Yahoo Auctions in Japan

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Case Details:

Case Code : BSTR309
Case Length : 17 Pages
Period : 1999-2008
Organization : Yahoo
Pub Date : 2009
Teaching Note :Not Available
Countries : Japan
Industry : Internet & e-commerce

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"The auction business is doing very well, and no other portal is as popular as Yahoo."1

- Ben Wedmore, Analyst, HSBC Securities Japan, in 2003.

"Yahoo Japan is synonymous with e-auctions. No one can approach it."2

- Masashi Hagihara, President, NetRatings,3 in 2003.


In April 2008, Yahoo! Japan Corporation (Yahoo Japan), the largest integrated information portal in Japan, reported profits for the eleventh consecutive year. For the year ending March 31, 2008, Yahoo Japan recorded a net income of 62.6 billion (US$ 598 million). Net sales were recorded at 262.2 billion, a growth of 23.3% over the previous year (Refer to Exhibit I for financial details of Yahoo Japan).

Yahoo Japan was incorporated in 1996 as a joint venture between US-based Yahoo! Inc. (Yahoo) and Japan-based SoftBank Corporation (SoftBank) to manage the Japanese versions of the Yahoo websites4.

Yahoo Auctions in Japan - Next Page>>

1] Irene Kunii, "Yahoo Japan: King of the Hill,", June 23, 2003.

2] Irene Kunii, "Yahoo Japan: King of the Hill,", June 23, 2003.

3] NetRatings Japan provides Internet media and market research solutions under the Nielsen/NetRatings brand.

4] As of 2008, SoftBank and Yahoo were the major shareholders in Yahoo Japan, with SoftBank holding a 41% stake and Yahoo 33.4%.


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