Department of Management Studies

Assignment on

Business Policy and Strategy

Submitted in Partial Fulfilment of the Requirement for the

Degree of

Bachelor of Business Administration

SUBMITTED TO: SUBMITTED BY:

Pushpendra Raj
MS. Sonali Dania
Roll no.: 2404026
BBA VIth semester
A corporation’s directional strategy is composed of 3
general orientations-
1. Growth strategy

2. Stability strategy

3. Retrenchment strategy

STABILITY STRATEGY
A. Pause/Proceed with caution

B. No change

C. Profit strategies

GROWTH STRATEGY
A. Market penetration

B. Market development

C. Product development

D. Diversification

What’s app

Introduction
WhatsApp started as a company to do one thing, that is allowing
people to message inexpensively and do it without advertisement.
Now, boasts over two billion users and 1 million more daily.

Features
WhatsApp started as an app to let others know you weren’t available
by phone. This idea failed to catch fire, until push notifications
were invented.
Core principles are still alive and set WhatsApp apart from dozens
of competitors aiming for ad revenue and other gimmicks.
Stability Strategy
Pause-
WhatsApp paused major updates to its platform, ensuring users to
get familiar and habitual example status and the privacy feature.

Proceed with caution-

When introducing new features, WhatsApp proceeded cautiously and
used research to understand user, carefully observing changes in
user.

No change-
WhatsApp maintained simplicity and reliability of its core.

Profit-
WhatsApp implemented revenue-generating strategies example
WhatsApp Pay, in-app purchases, subscription services, and
targeted advertising while prioritizing user privacy.

Growth Strategy
Market Penetration
WhatsApp focuses on reaching new users by offering a free
messaging service with additional features like voice calls, video
calls, and file sharing, etc.

Market Development-
WhatsApp has focused on expanding by making app user friendly.
WhatsApp Business offers tools and features for small businesses
to connect with customers, expanding their market.

Product Development-
WhatsApp regularly introduces new features and updates to improve
user experience, such as calling, end-to-end encryption, etc.

Diversification-
Apart from WhatsApp Business, WhatsApp have enterprise
communication solutions, communication channel. It has integrated
with other platform such as Facebook and Instagram, to provide
well communication experiences.
Tinder

Introduction
From start in late 2012 until now, they’ve 75 million monthly
active users.

All those people use the iconic “swipe” feature over 1 billion
times per day.

Features
Online dating is niche, but tinder knew what it needed to succeed.
A large number of females using the app would then entice guys to
join, but the supply of potential dates had to be there first.

By creating the ability to keep “swiping,” you create a sense of

wonder and hope that you’ll hit jackpot with another flick or two.

To keep people’s profiles fresh, tinder continues to add features

into a more social experience.

Stability Strategy
Pause-
Tinder paused at major redesigns and minimizing disruption to
user experience. It took breaks between significant updates to
gather feedback from users.

Proceed with caution-

When introducing new updates, Tinder proceeded cautiously. It
monitored changes in user behaviour and engagement metrics to
improve feature.
No change-
Tinder maintained core swipe-based matching system, recognizing
its popularity and effectiveness in facilitating connections.

Profit-
Tinder implemented revenue-generating strategies such as premium
subscriptions (Tinder Plus, Tinder Gold). Added monetization
such as in-app purchases, advertising partnerships, and
sponsored content, etc.

Growth Strategy
Market Penetration
Tinder expands user base through aggressive marketing campaigns,
strategic partnerships, and user engagement initiatives, offers
a user-friendly interface, personalized matching algorithms, and
premium features.

Market Development-
Tinder has aggressively expanded its presence. Tinder has launched
initiatives targeting specific demographics, such as Tinder U and
Tinder Select.

Product Development-
Tinder continuously introduces new features to enhance user
experience, such as Super Likes, Boosts, and Tinder Social, to
increase user engagement and excitement. Tinder invests hugely
in improving its matching algorithms.

Diversification-
Tinder has diversified its offerings by expanding into like Tinder
Social, Tinder Travel, etc. It has acquired and integrated other
apps and platforms, such as Hinge and OKCupid, into its portfolio
to diversify user base.
LinkedIn

Introduction
LinkedIn Executives, middle class job seekers, and networking
connectors love LinkedIn.
Within a year of going live (2003) the networking social platform
had half a million users, and growth didn’t slow down there.

Boasts well over 810 million users and thousands of employees

worldwide.

Features
The need for quality prospects on both employer and employee sides
of the job coin warranted solution.
While startup did find resistance in the beginning, they were able
to focus on Silicon Valley and find executives eager to fill their
staffs with qualified talent and connect with others

They added paid features like job listings, subscriptions, etc.

Stability Strategy
Pause-
Linked carefully assessed impact of new features or changes before
implementation, ensuring they aligned with user needs and
expectations.

Proceed with caution-

LinkedIn monitor industry trends and competitor actions to make
informed decisions, avoiding user dissatisfaction.

No change-
LinkedIn maintained consistency in its core offerings, such as
professional networking, job search, and content sharing,
recognizing their value to users.
Profit-
LinkedIn implemented revenue-generating initiatives such as
premium subscriptions, talent solutions for recruiters, and
advertising services.

Growth Strategy
Market Penetration
LinkedIn utilizes a combination of content marketing, networking
events, and enterprise solutions to attract users and businesses
seeking to connect, hire, or market their products and service.

Market Development-
LinkedIn has made efforts to penetrate markets by offering
features and partnerships to attract professionals in regions.

Product Development-
LinkedIn improves its platform with features like LinkedIn
Learning, LinkedIn Events, and LinkedIn Live, providing users
tools for professional networking. LinkedIn use artificial
intelligence and data analytics to provide personalized
recommendations, job matches, and content suggestions, enhancing
user engagement.

Diversification-
LinkedIn has diversified its revenue streams by offering premium
services such as LinkedIn Recruiter and LinkedIn Sales Navigator,
to businesses and recruiters seeking talent acquisition.
Snapchat

Introduction
Sometimes your products aren’t used the way you intended and it
can lead to problems.

The Snapchat founders understand that, but it didn’t lead to their

growth stalling.
The popular picture/video sharing app has gone from starting in
2011 to now having about 300 million users.

Features
Snap Chat offers users ability to post expressive product that is
live in real time.
The freedom that comes from the ability to just hop on and share
a moment is a feature that drives both engagement and growth.

Meant for colleges, the app found its start in high schools.
Due to the nature of the app, messages sent between users are
rarely unopened. The wonder of what could be inside makes most
open the messages they receive and compels them to send their own.
This engagement also creates an excellent word of mouth.

Stability Strategy
Pause-
It took breaks between significant updates in application to get
habitual and provide feedback, ensuring smoother interface over
time.

Proceed with caution-

When introducing new features or changes, Snapchat proceeded
cautiously, gained a lot from feedbacks to work accordingly.
No change-
Snapchat maintained consistency such as disappearing messages,
stories, etc recognizing their popularity and differentiation
factors. It focused on enhancing existing features.

Profit-
Snapchat implemented revenue-generating strategies such as
sponsored content, branded filters, discover partnerships,
streams through premium subscriptions, premium content offerings,
and ecommerce integrations, etc.

Growth Strategy
Market Penetration
Snapchat targets younger demographics through innovative features
like disappearing messages, augmented reality filters, and
multimedia content creation tools.

Market Development-
Snapchat has been targeting demographics through features like
Discover and Snap Map to broaden its user base.

Product Development-
Snapchat has invested in original content through partnerships
with publishers, influencers, and media companies to provide
unique and exclusive content to users.

Diversification-
Snapchat has diversified its revenue streams by creating and
distributing original shows and content through its Snap
Originals. Snapchat has ventured into hardware with products like
Spectacles, wearable glasses equipped with a camera for capturing
moments directly to the app.