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Yahoo!, the internet giant provides valuable internet services to individual and business customers worldwide. Its most prominent services include internet information searches and advertising. Yahoo's information portal infrastructure includes online shopping, movie information, financial data, real estate, travel, food, health, music, and other services. Yahoo! has a more advanced social media connectivity than its competitors. The company has better connectivity with social networking sites like Twitter and Facebook which helps members stay loyal to Yahoo's business and brand. However, Yahoo!, which was once the web's advertising leader and one of the most visited sites on the internet, over the last several years has seen its market value decline. Yahoo has been losing market share to rivals Google and Facebook in the digital advertising space, which is getting more competitive with the entry of Twitter, Amazon, and Linkedin. Rivals Google and Facebook have overtaken Yahoo in the Internet advertising space. Thus, the company's core products are under attack from competitors as revenues continue to decline and expenses increase. Declining core products mean management cannot invest to develop new products or expand into other markets. Yahoo!'s shares fell on the back of lower earnings and revenue in the 4th quarter results of 2013. Full-year revenue was down 19% in 2013, to $4.4 billion from $4.5 billion in 2012, and net earnings were down 629%, to $1.26 per share, compared to $3.28 in 2012 In 2008, the company rejected a $44.6 billion buyout offer from Microsoft but the threat of a takeover still looms. Due to its size, Yahoo! is not as dynamic as its smaller competitors. Companies often lose the innovative edge and flexibility as they grow larger. Yahoo! is said to be afflicted by general lack of innovative drive, lack of clarity and accountability, lack of focus and cohesive vision for the company, as well as lack of decisiveness to take bold strategic decisions to turn the company around. Yahoo! also faces the problem of increasing data-centre costs. One of the biggest costs for them is energy. Yahoo is not as efficient as its closest competitors. The company has recorded decreasing operating margins since 2012 Low operating margins hurt Yahoo's ability to reinvest in the business during downturns in the market place. Finally, the company has a weak search technology compared to Google's technology. This weakness if not corrected will continue to give market share to Google, which could hurt Yahoo!'s long term position. All hope is not lost as there are a number of opportunities opened to internet firms which if exploited by Yahoo! could help turn the company around including the following: a) Internet sales are increasing at a fast pace as more and more goods and services are sold and bought on the internet. Besides, internet use is increasing globally. The increased use of the internet and global expansion will increase the profits of internet companies. bj There is also the development of ultra-high speed broadband technology that will allow many more advanced applications to run on the internet. An evolution of broadband could ignite new applications and give existing companies new revenue sources. () Mobile broadband communication is on the rise and will increase revenue and margins for companies, because customers will require more services and pay more money for those services. Many additional uses for mobile broadband will be invented over the short-term, which will also help revenue and margins () A Potential Merger with Microsoft will save Yahoo, by lowering operating cost with economies of scale in search engines. Unfortunately, Yahoo! is exposed to an increasing number of external fears including: . Bandwidth providers to increase the cost of broadband, . Social media sites increasing in web traffic and advertising clout * Growing threat to online security, increasing cyber-attack and banking fraud which has a long-term negative impact on internet firms if public confidence falls. Growing international competition in the industry thus decreasing profits and hurt revenue growth. Higher international competition Finally, the problem of Microsoft takeover which could spell doom for Yahoo! if it materializes. Tasks: 2 Identify the shortcomings or weaknesses in Yahoo that militate against its ability to compete effectively against its rivals. 3. Identify the opportunities that are opened to Yahoo and suggest measures it can take to exploit them. 4. Explain two major threats facing Yahoo and suggest ways by which the firm can reduce its vulnerability to these threats. 5. Why do you think Yahoo is accused of lack of focus and cohesive vision for the company? 7. Using a SWOT matrix, suggest four key strategies that Yahoo should adopt in order to exploit the new opportunities as well as combat environmental threats