B a l a n c e d S c o r e c a r d f o r Yahoo
Th e R e por t Pr e pa r e d bby, 3 r d Ye ar Ma r k ke ti ng S tud en ts
Su b ject : I nt er n et Based Ma r k ke t ing (B MK T 32 542 ) Le ct ur er : Mr s. C. B . Wi jesund ar a r d
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Se mester : 3 Ye ar 2 Seme ster , 2 009
De par tment of Mar k ke ting M anagement Univer sity of K elaniya
Group Me mbers
Thakshila S. A. G
CM/2005/224
Rajapakshe R. L. A. G. S.
CM/2005/180
Ranathunga H. H. S
CM/2005/183
Dilanga E. A. J
CM/2005/041
Wijerathna W. A. K. P.
CM/2005/247
Kumara W. A. T. S.
CM/2005/120
A c k n k n o w l e d g e m e n t
This assignment was prepared for the purpose of developing the balanced scorecard for yahoo. We are really grateful to our Internet Based Marketing Lecture Mrs. C. B. Wijesundara for giving advice. As well as I thank to all those who helped in the preparation of this assignment.
Thank you for all.
Co n tent
Inttroddu cti oon
01
Hi s tory
02
Prrodu ctts annd s errvi ces of Y aho o
03
Com om petiti ve ana nal ysiis o f Y f Y ahoo
04
S WOT Anallysi s
05
Baal ancce Scoorecca rd f or Y aho o Cusstom er Persppecttiivee
07
Innterna l PPers pecti ve
08
F ina nci al Pers pectiv e
09
Innnoov ati on annd LLearni ng Persppecctiive
10
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I n t r o d u c t i o n
This assignment is focusing on to develop the Balanced Scorecard for Yahoo. The balanced scorecard consists with four perspectives. They are customer perspective, financial perspective, internal perspective and innovation and learning perspective. This assignment consists with history of Yahoo, products of Yahoo, competition of Yahoo, SWOT analysis of Yahoo and the balanced scorecard for Yahoo in the form of goals and measurements. Firstly, this assignment is presented that the history of Yahoo incorporation. Yahoo incorporated is an internet service provider that serves both users and business globally. Yahoo Inc. has become the world’s largest global online network of integrated services. Then the report is presented the products and services of Yahoo. They offer products such as Yahoo Search, Yahoo Toolbar, and Yahoo Search on Mobile, Yahoo Local, Yahoo Yellow Pages, and Yahoo Maps that allow user to navigate the internet. Then after competitive analysis of Yahoo; there are many search engine on internet but main parties of search engine is Yahoo, Google and MSN. So Yahoo mainly competes with Google and MSN and the market leader of that is Google, they have 81.09% market share. Then the report presents SWOT analysis of Yahoo. This SWOT analysis helps to develop the Balance Scorecard for Yahoo. It helps to develop goals and measurements for balance scorecard of Yahoo. Then the report develops a Balance Scorecard for Yahoo. By using this Balance Scorecard, anyone can get better idea about the performance of Yahoo web site.
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H i s t o r y
Yahoo incorporated is an internet service provider that serves both users and business globally. Yahoo Inc. has become the world’s largest global online network of integrated services. Yahoo currently has 500 million users worldwide that visit the site each month. Yahoo is provided to users in more than twenty different languages. The company was founded in 1994 by David Filo and Jerry Yang who were attending Stanford University’s PhD program. In April 1994, "Jerry's Guide to the World Wide Web" was renamed "Yahoo". Yahoo began as a hobby for Filo and Yang and has now evolved into a multifaceted brand that serves internet users worldwide. The Yahoo domain was created on January 18, 1995. Yang and Filo realized their website had massive business potential, and on 1 March 1995, Yahoo was incorporated. On April 5, 1995, Sequoia Capital provided Yahoo with two rounds of venture capital. On 12 April 1996, Yahoo had its initial public offering, raising $33.8 million dollars, by selling 2.6 million shares at $13 each. Yahoo was incorporated in California in March of 1995. Yahoo first went public on NASDAQ in April of 1996. At this time Yahoo’s stock opened for $13.00 per share. At the close of its first day of the IPO, Yahoo stock had reached a closing price of $33.00 per share. At this time the company only had 49 employees. The company was then reincorporated in Delaware in May of 1999. In December of 1999 Yahoo stock was added to the S&P 500. In 1996, Yahoo began entering into joint ventures with SOFTBANK. Through this initial joint venture, Yahoo was able to create Yahoo Japan. Yahoo has teamed with SOFTBANK to create markets in Germany, United Kingdom, France, and Korea. Yahoo has also teamed in a joint venture with VISA to establish Yahoo Marketplace. This joint venture occurred in August of 1996 and has since then created a navigational service focused on information and resources for the purchase of consumer products and services over the internet. Most recently, in January 2006, Yahoo and Seven Network Limited, also known as SEVEN, have teamed in a joint venture. In this agreement, Yahoo contributed its Australian internet business, Yahoo Australia and New Zealand, and SEVEN contributed its online assets, television and magazine content. Yahoo has a fifty percent equity ownership in the joint venture which will operate under the name Yahoo7. Yahoo also operates Flickr, a photo sharing and storing website.
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P r o d u c t s a n d S e r v i c e s o f Y a h o o
Yahoo Inc. provides internet services to users and businesses worldwide. It offers online properties and services to users; and various tools and marketing solutions to businesses. The company’s search products include Yahoo Search, Yahoo Toolbar, and Yahoo Search on Mobile, Yahoo Local, Yahoo Yellow Pages, and Yahoo Maps that allow user to navigate the internet and search for information from their computer or mobile device. It also offers marketplace products that comprise Yahoo Shopping, Kelkoo, and Yahoo Auctions for shopping; Yahoo Real Estate for real estate information; Yahoo Travel, an online travel research and booking site and Yahoo Fare Chase, a travel search engine; Yahoo Autos to price and compare cars online; and Yahoo Personals and Yahoo Personals Premier for online dating. Yahoo provides information products, such as Yahoo News that aggregates news stories; Yahoo Finance that offers financial resources; Yahoo Food, an online food destination; Yahoo Tech that offers information on consumer electronics; and Yahoo Health, a healthcare destination. Its entertainment offerings comprise Yahoo Sports, Yahoo Music, Yahoo Movies and Yahoo TV, Yahoo Games, and Yahoo Kids. Communication products include Yahoo Mail and Yahoo Messenger with Voice; communities offerings include Yahoo Communities and Yahoo Photos; and front door products comprise Yahoo Front Page and My Yahoo. In addition, it offers Yahoo Broadband, Yahoo Digital Home, Yahoo Mobile, and Yahoo PC Desktop to access its content and communities across internet-enabled devices. Further, it provides Yahoo Hot Jobs, an online recruitment solution; Yahoo small business to purchase products on the internet; and Yahoo Local that offer businesses a service to post company information. It has strategic partnerships with Seven Network Limited; eBay; AT&T, Inc.; and Verizon Communications, Inc.
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C o m p e t i t i v e A n a l y s i s o f Y a h o o
There are three main search engines on internet such as Yahoo, Google and MSN. Therefore, the major competitors of Yahoo is Google and MSN in addition to that there are some another search engines on internet like AltaVista, Fast, HotBot, Lycos and DogPile etc. The following table can be expressed that the market share of world wide search engines, Search Engine Google Yahoo MSN Others
% 81.09% 10.45% 3.03% 4.70%
The following table shows that the comparison between Yahoo and Google under some criteria,
Market Cap: Employees: Qtrly Rev Growth (yoy): Revenue (ttm): Gross Margin (ttm): Net Income (ttm):
Google 121.67B 20,164 6.20% 22.12B 61.06% 4.34B
Yahoo Industry 19.56B 44.26M 13,600 184 -13.10% 15.40% 6.97B 71.16M 57.41% 63.73% 5.02M N/A
According to above information, in all the aspects, the search engine named Google is the most popular search engine among the worldwide internet users and it is well established and well performed search engine compare to yahoo. Yahoo and MSN Search serve up millions of searches every day and will deliver significant traffic. Since most sites concentrate on Google, an opportunity exists to get targeted traffic from their competitors. The major search engines are in a dog fight to increase market share and improve their search results for the consumer. This means that they often make changes to how they rank sites.
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SWOT Analysis of Yaho o
Str e r engths
Yahoo has beaten Google in the mobile market.
Yahoo has many more auxiliary products compared to the competition.
Yahoo has strong brand recognition.
Yahoo has a strong and talented employee base
Access is available to anyone with internet access.
It has partnerships with MLB, VISA and NFL.
Yahoo focuses on affiliate advertising for large advertising accounts. This is an important income stream for Yahoo
It has strategic partnerships with Seven Network Limited; eBay; AT&T, Inc.; and Verizon Communications, Inc.
It has a original source of structured information directory which has built over the last decade.
Weak nes se s
Google search results generate twice as much revenue as Yahoo
Advertising revenues are falling due to Google and other competitors in the market
Differentiation is difficult for Yahoo because almost all of its packaged services are available from other sources
As technology develops and new unforeseen advertising media emerge, the future is uncertain for these income streams online advertising
The income stream that is derived from partnerships would be affected if ever this channel is changed or removed.
Yahoo is ranked 5 in visitors among video sites. YouTube which is owned by Google is ranked 1
Yahoo image search has been declining 3% per year.
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O p por tunities
Internet video advertising spending expected to increase by 82% to $410 million by 2006.
Yahoo has purchased Flickr.
Broadband expansion
Yahoo has penetrated markets that are still untouched by competitors.
Mobile technologies offer another opportunity for Yahoo.
The Development of the Yahoo Directory has potential for new business and income streams.
Thr eats
Google search engine has 81.09% market share and yahoo search engines has 10.45% market share.
Consumer attitudes towards online advertising may become more negative.
Increasing the strength of competitors.
Social websites such as My Space and Face book are now breaking into the online advertising market.
Google is surpassing Yahoo in revenues (22.12B Google and Yahoo 6.97B)
International, culture specific competitors could affect Yahoo in the future, unless strategic alliances are forged.
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Bal ance Scorecard f o r Yahoo
C u s t o m e r P e r s pp e c t i v e Goals
Measurements
Increase the awareness about the Yahoo
Conducting a awareness survey
Mobile photo sharing service
Number of users of Flickr
Increase the brand loyalty of Yahoo
Conducting a survey
Increment of the sales
Number of downloaded of image
Number of users of image searched
Encouraging advertising on the Yahoo site
Number of advertising on Yahoo
Increase the customer satisfaction with
Number of online purchases
Yahoo video sites
Conducting a survey
Number of complains
Number of searchers on Yahoo
Growth of sales on online advertising
Increase the image search on Yahoo
Increase the searches on Yahoo as a search engine Improve the consumer attitudes towards online advertising Increase the private advertising with Yahoo
ads
Recurring revenue on private advertising
Growth of broad brand customers
Number of banner advertisement
Number of users of Yahoo
Number of hour spending using the internet
Increase the utilize of all form advertising
media to convey their products to the
Number of advertisements on online print, television, radio and outdoor.
geographical audiences
Conducting products awareness survey
Build strong relationship with partners
Growth of income generated by
(MyBlogLog Flickr, MLB, ViSA and NFL)
partners
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I n t e r n a l P e r s pp e c t i v e Goals
Measurements
Improve the talent and skills of Yahoo’s employees
Time of the services delivering
Skill set ratio
Return on employee
Increase the Flickr’s capabilities
Growth of image search on Yahoo
Increase the effectiveness of Yahoo search engine
Number of visitors to search with Yahoo
Increase the quality and relevance of the search results
Comments on search results
Improve the personalization of the online services that Yahoo offer
Number of offered personalized online services
Improve the creativity of the marketing solutions
Number of attracted advertisers
Increase the research and developments
Number of new products
Growth of R&D expenditure
Improve the cost effectiveness of Yahoo
Costs to income ratio
Improve the effectiveness and quality of providing for the unique cultural idiosyncrasies of each geographic market segment
Number of geographical market segments
Conducting a survey
Times scale of delivering service
Provide services
Customer loyalty survey
quality
customized
marketing
Improve the effectiveness and quality of the direct sales team
Number of selling of marketing services and solutions to large advertisers
Improve the effectiveness and quality of the direct sales team
Time of delivering services
Appropriateness of the services
Attract
marketing
Number of advertisers with Yahoo
Increase the effectiveness of pay per click
Time saving of PPC marketing launch
service
Relevance of the expected rasult
the
advertisers
to
services
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F i n a n c i a l P e r s pp e c t i v e Goals
Measurements
Increase revenue on private advertising
Growth of private advertising
Decrease the cost of goods sold of Yahoo.
Costs of goods sold
Gross profit
Annual trend line
Number of new products
Growth of R&D expenditure
Increase the net income for online products
Net profit ratio
Growth of sales
Annual growth rate of sales
Market share growth
Market share percentage
Utilization of assets
Return on total/fixed assets
Maximize the returns
Return on equity
Become the Industry leadership
Market share percentage
Profitability
Return on equity/ Earnings per share
Increase at least a 15% net profit in two
Net profit as percentage of sales
Average over value
Profit contribution overtime less
Increase the research and developments
years of new products Increase individual customer profit
customer acquisition cost Double-digit sales growth
Dollars volume of sales from one time period to the next
Reducing servers cost
Have economies of scales to reduce servers cost
Increase conversion rates at web site
Number of orders divided by number of visitors to site
Achieve 8% ROI within one year for each
Return on investment capital
Customer acquisition cost (Costs for
new products Minimize the customer acquisition costs in online channel
advertizing divided by number of customers)
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I n n o v a t i o n a n d L e a r n i n g P e r s p pectiv e Goals
Build social web site through Yahoo
Measurements
Number of social web sites on Yahoo
Number of visitors of social web sites through Yahoo
Collaborate with Flickr to develop a better
video site.
Number of visitors to video site with using Flickr tool.
Continuance of product development
Number of new products
Development in CRM system
Number of employee suggestions
Number/type of improvements over time
Innovation of online services
Number of new service products to market in a year
Percentage of sales from new services
Number of new service features not offered by competitive offerings
Increase number of new products
Number of product lines
Penetration of new markets
Percentage of sales attribute to each new market
Technology leadership
Product performance benchmarking
Increase research and development
Number of new products
Develop competencies critical to overall
Percentage
gaps that must be filled Increased value in knowledge management system
of
competency
development filled on tracking matrix
Number of accesses by employees
Number of knowledge contributions by employees