The purpose of this assignment is to again provide you with an opportunity to apply knowledge,
theory, frameworks and tools from the early part of the unit to an analysis of the strategy and
strategic practices of a real organisation. In this assignment, you will work to analyse the strategies
pursued by Facebook since its creation. You will evaluate marketing-related strategies and their
effectiveness and relate those real-life experiences to relevant research and theory. The aim is to
provide experience of marketing analysis and practice and to determine your ability to relate real
marketing strategy to theory and research.
The Overall Task
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 company’s long-term viability because it is difficult to discern
a coherent business strategy.
Your task in this case analysis is to answer two questions by critically analysing Facebook’s history,
resources and market situation. Please do not just describe events, although you should read
Facebook’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 three questions:
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.
2. 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.
Page 2 of 6
These are wide-ranging questions and you should undertake extensive independent research into
Facebook and its industry. You should explore different aspects of these issues and incorporate them
into your report. This is a practical assessment of a real company, but you need to show an
understanding of theory and research in your evaluation and suggestions.
1. Begin to gather information about Facebook and its marketing-related strategies. There are a
range of sources you can make use including the company’s own corporate website and
related publications, academic journals, business press and media, blogs and so on. The
quality business press such as Forbes or Business Week or the Economist are in some ways
good places to start.
2. However, you need to begin to study relevant course materials as the task requires you to
analyse and evaluate Facebook’s marketing strategy in relation to theory, frameworks and
3. Consider each of the two questions carefully and begin to relate practice to theory in an
attempt to answer each of them. The questions explicitly direct you to specific aspects of the
unit material and to specific types of models, tools and theories.
4. It should be clear that there is no definitive right answer here. This also mirrors reality, in that
companies are not able to find a single solution or pathway; they have to make difficult
choices from alternatives. In the light of that try to explore different aspects of the two
questions – there are no ‘correct’ answers and lots of valid arguments for and against all kinds
of alternatives. The merits of your argument will depend to a large extent on how much
evidence you can cite to support your point of view; that is why this is called a research
5. Write up your analysis. This should be in a report format. Here is a suggested structure:
a. Executive Summary
c. Background to the Company
d. Marketing Analysis
i. The Nature of Facebook’s Marketing Strategy or Strategies since it began.
ii. Strategic Marketing Options for Facebook moving forward
Ensure that you have related the real conditions of the company to theory and research and
that you have read, cited and referenced appropriate academic material as well as more
popular sources (which also need to be properly referenced).
6. Submit the report via the Turnitin Submission Link (under Assessment Details on the
Blackboard site)…be fully aware of the plagiarism rules in the School; plagiarism will not be
7. The marking criteria for the assignment can be found on the following page. They are
published to give you detailed guidelines about the way in which your mark will be
Page 3 of 6
calculated. Please read them carefully. Note that they are a guide, not a definitive formula
for allocating marks, and no set of criteria can accurately describe every possible
assignment. Your final mark will reflect the application of academic judgement by your
marker to your whole assignment.