1 PROPOSAL Facebook Inc.
Zachary Greenwood 2 PROPOSAL
May 8, 2017 To: Chelsea Butts From: Zachary Greenwood Subject: Proposal to research on the factors affecting the decline of Facebook Inc. and make
recommendations on ways to revive the company. Facebook Inc. has recently seen a rapid decline in the number of users while experts predicted
that by the end of 2017, the company would have lost up to 80% of its customers. Contrary to
these opinions, we believe that the company is able to revive itself by applying the right
strategies. This proposal explores Facebook Inc., and provides an overview of research
procedures and topics for the final report.
Problem Statement
As one of the major social media corporations, which also provide social networking services,
Facebook has recently experienced a decline in its total number of users. This research aims at
establishing strategies that can be applied to reverse this decline for the company to remain
relevant in the current social media industry.
Project Qualification
The current world is driven by globalization. All the communication barriers are broken down.
Facebook Inc. is one of the companies that managed to create a platform that is allowed people
not only to communicate but also to make business deals. Therefore, the recent decline of its 3 PROPOSAL
dominance in the social media industry must raise concerns to the owners. There are many other
players in the social media industry thus leading to stiff competition.
Overview of the Company
Following researches that I conducted including literature reviews, observation, expert
reviews and personal experiences, I believe that Facebook is capable of reviving itself as a
leading social media corporation. Currently, Facebook Inc. boasts of 1.6 billion users worldwide
(Walther et al., 2013). The company is also the leading social media service corporation with the
largest number of users around the globe. Currently, the company utilizes a marketing mix,
which supports and capitalizes on its popularity. In the company’s marketing mix, major
considerations entail the nature of its online mobile apps and networking websites. However,
users are opting for other services due to fact that the service has been overwhelmed with
political rants and bad memes. Additionally, some of these sites deliver fast news and contents,
which are easy to assess just by a click of a button. Nevertheless, I believe that Facebook has
what it takes to regain its market leadership position by using the right marketing approach.
In the social media industry, social behavior of users is a vital factor in establishing the
marketing strategies of a company. In this case, the marketing focuses on advertising firms’,
which pay for advertising fees. This is a strategy that depicts its ability to entice new users. The
organization’s marketing mix (4Ps) is capable of facilitating effective access to its target clients
(Kirkpatrick, 2011). The tactics and strategies from the company’s marketing mix showcase the
company’s ability to broaden its advertising services and hence enhance market penetration of its
mobile apps and networking websites.
Facebook can attain growth by applying a penetration intensive strategy. The objective of
this strategy is to revive the lost market share in the currently declining markets in addition to 4 PROPOSAL
increasing the number of users. One strategy method in which this has been achieved is
establishing mergers with other social media companies. On the other hand, the company may
increase the number of acquisitions in order to reach new markets and eliminate competition.
Acquisition can be showcased by the recent purchase of WhatsApp (Skeels, et al., 2012).
Additionally, Facebook’s market development strategies have enabled it to negotiate with
governments to allow citizens to adopt the service. Product diversification entails entering new
business ventures and to provide a wide range of products as an alternative for the current
service. According to (Ellison et al., 2014), product development entails offering new and
improved services to add value to the product. In this regard, mobile apps are developed to
compliment the social websites, to make the service more convenient and reliable. From the
current market leadership position of the company and the strategies applied by the company in
addition to strategies recommended by experts and scholars, Facebook is capable of reviving
itself, attracting new users and maintain its position as the leading social media company. 5 PROPOSAL Facebook Inc. proposal
May 8, 2017 Audience
The audience for our formal report include:
Primary audience: The marketing department, the board of directors and Mr. Mark Zuckerberg,
the CEO of Facebook Inc. will be the primary audience for the research. These stakeholders have
the authority to apply or reject the laid down recommendations regarding strategic approaches.
Secondary audience: the secondary audience for this study include social media analysts,
interested economists, employees in Facebook Inc. potential users of the service and potential
employees of the company.
Auxiliary audience: the auxiliary audience for the proposed include social media users and
employees not affiliated with Facebook Inc.
Watchdog: business analysts and experts may be interested in these recommendations to
determine whether they may lead to a fruitful implementation. Facebook Ink’s competitors such
as twitter, Instagram, palmchat, and telegram will also be interested in these strategies since their
markets will be directly impacted by these recommendations. 6 PROPOSAL Facebook Inc. proposal
Month, Day Year
Topics to investigate
This research aims at investigating the current challenges leading to declining of users and
adopted strategies which may result in reviving Facebook Inc. to maintain its current users and
market leadership position. These include:
Challenges
Competition from users such as twitter, telegram, and Instagram.
Political rants and bad memes.
Less convenience compared to other social media companies.
Strategies
Market penetration- accessing new markets through market penetration strategies e.g. mergers.
Market development- entails ways of cooperating with governments to reach citizens in their
respective nations.
Product diversification- ways in which the company applies diversification strategy as a
supporting intensive technique. 7 PROPOSAL
Product development- ways in which the company can develop its products and offering new
services to enhance corporate growth. Facebook Inc. proposal
Month, Day Year Methods and Resources
In obtaining information both primary and secondary sources will be utilized. These include
articles, journals, personal experiences, websites, videos, and expert analysis. Interviews and
questionnaires are some of the useful sources that will help 8 PROPOSAL
ReferencesEllison, N. B., Steinfield, C., & Lampe, C.
(2014). The benefits of Facebook “friends:” Social capital and college students’ use of
online social network sites. Journal of Computer‐Mediated Communication, 12(4), 11431168.
Kirkpatrick, D. (2011). The Facebook effect: The inside story of the company that is connecting
the world. Simon and Schuster.
Marche, S. (2012). Is Facebook making us lonely? The Atlantic, 2.
Skeels, M. M., & Grudin, J. (2012, May). When social networks cross boundaries: a case study
of workplace use of facebook and LinkedIn. In Proceedings of the ACM 2009
international conference on supporting group work (pp. 95-104). ACM.
Waters, S., & Ackerman, J. (2011). Exploring privacy management on Facebook: Motivations
and perceived consequences of voluntary disclosure. Journal of Computer‐Mediated
Communication, 17(1), 101-115.
Walther, J. B., Van Der Heide, B., Kim, S. Y., Westerman, D., & Tong, S. T. (2013). The role of
friends’ appearance and behavior on evaluations of individuals on Facebook: Are we
known by the company we keep?. Human communication research, 34(1), 28-49. 9 PROPOSAL
Facebook Inc. proposal
May 8, 2017
Work schedule
The work schedule provides a clear outline of the activities that will be ensure that credible
information will be presented. The report will draw its conclusions from the evidence that will be
generated at the end of these activities.
Activity
Collection of data
Evaluation of information
Organizing Data
Revising research draft
Editing
Rehearsing
Presentation of proposal Total time (hours)
48
14
19
2
6
7
4 Completion Date (May)
4
7
9
10
18
23
24 Gantt Chart Gantt Chart
4-May
Data Collection
Evaluation of information
Organization of data
Revising research draft
Editing
Rehearsing
Presenting the proposal 9-May 14-May 19-May 24-May 29-May 10 PROPOSAL
Closing remarks
I believe that I am up to the task and I can achieve completion within the stipulated time. I
welcome any recommendations by the supervisor and I would appreciate if you approved my
proposal. Thank you.

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Status NEW Posted 19 May 2017 08:05 AM My Price 20.00

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