Research Paper (undergraduate) from the year 2013 in the subject Communications – Public Relations, Advertising, Marketing, Social Media, University of Malta (Department of Marketing), language: English, abstract: This paper presents a comprehensive marketing strategy for Facebook, covering the period from 2013 to 2016. It begins by analyzing the company’s current situation, including a revision of its mission statement, a brief historical overview, and an in-depth examination of its revenue cycle and target audience. Using Porter’s Five Forces model, the paper evaluates Facebook’s competitive landscape. The second part outlines the way forward, detailing marketing plan objectives, market research methodologies, and a thorough breakdown of the marketing mix, including product, pricing, place, and promotional strategies both online and offline. Additionally, it provides a timeline, contingency plan, and budget allocation. This strategy aims to maximize Facebook’s global reach, enhance user engagement, and drive sustained revenue growth, positioning it as the dominant player in the social networking industry.
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