LinkedIn Corporation, 2012 Harvard Case Solution & Analysis

LinkedIn Corporation, 2012

Summary

LinkedIn Corporation is a professional social media network, which was established in December 2002 by Mr. Reid Hoffman including few of his former colleagues from PayPal, Socialnet.com and Stanford University. The LinkedIn Corporation’s website was launched publically in May 2003. In those years, the social media was in the infancy stage. Currently, the biggest competitor Facebook wasn’t there at that time and Google used to be there but privately. By the year 2005, LinkedIn started earning the advertising and subscription revenue and by March 2006 they became profitable. In the year 2008, they crossed over 18 million members and announced the opening of an overseas office in London. Mr. Weiner joined as CEO in the year 2008. After a year or two, LinkedIn Corporation started acquiring small companies who were already doing a good job in their respective expertise. They acquired companies like mSpoke, Choice Vendor and CardMunch; which were directly and indirectly related to social media. LinkedIn Corporation is still doing a tremendous job but it is looking forward to grab more future opportunities for better outcomes in a highly competitive environment.

Case analysis

LinkedIn Corporation has been a key element of attraction for the corporate and individual professionals. They have been following an aggressive approach since the beginning and were quiet successful from all the aspects. The dream and successful entrepreneurial approach of the CEO Mr. Weiner was quiet clear to connect each and every professional at a single platform from all over the world. This approach reflects the four segments, which divides 3.3 billion professional into different categories. These categories were knowledge workers,

skilled trade’s people, service workers and laborers. Furthermore, they were focused on three main value propositions that include identity, insights and everywhere. The basic purpose for these value propositions was to offer people to represent their expertise, skills and knowledge on a professional social media platform. Mr. Nishar, the Senior Vice President supported the case by adding that the entire objective is to make our members as much as productive and successful as possible. By the year 2012, they have earned revenue of $522.2 million; which reflects that they have successfully implemented the entrepreneurial strategies.

Recommendations

It has been recommended that at this stage they must at least continue with current strategies. Furthermore, to recognize their priorities they must conduct a detail marketing research so that consumer insights can be fully obtained. They must take an advantage of competitors’ weakness and convert it into their strength. In addition, they must introduce the LinkedIn Corporation’s concept to other global or national regions thatwhich will enhance their revenues and brand image.They must target the corporate sector and universities to amplify their business from all the financial and marketing perspectives that will result in high growth and sales. They must continuously embrace their clients to maintain the competitive advantage in this professional social media platform. To succeed in the major challenge of maintaining the hyper-growth, they must make their service user-friendly because professionals are short of time so there is a considerable chance that they might not take much interest in learning about LinkedIn Corporation. By applying these new strategies and maintaining the old ones, LinkedIn Corporation can achieve more success in the global competitive environment.

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