Case Analysis of Inadequate Planning in the Mnc Management

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Case analysis of Inadequate Planning in the
MNC management
- Google Korea

Szent Istvan University
Erasmus from South Korea
Jeongeun PARK

[INDEX]

Ⅰ. Introduction
Ⅱ. Theoretical background 1 - MNC
2.1. Challenges for the multinationals
2.2. Glocalization
Ⅲ. Theoretical background 2 – Planning in Management
3.1. Planning in management
3.2. Planning in the multinational corporation
Ⅲ. Case analysis – Google Kroea
Ⅴ. Suggestion
Ⅵ. Conclusion

> References

Ⅰ. Introduction
I’m pretty sure that everybody who uses Internet knows what ‘Google’ is. Google (wikipedia) is the name of an American multinational corporation which provides Internet-related products and services such as Internet search engine, cloud computing, software and advertising technologies. The company gives us online productivity services including e-mail service (named Gmail), an office suite, and social networking. These days, they’re leading the development of the Android mobile operating system as well. As you know, this kind of things related with communication in online is really getting more important day by day. So I can say this corporation is very influential to us nowadays because most people want or need to use this kind of services and products every day. Among products of Google, Google Web search engine is the most popular service that we can search for information we want to know. There are some evidences; according to market research published by comScore in November 2009, Goggle web is the dominant engine in the US market with a market share of 65.6%. At the same time, it is ranked #1 in the world according to the three-month Alexa traffic rankings (Alexa, 2012). Additionally for fun, in these days, when we have some question no matter what it is, we sometimes make a joke by saying “Hey, just googling!”

However, there is an interesting thing about Google search engine. As I wrote, Google web is one of the most popular search engines, so it is normally ranked #1 web site in many countries. But in Korea, my country, it’s totally different. Based on Koreanclick's research, Google Korea (www.google.co.kr) even isn’t within top 10 of website. Instead of Google, Koreans use some local portal sites such as ‘Naver ’ with 95% of reaching rate or ‘Daum’ with 85% of reaching rate for searching information (koreanclick, 2012). For me, this fact is quite interesting, so I wanted to check out and understand what the problem in strategies of Google Korea is. I thought that there must be something wrong in their localization strategies, so from now on, I’m planning to show difficulty in localization of Google Korea, analyze problems, and then suggest available solutions based on my own idea. I know my suggestion might be insufficient, but the more important thing is that I thought by myself and tried to apply some concepts and theories.

Ⅱ. Theoretical background 1 - MNC
2.1. Challenges for the multinationals
A multinational corporation (MNC) or multinational enterprise is a corporation that is registered in more than one country or that has operations in more than one country. It is a large corporation which both produces and sells goods or services in various countries. It can also be referred to as an international corporation. They play an important role in globalization. (wikipedia)

The advantages of the multinational operation must be weighed against the challenges and risks associated with operating in foreign environments. One problem is the increasing nationalism in many countries. Few years ago, developing countries lacked managerial, marketing, and technical skills. So they accept gladly the multinationals. But the situation is changing, with people in developing countries acquiring those skills. In addition, countries have not only become aware of the value of their natural resources but also become more skilled in international negotiations. Finally multinationals must maintain good relations with the host country,...
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