Yahoo Case Study

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Yahoo! Case Analysis
The strategy of implementation of an established dot com company, struggling to leverage current advertising methods with business objectives. Jason Drohn Bradley Bierer Carol Woods Michelle Victory Paul Rapela May 9

2007

Table of Contents
Forward ......................................................................................................................................3 Executive Summary.....................................................................................................................5 History: .......................................................................................................................................7 Problem ......................................................................................................................................9 Competitive Analysis .................................................................................................................11 Yahoo Financials........................................................................................................................14 Economics .................................................................................................................................21 Demographics ...........................................................................................................................25 Market Analysis.........................................................................................................................32 CPM ..........................................................................................................................................36 SWOT MATRIX:..........................................................................................................................38 QSPM ........................................................................................................................................40 Space Matrix .............................................................................................................................41 Strategic Issues .........................................................................................................................44 Strategy Implementation ..........................................................................................................49 Works Cited ..............................................................................................................................54 Consumer Price Index Summary ...........................................................................................54 2

Forward
This document was written for a Business Policy Class that I took in 2007. The reason I 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. At the time, I was getting into Internet marketing and was intimately familiar with how search engine optimization and pay per click marketing worked – so it was an easy correlation for me. You will see some of that come through in the following pages. 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. Since this report, I have helped small businesses and million dollar organizations implement Internet marketing into their day to day operations so that they could beat their competition in this ‘new world’ of web based commerce. If you are interested in learning about Internet marketing – I’ve set up a training course / free report on one of my sites. Just click the link below: http://marketinghackz.com/free-report/

In it, I discuss things like:
 Search engine optimization
 Media Buys
 Pay per click
 Traditional marketing
Basically, how you can implement all those things into your existing marketing mix for reduced ad spend and maximum ROI. I hope you...
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