본문/내용
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Can they revive
Marketing Strategy of YAHOO KOREA
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Contexts
Introduction
History of YAHOO Korea
Problems
4P Strategies
- Product Strategy
- Price Strategy
- Place Strategy
- Promotion Strategy
Conclusion
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Once No.1 portal site YAHOO Korea has been losing their competitiveness
Introduction
2008
2009
2xxx
2006
2005
2004
2003
2002
2001
2007
1998
1st
YAHOO
YAHOO Korea started their service in Korea as a market leader
However, it has been losing its competitiveness
Changes in Korea portal sites ranks
Source: internettrend.co.kr
Market share
Market share of YAHOO Korea is
way too small nowadays
Total sites
ranking in ROK
As ranked 11st,
it seems that
Yahoo Korea can
not compete with
other Korean
portal sites
Why did they lose in portal site market and how can it escape from this crisis
Other
Portals
YAHOO
Source: rankey.com
_…
d not customize to Korean users
Decision making process - As a multinational company,
the decision making takes long time
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Factors of market failure (As-Is)
1
Services without customization & uniqueness
3
Ineffective appeal to Korean customers
2
Slow speed of decision making process
4
Monotonous and old-fashioned image
Problems
To compete with local portal sites, YAHOO Korea needs to customize and appeal to customers
Compare to NAVER, DAUM, NATE
there is no any big issued unique and
customized services for Korean
Compared to market size and share of
YAHOO in the world, Korean portal market
is small and may not be attractive to YAHOO HQ
The most trustworthy portal site: NAVER(64.8%)
The most kind portal site: NAVER (64.7%)
The most friendly portal site: NAVER (63.2%)
Strategies for solution (To-Be)
1
Needs to launch specialized service
3
Needs to appeal to Korean