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BUS 250: Yahoo Case Study

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Cathie Kesteven

on 23 October 2013

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Transcript of BUS 250: Yahoo Case Study

The Challenges Facing
Our products
Our people
Our company

Worldwide market penetration
Advertising Opportunities
Key Issues
1. Steady decline of service usage
2. Decreased advertising revenue due to lower
Internet traffic and customer usage
3. Loss of market share, leading to poor
financial performance and employee layoffs
Newly appointed CEO Marisa Mayer
Yahoo's advertising segment
Strong brand & user traffic
Early market penetration
Mature company
Financial ability (Alibaba investment sale)
Product Portfolio
Asian Equity Holdings
High management turnover rate
Marisa Mayer is pregnant
Search engine partnership with one of its main competitors, Microsoft
Sluggish financial performance
The Categorical Sectors of Yahoo!
1. Content and electronic
commerce segment
2. Digital media sector
Mission Statement
“to create deeply personal digital experiences that keep more than half a billion people connected to what matters most to them, across devices and around the globe” (Farber, 2012).
Vision Statement
"Our vision is to deliver your world, your way. We do that by using technology, insights, and intuition to create deeply personal digital experiences that keep more than half a billion people connected to what matters most to them – across devices, on every continent, in more than 30 languages. And we connect advertisers to the consumers who matter the most – the ones who will build their businesses – through our unique combination of Science + Art + Scale" (Purposeful Identity, 2011).
Yahoo! Inc.
BUS 250 - Organizational Behaviour
Caitlin Hoffman
Catherine Kesteven
Milo Lissen
Tyler Noton
Danielle Oggy

Created in 1994 by two Stanford students
Experienced significant growth in the 1990s
Soon faced competition (Google & Microsoft)
Began to diversify revenue streams
There was extreme pressure to sell the company after unsolicited bits from Microsoft in 2006 & 2008
Marisa Mayer, a former employee at Google, was appointed CEO in 2012
Recent difficulties with CEOs
Competition for advertising revenue
Competitive industry
Reliance on Microsoft
Weak presence in social networking segment
Marginal presence in mobile segment

Sell Yahoo
Redesign the company and grow through acquisitions
Do nothing
Suffering produces endurance, and endurance produces character (Romans 5:3, 4)
James 1 reminds us to be joyful when meeting trials because the testing of our faith produces steadfastness (James 1)
Mayer brings excellent experience and dedication to the team & we believe that she can help turn Yahoo around
Our recommendation for Yahoo! Inc.:
redesign the company
focus on a strongly enthusiastic corporate culture
grow through acquisitions
Yahoo must discover what can set it apart from other competitors
Growing market opportunities in Asia and Africa
Most revenue is coming from display services, but there is room for improvement, especially with new acquisitions
Implementation Plan:
Step 1:
Determine areas needing improvement and discover what the most important services are to customers.
Step 2:
Focus on developing core competencies. If strategic acquisitions are found, niche markets should be entered if competitive advantage can be gained.
Step 3:
Attract more revenue from advertisers interested in increasing web page traffic flow.
Step 4:
Keep up positive corporate culture inspired by Myers’ dedicated work ethic and team focus.
Yahoo may be faced with intense competition, but Mayer has given the company a new sense of direction
Mayer's skills will allow them to develop into a competitive media company
If Yahoo focuses on its strengths and continues to develop an organized way to navigate the Internet, they may be able to gain a competitive advantage.
Some of Yahoo's Recent Acquisitions
(since Mayer's appointment as CEO)
1. Stamped (iPhone app)
2. Snip.it (similarities with Pinterest)
3. Summly (news story summaries app)
4. Astrid (email management app)
5. Milewise (travel app)
6. Loki Studios (mobile gaming)
7. Tumblr (blogging network)
8. Rondee (conference calling app)
9. Qwiki (short movie-maker app)
Source: http://mashable.com/2013/07/31/yahoo-marissa-mayer-20-startups/
Yahoo's Rising Stock Price since August 2012
August 1, 2012
Source: http://ca.finance.yahoo.com/echarts?s=YHOO#symbol=yhoo;range=20120801,20131022;compare=;indicator=volume;charttype=area;crosshair=on;ohlcvalues=0;logscale=off;source=undefined;
In fact, Yahoo's stock is the highest it's been in over 5 years...
Source: http://ca.finance.yahoo.com/echarts?s=YHOO#symbol=yhoo;range=5y;compare=;indicator=volume;charttype=area;crosshair=on;ohlcvalues=0;logscale=off;source=undefined;
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