business in South Africa

The current paper discusses various political, economic, socio-cultural and technological conditions that have an impact on Googles international strategy, particularly in maintaining its spot as a well-known search engine service provider all over the globe, while endeavoring to penetrate the booming South African e-commerce market. With the aid of the SWOT and PEST analytical models, it was determined that the South African e-commerce sector is indeed a lucrative one, despite the ongoing global financial crisis, which started way back in 2007. Therefore, it is recommended that Google penetrates the South African market by creating an online community portal only, while maintaining its main operations in the United States.