Google's China Strategy

Paper Summary:

The paper discusses Google's China market entry plans. The paper examines a proposed budget and the financial cost-basis for market entry. The paper discusses the organizational structure design and examines the various exit strategies. The paper provides a strategic analysis that clarifies the primary trends that are driving Google's rationale for entering the China market.

Outline:
Abstract
Situational Overview
Economic Rationale
Project Budget
Alternate Funding Sources
External Governance
Organizational Structure
Organizational Chart
Exit Strategies
Recommendations
Trend Influence
Conclusion

From the Paper:

"Google is primarily an internet search engine that receives the majority of its revenues from sponsored search results or, essentially, through advertising revenues. However, over the past several years Google has begun diversifying its services to include other web-based enterprises such as GoogleEarth, Froogle, and GoogleDesktop designed to capture more of the user's time and attention online. China is a growing market with the potential to overtake the United States as the leading market for internet users based on quantity or number of users."

Sample of Sources Used:

• Balfour, Frederik. (2006). Venture Capital's New Promised Land. Business Week, 2967: 44.
• Braczyk, H., Cooke, P., & Heidenreich, M. (Eds.). (2004). Regional Innovation Systems: The Role of Governance in a Globalized World. New York: Routledge.
• Brown, L. R. (2005). Learning from China. USA Today (Society for the Advancement of Education): 134, 31.
• China. (2005). Internet World Stats (online). Retrieved August 27, 2006 from: http://www.internetworldstats.com/stats3.htm
• Debus, Keith. (2005). China is cheating. The Enterprise, Feb. 14-20.

More papers on Google's China Strategy:

• Essay # 90776 : "Global Business Strategy: Google's Asian Region"
• Business Plan # 129467 : "Googles China Market Entry Plan"
• Business Plan # 90919 : "Google in China "

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