YAHOO! CASE STUDYHania Warsi @27876

Christine Castillo @21466Walaa Yassien @29172Maitha Ahmed @21308

I.M. Wiz Agency

“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.

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.

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 million

A year after, April 1996, Yahoo! had its initial public offering, raising $33.8 million by selling 2.6 million shares at $13 each.

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

Competitors: Google American Online (AOL).

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.

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.

Content: Yahoo! partners with hundreds of leading content providers on sports, finance music, movies, news, answers and games to provide media content, news and information

It also provides personalized services which enables users to collect their own favorite Yahoo! features, content feeds and information into a single page.

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.

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.

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.

Small Business: Yahoo! provides services for small business owners and professionals to allow them to build their own online stores using Yahoo!’s tools

It also offers HotJobs to help recruiters find the talent they seek.

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 content

In 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.

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

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

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.

“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 ease

own space for albums and a file storage which you can review from any place

get a domain and begin the process of having your own website

providing its numerous free services domain locking, which prevents unauthorized

transfers to another registrar.

“IS YAHOO POPULAR IN THE UAE?”

its multi-lingual interface available in over 20 languages, including English Yahoo! does not provide the Arabic language for

the users who speak Arabic including UAE weakness for Yahoo and will reduce its

popularity in UAE Yahoo! Maktoob and has gained popularity in

the Arab world Yahoo! 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

“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 websites

shopping 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

interactive as it has a messenger through which people can socialize, meet new people, and interact without boundaries

variety of services such Yahoo! Weather, Yahoo! Mobile, Yahoo! Maps, Yahoo! Mail, and many more

a financial service, so people can seek financial information including stock market

entertainment services such as music, videos, games, and sports

“PLEASE CREATE A WEB-MARKETING PLAN THAT AIMS AT LAUNCHING YAHOO MIDDLE EAST.”

identify the goals, objectives, strategies and tactics of the Internet marketing plan

goals should be specific, measurable, attainable, realistic, and timed; to increase profit by 20%;

enhance the reputation of Yahoo! and attract a greater number of customers

blogs, 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

Convenience value can be offered by selecting any products you want to purchase and have it delivered right at your door step

Time value can be achieved through being selective and offering services that save time such as banks

Entertainment value can be added through chat rooms, videos, forums, music, games, and blogs

be informational-oriented in terms of offering information concerning various topics, or services and answering customers’ inquires

design and the layout should be creative and reflect the goals, and the identity of the company

“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 activities

constantly upgrade and maintain its services committed in providing the best of the best

services to the public succeeded 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

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

desire provides internet services that cover many

areas around the world from sports, news, music and finance

Secondly, are the competitors that are a threat to Yahoo!

three major competitors that play a very vital role in people’s lives

Google, Microsoft and American Online (AOL) offer very unique products and services that

fulfill people’s desires search engines which most people around

the world rely on to deliver back reliable data and resources

Technology, Consumer loyalty and social - cultural environment:

highly competitive and rapidly changing global Internet market

developing a world-class marketing is their competitive advantage in the unpredictable market of cyberspace technology

services are offered to advertisers and their customers in over 20 different languages and countries

different marketing needs of each individual market is a fundamental approach for Yahoo!’s marketing strategies

segmenting each distinctive market into an individual geographic group; enables Yahoo! to target the segment with customized marketing services to the particular market

specialized marketing services to a diverse global advertising population is evidenced through their staffing of international offices with native or local personal

offer better customer service by providing for the unique cultural habits of each geographic market segment

marketing 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

THANK YOU FOR LISTENING!