ThreatsExternal competition is the main threat Yahoo currently faces, and has been an obstacle in the past as well. As stated earlier, Yahoo's services are made up of multi-business units that are not only difficult to differentiate in the Internet space, but are also rivaled by other similar providers. Google provides email services, online advertising, and search engine services among many others, while Facebook, on the other hand, provides online advertising on social media and essentially eats up Yahoo's user base. Spencer (2012) further argues that, by choosing to venture into the mobile web business, Yahoo has effectively exposed itself to two marketing fronts that must be articulated simultaneously. This will or may prove difficult to achieve, considering the fact that some of its rivals such as Google have allocated billions for such strategies. With Yahoo's current financial and market position, it is impossible to match the financial power of both Facebook and Google. In terms of expanding into foreign markets, Yahoo faces the problem of cross-cultural complications. It should be noted that some conservative countries like Chia have created and adopted their own search engines that reflect their needs and desires and, as such, there will certainly be little need for Yahoo in these markets. Therefore, formulating strategic partnerships and alliances is key to successful expansion into foreign international markets, as opposed to direct entry. Strategic Tips on How to Improve Yahoo's Business Strategies Yahoo's corroded brand image, as stated by Hanlon (2013), needs more than just a flashy logo. It requires a complete restructuring in terms of management and business portfolio to achieve a renewed organization… halfway… y. Yahoo! Inc. Accessed July 5, 2014, from http://www.leacock.com/patterns/leacock_malone_wheeler.pdfPepitone, J. (2012). Marissa Mayer's Yahoo turnaround begins to take shape. CNN money. Accessed July 5, 2014, from http://money.cnn.com/2012/09/26/technology/yahoo-strategy/Spencer, K. (2012). Yahoo Breakout: A SWOT Analysis. The heterogeneous madman. Accessed July 5, 2014, from http://beta.fool.com/fatalx/2012/11/27/yahoo-breaks-out-swot-analysis/17369/Stone, B. (2013). Yahoo's Marissa Mayer finds some bright light. Bloomberg Business Week. Accessed July 5, 2014, from http://www.businessweek.com/articles/2013-01-28/yahoos-marissa-mayer-finds-some-bright-light Yahoo! (2012) Annual Report 2012. Yahoo! Inc. Accessed July 5, 2014, from http://files.shareholder.com/downloads/YHOO/0x0x658772/c0e2f67f-a5c2-4e1a-aa80-84700ac2b72f/YHOO_2012_Annual_Report_1_.pdf