Twitter: A Case Study

Running head: TWITTER: A CASE STUDY
TWITTER: A CASE STUDY
Name of the student
Name of the University
Author Note

1TWITTER: A CASE STUDY
Question 1
Ashridge Sense of Mission Model is a statement of mission or pursuit which had been
created, developed and formulated by Ashridge Strategic Management and Research Center
which has been and is extensively used by entrepreneurs and corporate professionals in defining
the statements of the missions of their enterprise (Babnik et al., 2014). Ashridge Sense of
Mission Model suggests and exhibits four dimensions of mission namely purpose of the
enterprise, strategies of the enterprise (both financial and non-financial), values and behavioral
standards of the respective enterprise. Ashridge Sense of Mission Model is absolutely necessary
for any organization or enterprise because the four dimensions mentioned in the Model is
important and significant components for the respective organization which is opting for a strong
mission for its bright future in the fierce global competitive market. The respective answer is a
discourse, an introspection, an analysis and an interpretation of missions and strategies taken up
by the United States of America based world renowned micro social media platform Twitter and
argument weather the mission taken up presently by the Twitter is weak or strong as far as the
global market structure and functioning is considered. The respective answer has utilized the
fiscal and financial statements of Twitter for the last four years and other important sources to
carry out the required analysis and interpretation. The application, discourse, analysis and
interpretation of mission of Twitter on the basis of Ashridge Sense of Mission Model are
mentioned thereafter.
Purpose
The purpose of the knowledge sharing micro social networking platform Twitter, which
is a United States of America based company, has been well analyzed and interpreted by the

2TWITTER: A CASE STUDY
Ashridge Sense of Mission Model. The intention of the respective discourse is to provide
adequate and correct strategic outline to the Twitter for the enhancement of its business,
including its management arena as well as well-being of its employees.
According to the business reviews and overview of the Company Twitter, it has been
comprehended that the very basis of existence of the company relies on its objectives it offers to
the customers. The main objective of the company Twitter is to provide the society with the
power and an egalitarian and open social media platform to exchange, discuss and share
information in quick, swift and reliable manner irrespective of any sorts of geographical,
geopolitical, social and other barriers (Megele, 2014). Twitter, through its various unique and
remarkable services, intends to cater to the needs of the global mammoth market outside. It is
evident that the customary and secondary users of Twitter are varied and come from different
walks of life. Certain users create Twitter account to discuss and share information about various
topics of interest and knowledge sectors. Entrepreneurs, business tycoons and advertisers too are
users of Twitter who have successfully utilized and are still utilizing the prolific platform to
share and exchange their business information, product and marketing information to millions of
people across globe within a very short time (Murthy, 2018). Therefore, the purpose of the
company lies in its power to provide a knowledge sharing platform targeting the whole globe,
which is the sole reason for its existence.
Strategy
Strategies are certain plans and policies that provide Twitter certain ideas to enhance its
business and its position in the global competitive market. Strategies that are customarily
included are ways by which accessibility of market can be increased for products of Twitter.

3TWITTER: A CASE STUDY
Strategies throw light on the ways by which placing, pricing, promoting, advertising and
manipulating the target customer groups by Twitter can be executed. A reasonable magnitude of
research, development and technological innovation team has been appointed by Twitter to
improve and enhance itself in the market (Mark & Parker, 2011). Twitter provides mobile
advertising exchange services through a platform named twitter MoPub exchange bringing in
buyers and sellers and provide them with a market platform which is one of the reasons for
earning revenue of Twitter. Twitter has also recently launched Twitter Software application that
enables users with microblogging services. The launch of the latest software has led Twitter to
29% year-on-year increase of $758 million in Quarter 3 of 2018. Business strategies taken up by
Twitter such as data licensing has helped twitter to generate $109 million revenue (up to 29%
increase). (Bharadwaj et al., 2013).
Behavior Standards
Behavior Standards of an enterprise is generally considered to be code of conduct and
behavior guidelines that clearly states people what to do and what not to do while working for
the respective enterprise. To arrest the emotional power of an organization, there is a need for
philosophical and moral standards of behavior which is an important aspect in the mission
statement of an organization. Twitter has declared itself to be committed to maintain an
optimistic and inclusive experience for every individual. Twitter has been recently launching a
warning of cleansing off fake accounts which has led to a decrease of 19% of its market share.
However, such initiative was a strategy taken up by Twitter to attract genuine users and retain
political neutrality to avoid any kind of complications. (Puschmann & Burgess, 2013). Being a
platform which respects as well as exhibits free thoughts, expressions and speech, breach of
freedom of speech and expression is considered catastrophic failure of twitter. Twitter has