Comparison Facebook against Google and Microsoft in E-commerce strategy – Assignment Example

COMPARISON FACEBOOK AGAINST GOOGLE AND MICROSOFT IN E- COMMERCE STRATEGY E-strategy consists of steps taken and processes followed for marketing a brand via the web. In addition, it can be defined as the strategies governing e-business via calculated data or information dissemination. Facebook has got distinct e-strategy when compared to Google and Microsoft. Facebook brilliantly requires its users to present themselves honestly when they want to open an account by using their real names, which becomes a user’s account name, and is not liable to any change. This is because, these accounts are based on individuals, which makes it virtually difficult for an organization or a firm to possess an individual page without lying about it and thus, going against facebook’s terms of use and the community spirit. Facebook has overhauled entire profiles and pages as its main method of making business and brands to market themselves on the internet. By changing the profiles and pages, face book management realized that the social web has changed; therefore it had to change to meet the consumer demands. In addition, as part of its e-strategy, face book has concentrated on improving valuable constituencies who are its users by monitoring them without invading their personal information (Zarrella 2011, p. 43-46) Face book optimizes the search for business pages. This makes it possible to view some pages without necessarily login to the users account. Some of the pages that can be viewed without login include the company’s logo, individual descriptions and wall postings. E-commerce is majorly characterized by four strategies. These strategies form the basis of daily operations in Google, Face book and Microsoft.However, distinction in strategy depends on the company’s services. These strategies include alignment in tactical oparations, Customer relationship and service management, service and inventory management integration and supply chain management. Microsoft’s e-strategy mainly involves reactive strategy, this are measures taken after an attack. The damage is identified and the likely cause of attack. The other strategy is assessment of damage where, it entails analyzing the magnitude of the damage caused. This process is followed by repair of the damage caused (Simon 2001, p. 32-34). This is the work of disaster and recovery plans of the company’s unit. The other strategy that Microsoft implores is the documentation of attacks. These include causes and impact of attack in reference to software, loss in productivity, software and hardware. The last aspect of Microsoft strategy is the implementation of contingency plan. This helps the company save time and eases the companies daily operations. On the other hand, Google e-commerce strategy is mainly based on data privacy of the user, revenue models of advertisement and new advertisement formats which mainly involve click per call and video. The other aspect they have also adopted is search personalization (Fox 2010, p. 57). There are four steps used by Google to effectively operate their system. These include, crawling which serves the purpose of identifying pages relevant to search. Indexing assists the search engine in identifying relevant pages that are in line with what is being searched. Scoring or ranking plays a role in identifying relevant searches that are positive: successful searches. Lastly the result serving and the query request assesses location of the user through IP address. Assorted information on what has been typed is then displayed. In conclusion, the e-commerce strategy that a company adopts majorly depends on the services they offer and the nature of their services. In face book, privacy is paramount and this forces the company to develop systems that uphold its user’s privacy. Google on the other hand puts much emphasis on its search engine and document indexing to facilitate access and efficiency. Microsoft displays major focus on trouble shooting services and their e-system ideally reflects this. References Fox, V, 2010, Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Wiley, New York. Liana, E, 2010,Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media, Que, New York. Levy, J, 2010, Facebook Marketing: Designing Your Next Marketing Campaign. Que, New York. Mayer, R, 2009, Internet Marketing: Strategy, Implementation and Practice. Prentice-hall, New York. Simon, W, 2001, Driving Digital: Microsoft and Its Customers Speak about Thriving in the E- Business Era, Oxford, HarperBusiness. Stross, E. R, 2002, The Microsoft Way: The Real Story of How the Company Outsmarts Its Competition, Perseus Books, Virginia. Trepper, C, 2000, E-Commerce Strategies, Microsoft Press, New York. Weber, L, 2011, Everywhere: Comprehensive Digital Business Strategy for the Social Media Era, Wiley, New York. Yoffie, D, 2000, Competing On Internet Time: Lessons From Netscape And Its Battle With Microsoft, Free press, New York. Zarella, D, 2011, The Facebook Marketing Book, OReilly Media, Washington.