Notes

Executive Summary

• DO THIS LAST

• Brief summary (less than a page)

• 1 page

• Highlights the key points of your analysis (strategic analysis)

Introduction & Company Overview

• Yahoo – who are they? Who runs them?

• Who is the management team? What are their qualifications?

• Why did this company start? – easier for search (help people – realized that if they used ads, they could make money)

• 1994 – Altavista

• 1994- AOL - America Online (company that provided internet)

• Dial-up internet – through phone lines, not cables

Mandate

• Why this company exists and what they plan to do with their company

• You cannot be everything to everybody (we have to choose a target market, goals to accomplish and a purpose

• Mission or Core Purpose

o What is your company going to do?

o E.g. Walmart – We will provide our customers with reasonable quality at the lowest price possible

• Vision and/or Major Goals

o Where is this company going in the future?

• Core Values or Guiding Principles

o What does your company value? What do I believe in?

o E.g. Environmentally friendly, high customer service standards, lowest price, reasonable quality

• Stakeholder Analysis

o Stakeholder – somebody who is interested in your company for some reason (they count in your decision making)

 Customers or Clients

 Shareholders – people who own stock

• Private (people own it- e.g. 2 owners), Public (people can buy it)

• When you buy a stock, you are buying a tiny piece of that company

• You want to eventually sell it when it is worth more

 Employees -

 Government –

 Industry Organization –

E.g. of a mandate: http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html

External Analysis

PESTEL

Political

Economic- make money off advertising; without this revenue, they have nothing (hosting email servers, hosting services that are free to the end user). Changes in bank rate, borrowing, economic

Social – In 1994, people are...