Yahoo (Marketing)

http://money.cnn.com/2012/09/26/technology/yahoo-strategy/index.html

This article from CNN talks about how the new CEO at Yahoo, Marissa Mayer, has recently released her plans for a turnaround of the company, which is quickly losing market share to search giant Google. Yahoo is facing an issue shared by many formerly successful internet companies, which is how to compete with Google, Amazon and Microsoft. Mayer seems to be focusing on how to answer the question "what is Yahoo?" and define the company. This is an essential part of marketing- the idea of defining a distinct product and presenting that image to potential consumers. It is impossible to market a product when the product itself is unclear, which seems to be Yahoo's issue. Previously they were a search engine and email server, but now that those two markets are being largely cornered by Google, Yahoo must define itself in a different light in order to succeed. Mayer's goals seem admirable, however Yahoo is unlikely to triumph over the competition is receives from Google.