strategic analysis report of youku (优酷网战略分析)

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1、TheStrategicAnalysisReportofYouku.comInc.(优酷)Author:JasonHaiyuWangStudentID:561069Date:May7th,2011WordCount:3377TableofContentIntroduction……………………………………………………………………………1ExternalAssessment……………………………………………………………….2Porter’sFiveForcesAnalysis……………………………………………………………..6InternalAssessment

2、……………………………………………………………...10SWOTAnalysis……………………………………………………………………….12StrategicOptions…………………………………………………………………...16Conclusion……………………………………………………………………………..17Reference……………………………………………………………………………….18ADS:AmericanDepositorySharesNYSE:NewYorkStockExchangeIPO:InitialPublicOfferingInt

3、roductionYouku.comInc.registeredintheCaymanIslandas1VergeInc.in2005andchangedtheircompanynametoYouku.comInc.in2008(Youku.comInc.,2010a),Themajorassetofthiscompany,Youku.com,waslaunchedinlate2006andithadbecomeoneoftheleadingInternettelevisioncompanyinChinamarketin2010(Youku.comInc.,

4、2010b).InDecember2010,Youku.comInc.wentpublicandissued15.8millionADSintheNYSE.AlthoughcurrentlyYoukuhasnotmetthebreakevenpointintheiroperationyet,thefutureoftheirbusinesslookspromisingbecauseoftherapidgrowthoftheirquarterlyrevenueandthecontinuousreductionofitsquarterlyoperatinglose

5、s.Astheirmissionstatementindicated,Youku.comintendsto“becometheprimarysourceofonlinevideocontentforChineseinternetusersacrossallInternet-enableddevices”.Thismissionstatementprovidedacleardirectionfortheminthefuture.IthasclearlypointedoutthatYoukuwouldfocusononlinevideoindustryinChi

6、namarketandintendtodelivertheirserviceviamultipleonlinechannelstotheChineseconsumers.Guidedbytheirmissionstatement,Youku,accordingtotheProspectusofthemfortheirIPOintheNYSE(Youku.comInc.,2010a),wouldbefocusedonprovidingmoreattractiveonlinevideocontentstotheChinesenetizens,increasing

7、theinvestmentonoperatingfacilitiesanddevelopingmoreadvancedtechnologiesforonlinevideotransmissionthroughtheInternetandMobileInternettoimprovethewatchingexperienceoftheirusersinthenextfewyears.20/20MIIT:MinistryofIndustryandInformationTechnologyVOD:VideoonDemandSARFT:StateAdministra

8、tionofRadio,FilmandTelevis