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According to an online source, Yahoo is considered ³the world¶s largest global online
network of integrated services´. The company services ranges from news (financial, health,
entertainment and sports) to job search, yahoo messenger, and so much more. Moreover,
Statistics has showed that Æ achieved to reach out for more than 21 million local/
regional users in the U.S. and 90 million globally. Also, Yahoo links people to some information
they¶re looking for with those who expertly know it already. In short words, everyone at Yahoo
can freely express their experiences and insights with others, and by that way it works as a trade
Yahoo was founded by David Filo and Jerry Yang, Standford Ph.D students whom
started the search engine business in 1994 as a hobby. They initially called it "Jerry and David's
Guide to the World Wide Web,´ but later changed the name to Yahoo, which stands for "Yet
Another Hierarchical Officious Oracle.´ Nowadays, people can interact with it as well as
perform transactions through yahoo.com. Therefore, it is definitely the interest of many people
where the company through its fruitful website constantly tries to create innovative technological
advancements .Yahoo¶s target aim is to be the core of people's online lives; by delivering
relevant, meaningful, and credible information. Also, Yahoo aims at making a difference to be a
distinct website which endorses both its users and employees through programs, products, and
services that would inspire them to produce a positive impact on their communities.
Source:
(http://yhoo.client.shareholder.com/faq.cfm), (http://docs.yahoo.com/info/misc/history.html),Y
http://help.yahoo.com/l/us/yahoo/answers/overview/overview-55778.html
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When talking about Yahoo, it is sufficient to mention the company's six important values
and ethical principles, which are: excellence, innovation, customer fixation, teamwork,
First, they are known for their excellence, where they value integrity and distinction.
Second, innovation which is to ³seek ideas to change the world´. Also, they give emphasis to
customer fixation, where customers come first. Yahoo values teamwork where open
community relations where they look for ways to have a positive impact on the society by
empowering its members. Nevertheless, they give importance to fun and energetic attitudes,
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Successfully Yahoo offers a variety of services which are an unlimited access to rich
resources, communication tools, forums, shopping services, search services, personalized content
and branded programming. In addition, yahoo offers employment opportunities. Yahoo suggests
many shopping products of: clothing & accessories, computers, electronics, DVDs vs. music &
Books, flowers & gifts, Fragrances & beauty, Home & Garden, Jewelry & Watches, Sales &
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The main competitor for Yahoo is Google through its search engine and iGoogle, where
people can customize their search engine page. Another competitor is MSN, through its search
engine µBing¶. Both iGoogle and MSN provide news from various ranges and segments. Along
with Google and MSN, AOL is also a strong competitor where its slogan is ³AOL.com « brings
the web to you´ .As a matter of fact, AOL acts as an internet service provider.
Yahoo is for all internet users. The variety of news and services that the company offers
is for everyone from all ages. However, the company knows how to segment people according to
their geographic areas. For instance, people living in the Middle East and the Arab world have
Yahoo! Maktoub, which is the localized version of Yahoo. People can still access the global
Yahoo, but the localized version is the one that opens first.
Y Advantages of Yahoo are the wide array of services that the company provides which
couldn¶t be found on other search engines. For instance, Yahoo¶s page could be easily accessed.
There are links on the side that are clear and user friendly. The overall look and feel of the page
is clear, professional and comfortable to the eye. The content of Yahoo also gives it an
advantage. Yahoo provides results that are slightly different than the ones found on Google.
Also, aside from all the content that Yahoo provides, the company¶s main focus is financial
news, unlike its competitors whose focus is general news and entertainment. Yahoo's features are
communication (instant messaging, chat rooms, and photo sharing), productivity (contact search
bar, yahoo search, yahoo address book, privacy settings, call forwarding, and voicemail), fun and
personalization (plug-ins, display images, and customizable fonts and colors). Whereas for its
attributes, as mentioned above the company provides a variety of products and services, has
privacy settings that protects its users¶ account from being hacked, and acts as information center
that provides various kinds of info. Lastly, Yahoo's numerous benefits are its ability to connect
people from all around the globe, and its distinct services for users with hearing impairments.Y
worldwide with a 4.5 out of 5 stars and ranked number 3 in the US. However, it isn¶t ranked as 1
out of 10 in the UAE, yet it is marked as commonly used in the UAE for search after
Google.com.
ÚY ë ' Clicks only, Bricks- and ±clicks: Yahoo's website takes the consumer to either
websites that work by clicks only so that the consumer can buy and pay online or other
websites that work by bricks and clicks where he/she can order online and pick the
ÚY Yahoo provides great offers on its website such as goods, entertainment, service,
videos, etc. While viewing the website, the viewer can access many different things using
yahoo¶s page.
ÚY ' Yahoo¶s website works as an online search engine website that also
ÚY ~ Yahoo gives out passive information where the website doesn¶t allow people to
interact while using it. The website is sometimes interactive when viewers comment by
ÚY ~Y() Yahoo works as a B2B and B2C website as it works for both viewers
ÚY ()Y* The website is an international website that provides services for all
ÚY %Y+ Yahoo is a sole proprietor that works individually without having a partner.Y
To beat up the competition that the company has whether with Google or other search
engines, Yahoo could do that by adding unique useful features that can't be found anywhere. By
doing that, Yahoo could be an alternative to other search engines drawing huge attention. One of
the innovative cleverly added features is the Search Assistant. The Search Assistant is only
displayed if you stop typing for a couple of seconds or when your typing slows. Similarly,
Google places a list of related searches at the top of the page; however, Yahoo's implementation
Another key feature is the SiteAdvisor's warnings that Yahoo placed next to websites that
offer malicious software or send spam which are "Safety ratings from McAfee SiteAdvisor are
based on automated safety tests of Web sites and are enhanced by feedback from volunteer
reviewers". McAfee SiteAdvisor is better than Google's warnings since they seem to offer a more
comprehensive protection and more information about the potential threats. One new key feature
by Yahoo is the fact that site owners will be able to provide all types of additional information
about their site directly to Yahoo! Search. Yahoo has footer, header, a perfect alignment,
graphics, feedback, animation, search menus, colors, and links. Nevertheless, it is multilingual
Launching Yahoo's website in the Middle East needs an effective marketing plan in order
for it to be successful. A web marketing plan is ³an overall blueprint for how marketing mix
strategies and tactics will be implemented to satisfy customer needs and meet business goals
typically over a period of one year or more´ .A good marketing plan should follow the SMART
objectives which stand for specific, measurable, achievable, realistic and timely. In this section,
there are six elements of a marketing plan that should be implemented: Executive summary,
Company description, purpose and goals, Marketing situation, Forecasting, and Marketing
strategy.
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embedded in the marketing plan. Usually, the executive summary is written at the end; however,
in designing a web marketing plan, it will be the first section of the report. It has a summary of
the proposed budget and target sales for several segments of the market. In addition to this, it
might include the internal work plans of the company that will help in achieving the goals.
ÚY To provide the best Internet experience for consumers and a platform for advertisers
ÚY To provide an Arabic version of both services which are Yahoo¶s mail and Yahoo¶s
messengerY
ÚY To provide information and communication tools that have a positive impact on people's
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This section presents preliminary information on the business, competencies, products and
ÚY d YFirst of all, Yahoo is a United American computer services company. It¶s
an online media company that provides online properties and services. According to the
data analysis from the companies Alexa and Combet.Com, Yahoo is one of the most
visited websites on the Internet, having more than 130 million visitors every month from
different regions. Also, the average visits to their web pages reaches 3.4 billion times a
day since October 2007, making it one of the most American websites visited.
ÚY . YIt manages the Internet portal and directory of the network. It also offers other
products and services of the best known e-mail service, search engine, news service.
Moreover, it helps marketers to reach their target audience by unique advertising offers.
ÚY YThe number of Internet users in the Middle East is more than tenfold since 2000.
Yahoo's goal is to launch an Arabic version website that offers all the services in the
This section presents information on the, products and services, competition, distribution
factors and market environment. It defines the current state of the market trends in key
markets and discusses the general economic situation. Also, it displays a list of key
competitors and other valuable information such as the size of the competition and the
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The core components of Yahoo¶s Business Model are its content, search and market
place, community and personalization. Google's Business Model is totally different where it
is based on Advertising to gain the profit. Google has good features such as the translation
tool, maps, Gmail, map, calendar and many other tools that are different from the features
The market environment consists of an internal and external situation. For instance,
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1. Yahoo has succeeded in the mobile market 1. Yahoo is ranked 5th in visitors among
more than Google. video sites like YouTube, but Google ranked
the 1st.
2. Yahoo has more supplementary products
compared to competitors. 2. Google generates more revenue.
Yahoo¶s distribution channel is the website itself. The website is the path that let customers
interact and use yahoo¶s products and services. Yahoo has offices in Dubai, Amman and many
other counties in the Middle East. The offices of Yahoo in the Middle East help in extending and
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This section anticipates the outcomes if the marketing objectives were met.
ÚY Having an Arabic version website that is considered to be the first preferable search
The actions that Yahoo should take to accomplish the marketing objectives are:
ÚY Encourage the target market to use Yahoo's search engine extensively in Middle East by
leading Internet website in the Arab world which includes more than 16.5
million users. That gives Yahoo an opportunity to extend in the Middle East and be able to
compete with Google. Moreover, the company announced its official opening of their brand new
offices in Dubai, United Arab Emirates and Amman, Jordan. SmaihTawkan, one of the founders
of Maktoob.com, said: "This partnership is a natural evolution between Yahoo and Maktoob, and
this relationship would cause activity in the Internet market. We are excited to enhance the
Yahoo position and be present the Middle East, providing services to users in the region in the
Not only will these facts secure for Yahoo a rapid success. But also, Yahoo has provided
Yahoo Safely in the Middle East through the website ³Yahoo oasis of safety"
(http://esafe.yahoo.com/) which was developed by a team from Yahoo and Maktoob. The
website works on educating Arabic native speaking children on how to use the Internet pages
and on how to protect their personal privacy through a series of educational programs and
to support ³Internet Security" where it helps in bringing the attention of people in the Middle
East where families are not fully aware of the safety of the Internet (Clark, 2011). Hence, Yahoo
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http://www.scribd.com/doc/65298/Yahoo-Case-Analysis
children about online safety in the Middle East. Aramex.com. Retrieved March 25,
60269ae442ad
http://en.news.maktoob.com/20090000367846/Q_A_Maktoob_founder_Samih_Toukan/
Article.htm
ÚY http://info.yahoo.com/legal/us/yahoo/utos/utos-173.html
ÚY http://shopping.yahoo.com/
ÚY http://docs.yahoo.com/info/values/
ÚY http://info.yahoo.com/center/us/yahoo/
ÚY http://yhoo.client.shareholder.com/faq.cfm
ÚY http://docs.yahoo.com/info/misc/history.html
ÚY http://help.yahoo.com/l/us/yahoo/answers/overview/overview-55778.html