Yahoo Marketing Strategy

Executive Summary:The report intends to provide the CEO of Yahoo! Inc with a marketing and financial plan to turnaround the company. Yahoo! Inc is facing significant threat from rival companies such as Google, MSN, AOL, Face book etc. The report has provided an overview of the company and the industry in which it is operating. The industry analysis has been done using porters five forces analysis. The analysis indicates that Yahoo! Inc is facing a moderate threat of new entrants. The industry has a moderate level of bargaining power of suppliers. On the other hand, the buyers have a higher degree of power. Moreover the threat of substitute products is also high. Yahoo! Inc is facing competition in the domains of search, communication, advertising and social networking from some major companies as rivals, thus resulting in high threat of competitors. The report has also analyzed the position of the competitor companies from their market and financial position. Yahoo is focusing on the target market of people belonging to different age groups, professions and lifestyle. The marketing and financial plan is based on the central objective of increasing the market share, sales and revenue of the company. It has been recommended that in the domain of marketing, the company should focus on developing its search, communication and media functions to fulfill the individual, professional and social needs of the people. Moreover, investment in social networking can also be beneficial. Similarly, the company can establish a stronger position in the market by providing the customers with high quality services. The financial plan has also indicated that providing the premium quality services can be used as a source of increasing the sales and revenue as customers would be willing to pay for a high quality service. Moreover, the need to utilize innovative means of earning has also been emphasized.

ContentsExecutive Summary:2Overview of the Organization:4Industry Analysis:4Porters Five Forces Model:5Threat of New Entrants5Bargaining Power of Suppliers5Bargaining Power of Buyers6Threat of Substitute Products6Threat of Rivals6Competitor Analysis:6Market Analysis:8Target Market:8Marketing Mix:9Marketing Objectives:9Recommended Marketing Strategy:10Segmentation10Targeting11Positioning11Recommended Marketing Mix12Product:12Price12Place13Promotion13Financial Strategy:13Financial Analysis of Yahoo! Inc:14Outline of the future financial strategy of the organizations:17Organizational Focus:18References:20

Overview of the Organization:Yahoo! Inc was established in 1995 as an organization operating in the domain of digital media. The advent of World Wide Web (www) has been one of the major factors which played an integral role in the development of the company as a leading online entity. With the passage of time, Yahoo! Inc has evolved into a cohesive network of three broad domains, which can be identified as Communications and Communities; Search and Marketplaces; and Media (Yahoo! Annual Report, 2011). The company manages its online content in approximately 45 different languages, thus allowing its services to be used by residents in various countries across the globe. Currently, Yahoo! Inc is providing services to more than 60 distinct geographical regions which is regulated by its offices located in 30 different countries across the world. A further extension in the domain of communication had been evident in the form of the establishment of Yahoo! Social networking portals such as Meme and acquisition of an Asian based networking platform Wretch (Yahoo! Annual Report, 2011). The company has experienced shift in its corporate structure, financial performance and the future outlook within the past few months. One of the key changes in this regard is the hiring of Marissa Mayer as the new CEO by the company. The financial performance of the organization has illustrated an improvement as the net revenue of the company has been noted to increased (Rushe, 2012). Yahoo! Inc needs to have an exhaustive plan of action in terms of the financial management of the firm as well as the marketing of its various products and services to gain a stronger position in the market. This report intends to provide a comprehensive marketing plan for Yahoo! Inc which can support the company is regaining a significant market position and handle the competitive rivalry from its competitors such as Google, Inc. Moreover, the report will also provide a detailed financial plan which can support the company in bringing improvement in the financial outlook. Industry Analysis:The industry analysis will provide an evaluation of the current position of the industry in terms of the porters five forces framework. The information arising out of the application of porters model will be used to identify the outlook of the industry. To be more specific, the industry analysis will help in determining a marketing strategy that can be deemed as suitable for Yahoo! Inc under the given external environment. Moreover, competitor analysis will be conducted in detail to identify the position of the rival companies and devise a marketing strategy that can help Yahoo! Inc in establishing a competitive position in the market.

Porters Five Forces Model:

Threat of New EntrantsThreat of new entrants in the domain of establishing a website on the internet seems to be moderate; however the vast product line upheld by Yahoo! Inc is one of the strengths of the firm. New entrants will require investment in hardware and software to regulate the various functions of the website and establish a strong web presence. Along with that the new companies will also be required to hire employees with related experience and expertise. These areas can be managed with relative ease, but the constant up gradation of technology makes it a rapidly transforming industry. For instance, the increased number of users seeking online connectivity through iPhones and tablets instead of PCs has brought changes in the technological infrastructure of the company. Bargaining Power of SuppliersThe bargaining power of suppliers in case of the industry in which Yahoo! Inc is operating in can be seen as moderate. Since the operations of the company are based on internet, there is low degree of involvement of traditional suppliers. However, the products of Yahoo! Inc are dependent upon the input of the employees; therefore the human capital can be seen as the supplier for the company. The maintenance of services offered by Yahoo! Inc is based on the continuous management of the various products such as News, Messenger, Yahoo communities etc. In order to ensure that these products are effectively functioning, the company needs skilled employees. The personnel as supplier of these products have an influence on the organization to some extent, but the leverage they have is limited.

Bargaining Power of BuyersThe individuals using Yahoo for the purpose of communication, search and advertising have a high degree of bargaining power, thus establishing an affluent position on the external environment of the company. The customers have alternative options available which offer similar services to the people, thus the industry in which Yahoo! Inc is operating in is marked by a significant power of buyers. For instance, advertisers can shift to rival companies such as Facebook or Google for the purpose of displaying their advertising or marketing content on the internet. Therefore, Yahoo! Inc is operating in an industry where buyers have a higher degree of leverage on the organization. Threat of Substitute ProductsThe internet industry has no direct substitute products, but there are competitors who are offering similar services as Yahoo! Inc, thus customers can opt for the alternatives. The users may switch on other modes of communication, shifting from Yahoo e-mail or Yahoo messenger to the communication portals offered by Google, MSN or Facebook. Similarly, the sharing of content such as personal pictures can be done through MSN, or Facebook, thus reducing the number of users of Flickr. Considering this situation, it can be stated that the threat of substitute products is high. Threat of RivalsThreat of rivals is also high as there are some major companies operating in the industry. A few of the rivals are Microsoft (MSN), AOL and Google. Yahoo is facing stiff competition from the search function of Google. MSN and Google also create competitive rivalry in the domain of communication, and people tend to use their email services as well. Moreover, within the sphere of social networking, Yahoo! Inc has to deal with well established and eminent networking sites such as Face book, Twitter, LinkedIn etc. An in-depth speculation indicates that each product category in which Yahoo! Inc is operating in, the company is facing competition from major firms. Competitor Analysis:Competitor analysis will serve as an effective tool for identifying the varied strengths and weaknesses of the competitors of Yahoo! Inc. This information can be further utilized for developing a marketing strategy that can support the firm in gaining a competitive position. As mentioned in the previous section, Yahoo! Inc is facing significant competitive rivalry from the other organization offering similar products and services to the clientele. A few of the competitors of Yahoo are Google, AOL, Microsoft (MSN) which are deemed as posing a direct competition to the firm within the sphere of internet related functions. Google is listed as one of the leading competitors of Yahoo! Inc as both of these companies are engaged in gaining the attention of the target market which is an avid user of the internet tools. The company has been operating in the market at a significantly strong position, offering the internet users with easy to use and effective search portals. The search function of Google is deemed as more effective than Yahoo! Incs Bing. The US search engine market is predominantly taken over by Google as it search engine had a massive share of more than 66% while Bing depicted a comparatively lower share as evident through the ratio of 15% only (Goodwin, 2012). An opportunity for Yahoo! Bing can be seen in the form of the recent strengthening position of the company in UK, as the search share of its key rival Google has declined (Arthur, 2012).Within the domain of communication, MSN is also offering similar services that allow people to connect with others via exchange of emails, or messenger. The position of Microsoft in the competitive sphere becomes more intricate as the search engine of Yahoo! is being supported by Microsoft. Despite this collaboration, these two firms are competitors in the industry. AOL is also a competitor for Yahoo; however, the competitive rivalry is nominal in comparison to the pressure imposed by Google. Apart from search function, Yahoo! offers a compiled platform that can be utilized for accessing a multitude of functions such as online shopping, gaining information about current events etc. Google doesnt offer such a cohesive platform of various internet activities, therefore providing some leverage to Yahoo! Inc. However, the advertising tactics adopted by Google through the use of its social networking websites such as YouTube and Twitter has provided Google a competitive position in the industry. Moreover, Google AdSense and DoubleClick Ad Exchange are also posing significant competition to Yahoo advertising. On a more traditional front, the conventional means of advertising can also be regarded as competitors within the advertising domain, as online companies such as Yahoo Inc and the conventional electronic and print medium compete for gaining the attention of the same market segment. Another serious threat exists is the form of a leading social networking website, Facebook that is attracting a large number of users and advertisers, thus having implications for the future outlook of Yahoo! Inc. From the advertisements displayed on cellular phones, Facebook has been able to gain a massive amount of $150 million (Sengupta, 2012). Along with that, the company is also fulfilling the role of offering the users with a communication platform. Since Yahoo! Inc is dealing with the international market, the competition is also enhanced by the presence of local networking, communication, sales and marketing entities. Market Analysis:The market analysis will provide a detailed overview of the segmentation of the target market, the current trends, the needs and preference of the target market etc. Target Market:The target market of the company is focusing on various age groups ranging from young users to adults. Some of the products of Yahoo! Inc are equally appealing to the people of different age groups such as e-mail as a mode of communication. Nevertheless, the other products have a more clearly specific target market such as Yahoo Finance is aiming to provide information the people involved in corporate activities, investors, company stakeholders, financial analysts etc. Similarly, Yahoo answers will have more appeal for students engaged in academic activities. Therefore, the products of Yahoo! Inc are difficult to associate with one specific target market. The socio economic status plays a minimal role in determining the target market of Yahoo! Inc. People who do not own personal computers are still using internet, through cafes, thus those individuals are also a part of the target market. Yahoo! Inc also caters to the needs of the advertisers who want to conduct marketing of their products and services via using online portals. As far as the cultural background and geographic location of the users is concerned, Yahoo is targeting the users of internet all across the globe, via its international presence in 60 countries. Another defining feature of Yahoo! Inc is that it has expanded its customer base by offering the services in up to 45 languages, which is facilitated by the development of local web platforms for Asian, European and other nations (Yahoo! Annual Report, 2011).The basic idea is to target the people who use internet, belonging different age groups, having varied areas of interest, related to a wide array of cultural backgrounds. The usage of internet can determine the time spent on online activities and the purpose of indulging in the internet based activities. Yahoo! Inc is trying to provide its users with a multipurpose platform where they can not only communicate with the significant others, but also seek up to date information about current events and gain insight about the current situation of the marketplace etc. Considering the earlier discussion it can be stated that the target market of Yahoo! Inc can be divided into three specific groups, individual users, corporate users and third party affiliates. Marketing Mix:The organizations involved in providing services to the customers uses the elements of marketing mix to develop a framework, which can be used to effectively reach the target market. The marketing mix of Yahoo! Inc has been elaborated in the following section. Marketing Objectives: The marketing objectives of Yahoo! Inc have been presented as follows: To increase the market share of Yahoo! Inc in the next five years. The current position of the market share is in need of improvement as the rival firms such as Google hold a greater ratio of market share. The marketing plan intends to support Yahoo1 Inc in enhancement of the market share, within a time frame of five years. To enhance the usage of Yahoo services in the various countries of the world. The users which have been associated with Yahoo have shifted to using alternative services. The marketing plan intends to gain the attention of those users, and possibly influence their decision making in favour of the company. To establish a positive brand image of the company across the globe. The management plans to focus on a marketing strategy that allows the company to establish a distinctive brand image in the market. Furthermore, the target market would also find Yahoo services to be more appealing if the firm has a positive brand image, therefore the marketing plan has taken this objective into consideration. To promote the usage of Yahoo! Inc as a means of communication, social networking, shopping, sales, and advertising. To establish a financially stronger position of the company in the next five years. The financial outlook of the company has declined in comparison to its rival companies; therefore the marketing plan is also focusing on the use of marketing tactics as a means of increasing the revenue and financial stability of the company in the next five years. To enhance customer loyalty through using the various marketing tactics that can allow the customers in developing enhanced level of positive association with the company. This will allow Yahoo! Inc to maintain a significant ratio of market share. Recommended Marketing Strategy:SegmentationWithin the sphere of segmentation, Yahoo! Inc has been focusing on a wide range of customers, belonging to different demographic stratum. The demographic characteristics can be broadly divided into age, gender, socio economic status, culture and life style. Age & GenderThe services and products offered by Yahoo! cater to the needs of youth to adults, thus illustrating the coverage of the need of various age groups. Moreover, Yahoo! Inc products and services are utilized by both males and females. The company needs to segregate the needs of males and females in terms of the usage of its different services and market those services accordingly. For instance, if the males are more responsive to the feature of advertising, then females can be more interested in the feature of online shopping. The increasing number of users of social networking websites can be used as a target for attainment of the marketing objectives. Socio Economic StatusInternet is being used by people belonging to different socio economic backgrounds. One of the areas where Yahoo! Inc can benefit is to establish itself in the area of social networking. Individuals as well as businesses are utilizing the social networking websites as a means of connecting with others. Small, medium and large scale companies as well have set up pages on networking websites such as Face book. A similar leverage can be obtained by Yahoo! Inc by focusing on the corporate and individual users of its social networking portals.Life StyleYahoo! Inc is providing its products and services to people with different life styles, having distinguished needs of the usage of internet. The company needs to identify the segments of the market that are avid users of its services and invest in using those segments as a basis of enhancing the market share. Apart from that, the conventional user can also be included in the marketing plan, as these individuals tend to use the basic functions provided by Yahoo! Inc such as email. Targeting As discussed previously, Yahoo! Inc needs to identify the different needs of its customers, based on their age, gender and degree of use of internet based on their life style. Instead of including new services and features, the company needs to provide the customers with the features that they need. Social networking is an area which is full of potential for growth. Wretch can be used as a means of targeting youth, adults, commercial and non commercial users of the website in Asian region. With the passage of time, the website can be made available to other regions in the world as well, with its success highly dependent on the support from market tactics. PositioningYahoo! Inc needs to rejuvenate its position in the market by staying focused on providing the customers with high quality products and services fulfilling the personal, social and professional needs. The company has portrayed itself as providing the customers with a collection of media related products and services, therefore the customers continue to view it in the same perspective. The changes in the external industry need to be proactively handled, by positioning the company as an entity that has the capability of fulfilling the personal and professional requirements of the customers. The rival companies have been able to establish within few selected domains, gaining adequate leverage in the market. Yahoo! Inc needs to develop a focused position in the market to respond to the competitive rivalry. For instance, the social networking front can be addressed through investing in the development of Wretch, and establishment of Meme. Within the domain of online advertising as well, Yahoo needs to engage in a more rigorous marketing strategy. One of the reasons why the launch of Meme has not received considerable amount of attention is the lack of marketing activities and novel ideas (McGee, 2012). This flaw can be overcome by positioning the company more effectively within the social networking sphere. Furthermore, the use of new ideas can also support the success of Yahoo! Meme. Recommended Marketing MixThe recommended marketing mix of Yahoo! Inc will include the elements of product, price, place and promotion. These elements will be analyzed in terms of the current marketing mix adopted by the company and the alterations that are needed to align it effectively with the aforementioned marketing objectives.

Product:Yahoo! Inc is offering a wide variety of online products to its customers ranging from providing them access to the latest information about the current events around the world, to the opportunity to view entertainment related content such as videos. The wide range of products allows the company to reach out to the different segments of target market. The company has also made additions in its spectrum of services by including the social networking websites such as Meme and Wretch. Meme has not been as successful as the other social networking portals such as Face book which is the leading rival of Yahoo! Inc. The management can utilize Wretch as a means of entering in the social networking domain in Asia, as the website has been quite successful in the region.PriceThe company charges a fee from the customers who use its advertising portal for displaying the advertisement. It also charges the businesses engaged in electronic commerce activities via its platform. Moreover, the owners of domain names, web hosting services are also required to make payments to the company. Yahoo! can offer its customers discounted price for a limited duration. Another pricing tactic that can be considered by the company is to target the loyal business customers who have been affiliated with the company for more than 10 years. These customers can be offered a discounted price on the purchase of new services. Furthermore, they can also be given discount in the annual fee being paid for the services. Yahoo can also launch different packages for the customers, offering them average to premium quality services with varied charges for the membership. PlaceAs far as the element of place is concerned, the company can utilize its online presence for the purpose of marketing its services. For instance the launch of Meme can be displayed on Yahoo web page, thus providing the company with an effective means of disseminating the information to the users. PromotionThe company can use a variety of tools for promoting its products and services, ranging from electronic medium of communication to the display ads on billboards. The company can also use events related to Information Technology to promote its products and services. The home page of Yahoo! Inc can also serve as an effective means of targeting the market and promoting the various products and services. As mentioned previously, the service of social networking can also be promoted through the Yahoo! Inc home page. Financial Strategy:The financial strategy of an organization is based on its strategic goals in order to achieve its objectives. The organizations develop a strategy that is aligned with their objectives and goals (Priester, & Jincheng, 2010). These goals of a financial strategy can be understood in relation to simple formula however the in-depth understanding of the financial strategy can only be understood as an integration of all the factors and variables affecting the overall performance. The formula for financial strategy is as following.ROE = Return on Equity = (Sales / Assets) x (NIAT / Sales) x (Assets / Equity) = (NIAT / Equity) (Priester, & Jincheng, 2010). The replacement of the existing CFO of Yahoo Inc has clarified the vision of new CEO in order to ensure that the organization follows a comprehensive growth strategy in terms of its financials. Financial Analysis of Yahoo! Inc:The current financial analysis of the yahoo Inc is based on the latest financial information available about the company through credible sources such as annual report and company financial profile. The organizations financial performance cannot be categorized as promising as the company is not significantly growing. The financial indicators of the company specify that the organization requires a major turnaround not only in terms of financial performance but in other aspects of business operations as well. The new CEO of the organization is determined to achieve these objectives through diligent shift in the company policy, enhanced focus on technology and building significant contracts with other suppliers. The table 1 given below shows the income statement of Yahoo! Inc, indicating the changes in the financial position of the company from fiscal year 2009 to 2011.

Table 1: Income Statement of Yahoo Inc:Period EndingDec 30, 2011Dec 30, 2010Dec 30, 2009

Total Revenue4, 984, 1996, 324, 6516, 460, 315

Cost of Revenue1, 502, 6502, 627, 5452, 871, 746

Gross Profit3, 481, 5493,697,1063,588,569

Operating Expenses

Research Development1, 005, 0901, 082,1761, 210, 168

Selling General and Administrative1, 618, 1061, 752, 8231,825, 702

Non Recurring24, 42057, 957126, 901

Others33, 59231, 62639, 106

Total Operating Expenses2, 681 , 2082, 924, 5823, 201 ,877

Operating Income or Loss800,341772,524386,692

Income from Continuing Operations

Total Other Income/Expenses Net27, 175297, 869187, 528

Earnings Before Interest And Taxes827, 5161, 070, 393574, 220

Interest Expense- - -

Income Before Tax827, 5161, 070, 393574, 220

Income Tax Expense241, 767221, 523219, 321

Minority Interest(13, 842)(12, 965)(7,2 97)

Net Income From Continuing Ops1, 048, 8271, 231, 663597, 992

Non-recurring Events

Discontinued Operations- - -

Extraordinary Items- - -

Effect Of Accounting Changes- - -

Other Items- - -

Net Income1, 048, 8271, 231, 663597, 992

Preferred Stock And Other Adjustments- - -

Net Income Applicable To Common Shares1, 048, 8271, 231 ,663597, 992

Source: Income Statement (2012)

The net income of the company is $1, 231, 663 in the year 2010 whereas it decreased up to $1, 048, 827 in the year 2012 which is significantly lower than the previous years income. It is a matter of concern for the shareholders of the organization. The revenue of the enterprise has fallen from $6, 324, 651in the year 2010 to $4, 984,199 in the year 2011. The concerns regarding the falling revenue generation are seriously taken by the company. It requires diversification and focusing on the current revenue base.The comparison with the competitors is also significant in order to identify any overall trend of the market failure or external reasons for the revenue decline. The major competitors of Yahoo! Inc can be named as Google, AOL, and MSN. The difference between the financial position of Yahoo and its competitors is evident from table 2 given below.Table 2: Direct Competitor Comparison:Direct Competitor Comparison

YHOOAOLGOOGPVT1Industry

Market Cap:22.39B3.06B220.39BN/A188.76M

Employees:14,1005,66053,546N/A408.00

Qtrly Rev Growth (yoy):-0.010.000.45N/A0.20

Revenue (ttm):4.96B2.17B47.54BN/A114.20M

Gross Margin (ttm):0.690.280.60N/A0.59

EBITDA (ttm):1.32B447.80M15.85BN/A9.22M

Operating Margin (ttm):0.160.120.28N/A0.05

Net Income (ttm):3.97B1.04B10.56BN/AN/A

EPS (ttm):3.2510.6331.91N/A0.03

P/E (ttm):5.833.4421.02N/A24.89

PEG (5 yr expected):1.480.031.25N/A1.08

P/S (ttm):4.511.414.64N/A2.30

Source: Competitors (2012)

The company has relatively stable ratio of gross margin as compared to Google whereas the quarterly revenue growth represented in negative explains that the organization is losing its existing share in the market. It is not a favorable condition to facilitate future growth prospective. The efforts of the company to turnaround the situation present in 2011 in particular can be regarded as a move in the correct direction, and changes in the strategy are inevitable to achieve its targets of growth and finical stability. Outline of the future financial strategy of the organizations:The financial analysis of Yahoo! Inc provided an overview of the current financial position of the company, thus establishing a baseline for the future financial strategy of the firm. The major objectives of the financial strategy for Yahoo are stated below. The efficient management of financial resources is important in order to facilitate the process of growth and increase in shareholders confidence in the company.The advice for the future CEO contains a set of clear financial objectives in order to satisfy the needs of the shareholders, employees, and the management. Yahoo! Inc should adopt the basic principles for future growth in streamlining the current practices and future objectives for the organization. The financial objectives have been identified as follows:Objective 1: Achieve long-term financial security and match resources with Yahoo Incs strategic objectives. Objective 2:Develop productive capacity to meet current and future growth and resource objectives through the economic, efficient and effective deployment of resources. Objective 3: Plan and control the financing of organizational development and ensure investment returns are optimized. Objective 4:Provide a consistent basis for evaluating strategic alternatives and developing effective financial planning and risk management. Objective 5:Integrate and harmonize financial and other corporate strategies.Organizational Focus:Yahoo! Inc is not regarded as a key player in search and social content provider. The management should reinvent its original strength in terms of creating a robust search engine in order to compete with its rival Google. The development should be focused on the core businesses of the company. It should also reenergize its research and development team and establish goals related to its primary financial strengths. Risk Management:The organization should develop a radical strategy for risk assessment and business operations. The issues related to growth are related to development of a strategy which primarily focuses on emerging technologies and the key target areas. The financial strategy should incorporate the need of research and development related to the emerging technologies and its services updating according to the current market requirements.Revenue Generation:The revenue generation for Yahoo! Inc should be focused on finding innovative ways of creating earning opportunities. It can be for instance attained through the use of premier email accounts, online gaming, and job listings. These sectors along with other services provided by the company can be charged from the users and offering them better quality that rival companies. It should also maintain a market orientated approach for generating revenues. Moreover, the CEO can initiate the creation of subscription based services in order to create customer base that are willing to pay for the high quality services which will assist the organization in broadening the customer base.Acquisitions and Partnerships:Acquisitions and partnerships are important in order to gain momentum and take advantage of the resources of other organizations. The sharing of expertise and knowledge allows the organizations to develop a stronger base which is essential for creating competitive advantage. The business strategy based on acquiring other organizations will require availability of funds and effective financial management. However partnerships can also benefit Yahoo! Inc through supporting the extended efforts for renewal of the revenues and financial growth.Business units:The increased amount of business units are also causing the organization to indulge in large amount of activities as well as causing the additional resources directed towards offering the services. The business divisions should be analyzed and either merged with existing divisions or the services not generating required amount of revenues should be replaced with subscription based services. It is also advised that the organization reduces the number of business divisions while concentrating on creating value for its clients in offering renewed services.The financial strategy for the turnaround of Yahoo! Inc should be based on the strategic objectives and goals of the organization. It is essential for the CEO to update the financial policy and business strategy for creating sustainable value for the consumers, employees and other stakeholders. The objectives explained earlier should be considered while formulating a progressive and growth orientated financial strategy. The management should also consider minimizing the business units and introducing subscription based services. The additional revenue generation should also be considered through efficient product development, partnerships and acquisitions.

References:

Arthur, C. (2012). Google's search share dips as Bing's rises: set your alarm for February 2016. The Guardian. Retrieved from http://www.guardian.co.uk/technology/2012/nov/06/google-bing-uk-search-shareBeckford, J. (2010). Quality: a critical introduction. USA: Routledge. Competitors (2012). Yahoo! Inc. Retrieved from: http://finance.yahoo.com/q/co?s=YHOO+CompetitorsCool, K & Schendel, D. (1988). Performance differences among strategic group members. Strategic Management Journal, 9(3),207223Goodwin, D. (2012). Google, Bing Grow Search Market Share as Yahoo Continues to Wither. Search Engine Watch. Retrieved from http://searchenginewatch.com/article/2191367/Google-Bing-Grow-Search-Market-Share-as-Yahoo-Continues-to-WitherIncome Statement. (2012). Yahoo! Inc. Retrieved from: http://finance.yahoo.com/q/is?s=YHOO+Income+Statement&annualMcGee, M. (2012). Yahoo Meme Shutting Down On May 25th. Marketing Land. Retrieve from http://marketingland.com/yahoo-meme-shutting-down-on-may-25th-8634Priester, C, & Jincheng, W. (2010). Financial Strategies for the Manager. USA: Springer. Rushe, D. (2012). Yahoo's Marissa Mayer era begins with a lift as firm posts 'solid' results. The Guardian. Retrieved from http://www.guardian.co.uk/technology/2012/oct/22/yahoo-marissa-mayerSengupta, S. (2012). Facebook Revenue Surpasses Forecasts. The New York Times. Retrieved from http://www.nytimes.com/2012/10/24/technology/facebook-revenue-surpasses-forecasts.htmlYahoo! Annual Report (2011). Yahoo! Inc. Retrieved from http://files.shareholder.com/downloads/YHOO/2171261783x0x574542/2ae1a20b-6fcf-43fc-b3fa-9103879d034f/Yahoo_Inc._2011_Annual_Report.pdf