Facebook's global strategy involves standardizing its social media platform to provide a uniform user experience worldwide, while also customizing locally for different regions and their needs. It pursues strategic alliances and acquisitions to gain new capabilities, expand into new markets, and maintain its competitive advantages. Going forward, Facebook will need to continue evolving its strategies to address challenges like regulatory issues and long-term sustainability, while shifting towards innovative new technologies and markets to support future growth.

2. Global Strategy
& Strategic Alliances

3. Facebook Inc.
Founded 2004
Mark Zuckerberg, Eduardo
Saverin, Andrew McCollum, Dustin
Moskovitz & Chris Hughes
Menlo Park, USA
GIVE PEOPLE THE POWER TO
SHAREAND MAKE THE WORLD
MORE OPEN
AND CONNECTEDWorld’s Largest Social
Media Network

4. Global Growth

5. 1.5 B 700 M900 M2 in 3 400 M

6. 56 Locations 995 New Positions

7. Standardisation
& Customisation

8. Standardisation
Provides Competitive
Advantage
Uniform User Experience &
Product Offerings
Global Accessibility
World as Single Entity
Scale & Scope Economies
Global Brand Awareness
Connect People Around
the World
BENEFITS
Enables Rapid Growth

9. Levitt
Competitive advantage
in cost & effectiveness
Product may be
standardised
Branding, positioning
& promotion need to
reflect local conditions
Tailor global marketing
concepts to meet
specific needs

10. Customisation

11. Customisation
LOCALISED IN
+140 LANGUAGES
ADAPTING TO EU
REGULATION
ISSUES
ADAPTING TO
LOW INTERNET
ACCESSIBILITY
ADAPTING TO
DIFFICULT MARKETS
BALANCE BETWEEN
PRODUCT UNIVERSALITY
AND LOCAL MARKET
PARTICULARITIES
RECOMMENDATION: WHAT ABOUT LOCAL CUSTOMISATION
ON A FUNCTIONALITY BASIS?

12. Strategic
Alliances

13. Technology
Company
Web Portal
Expertise
Search Engine
Capabilities
ADVERTISING
PARTNERSHIP
PATENT
SETTLEMENTS
IMPROVED
CONTENT & REACH

14. Information &
Measurement
Company
DATA ANALYTICS
EXPERTISE
Data Analytics
Expertise
ADVANCED
MARKETING INSIGHTS
& CAMPAIGN
OPTIMISATION
Future Focused
Industry Knowledge

15. Connecting 2/3 of
the World without
Internet Access
ACCESS TO WIDER
POTENTIAL MARKET
Facebook-Led
Non-Profit Organisation
Multinational
Tech Partnerships
NOKIA
OPERA
MEDIATEK
ERICSSON
SAMSUNG
QUALCOMM

16. Opportunities
UNITE WITH OTHER
TECH GIANTS
TACKLE CHINA
W/ XIAOMI
IMPROVE, TARGET & MEASURE
CAMPAIGNS THROUGH DATA
PARTNERSHIPS

17. Acquisition
Strategy

18. Acquisitions A KEY TO FACEBOOK’S
GROWTH & SUCCESS
IMPROVED VALUE
PROOPOSITION
MOBILE
TECHNOLOGY
CAPABILITIES
PHOTOGRAPHY
PLATFORM
DEVELOPMENT
ADVERTISING
PLATFORM
CONSOLIDATION
EXPANSION INTO
NEW
CAPABILTIES
2010 2011 2012 2013 2014

19. Acquisitions
BEFORE AFTER
Targeting New &
Upcoming Companies
Capture Best
Talent
Dissolution of Target
Company Identities
Acquire Popular Services
$19B User Base Expansion
$1B Drive User Engagement
Drive Market Share & Maintain
Target Company Identity
EVOLVING ACQUISITION
STRATEGY OVER TIME

20. Strategic Weaknesses
WEAKNESSES OUR RECOMMENDATION
Maintain & Evolve Current
Successful Strategy
Shift Towards New, More
Innovative Markets & Trends
Risk of
Cannibalisation
Long Term
Sustainability?
Regulatory Challenges
& Privacy Issues

21. Future Focused
ACQUISITIONS
VISIONIS GONNA BE
THE NEXT
PLATFORM
– Mark Zuckerberg
Shift Towards New
Markets
Oculus Rift Capabilities
Focus on New
Features
Increased Competitive
Capabilities

22. Conclusion
Facebook is the global
market leader in social media
Global product offering in
which users can create their
own unique experience
Evolving growth strategy
as they advance in their
brand lifecycle
Focussed on the
future of building a more
connected world

23. Questions?