google put most of his effort in North America.
This example has been chosen to show that it is a good thing to be internationalized but
16. it is better if you are intelligently internationalized. If you put your effort in some countries where
the market does not exist(this is the case for Australia) you will get nothing.
III – 7 The overall motivation of internationalization
It is definitely a pro-active motivation which pushes Google to go international.
Google was a service already made from his conception to go international. If it did not went abroad
its competitors will have came up on his market.
III – 8 Drivers of internationalization
Demand drivers: when Google just started to come out the demand was high and this all
over the world. Such a service was needed. The ones which were on the market were too
complicated. A mere product was needed.
Cost drivers: Google is by chance a cheap product. Easy to acquire a domain name and
few translations to handle in order to make the product available abroad.
Government drivers: none, even if installed firstly in the Silicon Valley I wonder if
Google has not been well helped by the American Government
Technical drivers: Google operating on Internet when it was a real boom it has been for
sure well driven.
Competition drivers: There was a competition at that time but other services were young
as well so it was possible to make the difference. Or the main other search engines have
been trapped by their starting strategies as Yahoo for the translation of its home page.
In order to conclude I would say that the launch of Google abroad has been helped by
the situation at that time. It was really favorable for it.
17. IV - Conclusion
Even and it is true that we could have some things to say regarding how Google
targeted Asia which remain until now the place where Google have the most difficulties to enter, we
cannot deny that Google did an incredible work in terms of international marketing.
In ten years it has covered almost all the planet with more than 60% of the market(and it
is growing year after year). We could even think at least for Europe that most of the users are
Google dependant.
His secret is coming from a mere idea of his creators Larry Page and Sergey Brin(both
engineers): a very simple tool and easy to use.
It was that simple and that easy that making it available to the all world seemed to have
been a kid game(easy to translate and to export through the net).
We however still have some questions tags regarding his implementation in Asia and
moreover on four countries:
Why is it facing a so fierce competition in China, South Korea and Japan whereas it is
the only three countries to which it accepts to make a specific customization?
Why his main competitor is far better than him in this area?
Rank Japan South Korea China Russia
st
1 Yahoo: 64% Naver: 77% Baidu: 60,9% Yandex or Mail.ru:
47,61%
2nd Google: 29,6% Daum: 10,8% Google: 27% Google 25,67%
3rd Microsoft: 2,8% Yahoo: 4,4% Sogou: 3,1% Rambler 12,17%
th
4 Others: 3,6% Google: 1,7% Yahoo: 2,4% Mail.ru 5,53%
th
5 Others: 6,1% Others: 6,6% Others: 9,02%
Those are two questions I will be glad to introduce you during the oral presentation.