Yahoo is an American internet company founded in 1994 by Jerry Yang and David Filo. It provides a variety of internet services including web portal, search engine, email, online advertising and more. While popular worldwide, Yahoo faces strong competition from companies like Google and Microsoft. To secure rapid success in the Gulf region, Yahoo would need to leverage its diverse service offerings, collaborate internally, and customize its marketing and services to the local cultural environment.

1. Yahoo! Case studyHaniaWarsi @27876Christine Castillo @21466WalaaYassien @29172Maitha Ahmed @21308I.M. Wiz Agency

2. “What is Yahoo? (Company Overview/ Background information about the company, history, founder(s) Markets, competitors, segments, target audiences)”Company Overview/ Background Information:Yahoo! Inc. is an American public corporation based and established in California which provides internet services worldwide. Yahoo! is best known for its web portal, search engine (Yahoo! Search)Since January 2010, Yahoo held the world's largest market share in online display advertising.

3. Founders:Yahoo! Inc. was founded by Jerry Yang and David Filo in January 1994 and was incorporated on March 1, 1995. On January 2009, Carol Bartz, the former executive chairperson of Autodesk, was appointed as Yahoo! Inc.’s new chief executive officer and became a member of the board of directors.

4. History:On January 1995, the Yahoo! domain was created.March 1, 1995, Yahoo! was incorporated.On April 1995, Michael Moritz of Sequoia Capital granted Yahoo! with two rounds of venture capital, raising to approximately $3 millionA year after, April 1996, Yahoo! had its initial public offering, raising $33.8 million by selling 2.6 million shares at $13 each.

5. Markets:At least 1.575 billion visitors yearly by 2008.global network of Yahoo! websites receives an average of 3.4 billion page views per day as of October 2007

6. Competitors:Google American Online (AOL).

7. Segments:It operates the web portal which provides content including the latest news, entertainment, sports, and it also gives users a quick access to other Yahoo! services like the Yahoo! Mail, Yahoo! Maps, Yahoo! Finance, Yahoo! Groups and the Yahoo! Messenger. services are available globally in more than 20 languages.

8. Communication: Yahoo! provides internet communication services such as Yahoo! Messenger and Yahoo! Mail which has become the largest e-mail service in the world.On March 2007, Yahoo! announced that this service would offer unlimited storage space. It also offers social networking services and user-generated content such as Yahoo! Personals, Flick, Yahoo! Buzz and the like.

9. Content: Yahoo! partners with hundreds of leading content providers on sports, finance music, movies, news, answers and games to provide media content, news and informationIt also provides personalized services which enables users to collect their own favorite Yahoo! features, content feeds and information into a single page.

10. Mobile:Yahoo!Mobile includes services for on-the-go messaging such as email, instant messaging, and mobile blogging. It also offers mobile applications like games, ringtones, search and alerts, etc.

11. OneSearch:OneSearch is an internet search system introduced by Yahoo! that was developed for mobile phones on March 20, 2007. The results, based on the calculations that Yahoo! computers make on the information that the user is seeking, are listed on single page and are prioritized into categories.

12. Commerce: Yahoo! offers commerce services like Yahoo! Shopping, Yahoo! Autos, Yahoo! Real Estate and Yahoo! Travel. It enables users to gather relevant information, make business transactions, and purchases online. In addition, it offers an e-commerce platform called Yahoo! Merchant Solutions (or Yahoo! Store). It hosts Top 500 internet retailers that any other e-commerce platforms.

13. Small Business: Yahoo! provides services for small business owners and professionals to allow them to build their own online stores using Yahoo!’s toolsIt also offers HotJobs to help recruiters find the talent they seek.

14. Advertising: Yahoo! Search Marketing provides services that let different businesses advertise their products and services on the Yahoo! network. Yahoo! Publisher Network is an advertising tool for online publishers to place advertisements relevant to their contentIn addition, a new internet advertisement sales system was launched on 2007 called Panama which allows advertisers to bid for search terms based on their popularity to display their ads on search results pages.

15. Yahoo! BOSS: This is a new service that allows developers to build search applications based on Yahoo’s search technology.

16. Yahoo!Meme: This is a beta social service which is similar to the popular networking site, Twitter.

17. Yahoo! Next: This is currently in its beta testing phase. It contains forums for Yahoo! users to give feedback for the development of the future Yahoo! technologies and platforms.

18. “Why is Yahoo so popular? (Attributes or advantages, benefits and value, FAB+Value)”An email ID will go a long way in launching you into a world where communication can happen with easeown space for albums and a file storage which you can review from any placeget a domain and begin the process of having your own websiteproviding its numerous free servicesdomain locking, which prevents unauthorized transfers to another registrar.

19. “Is Yahoo popular in the UAE?”its multi-lingual interfaceavailable in over 20 languages, including EnglishYahoo! does not provide the Arabic language for the users who speak Arabic including UAEweakness for Yahoo and will reduce its popularity in UAEYahoo! Maktoob and has gained popularity in the Arab worldYahoo! already reaches 20 million users in English in the Arab world, while Maktoob, founded in 2000, has a base of 16 million users top 10 websites in almost all Arab countries

20. “Please visit Yahoo website and identify the key features of Yahoo Internet marketing.”a search engine that allows browsers to search for different topics, products and services.hyperlinks through which visitors can have a direct access to different websitesshopping services through which they can have an access to their favorable stores and have a look at products promoted. a travel service where consumers can seek travel information online, researching destinations, comparing airfares and booking trips and flights

21. interactive as it has a messenger through which people can socialize, meet new people, and interact without boundariesvariety of services such Yahoo! Weather, Yahoo! Mobile, Yahoo! Maps, Yahoo! Mail, and many morea financial service, so people can seek financial information including stock marketentertainment services such as music, videos, games, and sports

22. “Please create a web-marketing plan that aims at launching Yahoo Middle East.”identify the goals, objectives, strategies and tactics of the Internet marketing plangoals should be specific, measurable, attainable, realistic, and timed; to increase profit by 20%; enhance the reputation of Yahoo! and attract a greater number of customersblogs, visual media such as videos and banner ads to attract more viewers; have chat rooms in order to make the website more interactive; add convenience value, time value, entertainment value, and price value

23. Convenience value can be offered by selecting any products you want to purchase and have it delivered right at your door stepTime value can be achieved through being selective and offering services that save time such as banksEntertainment value can be added through chat rooms, videos, forums, music, games, and blogsbe informational-oriented in terms of offering information concerning various topics, or services and answering customers’ inquiresdesign and the layout should be creative and reflect the goals, and the identity of the company

24. “Can Yahoo secure a rapid success in creating a major global brand name in the Gulf region?”Internal Environment:collaboration and team work between the top management and the other divisions committed with the collaboration of the IT professionals in upgrading and maintaining the website in its overall marketing activitiesconstantly upgrade and maintain its servicescommitted in providing the best of the best services to the publicsucceeded in building a good reputation around and they will ensure that their internal environment will be as effective as any place else if they try to launch in the Gulf region

25. External Environment:2 major parts first part to be discussed is the consumer confidence about Yahoo!wide array of services that starts from communication services till shopping satisfies most of the needs that the people desireprovides internet services that cover many areas around the world from sports, news, music and finance

26. Secondly, are the competitors that are a threat to Yahoo!three major competitors that play a very vital role in people’s livesGoogle, Microsoft and American Online (AOL)offer very unique products and services that fulfill people’s desiressearch engines which most people around the world rely on to deliver back reliable data and resources

27. Technology, Consumer loyalty and social - cultural environment:highly competitive and rapidly changing global Internet marketdeveloping a world-class marketing is their competitive advantage in the unpredictable market of cyberspace technologyservices are offered to advertisers and their customers in over 20 different languages and countries

28. different marketing needs of each individual market is a fundamental approach for Yahoo!’s marketing strategiessegmenting each distinctive market into an individual geographic group; enables Yahoo! to target the segment with customized marketing services to the particular marketspecialized marketing services to a diverse global advertising population is evidenced through their staffing of international offices with native or local personal

29. offer better customer service by providing for the unique cultural habits of each geographic market segmentmarketing strategy to retain customer loyalty and to continue to build brand recognition is to provide top quality customized marketing services through three primary channels of communication, direct, online, and telemarketing

30. Thank You For Listening! 