Case Study

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2. GROUP NAME”UNITY”
Name ID
1. Md.Ashikur Rahman 14102383
2. Md. Shahadat Hossain 13102357
3. Rimi Shaha 14102166
4. Afruja Akter Asha 14102331
5. Anjuman Bushra Prome 15102034
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3.  “The world's largest global online network of
integrated services”
 Wide range of service.
 Achieved to reach out for more than 21
million local/ users in the U.S and 90 million
globally.
 Founded by David Filo and Jerry Yang in
1994.
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4.  Vision and mission statement of Yahoo is- “Yahoo
powers and delights our communities of users,
advertisers, and publishers—all of us united in
creating indispensable experiences, and fueled by
trust.”
 Excellence, Innovation, Customer Fixation,
Teamwork, Community, and Fun those are the
Company’s code of morals.
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5. CEO
Co-founder and
Chief Yahoo
Co-founder and
Chief Yahoo
Executive
vice
president,
General
Counsel and
secretary
Executive
VP
products &
Chief
Technology
Engineering
and
Operation
Executive
VP
North
America
Chief
Marketing
Office
Global
Marketing
Chief of
Human
Resource
Organizational Chart:
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6. Yahoo has six important values and ethical principles:
 Excellence: They value integrity and distinction.
 Innovation: Seek ideas to change the world.
 Customer Fixation: Customer comes first.
 Teamwork: Open communication is efficient.
 Community: Positive impact on the society.
 Fun: Humor is said to be an important aspect of their
success.
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7. Yahoo offers a variety of services:
 Unlimited access to rich resources.
 Communication tools.
 Shopping service.
 Search service.
 Personalized content
 Branded programming.
 Employment opportunities.
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8.  Existing Strategies.
 Market development
 Market Penetration
 Products development
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 Google through iGoogle
 MSM through Bing
 AOL( American Online)

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 Yahoo is for all internet users for all ages.
 However, the company knows how to segment
people according to their geographic areas.

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 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 private market to use yahoos search engine
extensively in middle East by doing various campaigns to
raise awareness.

12. Key Internal Factors Weight Rating Weighted
Score
Strengths
1. In the search engine business Yahoo is the second
leading internet brand in the industry.
0.08 3 0.24
2. Yahoo offers various services which include
Yahoo Groups, Yahoo Answers, and Flickr and are
generally provided to users free of charge.
0.09 4 0.36
3. It also provides marketing services to advertisers
across hundreds of web sites.
0.10 3 0.30
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13. 4. In 2008 Yahoo’s revenues increased by
3.4 percent from 2007.
0.07 3 0.21
5. Aggressive cost cutting allowed to Yahoo to
increase the profits.
0.08 4 0.32
6. Yahoo’s market capacity, revenue, operating
margin ratios is above the industry benchmark.
0.08 3 0.24
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14. 1. According to the case, Net Income of Yahoo in 2008 was $ 424,298
million which is 77% lesser compared to net income in 2006.
0.10 1 0.10
2. It generates more revenues but because of its overall advertising
spend the net income is goes down.
0.09 2 0.18
3. In 2008 its current ratio, net profit margin, earning per share, total
assets turnover ratios is lower than the 2006.
0.12 1 0.12
4. Yahoo only possessed 17 percent of internet traffic where their main
competitor Google has 72 percent.
0.10 1 0.10
5. Yahoo closed its third video property, Maven Network and they plan
to close twenty video services which includes network site Yahoo! 360
and its Web hosting service Geo Cities.
0.09 2 0.18
Total 1.00 2.35
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Opportunities:
Key External Factors Weight Rating Weig
hted
Score
1. In the Internet search business industry, Yahoo is the second most leading
worldwide internet brand.
0.08 3 0.24
2. Yahoo improved identification that customers use additional of their time
online.
0.10 2 0.20
3. Another opportunity for Yahoo is in USA revenue from Internet
advertisement remains them strong.
0.10 4 0.40
4. Until 2006 there are 1.1 billion internet user around the world and 211
million in USA.
0.07 3 0.21
5. The increasing numbers of Internet users are now spend huge time in the
online.
0.08 4 0.32

16. External Factor Evaluation (EFE) Matrix: (Cont…)
Threats:
6. Due to economic recession the development of economy has
been slowed in the USA and globally.
0.08 3 0.24
7. Internet media and market research firm comScoreInc, uttered
concerns about deceleration in online growth.
0.10 3 0.30
8. At some stage in 2008, Google had 72% of internet passage
whereas Yahoo only haunted 17% of internet passage.
0.12 4 0.48
9. Increasing strength of competitors 0.10 3 0.30
10. It is difficult to be up to date all the time because technology is
changing rapidly.
0.08 3 0.24
11. The search engine industry has low barrier entry, technical and
regulatory makes it easier for new firms to enter the industry.
0.09 4 0.36
Total 1.00 3.29
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Strengths
1. Yahoo has reputation among the
search engine business and it is the
second leading internet brand in
the industry.
2. Yahoo offers various services to
users free of charge.
Weaknesses
1. According to the case, Net
Income of Yahoo is decreased
every year.
2. The net income is goes down
because of Its overall advertising
spend.
Opportunities
1. Yahoo improved identification
that customers use additional of
their time online.
2. Another opportunity for Yahoo
is in USA revenues from Internet
advertisement remains them
strong.
SO Strategies
1. Improving the service
planning to lead the market.
(S1,O2)
2. Increasing marketing service to
the advertisers. (S2,O2)
WO Strategies
1. Control the cost to increase the
revenue. (W1, W2, O1,O2).
2. Try to negotiate with Microsoft
to lead the market.(W1, W2, O1,
O2)
Threats
1. Due to economic recession the
development of economy has been
slowed in the USA and globally.
2. Concerns about deceleration in
online growth.
ST Strategies
1. Introduced new products and
service to increase market share.
(S1,S2,, T1,T2)
2. Attract the new customers. (S1,
S2, T1,T2)
WT Strategies
1. Increase service and product
promotion. (W4, T1, T3)
2. Reduced the cost and follow
low cost strategy. (W1,W2, T1, T2
Internal
External

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 There are four alternative strategy:
 Alternative strategy 1(SO)
 Alternative strategy 2(ST)
 Alternative strategy 3(WO)
 Alternative strategy 4(WT)
 They should take alternative strategy 3 and 4.

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