Yahoo Case Management

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Yahoo! Inc.

TABLE OF CONTENTS
Executive Summary…………………………….……….…………………………………...……4 History…………………………………………………………………….……………………….6 Mission and Vision………………………………………………………….………………...…..7 Objectives and Strategies……………………………………………………………………….....7 Industries, Products, and Competition…………………………………………………………….7 Top Management……………………………………………………………………………….....8 Current Issues ……………………………………………………………………………………11 Socioculture……………………………………………………………………………………...14 Demographics……………………………………………………………………………..……..15 Economic Environment………………………………………………………………………….17 Political, Legal Environment…………………………………………………………………….18 Technological Environment……………………………………………………………………...19 Competitive Environment………………………………………………………………………..20 Industry Analysis………………………………………………………………………………...21 Summary of Opportunities and Threats………………………………………………………….24 Internal Analysis…………………………………………………………………………………29 Personal Issues…………………………………………………………………………………...33 Organizational Structure…………………………………………………………………………33 Culture……………………………………………………………………………………………34 Marketing Issues…………………………………………………………………………………34 Financial Issues…………………………………………………………………………………..35 Technology, R&D, and IS Issues………………………………………………………………...36 Production and Operation Issues………………………………………………………………...38 Summary of Strengths and Weaknesses…………………………………………………………39 Review Current Mission, Objectives, Strategies………………………………………………...42 Revised Strategies and Objectives……………………………………………………………….43 Alternative Strategies…………………………………………………………………………….44 Discussion of TOWS Analysis…………………………………………………………………..46 Discussion of BCG Matrix……………………………………………………………………….48 Recommended Objectives and Strategies………………………………………………………..48 Conclusion……………………………………………………………………………………….49 References………………………………………………………………………………………..50 Appendices……………………………………………………………………………………….53

EXCUTIVE SUMMARY
Yahoo! is a digital media company that delivers digital content across the World Wide Web. Yahoo! operates across the globe reaching to the Americas, EMEA, and the Asia Pacific. They are headquartered in Sunnyvale, CA and currently employees 13,600 people at the end of the FY2010 year. Yahoo!’s current mission is to connect people to their passions, their communities, and the world’s knowledge. Yahoo! provide many different services to their users and a one stop place to browse the web, check email, look at the news, check current finances, and much more. They have a place for small businesses to keep track of emails and websites. Yahoo! gets most of their revenue through selling display and search advertising. Some of their current objectives and strategies are to provide their users with the most update and efficient information possible. They want their users to be happy and continue using their site to satisfy their needs.

There are eleven people within Yahoo!’s top management. Ross B. Levinsohn was named CEO after Scott Thompson resigned from his position as CEO. Thompson had fraudulent information on his resume and one of Yahoo!’s third party member found it. Yahoo was in the process of suing Facebook for supposedly stealing patents from Yahoo!. Facebook is now countersuing Yahoo!, saying that Yahoo! was the one who stole the patents. Yahoo!’s demographics stated that more men viewed Yahoo! than women. No matter what someone’s income was wasn’t a determinant of whether or not they used the site.

The political and legal segments of the firm refer to the laws and regulations of companies that react in industries with competitor companies. These rules and regulations may be set within the firm by the Board of Directors or outside of the firm by government policies. Yahoo!’s Board of Directors are the ones responsible for setting the standards for the company’s officers, directors, and employees. Yahoo! has a very strong competitive environment. Some of Yahoo!’s direct competitors include: AOL Inc., Google Inc., Microsoft, & Face book Inc. All of these companies...
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