Strategic Management in Twitter

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. a) Analyse and justify what makes the Twitter strategy formulation approach both
deliberate and emergent. Evaluate the limitations of both approaches to strategy formulation. 1
1. b) Explain why the development of strategic management is important for the major players
in the micro blogging and social networking industry?..............................................................3
2. a) Critically analyse the competitive environment facing Twitter in the social networking
industry. Evaluate the balance of opportunities and threats........................................................3
2. b) Evaluate strategic capability of Twitter using Value, Rare, Imitability and Organisational
Support (VRIO) framework. What lessons, if any, can other companies learn from your
analysis and evaluation in this task?...........................................................................................6
3. a) Critically analyse Twitter’s current strategies and propose a range of practical alternative
future strategies for possible adoption by the organisation.........................................................8
3. b) Using the SAF (Suitability, Acceptability and Feasibility) strategic model, select and
justify the strategy that you believe Twitter should pursue in the future....................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic management can be referred to as a process adopted by an organisation in a bid
to craft as well as implement effective and efficient business strategies. This provides assistance
to the corporation in gaining a sustainable competitive advantage in market place. By thoroughly
carrying out strategic management, the top management of a company strives to attain positive
outcomes in terms of increment in revenue, profit and customer base. The current report seeks to
explore the strategic management carried out within the bounds of Twitter. This is a well
renowned micro-blogging and social networking company that provides a lucrative platform to
the companies in accordance with which they can exchange tweets, messages, post, etc. The
report consists of approaches to strategy formulation along with industrial analysis of the
company. Along with this, VRIO analysis is covered in the project. Lastly, Porter's Generic
Strategy model is applied to determine the most suitable strategy for future context of time
together with the application of SAF to determine its viability.
MAIN BODY
1. a) Analyse and justify what makes the Twitter strategy formulation approach both deliberate
and emergent. Evaluate the limitations of both approaches to strategy formulation
Deliberate approach: It is defined as a practice that is systematic and purposeful as well.
This practice states that one of the essential thing that is required is focus in order to improve
performance and to set specific objectives. In addition to this, it states that development of skills
and expertise requires feedback instead of implementing task repetitively. This approach was
used by Twitter and its main principles that is focused by company is given below:
Talent is not enough: This principle signifies that talent in an individual is not enough in
order to get best results, the positive outcome is gained only when an individual practice it in an
effective manner. In context to Twitter, its higher authorities believes on perfection and for this
they develop dummy activities that help in proper implementation of overall activities and results
out in a proper manner.
Expert performance: It is determine that to learn a concept, it require in depth study and
needs repeated exposure. For this, company make use of expertise that supports its staff members
to implement out task in a proper manner and also aid Twitter to deal with customers in an
effective manner.
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Focus: This principle states that to attain desired goals and to set things for long-term,
one of the key is focus. With reference to Twitter, it make use of this principle as it help to
clarify goals to all the employees in a proper manner and meet with the targets on time period.
Goal setting: It is determined that goal setting is one of the powerful motivator that aid in
proper as well as timely implementation of activities. In relation to Twitter, its managers set the
goals and communicate it to all the employees so that all the activities is executed with set
standards that has direct impact on performance and profitability of company.
Feedback: It is consider as last principle of deliberate approach which states that in order
to make improvements, it is important for a company to take feedback from its customers after
providing the services to them. In relation to Twitter, it make follow this principle and take
reviews of users so that improvements take place as per the requirements that directly leads to
satisfaction and development of positive mind-set towards Twitter.
Advantages- One of the advantage of using such approach is it help in optimum
allocation of resource and alignment of activities. In addition to this, it aid twitter to set and
clarify objectives in an effective manner.
Limitation- It is determine that this approach involves of being fixated on a particular
outcome which directly leads to rigidity in activities and operations of twitter.
Emergent approach: It is defined as a set of actions, behaviour that is consistent
overtime. In addition to this, it is mainly an internally consistent ways of competitive actions as
well as reactions that occurs over time.
Advantage- The benefit of emergent approach is flexibility that help Twitter to maintain
a balance with the changing business environment and also aid in better decision making.
Limitation- It is analysed that emergent approach is unpredicted and unplanned that
occurs conflicts to Twitter at the time of allocation of resources in an effective manner.
Difference between deliberate and emergent strategic approach
Basis Deliberate strategic approach Emergent strategic approach
Planning
pattern
It is based on the principle of think
and act.
It consist of pattern from future, present
and past for noticing & legitimating
them.
Strategy
Goal
Herein, the strategy is declared by
top level management at initial level
Herein, strategy as understand as
viewpoint of market conditions.
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