LSC UoS BA Business Studies: Facebook's Global Strategic Management

This report provides a detailed analysis of Facebook's global strategic management, examining the business and corporate strategies employed by the CEO and their positive contributions to the organization. It includes an external and internal environment analysis, utilizing frameworks like PESTLE and SWOT to understand how complex problems at Facebook were managed. The report further explores the creation, development, and design of strategic planning initiatives by the CEO, critically evaluating contemporary strategic issues and synthesizing different levels of strategy. Corporate examples and literature are used to justify the analysis, culminating in recommendations for Facebook to sustain its market position. The analysis covers intensive growth strategies, cost leadership, market penetration, market development, diversification, and product development, highlighting their impact on Facebook's global presence and competitive advantages. The report concludes with insights into how Facebook can continue to innovate and maintain its leadership in the dynamic social media landscape.

GLOBAL STRATEGIC
MANAGEMENT

Table of Contents.
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Examining the business and corporate strategies used by the CEO which has brought about
positive contribution to the organization.....................................................................................4
Undertake external and internal environment analysis and analyse how the complex problems
at FACEBOOK were managed by the CEO using business framework.....................................5
Examine how the CEO of FACEBOOK created, developed and designed strategic planning
for FACEBOOK..........................................................................................................................7
Critically analysing and evaluating the different contemporary strategic issues in strategy,
clearly synthesizing between the different levels of strategy used by the CEO of FACEBOOK
......................................................................................................................................................9
Use appropriate corporate examples and literature to justify your stand...................................10
Recommendations would you make for FACEBOOK to sustain its position...........................11
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Global strategic management is the process of activity undertaken as for increasing the
business processes and growth also for capitalizing the opportunities available. Global strategic
management is the process of defining and designed the strategies as by combining set of actions
and integrating the process of business also by taking various actions for developing strategies at
global level. These are the set of behaviours in which firm globalizing and coordinating activity
of business for achieving and attaining competitive advantage for operating business globally.
Global strategy is being defined as the process of designing and expanding the business into
international markets. This strategy is being designed for identifying various competitors of
business. Facebook is recognized as the social media networking site providing services to large
amount of users as for communicating and connecting with all the family, friends. It enables
different individual for sharing and connecting to others as by commenting, reading news all
over the world. Also, providing necessary information just by making profile on the app. As by
establishing the global strategy helps company in using and taking various actions as for
increasing sales, earning profits also engaging more consumers for using the social media
networking site of the firm. Facebook company is privately owned but trading its shares into the
public. As approaching and making use of the social networking site is free of charge with just
making profile of various users, it is mainly used for advertisement and marketing firms
products. As marketing their products and services with using this social media site. This report
specifies details about examining corporate strategies mainly used by the CEO of the Facebook
company. It is Also undertaking the external and internal analysis of the company for analysing
the complex problems of the firm. Further, describing the strategic tool, techniques and models
use by the company CEO as for enhancing the companies position of the firm. Further it also
helps in examining the development, creation and designing of the strategic planning for the
company. Moreover, this reports helps in providing details about evaluating the contemporary
issues with using the appropriate theories as of resource based and various other strategies for
defining issues. Also, justifying and illustrating the theories and strategies used with giving
examples. Lastly giving recommendation for the company as for sustaining its positioning into
the dynamic market.

MAIN BODY
Examining the business and corporate strategies used by the CEO which has brought about
positive contribution to the organization
Various strategies used by the company as for specifying and attaining the competitive
advantage by increasing sales and generating profits for the business. The strategies used by the
business helps in attaining and achieving the profits by taking various actions. The CEO of
company uses various strategies as for growing business which helps in positively contributing
into the business success (Atkinson, Sumnall and Meadows, 2021). CEO of Facebook used
various intensive growth strategies and generic porter strategies for growing the company as :
Cost leadership strategy: This strategy is adapted by the company CEO as for
minimizing the cost for providing the services of social networking site to various user of the
company. This strategy is adopted by the company as by minimizing the cost and serving all the
commodities at low cost. By using this strategy it has the ability to attain competitive advantages
for the company and providing networking services at low cost to all the users of the company
(Facebook Inc.’s Generic Strategy & Intensive Growth Strategies, 2022). This strategy helps in
expanding the market for the company by focusing on growing objectives and adopting various
ways for achieving the competitive advantages. Furthermore, by using the Ansoff model aid in
defining and adopting various growth strategies for company which helps in positively
contributing for achieving the success. Intensive growth strategies used by the CEO of the
company.
Market penetration: By adopting the market penetration strategy aims for growing the
business as by emphasizing the market share of the company. The main objective of this strategy
as for increasing the services into operating into the existing market. As for this the company
adopts for establishing the alliances with others by adopting resources and aiming to achieve the
goals of the company .
Market development: Developing the market is the strategy adopted by the company as
for growing its market and explaining with the share of consumers the main objectives of this
strategy of expand the market and enter into the new markets. As by developing the caret
coordinating with the governance a for achieving the growth and capturing the large target
market for the company (Klassen and et.a., 2018). This strategy help in aligning and achieving

all the mission and vision by maximizing companies efficiency for operating and surviving into
the dynamic markets.
Diversification: This strategy is mainly adopted as for diversifying and providing
different ranges of services to large number of users in the market (Karppi and Nieborg, 2021).
As Facebook by adding new features into the social networking site also acquiring the
technology which is important for the company as for earning more profit helps in growing and
sustain into the existing market condition.
Product development : Developing products mainly emphasizing on expanding product
line as messenger for the company. It emphasize on adding new line of product range into the
company for providing easy services to large consumers. For this the company is using and
adding new features on the website, this helps in attracting large numbers of users and for
earning the revenues (Fumagalli and et.al., 2018). Furthermore, for growing into existing market
by attracting large number of users for the company.
Undertake external and internal environment analysis and analyse how the complex problems at
FACEBOOK were managed by the CEO using business framework
Facebook is recognized as the largest social networking site, the main aim of company is
to connect all the users with family and friends easily. The internal and external analysis for the
company as for analysing the company problems at the company were manages by the CEO as
using the framework of business. By analysis the internal and external factors company is using
swot and pestle analysis which help in identifying the factors.
PESTLE ANALYIS
Political factors
Various rules and regulation, changes impose by government s. As of changes into taxes ,
safety guidelines and governmental rules and regulations also the political stability impacts the
company operations (Facebook Inc. PESTEL/PESTLE Analysis & Recommendations, 2022). The
governance restrictions impact the company a with decision revenues and profits. Also, the trade
ties between various countries as for not using the Facebook into the particular country as of the
trade between US and china impact the company.
Economic factors

Various economic factors impact the company operations as of inflation rates,
unemployment rates. As due to covid, restriction due to lock-down emerges company for
shutting down its operations. Facebook is following the business model cycle due to lock-down
it results in reducing company revenues and profits. As by reducing the marketing and
advertising ads on the websites. Also, various marketing and sponsored advertising for marketing
the company restricted and shutdown due to pandemic .
Social factors
Social factors of the company affecting as, Facebook has shifted totally towards marketing and
advertising the products and services of large number of users. This impact the company as it is
only focusing in earning profits to maintain the consumer base by adding new features an
establishing th strong market. Also, Facebook has compromised its quality of services by posting
various ads and advertisements for the other firms as for marketing.
Technological factors
For using the social networking site, internet is the main source as it help in accessing the
site. Furthermore, with the increase into technological methods into the current market various
competitors as of Instagram and snap chat, also twitter uses new technical features for engaging
the consumers base and establishing large consumer base. As this is diverting users to use the
Facebook site (Tien, Hung and Tien, 2019). furthermore, for this the company is adopting
continuously innovating techniques as for attaining competitive advantages and sustaining the
position into the market of the company.
Environmental factors
As by operating the social networking site at large level various emission of carbon di
oxide emission effect the environmental concerns, for these measures must be adopted the
company as for reducing these impact on the environmental changes.
Legal factors
Various laws as of patent laws, copyrighted laws, privacy concerns and security laws
impacting company operation. As various legal laws must be ascertained by the company as for
operating with all the latest and current legal regulation by securing the consumers market a for
providing security and safety to privacy.

SWOT analysis
strengths
 Facebook is investing for diversifying
business as for increasing and earning
more revenues and creating competitive
advantage.
 By using the cost leadership strategy
helps the company in minimizing cost
and earning more profits by providing
services at low cost (SWOT Analysis of
Facebook, 2022).
 Using best advertising strategy for
promoting various other firm and
increasing more profits and revenues.
Weakness
 Mainly dependent for earning revenues
on the advertisement and marketing of
other firms products.
 Lack of privacy issues reduces safety
and security of various users hinders
the users market.
 The publicity resulted in negative
manner and biasness regarded as
weakness for the company.
opportunities
 Targetting large audiences bringing
from different countries.
 Investing into the expanding and
diversify markets as for diversifying the
business and expanding the existing
markets with establishing th online
dating apps, and the e wallet.
Threats
 Threat as due to large level of
competition as the main competitors are
Instagram, twitter, providing similar
services which reduced the profits and
revenues of the firm.
 Breaching data and regulations by
government is thereat to business.
Examine how the CEO of FACEBOOK created, developed and designed strategic planning for
FACEBOOK
The creation, development and designing of the strategy various steps adopted by CEO as
for engaging and planing strategically for engaging large consumer market of the company.
Strategic planning is the forming and taking actions as for achieving gaols and objective of the
company. Using the strategic planning concept help company in attaining goals by considering
various specific conditions and taking certain actions according to the goals for achieving the

desired objectives. The CEO of Facebook created and designed also developed strategic planning
by suing following steps as:
Setting aims and objective for the company
This is the first set as for creating, developing ans designed the strategic plan, the key
step is to set aim and goal of the strategy and business. Designing strategy by ascertaining goals
mission and vision helps in implementing strategy in the proper way. The goals for increasing
sales, profits, increasing revenues also marketing and advertising the company. This helps in
recreating value of Facebook as social networking site.
Addressing audiences
By addressing and reviewing the target audiences for which the strategy is being
designed for engaging and retaining the target market is important. Ascertaining needs of
audiences help in forming and designing appropriate strategy for business which helps in
fulfilling needs. As by researching and reviewing the social demographic market helps in
analysing target audiences of social media sites.
Determining and scheduling strategies
As by knowing the audiences engaged for using the Facebook networking site an
attracting the target market, determining and scheduling strategy as by using cost leadership
technique help in maintaining current position. This is adopted as for increasing profits and
attaining growth by establishing competitive advantage. Also, scheduling strategy emphasizing
on arranging all the necessary equipments which helps in forming and engaging plan for
achieving the strategy in business. By addressing needs and equipments helps in maintaining and
utilizing current position of company as by engaging more audiences.
Developing / executing and implementing plans for achievement
Various plans and action taken for analysing the companies ultimate vision of adopting
the particular strategy in business designing plan help in successfully achieving the stagy and
attaining with in company. As by properly communicating and allocating resource to all
employees helps in achieving results by making plan for achievement which helps in
contributing positively.
Tracking and analysing the results
It is the last step as for analysing and tracking the results of the strategy implemented in
company as for achieving growth,. The CEO of company uses various tools for tracking an

obtaining the end result of the implemented strategy as by suing ROI and SPROUT helps in
making report of tracking and analysing strategy has resulted in achieving growth or nit for the
company.
Critically analysing and evaluating the different contemporary strategic issues in strategy, clearly
synthesizing between the different levels of strategy used by the CEO of FACEBOOK
With using the resource based model as VIRO helps in analysis thee internal factors
impacting companies and helps in identifying issues pertaining into strategy formed by the CEO
of company.
Resources Valuable Rare Imitable Organized Competitive
advantage
Consumer
base
yes yes no yes competitive
Globally
recognition
yes yes no yes Competitive
advantage
Brand
awareness
yes yes no yes Competitive
advantage
Human
resources
yes no yes no Not
competitive
Financial
stability
yes yes no yes competitive
Culture yes yes no yes competitive
Company
Services
yes no yes no Not
competitive
advantage
With the above analysis it is analyses that, the VIRO analysis frameworks helps in
analysing companies internal capabilities and issues operating to strategies adopted by the
company as for maintaining and operating business operations. The company is global
recognized and having strong loyal consumers base which is not imitable and are regarded as

rare and organized for attaining competitive advantage to the company. Also, brand awareness,
culture of company is values and uniquely established (Facebook VRIO Analysis, 2022).
Furthermore, the company is financially stable and operating into the large target market by
providing various services to engaging and connecting consumer base with friends and family
this helps in attaining competitive advantages to the company.
Furthermore, the issues faced by the company is with the HR strategies as while
recruiting an adopting the talented personnels for serving the company. The employees working
in company are not rare, as recruiting skill and potential employees are also adopted by other
competitors firm as or marketing and provide various services for connecting to large consumer
base. Also, various technical operating individual are adopted by the other social networking
websites are imitable in nature. Furthermore, the services provided by the company to all the
user and consumer for connecting are imitable in nature as due to large competitors available in
market and providing similar services to user for connecting and engaging with the friend and
family hinders the operations (Seghers, De Clerck and Lybaert, 2021. The main competitors are
Instagram, twitter, snap chat providing same services as for posting pictures, connecting and
chatting online with the user base and commenting on the pictures. This hinders the strategy as
of marketing and advertising must be adopted by the company for making and attaining into the
competitive market.
Use appropriate corporate examples and literature to justify your stand
Using Different corporate examples for justifying and illustrating cost leadership strategy
for attaining competitive advantages are as follows :
Ryanair aviation company is using cost leadership strategy as for gaining the market by
providing low cost services and low cot booing of various tickets to large number of consumers
travelling from one country to another internationally. The airline is sustaining and building
competitive position by establishing the Lowest cost and supplying products to large number of
user by maintaining the position as for providing the low cost carrier operator.
Amazon is also using the low cost leadership strategy as for increasing the warehouse
storage and capabilities which is used for competitive advantge. As amazon uses the latest
digitalization and technologies as by minimizing the cost for operating and working.
Walmart established as the supermarkets stores globally suing the cost leadership
strategy as by Selling and producing products of th company at low cost to all the user in

gaining the competitive advantages for the company (Palomino-Manjón, 2018). As by reducing
the operation cost, outsourcing an and other cost for minimizing the expenses further helps in
attaining and growing company by gaining competitive advantages into the dynamic market.
Also, the company minimize its spending on its resources also minimizing the automation and
operating cost for gaining the competitive advantages.
Primark company is also using the cost leadership stay in company, as the company is
fashion retailer offering product at low prices to large number of consumer in market. A by
purchasing the raw material for the stores and necessary goods aid in minimizing and cutting the
cot as for achieving the competitive advantage of the company also reducing time for Marketing
and using little budget for branding an advertising the company it helps in attaining the cost
leadership strategy by the company.
Recommendations would you make for FACEBOOK to sustain its position
 The company must improve the security and privacy concerns , also consumer services
must be improved as the Meta platform providing consumer support services is not
providing adequate privacy to all the users of the Facebook.
 Also, the Facebook company must prioritize the positive content to be posted on the
social media platform which engages users and also help in changing the privacy concern
by securing and safeguarding personal and private information of all the users.
 Further, engaging and organizing more events and groups of individuals which helps in
creating global advantages for increasing revenues and profit of the firm.
 The company must also adopt new and latest trend as by communication and engaging
more users for using the website. Also, advancing the user face by expanding the
Facebook services for providing new shopping experience to all the user as by branding,
help in sustaining position of the company in dynamic market.
CONCLUSION
From the above reports it can be concluded that global strategic management is defining
and drafting strategy for company as for sustaining and expanding market by attaining
competitive advantages. Facebook recognized as th social networking site for engaging ans
connecting large number of user adopted cost leadership and generic porter growth strategy as
for growing and positively contributing for success of the company. Also, with the internal an
external analysis company help in identifying the forces which impact companies operations and

profits also adapting various strategies helps in achieving profits and sustaining position into the
dynamic market.
REFERENCES
Atkinson, A. M., Sumnall, H. and Meadows, B., 2021. ‘We're in this together’: A content
analysis of marketing by alcohol brands on Facebook and Instagram during the first UK
Lockdown, 2020. International Journal of Drug Policy. 98. p.103376.
Fumagalli, A and et.al., 2018. Digital labour in the platform economy: The case of
Facebook. Sustainability. 10(6). p.1757.
Karppi, T. and Nieborg, D. B., 2021. Facebook confessions: Corporate abdication and Silicon
Valley dystopianism. new media & society. 23(9). pp.2634-2649.
Klassen, K. M and et.a., 2018. What people “like”: Analysis of social media strategies used by
food industry brands, lifestyle brands, and health promotion organizations on Facebook
and Instagram. Journal of medical Internet research. 20(6). p.e10227.
Palomino-Manjón, P., 2018. “Great to see ur staff are doing their job properly”: Customer (dis)
affiliation on corporate Facebook pages. International Journal of English
Studies. 18(2). pp.77-96.
Seghers, M., De Clerck, B. and Lybaert, C., 2021. Mapping the spread of Dutch non-standard
language use on corporate Facebook pages: A corpus-based analysis of service-oriented
interaction. Nederlandse Taalkunde. 26(3). pp.363-399.
Tien, N. H., Hung, N. T. and Tien, N. V., 2019. The role of brand and brand management in
creating business value-case of Facebook Vietnam. International Journal of Research
in Marketing Management and Sales. 1(2). pp.124-128.
Online
Facebook Inc. PESTEL/PESTLE Analysis & Recommendations. 2022. [Online] Available
through: <http://panmore.com/facebook-inc-pestel-pestle-analysis-recommendations>
Facebook Inc.’s Generic Strategy & Intensive Growth Strategies. 2022. [Online] Available
through:<http://panmore.com/facebook-inc-generic-strategy-intensive-growth-
strategies#:~:text=Strategy%20(Porter's%20Model)-,Facebook%20Inc.,to%20reduce
%20its%20prices%20competitively.>