Baidu SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Baidu analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Baidu SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Baidu to benchmark its business & performance as compared to the competitors and industry. As of 2020, Baidu is one of the leading brands in the IT & Technology sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Baidu competitors and includes Baidu target market, segmentation, positioning & Unique Selling Proposition (USP).

Baidu SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Baidu Brand Analysis
Parent Company

Baidu Inc.


Computer  Services


IT & Technology

Tagline/ Slogan

Finding anything you need in everyday life


Baidu is an efficient search engine in China

Baidu STP
Baidu Segmentation

Internet and mobile search engine users

Baidu Target Market

People using internet for searching, using multimedia content in China,  Japan, Thailand, Egypt and India

Baidu Positioning

Baidu is a leader in Online Search in China

Baidu SWOT Analysis
Baidu Strengths

Below are the Strengths in the SWOT Analysis of Baidu:

1. Strong brand image and reputation of Baidu

2. Baidu is a leader in its segment of internet searches in China with presence in China,  Japan, Thailand, Egypt and India

3. Strong and efficient management team

4. First Chinese company to be included in the NASDAQ-100 index

5. More than 40,000 people are employed at Baidu

6. It commands close to 16 billion searches per annum

7. The company has a strong revenue model through online advertising

8. Baidu also has a strong R&D towards artificial intelligence and automation services

Baidu Weaknesses

Here are the weaknesses in the Baidu SWOT Analysis:

1. Youa, e-commerce subsidiary separating out from Baidu

2. Brand recall outside China is lesser as advertising activity is lesser than competition

Baidu Opportunities

Following are the Opportunities in Baidu SWOT Analysis:

1. Baidu has a huge market share in domestic market of China

2. Already build IT infrastructure system to help internet access rates

3. Few local players to compete with give Baidu a long term growth opportunity

Baidu Threats

The threats in the SWOT Analysis of Baidu are as mentioned:

1. Increasing competition due to global players like Google, Yahoo etc.

2. Government intervention in the Baidu service, as main customer base is China

3. Rate at which innovation is very high, which keep company in laggards, if not it doesn’t match the pace of innovation

Baidu Competition

Below are the top 10 Baidu competitors:

1. Netease

2. Tencent holdings

3. Alibaba

4. RenRen

5. Sohu

6. Microsoft

7. Google

8. Bing

9. MSN

10. Facebook

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Baidu. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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