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Yahoo!CaseAnalysis
May 9
2007 
The strategy of implementation of an established dot com company, strugglingto leverage current advertising methods with business objectives.
Jason DrohnBradley BiererCarol WoodsMichelle VictoryPaul Rapela
 
 
2
Table of Contents
Forward ......................................................................................................................................3
 
Executive Summary .....................................................................................................................5
 
History: .......................................................................................................................................7
 
Problem ......................................................................................................................................9
 
Competitive Analysis .................................................................................................................11
 
Yahoo Financials........................................................................................................................14
 
Economics .................................................................................................................................21
 
Demographics ...........................................................................................................................25
 
Market Analysis.........................................................................................................................32
 
CPM ..........................................................................................................................................36
 
SWOT MATRIX:..........................................................................................................................38
 
QSPM ........................................................................................................................................40
 
Space Matrix .............................................................................................................................41
 
Strategic Issues .........................................................................................................................44
 
Strategy Implementation ..........................................................................................................49
 
Works Cited ..............................................................................................................................54
 
Consumer Price Index Summary
...........................................................................................54
 
3
Forward
This document was written for a Business Policy Class that I took in 2007. The reason I choseYahoo for the projec
t was because they were in turmoil (and still are) with Google’s spectacular
rise in search based on their ad platform, Adwords.At the time, I was getting into Internet marketing and was intimately familiar with how searchengine optimization and pay per click marketing worked
 –
so it was an easy correlation for me.You will see some of that come through in the following pages.Google is intimately linked to their search advertising platform, making almost 99% of theirtotal revenue. Something that Yahoo
! had the capability to duplicate but didn’t.
Since this report, I have helped small businesses and million dollar organizations implementInternet marketing into their day to day operations so that they could beat their competition in
this ‘new world’ o
f web based commerce.If you are interested in learning about Internet marketing
 –
 
I’ve set up a training course / free
report on one of my sites. Just click the link below:http://marketinghackz.com/free-report/ In it, I discuss things like:
 
Search engine optimization
 
Media Buys
 
Pay per click
 
Traditional marketingBasically, how you can implement all those things into your existing marketing mix for reducedad spend and maximum ROI.I hope you enjoy this report! It was a lot of fun to write and I hope you learn something from it!Sincerely,Jason Drohn jason.drohn@gmail.com @jasondrohn 
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