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Market Entry Strategies Case Study

Case Title:

Market Entry Strategies of Gmail

Publication Year : 2004

Authors: G Saradhi Kumar, Sumit Kumar Chaudhuri

Industry: Internet and e-commerce


Case Code: MES0004

Teaching Note: Not Available

Structured Assignment: Not Available

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Google, the biggest Internet search engine, has come up with a new offer for e-mail users. On April 1st 2004, Google announced the launch of 'Gmail', in which offered a storage space of one gigabyte to its users that was enough for a normal e-mail user to store his mails for a decade. This announcement sent mild tremors through the existing players, Yahoo and MSN, who offered a free space of just 4 and 2 megabytes respectively. Furthermore, Google announced that it would tag its mails with only those advertisements that are relevant to the contents of the mail, which is also known as 'contextual advertising'. However, skecpticism arose about the privacy of the e-mails.

Pedagogical Objectives:

  • To discuss the entry strategy of Google in the global e-mail business and the pros and cons of its offer
  • To analyse the effects of Gmail on Yahoo and MSN and their possible competitive responses.

Keywords : Google; Gmail; E-mail; Yahoo; Hotmail; America Online (AOL); Contextual advertising; Market Entry Strategies Case Study; ARPANET; MSN; Microsoft; Market entry strategies; Roy Tomlinson; Mailcity; PayPal

Contents : 
The Evolution Of E-Mail
A Glance At A Few Industry Stars
Gmail: Revolutionising E-Mail
A Glimpse Of Global Free E-Mail Providers

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