Facebook Inc is a global online social network that has about
one billion member accounts. However the organisation is less than
10 years old. Despite intense media excitement when Facebook listed
as a public company in May 2012, the share price has bobbed around
quite a bit since. Many business analysts are beginning to question
the companyâ€™s long-term viability because it is difficult to
discern a coherent business strategy. Â
Your task in this case analysis is to answer two questions by critically analysing Facebookâ€™s history, resources and market situation. Please do not just describe events, although you should read Facebookâ€™s history to understand the background to your analysis. You should use the principles and concepts that you have learned throughout the unit to answer the following two questions: Â
1. What marketing strategy or strategies has Facebook adopted since it was created? Answer this question by applying one or more of the theoretical approaches discussed in the course. Â
2.Â What marketing options can you describe for Facebook if it wishes to remain a successful organisation throughout the next decade? Answer this question based on the circumstances that exist in 2014 and your best forecasts of relevant future industry factors.
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