Scenario-based strategy choice recommendations for social media development in Kazakhstan.
Chakraborty, Daria (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121419459
https://urn.fi/URN:NBN:fi:amk-2012121419459
Tiivistelmä
The world around us is changing faster than ever before. This fact might be hard to acknowledge for companies as it means a lot of uncertainty in the upcoming future, but something that is called “an ostrich politics” in Russia is not an alternative, it does not make sense hiding one’s head in the sand at the sight of something scary approaching. Natural and business environments are often compared, natural selection is the key to survival in both, and it is not always the strongest who survives, but rather it is the one better prepared and equipped.
Worldwide Partners Inc. (WPI) is one of the biggest networks of advertising and marketing agencies in the world. They are determined to keep their supremacy, and are, therefore, looking for new pastures. Digital and social media marketing, as well as emerging markets, are their strategic aims. Although it is a known fact, that new opportunities usually come with unknown threats, which is why WPI has asked for a thesis that would tackle the problem of the unknown on the Kazakhstan digital marketing field and suggest the best ways to deal with it.
Scenario building is the approach that suited the best for the assigned problem. It gives the outlook of plausible futures at their extremes, so the company could make several tactics and be equipped for this now-rehearsed unknown.
Scenarios for the future development of social media in Kazakhstan were created based on the already existing World Economic Forum’s scenarios of global development. Qualitative research has helped to prioritise and make strategic suggestions for the case company.
Recommendations for this creative thesis are based on the newest theories and methods, such as TOWS analysis and emergent strategic approaches. These can be used to create a strategy to act in the event of the occurrence of the lease plausible scenarios. For the main strategy, the classical prescriptive approach is better be used.
Worldwide Partners Inc. (WPI) is one of the biggest networks of advertising and marketing agencies in the world. They are determined to keep their supremacy, and are, therefore, looking for new pastures. Digital and social media marketing, as well as emerging markets, are their strategic aims. Although it is a known fact, that new opportunities usually come with unknown threats, which is why WPI has asked for a thesis that would tackle the problem of the unknown on the Kazakhstan digital marketing field and suggest the best ways to deal with it.
Scenario building is the approach that suited the best for the assigned problem. It gives the outlook of plausible futures at their extremes, so the company could make several tactics and be equipped for this now-rehearsed unknown.
Scenarios for the future development of social media in Kazakhstan were created based on the already existing World Economic Forum’s scenarios of global development. Qualitative research has helped to prioritise and make strategic suggestions for the case company.
Recommendations for this creative thesis are based on the newest theories and methods, such as TOWS analysis and emergent strategic approaches. These can be used to create a strategy to act in the event of the occurrence of the lease plausible scenarios. For the main strategy, the classical prescriptive approach is better be used.