assessment-2 facebook

FACEBOOK

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
CURRENT SITUATION.................................................................................................................3
MARKETING STARTEGY............................................................................................................4
MARKETING MIX.........................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................5

EXECUTIVE SUMMARY
In the following report discussions are made on future marketing strategy of Facebook.
Facebook is an online platform which brings people around world together. It is used in every
home these days. All the children above 13 years of age can access it. In the following report the
marketing strategy that Facebook should use in future is discussed. It includes the segmentation,
targeting and the positioning of company. Along with it a brief description of company’s history
and current situation is also made. The marketing mix which includes P’s of marketing is
described for Facebook in this report as well. A proper marketing strategy will help Facebook to
flourish in future and will also be helpful in facing competition in future.
INTRODUCTION
Facebook is an American company which offers online social networking services. It was
founded in 2004 by Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz and Chris Hughes, all
of who were students at Harvard University. It is the largest social networking site in the whole
world. There were already more than a billion people using Facebook by 2012 and half of these
people used Facebook almost daily (Vaidhyanathan, 2018). Headquarters of Facebook is situated
in Menlo Park, California. When talking about incomes to Facebook, access to it is free of
charge and most of its revenues are generated from the advertisements they post on their
websites. There are a number of components included in it such as Timelines, status, news feed
and so on. In the year 2012, Facebook finally file in to become a public company from private.
The IPO of company raised $16 billion. Just after a day of stock’s trading the holding of
Zuckerberg were estimated to be $19 billion. It has now turned into a powerful tool for m any
political movements which have already helped U.S. presidential election in 2008. It also helped
Columbia and Egypt in a number of rallies helping rebellions to spread their message across the
world.
CURRENT SITUATION
Facebook continues to grow day over day. It is almost seen to double its revenue and profits
every year. It is however seen that mobile remains to be one of the major drivers for
Fcaebook.82% of its profit came from people’s pockets. Regional growth for company is still
seen as a tragic. Facebook is still adding users from USA slower in rate when compared to

another place. Specially seeing the developing countries, they are adding a number of users to
Facebook every day. This is where Facebook needs to put its focus on in the coming years.
MARKETING STARTEGY
By far Facebook is the most popular used social media platform. However, Facebook need
an excellent marketing strategy in order to stand out from the other social media platforms.
Below mentioned is marketing strategy for Facebook based on segmentation, targeting and
positioning. Segmentation refers to dividing a population into various groups according to do
certain characteristics. On the other girl targeting means using specific group identified from the
results of segmentation (Sharma and et. al., 2017). When Facebook was launched it was
specifically for students of Harvard. The target customer for Facebook has been expanding
throughout. In today’s era targets customers for Facebook range from all those who are 13 years
and older. Positioning refers to selection of various marketing mix which is most suitable for the
targeted customer. Facebook users multi segment positioning through which the target multiple
segments of customers in the same time on different social media platforms. There are various
social media services through which Facebook will target its customers which include news
feeds, events, pages and many more. Facebook said use adaptive positioning its brand, through
which they will reposition their products as well services in order to change preferences of their
targeted customers.
Segmentation:
Segmentation of Facebook is based on different criteria through which they decide on their
customers. This segmentation is based on geographic, demographic, behavioural and
psychographic. In geography segmentation the criteria that are being used is regional and based
on density. When taking demographic segmentation it is done on the basis of age, gender, life-
cycle stage and occupation. Behaviour segmentation is done on the basis of degree of loyalty,
benefit sought, personality, and user status. Psychographic segmentation includes social class as
well as lifestyles of people.
Targeting
International, urban as well as rural regions. Everyone above the age of 13 are its target
customers. Both males and females are possible target customers. Bachelors, newly married
couples as well as all the full nest and empty neat customers will be their customers as well.

They will be targeting students, employees as well as professionals. They will target hardcore
loyal, the once who are interested in recreation and seeking for sense of belonging. They also
focus on lower, middle as well as upper class. The lifestyle business including mainstreamer,
aspirer and explorers will be major target for Facebook.
Positioning
Positioning can be said to be selecting perfect marketing mix for an organisation in order to
target all its selected customer’s. For Facebook they will need to use multi-segment positioning.
This helps in targeting multiple range of customer segments at once. There are already a number
or target segments for the company (Phua, Jin and Kim, 2017). They are using a number of
various other platforms to link with them in order to promote themselves. Like Instagram could
be linked with Facebook. In future they will be looking for more platforms in future to link with.
Other than this they also have a number of social media services which are provided only by
them and no other social site like events, pages, news feed etc. They are planning on bringing
more such features to position themselves for the targeted customers.
MARKETING MIX
Below is a detailed analysis of marketing mix of social media platform Facebook. It
analyses all the 7 P’s which include product, price, place, promotion, physical evidence, people
and process followed by company. It also describes the businesses as well as marketing
strategies of Facebook. It is a California based online social media networking company
launched in 2004.
Products:
It is well known that Facebook is in service industry and its brand its self is a service. The
company aims to give people the power to build a community and bring the world closer
together. Facebook provides handy connectivity to users in order to connect with their family
members, relatives, friends, colleagues as well as acquaintances. It is awful feeling that people
do not want to write on Facebook but they also share pictures as well as videos which help in
enhancing the connectivity as well as communication between people. It is being seen that
Facebook have made a number of acquisitions over the years (Bucher, 2017). The result is that
major product of Facebook itself, WhatsApp, messenger and oculus. WhatsApp messenger app
used for instant messaging services. Instagram or Facebook are social networking services. On

the other hand, Oculus is virtual reality in the business of technology. Also advertising on
Facebook is its major source of revenue.
Price
Prices stays to be an important factor for maintaining as well as building relationships with
customer. Therefore, Facebook thought of making both personal and business accounts on it for
free. But still they have a number of ways to earn profit. As already known the major source of
revenue for Facebook have always been advertisements. There are various options available for
advertisers who choose to advertise their products and services through Facebook. There are
some of the basic advertisement done on a page of Facebook for some cost. Also there exists a
concept of cost per click which some advertisers use on Facebook to advertise their products and
services.
Place
Facebook although started its business in a small room how are university in 2004 but now it is
virtually available at every corner or world. Although it is seen that Facebook is restricted in a
number of countries like Iran, Bangladesh, China, North Korea as well as some others. People
can use their Facebook accounts through various devices such as their computers, smartphones
as well as tablets whichever have internet connectivity (Chugh and Ruhi, 2018)
. The social services of the Facebook are available on mobile applications on website which are
Facebook and Instagram. It usually charges from those who uses their website for the advertising
campaigns.
Promotion
Being a company, which is related with technology Facebook have effectively used word of
mouth for its promotion which is one of the oldest forms of promotion. Users of Facebook have
successfully spread the word about Facebook in all the parts of world. The campaign of word of
mouth used by Facebook have successfully gone viral and have very well contributed to the
development of this brand. When adding to this campaign of word of mouth, there are a number
of other methods used by Facebook for its promotion. As it is directly using advertising
campaigns through the business owners of Facebook page. There is also use of television,
newspaper, billboards and a number of other traditional method done by Facebook to affectively
target its audience.
People:

Mark Zuckerberg, Dustin Moskovitz, Chris Hughes and Eduardo Saverin were the people who
found out Facebook. The current Chief Executive Officer as well as Chairman of Facebook is
Mark Zuckerberg. Other than this the people included are employees of Facebook. Which are
more than 38000. However, this number have grown significantly as in the beginning in 2006
there were only 150 people working with Facebook. When talking about other people involved
with Facebook there are almost 2.27 billion active users on Facebook every month. This number
is also significantly increasing. Instagram adds to it with 1.3 billion active users every month.
Interesting fact is that nearly 500 million of Instagram users use it every day.
Processes:
Process can be said to be a set of actions which are conducted sequentially by a business or an
organisation with a motive to earn something from it. There are a number of businesses run in
market which have a number of different processes attached to them. When talking about
Facebook it is seen that whenever a person needs a business account with Facebook, they need to
first create a personal account through which they can then create a business account for
themselves on Facebook. This can be taken as an example of process for Facebook out of all
other processes it includes.
Physical Evidences:
Physical evidence can be defined as what a customer usually sees while they are in touch with
any business. When talking about service industries there are very limited options available for
physical evidence with them However, for Facebook the page of Facebook can be taken as the
physical evidence for company (Marino and et. al., 2018). It can be said that website of
Facebook is nice and pleasant with a number of features present in it to provide the users with a
range of good experiences. There are a number of offices as well as data centres for Facebook
throughout the world which are also considered as its physical evidence. These workplaces of
Facebook are facilitated with art and have a positive and friendly ambience which adds to its
physical evidence.
CONCLUSION
From the above report the growth of Facebook in coming years through the use of a proper
marketing strategy can be understood. It clearly describes the current scenario of Facebook
which includes all the present earning strengths as well as weaknesses of the company. Using
this current scenario of company, a marketing plan have been derived. This plan contains the

segmentation, targeting and positioning for the firm. Along with it all the 7 P’s of marketing mix
is also mentioned in the report. It clearly states that what all are included in mix for Facebook
and how is it effectively using all of this to earn profits for itself. It can be concluded that
Facebook is growing rapidly and in order to maintain this pace of growth it is required by the
company to effective strategies its marketing strategy which will provide it with competitive
benefits in future and help it to sustain in market for a longer period of time.

REFERENCES
Bucher, T., 2017. The algorithmic imaginary: exploring the ordinary effects of Facebook
algorithms. Information, communication & society. 20(1). pp.30-44.
Vaidhyanathan, S., 2018. Antisocial media: How Facebook disconnects us and undermines
democracy. Oxford University Press.
Sharma, M.and et. al., 2017. Zika virus pandemic—analysis of Facebook as a social media health
information platform. American journal of infection control. 45(3). pp.301-302.
Phua, J., Jin, S.V. and Kim, J.J., 2017. Uses and gratifications of social networking sites for
bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram,
and Snapchat. Computers in Human Behavior. 72. pp.115-122.
Chugh, R. and Ruhi, U., 2018. Social media in higher education: A literature review of
Facebook. Education and Information Technologies. 23(2). pp.605-616.
Marino, C. and et. al., 2018. A comprehensive meta-analysis on problematic Facebook
use. Computers in Human Behavior. 83. pp.262-277.