人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_09.docx

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1、Yahoo!Inc.-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthors:HamidKazeroonyA. CaSeAbStraCtYahoo!Inc.()isamprehensivestrategicmanagementcasethatincludesthecompanysCalendaryear-endDecember31,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandex

2、ternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinSunnyvale,California,Yahoo!Inc.istradedontheNewYorkStockExchangeundertickersymbolVHOO.B. ViSiOnStatement(ACtUaI)Yahoo!powersanddelightsourcommunitiesofusers,advertisers,an

3、dpublishersallofusunitedincreatingindispensableexperiences,andfueledbytrust.C. MiSSiOnStatement(ACtUaI)Toconnectpeopletotheirpassions,theircommunities,andtheworldsknowledge.Toensurethis.Yahoooffersabroadanddeeparrayofproductsandsen/icestocreateuniqueanddifferentiateduserexperiencesandconsumerinsight

4、sbyleveragingconnections,data,anduserparticipationMiSSionStatementCompanysValues,asstatedintheirwebsite,states:Excellence:Wearecommittedtowinningwithintegrity.Weknowleadershipishardwonandshouldneverbetakenforgranted.Weaspiretoflawlessexecutionanddonttakeshortcutsonquality.Weseekthebesttalentandpromo

5、teitsdevelopment.Weareflexibleandlearnfromourmistakes.(2,5,6,9)Innovation:Wethriveoncreativityandingenuity.Weseektheinnovationsandideasthatcanchangetheworld.Weanticipatemarkettrendsandmovequicklytoembracethem.Wearenotafraidtotakeinformed,responsiblerisk.(4)CustomerFixation:Werespectourcustomersabove

6、allelseandneverforgetthattheycometoUSbychoice.Weshareapersonalresponsibilitytomaintainourcustomersloyaltyandtrust.Welistenandrespondtoourcustomersandseektoexceedtheirexpectations.(1,3)Teamwork:Wetreatoneanotherwithrespectandcommunicateopenly.Wefostercollaborationwhilemaintainingindividualacuntabilit

7、y.Weencouragethebestideastosurfacefromanywherewithintheorganization.Weappreciatethevalueofmultipleperspectivesanddiverseexpertise.(8)Community:Weshareaninfectioussenseofmissiontomakeanimpactonsocietyandempowerconsumersinwaysneverbeforepossible.WearecommittedtoservingboththeInternetcommunityandourown

8、mmunities.(7)Fun:Webelievehumorisessentialtosuccess.Weapplaudirreverenceanddonttakeourselvestooseriously.Wecelebrateachievement.Weyodel.1. Customer2. Productsorservices3. Markets4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. Concernforem

9、ployeesD. EXternalAUditCPM-CompetitiveProfileMatrixYahooGoogleMicrosoftCriticalSuccessFactorsWeightWeightedRatingScoreWeightedRatingIScoreRatingWeightedScoreAdvertisingo.o30.3040.4010.10ServiceiProductQuality0.1030.3040.4020.20PriceCompetitiveness0.0730.2120.1410.07Management0.0620.1240.2430.18Finan

10、cialPosition0.0920.1830.2740.36Customer1.oyahy0.1030.3040.4020.20Product1.ines0.0830.2440.3220.16MarketShare0.1030.3040.4020.20CustomGfService0.0730.2140.2820.14Technology0.1030.3040.4020.20Employees0.0530.1520.1010.05GlobalExpansion0.0830.2440.3220.16Total1.002.853.672.02Opportunities1. 1.1billionI

11、nternetusersaroundtheworldasof2006anditisstillgrowing2. InternetadvertisingrevenuesintheU.S.remainsstrong,topping$23billionin20083. Consumersarespendingmoreoftheirtimeonline4. NewbusinessstrategiessuchasbundlingInternetaccesswithvoiceandvideoservicesareincreasing5. Innovativenessintechnologyisthedri

12、vingforceinInternet-basedbusinesses6. ManybusinessesoverseasarefindingadvertisingonInternetlessexpensiveandmoreresponsive7. CountriessuchasChinaandIndiahavestrongereconomicstatusandaccordingly,thecompaniesareabletospendmoreadvertisingdollarsviaInternetThreats8. Duetoweakeconomicditions,Internetrelat

13、edbusinessesalsohavesuffered9. In2009,anumberofInternetcontentandadvertisingmpaniesreporteddisappointingfinancialresultsandloweredtheirforwardfinancialoutlooks10. 1.owentrybarriermakestheviabilityofexistingInternetbasedbusinessesdifficult11. Changesinlegislativerequirementsconcerningtechnologysharin

14、g,patentrightsandinformationsecuritycouldincreasefutureexpensesandlowerprofitability12. Constanttechnologychangescausesdifficultytobeup-to-dateallthetime13. ConsolidationsamongInternet-basedproviderscouldmakethecompetitiontobestrongExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWei

15、ghtedScoreOpportunities1.1.1billionInternetusersaroundtheworldasof2006anditisstillgrowing0.140.42.InternetadvertisingrevenuesintheU.S.remainsstrong,topping$23billionin20080.0830.243.Consumersarespendingmoreoftheirtimeonline0.0830.244.NewbusinessstrategiessuchasbundlingInternetaccesswithvoiceandvideoservicesareincreasing0.0920.185.InnovativenessintechnologyisthedrivingforceinInternet-basedbusinesses0.07