Google in China Analysis 2 Pham Essay Example | Topics and Well Written Essays - 500 words

Google in China Analysis 2 Pham - Essay Example filtering laws and processes of the Chinese government that is not aligned with the firm’s motto, â€Å"Don’t be evil.† It also experiences challenges in brand positioning in China. Baidu is the most popular search engine in China because it is perceived as a â€Å"Chinese brand with good technology† (Lawrence, 2009, p.266). Baidu also provides added services that Google does not offer, such as messaging, entertainment, news, and email. If Google can change brand associations that will make it more competitive, it can oust Baidu from its market leadership. Google can also have an opportunity to test and boost its expertise in global technology by serving the Chinese market inside China, thereby expanding its technology’s economies of scope and scale. Google can leverage its superior global technology that is built on its efficient search engine, and change its brand personality, so that it can be more Chinese. Right now, Google uses umbrella brands for its brand name Google, but it should consider a House-of-Brands approach. For its Chinese brand, it should expand its Internet services, by offering services such as: online chatting; downloading music, TV shows, and movies; and playing online games, since these are the most popular Internet activities for Chinese users, according to latest surveys. About 46 million users in China are connected to the Web, and a rapidly growing population has DSL/cable access (Lawrence, 2009, p.266). In 2005, as seen in Exhibit B, more than 50% of all Web users had a high-speed Internet connection. Usage rates also indicated that sixty-nine per cent of users use Internet at home, while 38% use the Internet at work (Lawrence, 2009, p.266). Exhibit B also provides evidence that from 2002 to 2005, users with broadband access grew from less than 10 million to 50 million, or around 80% growth in five years. Other estimates showed that there were 134 million Internet users in China in 2005 (Lawrence, 2009, p.257). This means that the