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Facebook’s social networking website’s homepage in December 2012. A Porter’s Five Forces analysis of Facebook Inc. shows
external factors that highlight customers and substitution as the strongest forces on the social media company. (Photo: Public
Domain)
A Five Forces analysis (Michael Porter’s model) of Facebook Inc. reveals issues that the
company must address to maintain its position as the top player in the social media market.
Michael Porter developed the Five Forces Analysis model to describe the external factors that
influence companies’ industry environment. In Facebook’s case, these external factors affect
the situation of the social media market, as well as the online display advertising industry
environment. As the biggest competitor in the industry, the company enjoys the benefits of
high revenues and popularity among users and advertisers. However, to keep this position,
Facebook Inc. must counteract the negative effects of external factors shown in this Five Forces
analysis of the company and the online display advertising industry environment.
Facebook Inc.’s Five Forces analysis (Porter’s model) puts emphasis on customers and
substitutes as the strongest forces based on external factors in the social media business.
Nonetheless, all external factors in the online display advertising industry environment are
significant in affecting Facebook’s business performance.
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PART 2
POLICY DIRECTIONS
Value chain analysis is a strategic analytical tool that can be applied to analyse
business activities to be able to identify those activities that contribute most the overall
competitive advantage of the business. Facebook value chain analysis provided below
discusses sources of competitive advantage of the social media company by referring
to its primary and support business activities. Figure 1 below illustrates the essence of
value chain analysis.
Our Mission
Founded in 2004, Facebook’s mission is to give people the power to
build community and bring the world closer together. People use
Facebook to stay connected with friends and family, to discover what’s
going on in the world, and to share and express what matters to them.
The “empowering people” component of Facebook’s mission statement signifies the company’s
goal of making its online social networking service practical for users to become more capable
online. The mission statement shows that this capability is in the form of enabling users to
share pieces of information. Such information may be in the form of texts, images, videos, and
other file types. The mission statement further indicates that Facebook Inc. has the goal of
connecting the world. A connection is created each time users become “friends” on the social
media website.
COPYRIGHT NOTICE:
THIS ARTICLE MAY NOT BE REPRODUCED, DISTRIBUTED, OR MIRRORED WITHOUT WRITTEN PERMISSION
FROM PANMORE INSTITUTE AND ITS AUTHOR/S. COPYRIGHT BY PANMORE INSTITUTE - ALL RIGHTS
RESERVED. SMALL PARTS OF THIS ARTICLE MAY BE QUOTED OR PARAPHRASED FOR RESEARCH PURPOSES, AS
LONG AS THE ARTICLE IS PROPERLY CITED AND REFERENCED TOGETHER WITH ITS URL/LINK.
2.3.1 DIRECTIONS AND PRIORITIES
3.2 SCOPE
3.3 OBJECTIVES
3.4 POLICY GUIDELINES
3.5 IMPLEMENTING GUIDELINES
3.6 EFFECTIVITY