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Porter's Five Causes Analysis of Yahoo!

The World Wide Web brings about new products and services every day for just about any consumer to gain access to at any time with the simple click of a mouse. Consumers may look at the local weather forecast, find address and contact number of an business, or just make an online search for entertainment. Many of these activities and so many more are accessible on Yahoo!'s website. Terry S. Semel, Chief Executive Officer at Yahoo! and the Porter's Five Makes examination model along with Porters Differentiation strategy helps Yahoo! compete intensely among its rivals.

From an interior point of view, Porter's Five Pushes provides Yahoo! a ecological competitive benefit by studying the Risk of New Entrants, the Bargaining Ability of Clients, the Bargaining Ability of Suppliers, the Risk of Substitute Products and Services, and the Intensity of Rivalry among Competitors in an industry. Semel analyzes each little bit of Porter's Five Pushes model to determine the best road for Yahoo! to boost its competitive benefits in the Internet industry. First, Yahoo! analyzes the Threat of New Entrants coming into the net industry.

The Risk of New Entrants identifies "the likelihood that the profits of established organizations in the industry may be eroded by new competitors" (Dess, Lumpkin, & Eisner, 2007, pg. 59). In Yahoo!'s industry, it is not too difficult for any organization to have an eye-catching website. A fresh entrant can be a firm in its start years would you not need a significantly large budget, but could better serve consumers hoping specific products because of new technology it owns. Marketers and manufacturers may also reach more consumers through the web, so they go into the market. Semel bought technology such as the Inktomi internet search engine for Yahoo! to raised serve the web world and keep a sustainable competitive advantages using product differentiation to create a higher hurdle of entrance for those smaller or newly established firms.

The second of Porter's Five Pushes talks about the Bargaining Electric power of Buyers within an industry. "Buyers threaten a business by forcing down prices, bargaining for higher quality or more services, and participating in competitors against each other" (Dess, Lumpkin & Eisner, 2007, pg. 61). Buyers aren't loyal to a specific brand of service or product. Purchasers have any information available to them 24 hours per day and they use this to their advantage. Consumers want the best offer for them at that time, so they will take a short while, click on the mouse several times, and discover the best opportunity for their needs. Clients utilize this tool with their advantage. It is difficult for suppliers to maintain repeat customers because the clients have the possibility to shop around to best meet their quality and price needs. With Yahoo! increasing their search functions by adding new features like its alliance with SBC marketing communications, adding WUF Sites Inc. , and HotJobs. com, Semel is aiming to keep more of Yahoo!'s consumers within the Yahoo! website and stop them from exiting to search over a competitor's sites.

The Bargaining Ability of Suppliers is another of Porter's Forces that Yahoo! needs to keep in brain. Suppliers "involve providing products or services to other businesses, " therefore use "the word B2B-that is, business-to-business" (Dess, Lumpkin & Eisner, 2007, pg. 285). Yahoo! is an intermediary between some buyers (consumers) and vendors (advertisers) which is business-to-business oriented. Suppliers can make arrangements on the web to make searching and purchasing easier for consumers preventing them from transitioning. Yahoo! relies seriously on several different promoters to keep consumers searching on the Yahoo! site. "Semel has built Yahoo! into a site that can provide surfers a number of services, with many of them requiring the client to pay a small cost" (Shamsie, pg. 795). The client is much more likely to stay using one site if everything he/she is searching for is there, letting Yahoo! and the advertising distributor profit.

Any company within an industry needs to keep a watchful eye for the Risk of Substitute Products and Services. This may be the most important of Porter's Five Causes for Yahoo! to remain together with. "Substitutes limit the actual returns of a business by putting a roof on the prices that firms in that industry can profitably demand" (Dess, Lumpkin & Eisner, 2007, pg. 63). Again, consumers can compare prices, quality, and customer service between companies, but companies can do the same. A company can research what products and services other businesses are selling and make substitute products. This is the case for Yahoo!'s digital theme part Semel is forcing into result. AOL and MSN are also envisioning a digital theme part and they have many considerable advantages from competitive software and programs to money readily available. Semel has forced through with new advanced technology to provide Yahoo! the edge they have to compete with companies such as AOL and MSN (Shamsie).

The previous of Porter's Five Makes Model is the Strength of Rivalry Among Rivals within an Industry" (Dess, Lumpkin & Eisner, 2007). "Because the Internet creates more tools and means for rivalling, rivalry among rivals may very well be more strong" (Dess, Lumpkin & Eisner, 2007, pg. 288). Rivalry among opponents on the web is incredibly high because technology is constantly changing. New, better software has been unveiled every day to provide certain companies a competitive edge and leave others wanting to catch up. Yahoo is Yahoo!'s biggest competition, and is regarded "as the utmost prominent internet search engine in most elements of the earth" (Shamsie, pg. 796). Semel and his team have been focused on increase Yahoo!'s search engine capabilities to compete with competitors like Google, MSN, and AOL.

Semel has done an excellent job turning Yahoo! around from the slipping company it was before he joined the team. Using Porter's Five Pushes, Semel has wisely used the company's cash and resources to gain new technology to drive Yahoo! to the top of the pub. Implementing Porter's Differentiation strategy because they build an animated theme recreation area as Yahoo!'s Internet site to keep people wanting more from Yahoo! could give Yahoo! the edge it needs to move forward and take over the main spot for se's.

"Differentiation consists of creating dissimilarities in the firm's service or product offering by creating something that is identified industrywide as unique and appreciated by customers" (Dess, Lumpkin & Eisner, 2007, pg. 169). Differentiation can have a huge affect on customers because of unique service and product offerings and positive brand image (Dess, Lumpkin & Eisner, 2007). Semel is creating differentiation through features and technology with Yahoo! having multiple services in a single location in Yahoo!'s digital theme playground. He's building brand image by investing in billion dollar companies like SBC Marketing communications and Inktomi so Yahoo! will have technology and the freedom to adapt to changes in the fast-paced Internet industry by buying their own technology. Semel is aiming for Yahoo! to be always a entire, small world in itself and tempting customers in which to stay Yahoo!'s website for all their service and product needs. Semel responses, "The more time you spend on Yahoo!, the greater apt you are to sample both free and paid services, " (Shamsie, pg. 795).

The total revenue for Yahoo! leaped immensely from 2002 to 2003 and carries on to go up because of Yahoo!'s CEO Terry Semel. Yahoo! hired Semel to yank the company out of ruins and he have so effectively with Michael Porter's Five Causes Analysis model and by employing Porter's Differentiation strategy. He attained excellent technology and made tactical alliances with companies to give Yahoo! a step-up from its competition. Semel is differentiating Yahoo! by building a "digital Disneyland-a souped-up theme park for the Internet Age group" (Shamsie, pg. 792). His goal is to keep current customers in Yahoo!'s site by offering everything to complete their needs. The additional time a person spends on a particular site, the more likely he/she is to conduct business on that view, letting Yahoo! benefit from his/her requests. Semel using Porter's Five Causes and the Differentiation strategy continues to motivate Yahoo! to the very best of the first choice board.


Dess, G. Gregory, Lumpkin, G. T. , & Eisner (2007). Strategic Management 3e. McGraw-Hill.

Shamsie, Jamal. Yahoo!. Michigan Point out College or university, 792-797.

Porter's Five Forces and Differentiation

The Threat of New Entrants

  • Easy for anybody to acquire eye-catching websites that compete with large companies
  • New entrant can be any company who will prosper because of technical advances
  • Distributors and manufacturers can reach more consumers through the Internet, so they type in the market

The Bargaining Electricity of Buyers

  • Buyers can get information off of Internet about contending products and services
  • Most Internet potential buyers are not loyal to a particular brand. Want what's good now
  • Suppliers have trouble keeping faithful customers because they check around for the best quality, prices, and customer service

The Bargaining Electricity of Suppliers

  • Yahoo! is intermediary between some purchasers and sellers
  • B2B oriented
  • Suppliers can finances for it on the Internet to make searching and buying simpler to prevent customers from switching
  • Yahoo! is intermediary between some potential buyers and sellers
  • B2B oriented
  • Suppliers can finances for it on the Internet to make searching and purchasing better to prevent customers from switching
  • Yahoo! uses a number of different types of suppliers on the site to keep customers of their walls

The Risk of Swap Products and Services

  • Any company can research and find a better way to perform the same task
  • Yahoo! was threatened by AOL and MSN for the theme park

The Power of Rivalry among Competitors in an Industry

  • Rivalry is very powerful because there are many tools and excellent technology for competing firms
  • Google, MSN, and AOL are major rivals


  • Huge influence due to unique services and products
  • Yahoo!'s alliance with big companies
  • Yahoo!'s buying of outstanding technology
  • Yahoo! would like to keep people in their site. These are more likely to pay a little fee for something if they can stay static in one place
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