Google Market and Non-market Strategy in the Context of project Dragonfly

Group #6

Members: (Purwa Verma 201811033; Richa Thakur 201811036; Shivanuj Shrichandan

Das201811043; Siddharth Birje 201811045; Somanshu Agarwal 201811046)

Introduction

Google wants to enter into Chinese market as per Chinese guidelines. It’s a challenge for Google to
remain aligned with US Government’s interest and implement Google’s strategy.

# Market Strategies Non Market Strategies

Google can focus on other countries where it

has not yet reached or is at minority market
To pressurize Chinese Partners to align
shareholder rather than focusing on china
1 their business policies with those of US
where it had 1.84 percent market share
Government business policies
eg,Other countries such as Cuba sudan iran
seria etc in arab countries

To negotiate with US government where

It can use media campaigns to create
Google will help them to track human
awareness between Chinese population about
3 rights violation by Chinese government
china's curbing of their privacy and their
and bring this to public domain
freedom of information
(Specially Chinese public)

Google can pressurize the Chinese firms

who uses Google Products(Android Collaborate with Chinese NGOs(Human
4 Phones, Google Maps) to pressurize the Right Activists) for raising concerns about
Chinese Govt to compromise with the suppressing their freedom
Google policies in return of free Android

Tie up with Chinese companies to enter Negotiation with Chinese Government to

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the Chinese Market implement less censored version of Dragonfly
By applying the framework of Screening and Analysis and Choice ,

Screened Strategies:

1. Negotiation with Chinese Government to implement less censored version of Dragonfly .

(As it is not accordance with the company policy and it would create negative environment for future
business in other countries as well.)

2. Google can pressurize the Chinese firms who uses Google Products(Android Phones, Google
Maps) to pressurize the Chinese Govt to compromise with the Google policies in return of free
Android .(It may open up opportunity for other players in Chinese market)

3. To negotiate with US government where Google will help them to track human rights violation
by Chinese government and bring this to public domain (Specially Chinese public)4. It can use
media campaigns to create awareness between Chinese population about china's curbing of their
privacy and their freedom of information.(Both strategies based on going against Chinese
Government which may lead to complete banning of google from Chinese territories.)

Best Strategies to implement and their analysis:

1.Tie up with Chinese companies to enter the Chinese Market(By doing this google would get an
advantage of being aligned with the company values also if google chooses the current or potential
domestic leader in the market to tie up with company would be able to reach a larger segment with
lesser restrictions from Chinese government)

2. Google can focus on other countries where it has not yet reached or is at minority market
shareholder rather than focusing on china where it had 1.84 percent market share in Other
countries such as Cuba Sudan Iran serial etc in Arab countries(When Google left china before it had
only 1.84 percent of market share and with a threat of getting attacked by Chinese hackers it is better if
company chooses to leave this adverse market. By trying to reach these countries Google will be able to
implement US agenda and it is huge opportunity to gain this market.)

3. Collaborate with Chinese NGOs(Human Right Activists) for raising concerns about suppressing
their freedom.(A slightly less viable idea google to implement this but it can try if it wants to move
desperately.)

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