Yahoo - Case Analysis

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Yahoo!:CaseAnalysis

The strategy of implementation of an established dot com company, struggling to leverage current advertising methods with business objectives.

Nikhil Bhandary
Neeti Gurunath
Nandita Deshpande
Mrinal Mulgaonkar
Meeth Gill
Manguirish Nadkarni

Table of Contents
Forward ......................................................................................................................................

Executive Summary .....................................................................................................................

History: .......................................................................................................................................

Problem ......................................................................................................................................

Competitive Analysis .................................................................................................................

Demographics ...........................................................................................................................

Market Analysis.........................................................................................................................

SWOT MATRIX:..........................................................................................................................

Strategic Issues .........................................................................................................................

Strategy Implementation ..........................................................................................................

Works Cited ..............................................................................................................................

Forward
The reason we chose Yahoo for the project was because they were in turmoil (and still are) with Google’s spectacular rise in search based on their ad platform, Adwords.

Google is intimately linked to their search advertising platform, making almost 99% of their total revenue. Something that Yahoo! had the capability to duplicate but didn’t.

**All the data contained in this report was taken from Yahoo! Stock analysis, research and best practice implementation. We tried to compare what Google did right with what Yahoo! should be doing.

History:

Yahoo! Incorporated is an Internet service provider that serves both users and business globally. The company was founded in 1994 by David Filo and Jerry Yang who were attending Stanford University’s PhD program (The History of Yahoo!). Yahoo! Inc. began as a hobby for Filo and Yang and has now evolved into a multifaceted brand that serves internet users worldwide (The History of Yahoo!). Yahoo! Inc. has become the world’s largest global online network of integrated services (The History of Yahoo!). According to the Yahoo! Inc. website, they have become one of the leading search engines on the World Wide Web (The History of Yahoo!).

Yahoo! Currently has 500 million users worldwide that visit the site each month. Yahoo! is provided to users in more than twenty different languages (Yahoo! Inc). The company also has office locations in Europe, the Asia Pacific, Latin America, Canada and the United States (Yahoo! Inc). Yahoo! Inc. is currently headquartered in Sunnyvale, California (Yahoo Inc).

Yahoo! Inc. was incorporated in California in March of 1995 (Yahoo! Inc). Yahoo! Inc. first went public on NASDAQ in April of 1996. At this time Yahoo!’s stock opened for $13.00 per share (Yahoo! Inc.). At the close of its first day of the IPO, Yahoo! stock had reached a closing price of $33.00 per share (Yahoo! Inc). At this time the company only had 49 employees (Yahoo! Inc). The company was then reincorporated in Delaware in May of 1999 (Yahoo! Inc).In December of 1999 Yahoo! Stock was added to the S&P 500 (Yahoo! Inc).

In 1996, Yahoo! Inc....
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