Yahoo Case Study
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Yahoo Case Study Yahoo Case Study Presentation Transcript

  • Yahoo!
    RawanNabil 28542
    ImanAbdulRazek 25581
    RemiEid 26541
    DeemaShaher 27073
    ChirinHamdan26944
    AbdulRahmanKhalil 24921
  • What is Yahoo?  
    Company Overview:
    “The world’s largest global online network of integrated services”
    Wide range of services
    Achieved to reach out for more than 21 million local/ regional users in the U.S. and 90 million globally
    Works as a trade of information; “you give me and I’ll give you”
    Founded by David Filo and Jerry Yang in 1994
    Initially called "Jerry and David's Guide to the World Wide Web,”
    Name later changed to Yahoo, which stands for "Yet Another Hierarchical Officious Oracle”
    Now, it would inspire people to produce a positive impact on their communities
  • Company values:
    Yahoo has six important values and ethical principles
    Excellence: they value integrity and distinction
    Innovation: “seek ideas to change the world”.
    Customer Fixation: customers come first
    Teamwork: open communication is efficient
    Community: positive impact on the society
    Fun: humor is said to be an important aspect of their success
  • Yahoo's Services/products:
    Yahoo offers a variety of services:
    Unlimited access to rich resources
    Communication tools, forums
    Shopping services
    Search services
    Personalized content
    Branded programming
    Employment opportunities
  • Competitors:
    Google through iGoogle
    MSM through Bing
    AOL
    Segmentation and Target Audience:
    Yahoo is for all internet users; for all ages.
    However, the company knows how to segment people according to their geographic areas
    Example: Yahoo! Maktoub for people in the ME and Arab world
  • Why is Yahoo so popular?
    It’s page could be easily accessed; clear and user friendly links
    Clear, professional and eye friendly overall look and feel of the page
    Provides results that are slightly different than the ones found on Google. Also, aside from all the content that Yahoo provides,
    It’s main focus is financial news
    Features: communication, productivity, fun and personalization Whereas for its
    Attributes: a variety of products and services, privacy settings that protects its users’ account from being hacked, and acts as information center that provides various kinds of info.
    Not just connects people but also has distinct services for users with hearing impairments
  • Is Yahoo popular in the UAE?
    It’s an international website that is popular worldwide
    It is ranked number 4 worldwide with a 4.5 out of 5 stars and ranked number 3 in the US
    However, it isn’t ranked as 1 out of 10 in the UAE, yet it is marked as commonly used in the UAE for search after Google.com
    A daily Page views percentage graph:
  • Simple Marketing Classification System
    Ranked the second out of twenty (7.63% visits share)
    Adheres to the changing needs of the consumers, and enables users to search for a larger base of information
    Google works as a:
    Home: Clicks only, Bricks- and –clicks
    Offers:it provides great offers on its website such as goods, entertainment, service, videos, etc
    Fulfillment:its a website works as an online search engine website that also provides many great offers and options for its viewers
    Sectors: Yahoo is mainly a search engine that directs customers or companies to find either retail or wholesale shops
  • Function: it’s website’s main function is to search for information on other websites. (mainly a search engine)
    Status: it gives out passive information where the website doesn’t allow people to interact while using it. The website is sometimes interactive when viewers comment by sending e-mails or uploading comments
    Served Market: Yahoo works as a B2B and B2C website as it works for both viewers either customers or companies
    Market Coverage: The website is an international website that provides services for all viewers all over the world
    Entity Type: Yahoo is a sole proprietor that works individually without having a partner
  • Identify the key features of Yahoo Internet marketing
    Yahoo added unique features that can’t be found elsewhere
    One of the innovative cleverly added features is the Search Assistant
    The Search Assistant is only displayed if you stop typing for a couple of seconds or when your typing slows
  • Similarly, Google places a list of related searches at the top of the page; however, Yahoo's implementation is more appealing and useful
    Another key feature is the SiteAdvisor's warnings that Yahoo placed next to websites that offer malicious software or send spam which are
    "Safety ratings from McAfee SiteAdvisorare based on automated safety tests of Web sites and are enhanced by feedback from volunteer reviewers"
    McAfee SiteAdvisoris better than Google's warnings since they seem to offer a more comprehensive protection and more information about the potential threats
  • Key feature: the fact that site owners will be able to provide all types of additional information about their site directly to Yahoo! Search
    The website has footer, header, a perfect alignment, graphics, feedback, animation, search menus, colors, and links
    Nevertheless, it is multilingual where the website is available in over 20 languages, including English
  • A web-marketing plan that aims at launching Yahoo Middle East
    The main objectives are:
    To provide the best Internet experience for consumers and a platform for advertisers across the Arab world
    To expand in the markets along with the competitors such as Google
    To have Yahoo the destination of many consumers
    To provide an Arabic version of both services which are Yahoo’s mail and Yahoo’s messenger
    To provide information and communication tools that have a positive impact on people's lives from different aspects
  • Company description, purpose and goals
    Description: Yahoo is a United American computer services company. It’s an online media company that provides online properties and services. According to the data analysis from the companies Alexa and Combet.Com, Yahoo is one of the most visited websites on the Internet, having more than 130 million visitors every month from different regions. Also, the average visits to their web pages reaches 3.4 billion times a day since October 2007, making it one of the most American websites visited.
  • Purpose: It manages the Internet portal and directory of the network. It also offers other products and services of the best known e-mail service, search engine, news service. Moreover, it helps marketers to reach their target audience by unique advertising offers.
    Goals: The number of Internet users in the Middle East is more than tenfold since 2000. Yahoo's goal is to launch an Arabic version website that offers all the services in the Arabic language in the Middle East.
  • The Market Situation:
    This section presents information on the products and services, competition, distribution factors and market environment. It defines the current state of the market trends in key markets and discusses the general economic situation. Also, it displays a list of key competitors and other valuable information such as the size of the competition and the products and services that the competitors provide.
  • Competition:
    The core components of Yahoo’s Business Model are its content, search and market place, community and personalization. Google's Business Model is totally different where it is based on Advertising to gain the profit. Google has good features such as the translation tool, maps, Gmail, map, calendar and many other tools that are different from the features that Yahoo has.
  • Market environment and distribution channel:
  • Forecasting:
    This section anticipates the outcomes if the marketing objectives were met.
    Having an Arabic version website that is considered to be the first preferable search engine choice by customers in the Middle East.
    Overcome the competition.
    Increase the advertisements' revenues.
  • Marketing strategy:
    The actions that Yahoo should take to accomplish the marketing objectives are:
    Use flicker VISA, and MLB to promote the online advertisements.
    Increase flicker capabilities to back up the decline in image search on Yahoo.
    Encourage the target market to use Yahoo's search engine extensively in Middle East by doing various campaigns to raise awareness.
  • Can Yahoo secure a rapid success in creating a major global brand name in the Gulf region?
    Hopefully, Yahoo will reach the top accomplishing its goals.
    In November 11, 2009 Yahoo acquired Maktoob.com ( currently has 16.5 million users)
    This gives Yahoo an opportunity to extend in the Middle East and be able to compete with Google
    Yahoo announced it’s official opening of their brand new offices in Dubai, United Arab Emirates and Amman, Jordan.
    SmaihTawkan, one of the founders of Maktoob.com, said:
    "This partnership is a natural evolution between Yahoo and Maktoob, and this relationship would cause activity in the Internet market. We are excited to enhance the Yahoo position and be present the Middle East, providing services to users in the region in the Arabic language”(Sekhri, 2009)
  • Yahoo has provided Yahoo Safely in the Middle East through the website “Yahoo oasis of safety" (http://esafe.yahoo.com/)
    The website works on educating Arabic native speaking children
    Andy Abbar, Chairman of the management and marketing of products in Yahoo Maktoob, said that he is pleased to support “Internet Security" where it helps in bringing the attention of people in the Middle East where families are not fully aware of the safety of the Internet (Clark, 2011)
  • Any Questions?
    The End