Baidu SWOT Analysis, USP & Competitors

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SWOT Analysis of Baidu with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Baidu Inc.


Computer  Services


IT and Technology

Tagline/ Slogan

Finding anything you need in everyday life


Baidu is an efficient search engine in China

Baidu STP


Internet and mobile search engine users

Target Group

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


Leader in Online Search in China

Baidu SWOT Analysis


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


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

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

3. Late entrants in launching low cost smart phones


1. 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


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



1. Netease
2. Tencent holdings
3. Fiserv
4. RenRen
5. Sohu

The table above concludes the Baidu SWOT analysis along with its marketing and brand parameters.


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