Google International Strategy

Google has an impressive international presence in more than 140 countries around the world. The search engine is offered in these countries and most of them even have their own Google domain. Google has a physical presence in over 40 countries with around 70 offices. Not to mention that it offers its search engine platform in more than 100 languages. From these statistics, we can already conclude that Google has an amazing international establishment. However, Google’s global success has more factors beyond a translated home page.

With 70% worldwide market share in search engines, Google has always been the most dominant search engine since its inception. By not only having a first-mover advantage, Google has strategically planned their international expansion during the maturity stage of the tech bubble in 90s and early 2000s. In year 2000, Google started offering its search engine in several popular languages. By 2002, the language number has already reached 72. The reason why Google saw an early boost in their global presence is because back then many countries didn’t have their own search engine. Everyone relied on Google to access information. The tech-giant saw that trend so it decided to offer Google in different languages. As a result, international users have the ability to search for results in their own language and local search results. Furthermore, Google doesn’t only offer a search engine platform worldwide but also offer most of it other services such as Google Ads, Google Drive, Google Maps, etc. Each of these services has been carefully modified to the local market and needs.

Google has successfully shaped the consumer behavior. Increased access to Web and mobile services allow users to look up products/services online instead of relying on traditional channels such as TV, Yellow Pages and Flyers. This trend is mainly credited to Google’s search engine and how it utilizes location-based services in order to deliver better results for the...