论美国谷歌全球市场营销战略

论美国谷歌全球市场营销战略
Google’s Global Marketing 

 

1, Company Introduction

现在谷歌是最常用的搜索引擎，在全球拥有超过60％国家有创造搜索引擎的需求。Nowadays Google is the most used search engine in the world with over 60% of the world requests made on search engines. http://www.ukassignment.org/mgessaydx/ Google is also a company providing a large range of services. His web browser-Chrome makes it now compete with firms such as Microsoft. Some examples of Google services: mails, videos hosting, blogs, companies ads, maps, pictures hosting, websites analytics.During the last 4 semesters Google generated nearly 30 billions dollars of revenue with a net profit of 4,85 billion dollars. 同期相比，微软收入60亿美元，净利润为17亿。如今，谷歌的市值估计为2420亿美元。As a comparison for the same period Microsoft got 60 billions dollars and a net profit of 17,6 billions. The value of Google is nowadays estimated to 242 billion dollars.在高科技领域，只有三家公司有更好的报价：微软，IBM和苹果。 In the High-Tech sector only three companies have a better quotation: Microsoft, IBM and Apple. Google is physically present in 43 countries around the world with 68 offices: To understand how this company could have been so successful globally let's study his globalization steps during the last decade. 
 

谷歌的全球性扩张2,Google’s global expansion

 In 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 that 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. 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,quot”. Here is a list of Google abroad activities. Year 1999: first engineer employee hired. Year 2000: 谷歌在几种语言中提供了的接口：法语，德语，意大利语，瑞典语，芬兰语，西班牙语，葡萄牙语，荷兰语，挪威语，丹麦语，汉语，日语和韩语。：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 global 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 global office is set 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 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 released 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 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 Global marketing structures from simple offices to R&D centers to complex partnerships.谷歌收购了多家公司（超过50家）收购的目的在于扩张谷歌的服务范围，然后翻译以便在全球出口。 I did not mention 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 globally exportable. Google seems to prefer the partnership(the company keep her brand but use Google, the best example is AOL). 
 

谷歌作为搜索引擎闻名于世界3,Google's position in the world 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). 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 most countries around the world. I however have strong beliefs that the use of Search engines is not linked to rationality(better technology is winning), but in fact is driven by cultures. 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. 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. In Africa, Internet is not very developed in each of these countries, it is then hard to attribute a search engine leader. 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 that 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 
 

全球市场营销4, Global Marketing 

To analyze the global marketing concept which is the following:  Classification of an Global company by qualitative features(EPRG);   Local modifications;Types of globalization;Motivation of globalization;Company globalization;Areas of globalization; Crucial drivers of globalization.

Classification of an Global 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 one 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. 

2, From Geocentrism to Regionalism: How Google gets rank first? Google.com is not the most visited search engine on the web, and it will be for sure a surprise for you .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: Rank Site 1 Www.yahoo.com 2 Www.google.com 10 Www.yahoo.co.jp 14 Www.google.co.in 15 Www.google.de 19 Www.google.fr 21 Www.google.co.uk 26 Www.google.co.br 29 Www.google.it 34 Www.google.es 35 Www.google.co.jp 42 Www.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. 
 

5,Why at that time his competitors did not do the same?

实际上只有雅虎在谷歌的浪潮中生存。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. 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 Greenland 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.#p#分页标题#e#
 

6,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 choose between Google which cares them and provids them a dedicated interface and Yahoo which provides them only the national one? 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  a specific market: Google is not an exception to this rule. 
 

7,Local modifications

（1）In Local resources Google's teams are always composed of several nationalities as shown for their office in Ireland Official Google Blog: it 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). 

(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. 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. 

(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. 

Google Germany has exactly the same as you can see a second block as interface as hundreds of others countries been added. This block looking very Google home pages similar to his competitor in this country: 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.    
 

8,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 hidden under different names. For example when you use the search engine of AOL it is in fact the one of Google, and see 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. 

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. 

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 either for Google or Yahoo as main search engine(both Americans). 

China: Services which manage information and data through Internet in China is 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”. 

Russia and ex-soviet countries : Here it is just a personal feeling I have. 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 treated as an unhealthy food. 
 

9,Types of globalization 

The type of globalization 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. 
 

10, Google's degree of globalization

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 “Global 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 globalization but dividing his efforts in an unequal way. For me we should take in account the degree of globalization with the market itself. 

Google has then 41 offices which are well globalized， 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: 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 globalized but it is better if you are intelligently globalized. If you put your effort in some countries where the market does not exist(this is the case for Australia) you will get nothing.

10， The overall motivation of globalization 

It is definitely a pro-active motivation which pushes Google to go global. Google was a service already made from his conception to go global. If it did not went abroad its competitors will have came up

Drivers of globalization 

 Google just started to come out ，the demand was high all over the world. Such a service was needed. Google is by chance. A mere product was needed.， cheap product. Easy to acquire a domain name and few translations to handle，installed firstly in the Silicon Valley I wonder if Google has not been well  Technical drivers: Google operating on-helped by the American Government   Competition- by Internet when it was a real boom it has been for sure well driven.  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. 
 

11, Google’s failure in china

(1) Google’s arrogant Page Rank doesn’t meet Chinese people’habits,google like to rank a homepage after a second web page.it is completely wrong,while the competitor Baidu has been right.

(2), Google’s arrogant attitude doesn’t meet Chinese corrupted and arbitrary political culture.It can’t contribute gifts and bribery to Chinese officials,so it is covered by goverments.

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 global 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. 他的秘诀源于拉里 佩奇和谢尔 盖布林单纯的想法。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 .It 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 Why is it facing a so fierce competition in China,-moreover on four countries: Russia, South Korea and Japan . Why his main competitor is far better than-to make a specific customization?  Rank Japan, South Korea, China ,Russia 1st  Naver: 77% Baidu: 60,9% Yandex or Mail.ru: Yahoo: 64% 47,61% 2nd Google: 29,6% Daum: 10,8% Google: 27% Google 25,67% 3rd Microsoft: 2,8% Sogou: 3,1% Rambler 12,17% Yahoo: 4,4% , Those are two questions I will be glad to introduce you later. #p#分页标题#e#

 

Reference

1,http://www.maip.com/media/images/Google%20Logo.jpg 2,http://www.google.com/corporate/history.html#1 3,http://www.luna-park.de/home/internet-fakten/suchmaschinen-marktanteile.html#c167http://www.webrankinfo.com/google/ 4,http://blogoscoped.com/censored/