Stakeholder Analysis of Snap Inc. for MBA Assignment

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Author’s Note

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Executive Summary
This report takes an in depth view of the internal and external stakeholders of Snap, Inc. the
various stakeholder groups of the company have been identified. They are individual
stakeholders, institutional stakeholder and the mutual fund holders. This group is
immediately followed up by the individual departmental directors. The base management
committee which is the most poignant stakeholder group have been described also. In the
next part of this report, the four specific stakeholders, namely Tim Stone, Mark Randall,
Imran T. Khan and Michael Lynton, their organisational behaviour, motive and outcome have
been discussed in detail here. Again, strategies for stakeholder engagement have been
categorised also. Identifying the stakeholder responsibility matrix as the most feasible
channel of management, the various ways in which, the identified stakeholders can
collaborate with the project teams have been highlighted.

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Table of Contents
A. Snap Inc. Stakeholder View of the Organisation Model.......................................................4
B. Stakeholder Analysis for four selected stakeholder groups................................................12
Influencers: Imran T. Khan, Chief Strategy Officer.............................................................12
Providers: Mark Randall, the current Vice President of the Technology and Engineering
division.................................................................................................................................13
Functional Management: Tim Stone, Chief Financial Officer.............................................13
Governance: Michael Lynton, Chairman of Snap, Inc.........................................................14
C. Stakeholder category identification and generic strategic programs for each of the four
selected stakeholders................................................................................................................14
D. Recommended strategic program for each of the four selected stakeholder groups
including reasons for recommendations...................................................................................15
Recommendation 1: Financial Roadmap of Tim Stone.......................................................15
Recommendation 2: Role of Michael Lynton......................................................................16
Recommendation 3: Role of Mark Randall and Imran I. Khan...........................................16
Reference List..........................................................................................................................17

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A. Snap Inc. Stakeholder View of the Organisation Model
Snap, Inc. is an organisation which is occupied with their camera platform. The
company also indulges in providing advertising services to their partners by means of helping
them to generate returns on their investments. The major market products of Snap, Inc. are
Snapchat, Spectacles as well as Publisher tools. The organisation was founded in 2011 by
Frank R. Brown, Evan Spiegel, as well as Robert Murphy. The major share of the company
rests in the hands of three stakeholder groups, which includes the likes of Individual
stakeholders, demanding a business share of 22.86%, other institutional stakeholders,
occupying 15.67% and finally the Mutual-fund holders who share 12.25% business share.
The employees were a stakeholder group of medium importance when the number of service
users were very low, that is up to 2014. After that when the popularity of the services of
Snap, Inc. gradually started to increase, the employees emerged as a very essential group of
stakeholders.
The number of employees were only 600 as of the fiscal year 2015. The two
consecutive financial years 2016 and 2017 saw an increase of employees up to 1.86k and
3.07k respectively (Fenwick and Vermeulen 2017). The group of top executives form another
major group of stakeholders. This group incorporates Evan T. Spiegel, who is the Director as
well as the Chief Executive Officer of the company. Tim Stone, the main Financial Officer is
another essential member of this group. The Vice-President of Technologies that is Mark
Randall is an invincible member of this core group of stakeholders and the last member of
this group is Imran Khan, who is the Chief Strategy Officer. The group of stakeholders next
in level of importance is the managerial committee of the company. This group is headed by
Evan Spiegel, who is the Executive head of the company (Wagner 2017). The Chairman, and