Dynamic Strategy and Disruptive Innovation

This article discusses dynamic strategies and disruptive innovation in the context of Snapchat and its impact on the market. It explores stakeholder views and provides recommendations for businesses to remain relevant.

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Dynamic Strategy and Disruptive Innovation
Instructor
Institutional Affiliation
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Executive summary
In the view of the global business, good and flamboyance strategies have been made that
has seen many businesses rise to the pick of the global market. What has remained is to maintain
relevancy and stay ahead of emerging competitors. This brings in the sense of embracing
dynamic strategies. These are strategies that are likely to change with time. The challenge of
marketing around the globe was hindered by distance and other factors. The introduction of
internet marketing becomes the bridge to many of these challenges. Embracing technology has
seen diverse advantages to companies by marketing their products and has enhanced
communication. Social media like facebook, twitters, skype and the recent Snapchat are some of
the tools trending in the market today. As innovation continues to evolve, new markets have
emerged to disrupt the existing market. Disruptive innovation has caused leading market to lose
their existing market network (Schneider, 2012, p.209). In the social media, Facebook has
trended as a leading market in this sector. With the rise of Snapchat, it has come to counter
facebook by its influence in the market. Being a company that innovates camera to enhance
people livelihood and how they communicate. The company has emerged in the market strongly
and has attracted key business stakeholders around the globe. This thesis will give a brief
description of Snapchat then stipulate how it has influenced the market. As a disruptive
innovation, we will outline the effect the company is contributing to some of these companies.
We will conclude by highlighting the major benefits of dynamic strategies and disruptive
innovation.

Snapchat inc.
Customers
Competitors
ShareholdersGeneral public
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Introduction
Snap Inc. a company that was founded in the year 2010. The aim of the company focus
was on camera technology to influence how people live, communicate, learn the world and have
fun together ("Snap Inc.", 2018). Reinventing the cameras was the main objective of its founder.
Being founded by three Stanford students, Snapchat Inc. becomes one of the most popular
companies around the globe. The strategy is to influence how people live and communicate, this
attracted many stakeholders around the globe due to its reputable objectives and innovation
wealth enhances the good relationship with various stakeholders (Fassin, 2009, p.113). The
company focus is on camera, communication which focuses on social engagement through live
video calls and finally content generation based on creating stories for live engagement. The
success of the company came as a result of a mutual relationship with its stakeholders. The
company has engaged in a long-term relationship which has enabled it to gain grounds in the
market (Sironi & Resti, 2007, p.5). Another key aspect the company has taken is to engage with
various governments, the general public and corporate organization that have seen the company
spread its wings in the corporate world.
Stakeholder View of the Organization Model

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Stakeholders of snapchat inc. include the company customers, shareholders, competitors and the
general public To align the business management ethical standard must be the key consideration
(Stubbs & Cocklin, 2008, p.103). Different stakeholders view business from the different point
of view. Below we highlight how each stakeholder views the company.
Shareholders
The shareholders are the people who own the business in terms of shareholdings. They
benefit from the company’s success on the increase of their share value. Shareholders also can
contribute to the company through decision making. Snapchat Inc. has two nominee
shareholders; these are Evans Spiegel the CEO, Bobby Murphy and Reggie Brown.
Customers
The company target customers around the globe. Due to its entertainment aspect, the
company has attracted young people and middle-aged people. With the fashion age, young
people are tending to identify with the fashion. Most of them are using snapchat for
entertainment purpose and to show their friends where they are in the real time (De Geus, 2018,
p. 70). Snapchat being used to send photos that disappear within a few seconds it does not
occupy memory space in the phone. This is also reflected in universities and colleges since the
majority of young people are in this sector. To gain popularity the company has participated in
contributing to the wealth of the general public through supporting the project and in social
responsibility (Bruno, 2011, p.15).
Competitors
As a disruptive market snapchat has faced tough competition from its competitors but has
remained strong in the market.

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Facebook has been and still is one of the social media with the highest number of subscribers. It
has adopted in snap-in by introducing the Instagram that many people like the features. To
remain in the market, Facebook has embraced the feature that allows people to share photos
across the network (Miller, 2012, p.55). This enables it to retain popularity.
Google, on the other hand, had proposed to buy snapchat at cost of three billion dollars
which the CEO declined. Google and Facebook had been in cooperation but snapchat has come
to challenge the two giants. Google has introduced many other services like google drive, which
allows users to save their files and content in the space (Litz, 2016, p.1355). It has also had
google photos that allow photo synchronization from the camera. This feature enables
synchronizes the photos with Google photos immediately they are captured. In case the photos
are deleted the user can still find a back up from Google photos.
Twitter allows its users to twit messages to the public domain, it’s a tool widely used in
the globe to communicate once view about events, people and once opinion (Coff, 2017, p.119).
It has been used in the political arenas, by government officials, artists, media and the public at
large. Before the news is broadcasted twitter always take it first to the public since many people
are using it to relay information immediately it happens.
General public
In the views of the general public, these are the people or shareholders who have the
interest in a company. Their views contribute to the growth of the company. Opening shares to
the public enhance a good relationship with the public to contribute their views to the company.
This gives the public a percentage of ownership of the company. Imran Khan, Michael Lynton
and Timothy Sehn are some of the shareholders of snapchat Inc.

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Stakeholder Analysis for four selected stakeholder groups
The stakeholders may contribute both positive and negative to the rise or collapse of the
organization. The innovation behind Facebook view of the market was to enhance real-time
communication which came strongly and was embraced by Facebook users. Promoting business
and online marketing has come in handy. This has enabled Facebook to attract many people
especially the upcoming youths who use the platform to exchange information and for
interaction across the globe. For relevance purpose and to reach young people many companies
are using the platform for marketing purpose. This has made Facebook maintain its relevance in
the market. On the other hand, snapchat Inc. is capitalizing on entertainment and renovating
cameras. Bruno (2011, p.9), suggest that the main agenda of this market strategy is to capture the
purchasing power of young people and innovation. Through group influence, young people are
the most likely lured to purchase sophisticated cameras that suit their entertainment needs. This
suggests that college students are not excluded from the market (Sethna & Blythe, 2016). The
change in behavior can greatly influence snapchat Inc. market around the globe. Google focus is
on messaging, real-time communication, information backup, and mobile phone synchronization.
Embracing innovation has continued to invent the new brand of services and promotion in the
market. It has continued to embark on the domain as a key to promote small business
entrepreneurs and has provided platforms for creating and hosting companies’ websites.
The shareholder's point of view is to have control over company assets value and to gain
more voting power. Knowing the company objectives, shareholders tend to maximize their profit
from the company. This comes through communicating with the right people, listening to other
shareholders, attending shareholders meeting and knowing the background of the company.
(Bryde et al, 2015, p.8).

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Customers look into the quality service delivery, reliability and mostly on the service benefits.
Information security plays a big role, especially in social media. Snapchat Inc. has improved on
this since the information disappears from the device soon after the photo is shared (Post, Preston
& Sachs, 2012, p.6-28). Unlike Facebook and other social media, it is difficult to know what and
who a user communicated with. Due to restrictions posed to young people by their parents and
the lack of knowledge of parents about the existence of this app, young people are taking
advantage of the snapchat to relay any information without the knowledge of their parents and
with no trace (Rowley, 2017, p.887). This being the reason many young people are embracing
the app it is working to their advantage.
Strategies recommendation
To the Snapchat Inc shareholders should have a clear sustainability plan because in the
dynamic strategies anything can come up to overshadow the future projected goals and plan of
the organization. The company needs to employ expert software developers to enhance
innovative for its projected plan and to remain focused on the market (Miller, 2012, 16). The
competitors should continue embracing the new ideas from the young mind. This can bring in
brilliant ideas which can bring in innovation and enable the company to stand despite the tough
competition that may arise in the future where others competitors may try to take advantage of its
management. Testing new product in the market ensures that innovation is embraced in the
market. This also enables the various stakeholders to remain focused as they try to maintain the
market and remain relevance (Stubbs & Cocklin, 2008, p.103). Customers play a wide role since
monotony of stakeholders is not embraced. The monotony of companies reduces quality service
delivery that leads to poor economic performance in the country.

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To the general public, investing in various companies enhances the growth of the organization
and also promotes the stock market in the nation. This ensures that the public is benefiting from
the value of their shares, the government is earning revenues and the company is projecting its
share growth in the stock rate.
Conclusion
With market dynamics, improvement has been seen in the line if technology due to the
diverse emerging of various social media marketing tools in the market. The rise of Snapchat has
come strongly targeting the young people due to its capability of hiding sent information within
few seconds. This has raised alarming criticism among parents towards the App but it has not
been deterred. Through its stakeholders who have invested in the company, the company has
grown and its popularity has widely spread around the globe. The company is determined to
remain in the market despite the high competition from its competitors. The company CEO
Steven Spiegel refused an offer to sell the brand to Google. Accepting the challenge and to
maintain relevance facebook has embraced the snapshot technology by incorporating the
Instagram app to enhance photo sharing to its users. The organization has developed in the
market firmly and has pulled in key business partners far and wide. This theory will give a
concise portrayal of Snapchat at that point stipulate how it has affected the market. As a
problematic advancement, we will plot the impact the organization is adding to a portion of these
organizations. We will finish up by featuring the real advantages of dynamic techniques and
problematic development. Snap Inc. an organization that was established in the year 2010. The
point of the organization center was around camera innovation to impact how individuals live,
impart, take on the planet and have a fabulous time together. Reevaluating the cameras was the
fundamental goal of its originator. The organization needs to utilize master programming

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designers to improve creative for its anticipated arrangement and to stay concentrated available.
The contenders should keep grasping the new thoughts from the youthful personality. This can
acquire splendid thoughts which can get development and empower the organization to remain
regardless of the intense rivalry that may emerge later on where others contenders may endeavor
to exploit its administration. Testing new item in the market guarantees that advancement is
grasped in the market. This additionally empowers the different partners to stay engaged as they
attempt to keep up the market and remain pertinence. Clients assume a wide part since dullness
of partners isn't grasped. The dreariness of organizations decreases quality administration
conveyance that prompts poor monetary execution in the nation. Being established by three
Stanford understudies, Snapchat Inc. ends up a standout amongst the most well known
organizations around the world. Google also has continued to innovate various brands suitable to
its users especially the new Google photos that enable mobile users to synchronize with Google
photo App that backs up their photo instantly. With market diversity, existing companies must
remain focused by embracing technology for them to remain relevant and maintain their
customer's interests and satisfy their needs.

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