Yahoo Case Analysis

3325 words - 14 pages

Case Analysis – Week10
DMBA604 9043 – UMUC Summer 2008 July 20, 2008

James Rarick

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Table of Contents
Executive Summary....................................................................................................................................... 3 Introduction .................................................................................................................................................. 4 Lessons Learned ............................................................................................................................................ 5 Solving a fundamental problem ...view middle of the document...

..................... 9 Conclusion ................................................................................................................................................... 10 References .................................................................................................................................................. 11

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Executive Summary
Yahoo! had a storied creation with lessons learned and a high element of timing as well as chance. History to-date proved the acceptance of Sequoia Capital venture funding of just under $2M into Yahoo! to be successful. Yahoo! is facing similar challenges again many years later and they will need to make difficult decisions again if they are to survive. The lessons learned from Yahoo!’s early start include:   Solving a fundamental problem at the core of innovation is critical for success Marketing - Achieving brand recognition and market share quickly by capturing 3 of the 4 P’s of marketing (product, place and promotion). Although much of this was by chance rather than systemically.  Business Planning & Product Planning – Jerry Yang and David Filo, founders, demonstrated their weakness as engineering students. They were unclear on an approach and lacked a plan for revenue. They however knew what they wanted which included 1) continuing to develop the guide and 2) maintaining control. Through a series of meetings and events they were able to gain help to figure these areas out.  Variables to success included a positive brand, strong and growing market share, eventual creation of a business plan and a highly relevant solution. In updating this case and looking forward, Yahoo!’s future is highly questionable. The industry transformed since the start of Yahoo! The Internet access and web space is highly available and accessed by users globally. Many corporations are self sufficient in content and information presentation on the web, including media organizations making news, video and all sorts of information directly available. Advertising is common place across the industry. Industry free offerings for search, email, information access and social networking for human connections are readily available across the Internet. Information access methods have transformed with RSS feeds, portals, blogs, alerts and multidevice communication anywhere, anytime. Yahoo! has not launched dramatically new products or services since 2002, giving them any additional uniqueness or differentiation. The result is a weakened position where Yahoo!’s differentiation and unique value proposition to the industry has been diluted and significantly removed. Yahoo’s current market share is still substantial and this is their core value to protect and grow. However, even this market share is shrinking, being 19.95% of search share in May 2008, down from 3

20.89% the previous year. Yahoo must drive innovation and creativity to transform how users access information to achieve their corporate strategy...

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