INTERNET INDUSTRY
Has changed the game
SEARCH ENGINE DIGITAL TECHNOLOGY
Dominant design Complementary asset Disruptive technology High switching cost from heavy investment • Competitive environment • • • •
HISTORY Created in 1994 by David Filo and Jerry Yang Biggest search engine at the moment Powered by human editors
Then • Yahoo! had to redesign its search engine • Now, ranked as #3 search engine in the world • Current CEO: Marissa Meyer
SITUATION ANALYSIS R $4.9m 2012
Market Share
$4.6m 2013
7.4% to 10.4% Yahoo! is still dominated by Google.
Positioning Statement Yahoo is focused on making the world's daily habits inspiring and entertaining whether you're searching the web, emailing friends, sharing photos with family, or simply checking the weather, sports scores or stock quotes
Brand Strategy // One of the oldest search engine, founded 1994 // Emergence of new search engines Ă ďƒ lost relevance // Recent acquisitions: Lookflow, 2013 Tumblr, 2013 @ 1.1 billion
Mission Statement To connect people to their passions, communities, and the world’s knowledge  (Johnson, 2014).
Competitor analysis // Increasing competition from popular social media sites // Competition also offers integrated Internet technologies and services
“
” it “ But why not
” it
Product Review
Search
Messenger
Yahoo.com
Flickr
Tumblr.
TaRget Review // All internet users // Starting to target younger demographics // Increasing mobile services “Become something users touch everyday�
Mobile
Segmentation Within the sphere of segmentation, Yahoo! targets a wide range of customers whose demographic characteristics can be divided into age, gender, socioeconomic status, culture and lifestyle.
Positioning Yahoo! is focusing on making the company “cool� again in order to appeal to a younger demographic. They are also focusing on making Yahoo!’s content a part of daily consumption habits and focusing on making the experience inspiring and entertaining.