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Strategic Analysis Report of Youku (优酷网战略分析).docx
The Strategic Analysis Report of Y Inc. (优酷)Author: Jason Haiyu WangStudent ID: 561069Date: May 7th, 2011Word Count: 3377Table of ContentIntroduction……………………………………………………………………………1External Assessment……………………………………………………………….2Porter’s Five Forces Analysis……………………………………………………………..6Internal Assessment……………………………………………………………...10SWOT Analysis……………………………………………………………………….12Strategic Options…………………………………………………………………...16Conclusion……………………………………………………………………………..17Reference……………………………………………………………………………….18ADS:American Depository SharesNYSE:New York Stock ExchangeIPO: Initial Public OfferingIntroductionY Inc.registered in the Cayman Island as 1Verge Inc. in 2005 and changed their company name to Y Inc. in 2008(Y Inc., 2010a), The major asset of this company, Y, was launched in late 2006 and it had become one of the leading Internet television company in China market in 2010 (Y Inc., 2010b).In December 2010, Y Inc. went public and issued 15.8 million ADS in the NYSE. Although currently Youku has not met the breakeven point in their operation yet, the future of their business looks promising because of the rapid growth of their quarterly revenue and the continuous reduction of its quarterlyoperating loses.As their mission statement indicated, Yintends to“become the primary source of online video content for Chinese internet users across all Internet-enabled devices”. This mission statement provided a clear direction for them in the future. It has clearly pointed out that Youkuwouldfocus on online video industry in China market and intend to deliver their service via multiple online channels to the Chinese consumers. Guided by their mission statement, Youku, according to the Prospectus of them for their IPO in the NYSE (Y Inc., 2010a),would be focused on providing more attractive online video contents to the Chinese netizens, increasing the investment on operating facilities and developing more advanced technologies for online video transmission through the Internet and Mobile In
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