SIT708 Mobile Systems Development Assignment
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Deakin University
Mobile Systems Development (SIT708)
Added on 2020-05-03
SIT708 Mobile Systems Development Assignment
Deakin University
Mobile Systems Development (SIT708)
Added on 2020-05-03
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Executive summaryThe purpose of this paper is to develop a plan for a new launch of mobile payment system of Facebook. It is one of the new initiative or business activity of Facebook for targeting the potential users of Facebook in Australia. The report will present the situational analysis highlight the strengths, opportunities, weaknesses and threats of Facebook and the PESTEL analysis for highlighting various factors impacting the launch of mobile payment system in Australia. The next part of the paper will throw lights upon strategic position and marketing objectives of Facebook highlighting the key objectives of the marketing plan. There is also presented the implementation and the control and evaluation plan so that the success of the marketing activities can be analysed.Problems and Opportunities Statement[Refer to Chapter 3 (pp. 87-8) for a discussion of the requirements for this section.]1The business unit’s capabilities in relation to critical success factorsCSFOur capabilitiesThere is high relation of the business of mobile payment system of Facebook with the political landscape. There is high level of political stability, the support of Government for new technologies and less political barriers. The extended global presence, strong financials, addicted users, high employer branding and extreme value added services are few other strengths of Facebook (Bharadwaj, et al., 2013). There is continuous growth of the country as well as there is Facebook is the regular updates which offer new and more Copyright 2015 Cengage Learning Australia Pty Limited
increased level of disposable incomes which offers an opportunity.effective and customised services to the users and it helps in developing their interest in using Facebook.There is continuously increasing preferences of the users for havinghigh quality and innovative services to ease the payment and day to day transactions. There has also a sudden increase in the online buying behaviour of the individuals which requires a fast payment system through mobile and Facebook has a good opportunity to fetch the attention of the masses with its new mobile payment system (Kietzmann, et al., 2012).The loyal and reliable customers as the people who are on Facebooktakes a continuous and regular use of it which enhances their reliability and loyalty towards the social media platform and develop it as the leader of the social media or social platform industry.There is continuously rising use ofthe mobile phones by the individuals which are an opportunity or positive factor for Facebook to get potential users (Kane, et al., 2012).Face book is one of the most used applications in the special media platforms by all type of customer base and so the high customer baseand huge visibility2Opportunities for the business unit to exploit with existing capabilitiesIn the global business, there is a huge demand and need of digital marketing and Facebook can take effective advantage from the introduction of digital marketing by having a good presence in the online advertisement market and thus Facebook has a number of opportunities to grow and attain increased profits. Another significant opportunity for face book is target audience marketing as it helps in understanding the connections, activities, interest and the demographics which helps in generating more high traffic based events and offers. And this is one of the vital factors in fetching the attention of the advertisers and will help Facebook to grow (Liébana-Cabanillas, Sánchez-Fernández and Muñoz-Leiva, 2014).3Opportunities for the business unit to exploit with improved capabilities With the in caressed use of tablets as well as smart phones, Facebook can also take benefitfrom the growing opportunities for mobile payment system as individuals are getting more attractive towards such systems (Liébana-Cabanillas, Sánchez-Fernández and Muñoz-Leiva, 2014).4Threats that must be addressed In recent time, there has been developed and came into existence a number of other social sites and are giving striving competition to Facebook. For engaging the consumers and have increased number of users, these social sites are taking extensive use of strategies Copyright 2015 Cengage Learning Australia Pty Limited
like Facebook. As well as another major factor posing threat on Facebook is there are several mobile businesses that are offering extensive info about the udders and are also fetching the attention of the advertisers. And thus the growth of these mobile businesses and applications are a big threat for the sustainability of Facebook. As well as the biggest threat is from the law making agencies on the development of such products that steals theprivacy of the users. There is increased number of spammers too which are disturbing the experience of the users extremely unattractive and are also leaving Facebook because of the issues arise as a result of these spammers (Kirtiş and Karahan, 2011).5Strategic implicationsThere is a high need that Facebook must understand the various risks and challenges present in the business today. There is a need to plan the marketing program in a strategic way so that there can be gained long term sustainability and revenues. Facebook can gain a huge market share in Australia and high profits by capturing the most potential market i.e. of mobile users through a mobile payment system. There is a rapid growth in the mobile industry and there can be attained increase market share if Facebook address the potential market of mobile users (Debatin, et al., 2009). Strategic Recommendations - High-level Marketing StrategiesStrategic positioningIn all the social media platforms, Facebook stands at first position with market leadership. It is one of the highly used platforms by the users for the purpose of connecting, sharing photos, videos and chatting as well as a marketing platform for the companies to advertise and promote their services and products. Facebook is considered as the recognized and preferred sources for generating sales and gather traffic as well as for branding the services and products (Tuten, 2008). There are several other social median platforms that give striving competition to Facebook such as Google Plus and Twitter. Among a number of various social media websites, Facebook is considered as the best platform for addressing the highest number of audiences. There are several numbers of organisations that take use of Facebook for promoting their brands and the ecommerce websites take use of Facebook for having a promotion of their sites. Thereare several innovative and effective ways by which the audiences are targeted. In comparison with other various traditional Medias, Facebook is highly cost effective (Hart, et al., 2008). For achieving a strategic positioning, the key marketing strategy applied by Facebook is for enhancing the market share. There are Copyright 2015 Cengage Learning Australia Pty Limited
continuous innovations taking place within the website for attaining the interest of the users. To have a better accessibility and to increase the market share and the number of users, Facebook initiated mobile application. The Facebook messenger is comparatively faster and efficient than the messenger of other social sites or applications in terms of sharing message, pictures or videos (Wilson, Gosling and Graham, 2012). The mobile application of Facebook had gained a huge recognition and helped Facebook in gaininga strong market share in terms of users but not in terms of revenues or profits. The effective and sound word of mouth is one of the best marketing tools for Facebook. The primary revenue and profitability comes only from the advertisements.Marketing objectivesThe marketing objective of the marketing plan is to enhance the growth and visibility of Facebook in Australia. The marketing objective is based upon the above identified weaknesses and strengths of Facebook as well as on the basis of the threats and opportunities present in the business environment. The marketing objective of Facebook to cover the market of Australia is linked with the overall business strategy of the Facebook of a newly launched mobile payment system of Facebook (Ondrus and Pigneur, 2009).SMART Marketing Objective of FacebookSpecificThe specific marketing objective of Facebook in Australia is to get more number of users as well as higheruse of mobile payment system of Facebook. MeasurableThe measurable aspect of the marketing objective is to check whether the plan is effective or not by measuring the success of the plan after one year of the marketing plan. It will help in measuring the success of the plan through comparing the actual and the planned data (Treadaway and Smith, 2012).AchievableTo achieve the marketing objective of increased number of users and enhanced revenues, Facebook will be using more investments as well as personnel to catch the attention of the potential users by working on the security as well as promotional activities for mobile payment system (Liébana-Cabanillas, Sánchez-Fernández and Muñoz-Leiva, 2014).RealisticThe marketing objective of Facebook is realistic in nature as there are still huge numbers of individuals who are not on Facebook or not take use of the mobile payment system of Facebook. Therefore, the objective or the target set is realistic in nature. Time-bound There is a time frame of a total of 3 years in which the marketing plan for Facebook will be execute and implement. The period of three years has been taken as to cover maximum regions of Australia and Copyright 2015 Cengage Learning Australia Pty Limited
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