Facebook Case Study

1
Facebook Case Study

• By MTiPO
• Desiree Fabunan
• Yee Han Kuan
• Svyatoslav Mishchenko
• Patrick Lin Ngai Lung
• Wenhan Zhou

2
Decision

• Problem
• Growth/Expansion Strategy
• Proposed Solutions
• To Grow Internationally
• To Enter Different Market Segments
• To Concentrate On Increasing Per-User Revenue
• Assumptions
• User base higher priority than revenue
• Significant number of countries with small
  Facebook user base
• Facebook has the capability and resources to
  localize
• Growth is viral

3
SWOT Analysis
4
Analysis Economic Analysis
Improve Revenue Source in Existing Markets
Target New Segment in Existing Markets
New Existing
International Expansion
4
Decision To Grow Internationally.
5
How To Grow Internationally

• Challenge
• It may find it hard to displace the dominant
  local competitors.
• Local resistance to foreign culture.
• How to Grow in other markets
• Localization through Language
• Spread Facebook through Evangelist
• Overseas Student
• Early Adopters
• Use Bowling Alley Effect
• Characteristic of a Suitable Initial Overseas
  Market
• Competing Product is technically weak or clone
• User base comfortable with Social Networks
• Users verse in both English and their Mother
  tongue
• I.e (Mexico, India, Sweden, Germany, France,
  China)

6
Reality Test