of Unit Case Analysis Problem ment Facebook went public in with an enormous market capitalization. Globally, the social network platform had an ability to have 1 billion members. Since 2004, the company took an eventful journey that made it what it is today. It utilized college-to-college marketing strategy. Today, Facebook symbolizes a social move to internet commerce and internet. The strategic issue in this case is Facebook’s college-to-college marketing. College-to-College Marketing Facebook went live on February 4, 2004 as a digital directory for Harvard University’s undergraduate students. Mark Zuckerberg coded by altering the school’s dorm-exclusive online directory to school-wide resource.
The platform allowed users to create profiles with their first and last names, residences, photos, relationship status, contact information, personal interests, and course schedule. Facebook grew quickly and by end of February 2004, it had 10,000 Harvard users. On February 25, 26, and 29, students at Columbia, Yale, and Stanford were encouraged to join the site. More than half of undergraduate at Stanford joined Facebook in the first week. By June that year, Facebook served 150, 000 users from over 30 colleges.
Facebook thus expanded from college to college. Facebook had become a business by the end of summer 2004. By May 2005, it had 2.8 million users from more than 800 colleges. In that same year, Accel Partners invested 12.7 million U. S dollars on Facebook, which consequently valued Facebook at 100 million U. S dollars (Treadaway, Chris, and Smith, 2010). SWOT Analysis SWOT analysis is a framed planning approach useful in the analysis of strengths, weaknesses, opportunities, and threats associated with a project or a business venture (Bertelsen, 2012). In the beginning, there were no enough funds to run Facebook.
Zuckerberg claims that they used 85 U. S dollars per month in the beginning. Again, the company was not started with the intention of making it a business. Facebook’s owners decided to turn the company into a business due to the high demand for it. College to college strategy was thus a nice strategy for marketing. It was a cheap way, as students could be easily motivated to join the company. The strategy utilized a platform, which existed. Furthermore, there was an opportunity for a social platform.
There were few social sites at a time. Some of them were MySpace, Friendster, and Orkut. However, unlike Facebook, these sites did not offer a platform for social interaction for college students. Facebook’s college-to-College strategy was thus strategic. However, the strategy excluded other prospective members. Exclusion was a threat and weaknesses of the strategy. Facebook is a social network created for everyone from all sectors of life. Even though, Zuckerberg coded it based on school’s dorm-exclusive online directory; he did not create it to offer any unique services to college students. Recommendation i.
Facebook ought to developed strategies based on its target markets. ii. The company should have developed a strategy that targets available opportunities and does not limit the company. Justification Facebook had opportunities in every sector of society. However, it limited itself to colleges only. Facebook thus excluded several people through its strategy. It ought to have developed a strategy that targets everyone as it offers services to all individuals from all areas of life. Work Cited Treadaway, Chris, and Mari Smith. Facebook Marketing: An Hour a Day. Indianapolis: Wiley Pub, 2010.
Print. Bertelsen, Beth. Everything You Need to Know About Swot Analysis. Newmarket, Ont. : BrainMass Inc, 2012. Print.