Social Media Plays an Important Role in How Consumers Discover, Research and Share Information About Brands and Products.

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SOCIAL MEDIA PLAYS AN IMPORTANT ROLE IN HOW CONSUMERS DISCOVER, RESEARCH AND SHARE INFORMATION ABOUT BRANDS AND PRODUCTS.

By : Lie Leng Boon September 2012

Abstract : The objective of this report is to conduct a thoroughly research the important role of social media plays in how consumers discover, research and share information about brands and products. SenHeng Electrical (KL) Sdn Bhd, the largest consumer electrical appliances chain retail shop with 128 outlets in Malaysia has been chosen. In the study of the said case-firm current and future strategic options, the following strategic concept has been applied. Strategic Group Map has been used to identify the casefirm current position in the market position. A PEST analysis helps to consider what external influences are important and the extent to which any changes are significant for the future of the case-firm. Through the usage of the above mentioned strategies, the result of the case study indicated that : the case-firm current business strategy in embracing the social media or social networking not only to gain a strategy advantage, the case-firm future business strategy in continuously develop the social networking will not only maintain its competitive advantage even dominate the market share.

MODULE: STRATEGIC INFORMATION SYSTEMS ANALYSIS

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Table of contents
1. Introduction …................................................................................... 1

2. Literature Review …..........................................................................

2

3. Analysis and discussion …................................................................

3

4. Recommendations and Conclusions ….............................................

4

5. References ….....................................................................................

5

MODULE: STRATEGIC INFORMATION SYSTEMS ANALYSIS

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1.

INTRODUCTION Social media has revolutionized how we interact with each other, from the advent of email,

bulletin board systems, to current social networking sites, technology has been integrated with communication to become a outstanding focus of the new digital age. The history of social networking statistics on where we are today is illustrated in Figure 1.1 and figure 1.2 provide a glimpse of where we may be heading. (OnlineSchools, 2012) Social media appear in many forms including blogs, forums, social networks, wikis, virtual worlds, social bookmarking, tagging and news, writing communities, digital storytelling and scrap booking, and data, content, image and video sharing, podcast portals, and collective intelligence. Some of the well-known sites such as Facebook, LinkedIn, MySpace, Twitter, YouTube, Flickr, WordPress, Blogger, Wikipedia, mobile application and others. (Figure 1.3)

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Figure 1.1

Social Networks Compared
( By User )
800 600
Million
M YSPACE ( Launche d ) FACEBOOK ( Launched )

600
FRIENDSTER ( Launche d )

400 200 0

260

TWITTER ( Launche d )

90 2002 2003 2004

190

2006

Figure 1.2

Figure 1.3

MODULE: STRATEGIC INFORMATION SYSTEMS ANALYSIS

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SenHeng Electrical (KL) Sdn Bhd, a tiny consumer electronics shop setup in 1989 which occupied half shop lot with stocks worth less than RM30,000.00, with a sales increasing from RM 400m in 2006 to RM1200m 2011 (see figure 1.4). Today, it has scaled the heights of success to become a multi million ringgit giant with more than 125 branches straddling the length and breadth of the country (see figure 1.5).

SenHeng Electrical (KL) Sdn Bhd
Annual Sales Volume
1000 800
Million

600 400 200 0 2006 2007 2008
Year

Sales Volume

2009

2010

2011

Figure 1.4

SenHeng Electrical (KL) Sdn Bhd
Growth By Branches
150 100 50 0 2006 2007 2008
Year

Number

No Of Branches

2009

2010

2011

Figure 1.5

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