1. Xiaodan Dong April 3 rd, 2008 in China

2. Search Engine Market Share in China Baidu Retrieved from: http://www.5120w.com/yunying/news4/20080211/2572.html

3. Company Overview World’s largest search engine Organizes the world’s information Makes information universally accessible Easy-to-use free service Focus on the user 50% market share in the US

4. Google’s Problems in China No office or server in China Focused on elite white-collars Inability to fully understand Chinese people China’s censorship laws Struggled to compete with local companies

5. Google’s Response Signed a license to become a Chinese internet service Introduced a dual-search engine strategy -Self-censored search engine: google.cn -Unfiltered but partially blocked: google.com Used disclaimers for blocked sites

6. Recommended Solutions Stronger technical support to information in Chinese More focus on normal people More localization Advertising campaigns & promotion

7. Conclusion Google’s localization Political and cultural environment Technical support Marketing strategy

8. Reference Course Packet: Readings and Cases MKT 8720 International Marketing Winter 2008 Shaoming Zou