Google in China Case Study

In: Business and Management

Submitted By mhackervile
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Case Study


Google in China

Table of Content

Background 3

Introduction: 3

Summary of Environmental Audit 4

Evaluating Current Strategy 4

Current state of Industry- 4 Product Portfolio Analysis 5 Critical Strategic Direction 6

Discussion 6

Conclusion 6

Assessment of Current Strategy 6

Recommendation 7

New strategic Direction/Development and methods- 7

References/Bibliography 8

Appendix 9


This case briefly discusses about search engine market in China, Google’s share in Chinese market, Government rules and regulations related to the internet search.

The main issues discussed in this case study are:

• Google’s launch in the China and how it made its presence felt over there as well as the key issues faced by the Google such as gaining the market share, although Google did a fair amount of research before entering China but still wasn’t able to beat the local competitor Baidu which is the biggest in terms of search engine in China and accounts for nearly 60% of the market share.(Appendix 4)

• Chinese Government rules and regulations related to the censorship in China which was against the Google’s Mission of providing the information.

• Cyber attack on Google China which mainly target the gmail accounts of the users who were Human Right activists which forced Google on considering its exit from China.

• A brief analysis of the internet search market in China by discussing the market share of various players such as Google, Baidu, Microsoft, Yahoo and other local Players.

• Possible strategy which Google could use in order to grow and sustain its market share(Ivey Case B)


Google started its operations in China in 2005 earlier to that it provided search engine to Chinese…...

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