Google is a company which was founded in 1998 in Silicon Valley by Larry Page and Sergey Brin. This company was built around the search engine of the same name, which is to say on the Internet. It subsequently developed its business around various Internet services.
Segmentation became crucial with regards to the geographical criteria. Indeed, easy access to the Internet directly represents the development level of a country. A population without access to electricity or computer technologies cannot surf the Internet. That means it will not have access to the search engine Google.
Geographic segmentation can offer services which are custom and specific for each country. There is a search engine not only for each language, but also for each country. For example, Spain and Argentina are two Spanish-speaking countries.
However, each of them has their own search engine in Google. Moreover, a country can have its service in different languages: say at Belgium it is in Flemish and Walloons, whereas in United States it is in English and Spanish.
The geographical segmentation is also found in all the services offered by Google in addition to its core business which is research on the internet. Indeed, OECD countries have access to more services than poor countries. This applies to, for example, Google News.
This service is not available for the Afghans, where Internet users number 25,000 with a total population of 31 million inhabitants. Yet Google News is now in all countries that are rich and have voice development. The geographical segmentation is most suited to strategic analysis of Google.
Tags: Google, Larry Page and Sergey Brin, strategic management of the Google Enterprise
[...] Question What segmentation seem most suited to the strategic analysis of Google? Segmentation is crucial with regard to geographical criteria. Internet access directly to the level of a country's development. A population without access to electricity or to computer technologies cannot surf the Internet. That is why it will not have access to Google search engine. Geographic segmentation can provide services including custom and specific to each country. There are several search engines for each language, but also to each country. [...]
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[...] Thanks to this technological tool, two years later they were first in search engines.The Google search engine is from their "cash cow". - Google has invested its profits related to its competitive advantage in the technological development of new services on the Internet. Today, the real strength of Google is to offer an increasing number of services that are efficient and personalized. These include: Gmail, Google News, Google Earth . - Google has established itself as a leader in technological fields without formal communication. They never paid money for communication through traditional means such as TV spots, newspaper ads, posters . [...]
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